你「直播」了嗎？這是近來大家耳熟能詳的名詞。自 2016 年4 月當臉書(Facebook)向所有用戶開放全民直播的那一天開始，Facebook 的用戶因此都能有機會隨時享受到受人注目的感覺，也讓人與人之間的互動更為即時緊密頻繁。本研究整合科技接受模式與推敲可能性模式，以臉書為例、探討網路直播如何應用不同的信息路徑(包括訊息的論述品質、主播人氣和吸引力)以及互動性來提升用戶對於所傳播信息的正向信念(包括知覺有用以及知覺享樂)、並進一步激勵購買意圖。本研究對象為觀看過臉書直播之民眾，採用問卷調查方式、蒐集到有效問卷394 份，應用結構方程模式進行資料分析，包括驗證性因素分析與路徑分析進行研究架構的假設檢視。研究結果顯示：(1) 知覺享受是對於臉書直播主推薦產品的購買意圖之最強預測因子，知覺有用也是關鍵預測因子；(2) 中央與邊陲路徑皆能顯著提升用戶對於臉書直播的正向信念，其中邊陲路徑的主播個人魅力對於臉書直播的知覺享樂是具主導的前因；(3) 邊陲路徑的主播人氣對於提升用戶對於臉書直播的正向信念之影響效果有限；(4) 人際互動能有效提升用戶對於臉書直播的正向信念，其中人員回應速度的影響力最強。並提出建議與實務意涵。

Are you "live"? Facebook live broadcast makes people interact more quickly and frequently. This article integrates the technology acceptance model (TAM) and the elaboration likelihood model(ELM) to investigate how webcasting uses different persuasive routes (including the Information argument quality, popularity cohesion and attractive) and interactivity to enhance users' positive beliefs (including perceived usefulness and perceived enjoyment), and then to further encourage individual purchase intentions. A total of 394 valid questionnaires are collected. This study uses structural equation modeling (SEM) to examine the measurement model and to evaluate the path effects in the conceptual model. The results find that: (1) perceived enjoyment is the strongest predictor of purchase intension. Perceived usefulness is one of the key predictors of purchase intension. (2) Both central route and peripheral route effectively persuade users to adopt information from Facebook live broadcast master via perceived usefulness and perceived enjoyment. The attractive of live broadcast master, one clue of the peripheral route, has the strongest effect on perceived enjoyment. (3) However, the popularity of the live broadcast master has limited influence on enhancing the user's positive beliefs. (4) Person interactivity (including two-way communication and person-speed of response) significantly enhances the user's positive beliefs, and person-speed of response has the strongest effect. The practical implications are proposed.