直播產業近年來進入高速發展期，直播產業的經濟效益攀升，若將直播應用於產品或服務的行銷範疇，透過虛擬互動行銷及直播主個人魅力，創造了新的產品行銷模式。本研究欲探討直播主如何與運動鞋品牌相結合，影響消費者的品牌認知及購買意願。以「擬社會互動理論」為基礎，探討擬社會互動的三個前因如何影響消費者的虛擬互動感受；其次，透過擬社會互動改變消費者對產品品牌的認知及購買意願。本研究以問卷方式獲得數量化的資訊，有效樣本共計為521份，以結構方程模型(SEM)進行分析。
研究結論顯示，品牌認知會因為觀賞直播影片而顯著提高，且受到與直播主之擬社會互動正向影響。而對於三種類型直播主(網紅直播主/明星直播主/運動員直播主)而言，明星直播主之形體吸引力和擬社會互動顯著於運動員和網紅直播主，代表消費者重視明星直播主之形體吸引力和互動性，更期待明星直播主的新作品。整體而言，本研究認為擬社會互動是一個品牌管理的重要工具，可作為提高運動鞋品牌正向認知的良好工具。以上結論可提供業者或廠商制定直播行銷策略時，如何尋找及選擇適合的直播主，有更清晰的輪廓。
Using parasocial interaction (PSI) from mass communication literature, this study investigated the “relationship” developed between viewers and broadcasters, and the subsequent influence of that perception on sports shoes brand and purchase intentions. We propose a model that assesses the influence of physical attractiveness, social attrac-tiveness, and attitude homophily of broadcasters on PSI; and PSI effects on brand per-ceptions and brand purchase intentions. This study classifies broadcasters into three types (internet celebrity, sports stars, and idols), and make comparisons among them. Using structural equation modeling (SEM), results supported the proposed model. Overall, the findings generally support for PSI as a brand management tool and the use of live broadcasting in social media for positive perceptions of luxury brand. Establishing a rela-tionship with consumers through online brand ambassadors should increase likelihood of future purchases.
