篇名 | 直搗你心:直播電商對顧客參與之影響 |
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卷期 | 32:1 |
並列篇名 | Straight into Your Heart: The Effect of Live-Streaming E-Commerce on Consumer Engagement |
作者 | 吳昱賢 、 李雅靖 |
頁次 | 153-194 |
關鍵字 | 自我驗證 、 直播電商 、 認同感 、 擬社會關係 、 遺漏恐懼 、 fear of missing out 、 identification 、 live-streaming e-commerce 、 parasocial relationships 、 self-verification 、 Scopus 、 TSSCI |
出刊日期 | 202204 |
DOI | 10.6226/NTUMR.202204_32(1).0005 |
本研究以網路問卷調查在直播電商情境產生之「擬社會關係」與自我驗證如何透過認同影響顧客參與,並調查遺漏恐懼的干擾效果。本研究發現,直播電商所產生之擬社會關係與自我驗證正向影響認同感,進一步影響顧客參與。此外,遺漏恐懼之干擾效果顯著。本研究更全面地瞭解直播電商觀看者的心理機制,探索觀看者心理因素與認同感及顧客參與之間的關係,補足過往文獻缺口並且開拓直播領域的研究。本研究擴展社會認同理論,延伸至直播電商領域,並提供實務建議。
This study aims to examine the impact of live-streaming e-commerce on customer engagement through identification. Through analyzing results of an online survey, we discover that parasocial relationships and self-verification generated by live-streaming e-commerce positively affected identity, further leading to the enhancement of customer engagement. In addition, the moderating effect of fear of missing out is significant. This study offers a comprehensive understanding of the psychological mechanism of live-streaming e-commerce viewers by exploring relationships among psychological factors, identity, and customer engagement. It fills the research gaps and expands the scope in researching the live-streaming of e-commerce. It also extends social identity theory to the field of live-streaming e-commerce.