| 摘要: | 隨著社交媒體和網路科技的迅速發展，直播帶貨已成為零售市場的一股新力量。本研究探討消費者參與程度、對賣家態度以及主播自我揭露對消費者信任的影響，以及這些因素對消費者願意跟此帶貨主播的購買之程度的影響。深入了解這些影響因素對直播帶貨的實務運作和消費者行為的影響，為相關行業提供實用建議。
本研究旨在探討直播帶貨環境下消費者參與程度、賣家態度及主播自我揭露對消費者信任的影響，以及這些因素對消費者願意更主播狗買產品之程度的影響。通過瞭解這些相互關聯的變數，提供實務界關於如何最好地利用直播帶貨的實用建議。研究結果將對直播帶貨行業的實務運作產生重要影響，並填補學術文獻中的空白，為進一步相關研究提供基礎。
消費者參與(consumer engagement)是在現實生活或社交媒體上消費者與品牌進行的互動，包括點讚相關貼文或參與相關活動等等，而消費者在經過互動後，將會增加其與品牌之間相關的情感，也會對品牌有更深的態度跟交流意願，而直播帶貨中的消費者參與，如點讚、評論等等。
自我揭露(self-disclosure)源自社會心理學，是向他人傳達個人訊息，如年齡、性格、過去經歷等。親密度、廣度和深度是揭露的主要方法。而自我揭露可增進信任，促進良好印象。
With the rapid development of social media and internet technology, live streaming e-commerce has emerged as a new force in the retail market. This study investigates the impact of consumer engagement, seller attitude, and host self-disclosure on consumer trust, as well as their influence on consumers' willingness to purchase products promoted by these hosts. By exploring these factors, the research aims to provide practical insights into the operational dynamics of live streaming e-commerce and its effects on consumer behavior, offering practical recommendations for relevant industries.
The study focuses on examining how consumer engagement, seller attitude, and host self-disclosure affect consumer trust in the context of live streaming e-commerce, and how these factors influence the extent to which consumers are willing to purchase products from the hosts. By understanding these interconnected variables, practical recommendations are offered for optimizing the use of live streaming e-commerce. The findings are expected to significantly impact the operational strategies within the industry and contribute to filling gaps in academic literature, laying the groundwork for further related research.
Consumer engagement refers to interactions between consumers and brands in real life or on social media, such as liking posts or participating in related activities. These interactions enhance emotional connections with the brand and increase willingness to communicate and interact with the brand. In the context of live streaming e-commerce, consumer engagement includes actions like liking and commenting.
Self-disclosure, originating from social psychology, involves sharing personal information with others, such as age, personality, or past experiences. Intimacy, breadth, and depth are key dimensions of disclosure. Self-disclosure fosters trust and facilitates positive impressions. |
