台灣電子商務發展迅速，在電子商務的眾多型態中，又以直播為台灣零售業的第二大營收支柱，成為電商平台重大的營收來源之一，由於「持續觀看意圖」是直播平台最基本的期待，因此，本研究探討使用者的心理狀態，有助於瞭解後續引發的各種消費動機。直播平台運用現代人在社群寂寞下產生的孤獨感，使人們花更多時間轉而尋求觀看直播，而疫情更是讓寂寞經濟達到高峰。Morahan and Schumacher (2000)在大學生網路成癮症的研究中指出，網路成癮的使用者多是較為寂寞空虛，會透過網路尋求與自己有相同嗜好的人來建立社交關係。由上述可推演假設，使用者藉著在直播間中虛擬社群的互動、歸屬感、與被關注的體驗，來滿足在社交情感心理層次上的不滿足。故本研究試圖透過問卷調查法，探究虛擬社群意識是否會正向影響持續觀看意圖、及是否會受到社會寂寞感調節。本研究以愛好收看直播的買家為受測試對象，發放Google線上問卷，共回收333份有效問卷，並透過SPSS 21.0之統計分析軟體進行資料分析，方法包括敘述統計、信度分析、相關分析、與迴歸分析，來驗證本研究之假說。研究結果顯示，第一，虛擬社群意識對持續觀看意圖有正向影響。第二，社會寂寞感對持續觀看意圖有正向影響。第三，社會寂寞感會調節虛擬社群意識對持續觀看直播的意圖。
Among the many types of e-commerce in Taiwan, live streaming is the second largest revenue pillar of the retail industry in Taiwan and has become one of the major revenue sources of e-commerce platforms. Since "continuous viewing intention" is the most basic expectation of live streaming platforms, this study examines the psychological state of users to help understand the various consumption motives triggered subsequently. In a study of Internet addiction among college students, Morahan and Schumacher (2000) suggest that Internet addicted users are more likely to be lonely and empty, and seek out people who share their hobbies to build social relationships through the Internet. The above hypothesis can be deduced from the above. From the above, it can be deduced that users satisfy their social-emotional psychological dissatisfaction through the virtual community interaction, sense of belonging, and the experience of being noticed in the live streaming. Therefore, this study was conducted to investigate whether virtual community awareness positively affects the intention to continue watching and whether it is regulated by social loneliness through a questionnaire. A total of one online questionnaire was collected333 and analyzed by SPSS 21.0 statistical analysis software. The methods included narrative statistics, reliability analysis, correlation analysis, and regression analysis to test the hypotheses of this study. The results showed that, first, virtual community awareness had a positive effect on continuous viewing intention. Second, social loneliness has a positive effect on continuous viewing intention. Third, social loneliness moderates the intention of continuous viewing.
