如何強化消費者承諾以降低直播銷售的棄單意圖

在Facebook上直播販售商品是這幾年相當流行的社群商務模式，透過社群的力量可以相當容易的集眾。然而過度簡易的交易方式，也造成部份困擾，例如消費者於下單後反悔不進行結帳的棄單行為，會帶給賣家庫存成本與再銷售成本的提升。本研究針對直播棄單，並以承諾理論為基礎，了解消費者承諾是否能夠有效降低棄單意圖，同時也了解哪些機制可以增加消費者的承諾。經回收301份問卷並進行統計分析發現，規範性承諾以及持續性承諾可以有效降低棄單意圖，情感性承諾則與規範性承諾和持續性承諾有顯著相關。此外，交易規則明確度及社會規範可以提昇規範性承諾；社團參與度與直播主熟悉度對情感性承諾有影響，喪失社團權益則與持續性承諾習習相關。

Facebook Live has become a popular channel for selling various products. Live streamers allow real-time interaction between buyers and sellers to attract consumers. However, this transaction process is not without challenges. Buyers sometimes fail to confirm transactions and do not pay for their order, increasing product costs at the seller end. Based on commitment theory, this study aims to understand whether customer commitments can inhibit failure to confirm intention. We also explore possible mechanisms that can enhance commitments. An analysis of 301 questionnaire responses indicates that normative and continuance commitments have a direct impact on intention, and affective commitment has a significant impact on normative and continuance commitments. Additionally, normative commitment is associated with explicit transaction rules and social influence. Affective commitment is associated with participation in the fans club and familiarity with the live streamers. Continuance commitment is associated with loss benefit.