直播電商的互動性為商家帶來更大的導流成效，提升產品轉換率，但並非每個商家皆能透過此模式成功獲取訂單與傳播效益。本研究將調查直播電商對顧客參與的影響。採網路問卷調查擬社會關係與自我驗證之用戶體驗，如何透過直播主認同、社群認同以及品牌認同影響顧客參與。並加入遺漏恐懼作為干擾變數，探索其在直播電商情境下所扮演的角色。本研究結果發現，直播電商所產生擬社會關係與自我驗證會正向影響認同感，並在其中發生移轉效果，進一步影響顧客參與。此外，高遺漏恐懼者在直播電商中產生的擬社會關係會強化社群認同對顧客參與的影響，而在直播電商中產生的自我驗證會強化直播主認同、社群認同對顧客參與的影響。本研究擴展社會認同理論，延伸至直播電商領域，並提供實務建議給欲使用直播的商家，以提升整體行銷效果。

　　The interactivity of live e-commerce brings greater marketing effect to stores and improves product conversion rate, but not every store can successfully obtain orders and communication benefits through this mode. This study will investigate the impact of live e-commerce on consumer engagement. An online questionnaire was used to investigate how parasocial relationships and self-verification of user experience affect consumer engagement through broadcaster identification, community identification and brand identification. In addition, fear of missing out is added as a moderator variable to explore its role in the context of live e-commerce. The results of this study found that parasocial relationships and self-verification generated by live e-commerce will positively affect the identification, and then have a transfer effect, further affecting consumer engagement. In addition, the parasocial relationships generated by people with high fear of missing out in live e-commerce will strengthen the influence of community identification on consumer engagement, and the self-verification generated in live e-commerce will strengthen the influence of broadcaster identification and community identification on consumer engagement. This study extends the social identity theory to the field of live e-commerce, and provides practical suggestions to stores who want to use live-streaming to improve the overall marketing effect.

論文審定書………………………………………………………………………….i
中文摘要…………………………………………………………………………….ii
英文摘要…………………………………………………………………………….iii
第壹章、緒論……………………………………………………………………….1
第一節、研究背景…………………………………………………………….1
第二節、研究動機…………………………………………………………….2
第三節、研究目的……………………………………………...……………..6
第貳章、文獻探討………………………………………………………………….7
第一節、直播………………………………………………………………….7
　　　　一、直播定義與特性…………………………………………………….7
　　　　二、直播市場…………………………………………………………….7
　　　　三、直播電商市場……………………………………………………….9
　　　　四、小結…………………………………………………………………11
第二節、社會認同理論………….……………………………………………11
　　　　一、社會認同理論定義…………………………………………………11
　　　　二、社會認同理論相關研究……………………………………………13
　　　　三、小結…………………………………………………………………18
第三節、擬社會關係…………………………………………………………19
　　　　一、擬社會關係定義……………………………………………………19
　　　　二、擬社會關係相關研究………………………………………………21
　　　　三、小結…………………………………………………………………23
第四節、自我驗證理論………………………………………………………24
　　　　一、自我驗證理論定義…………………………………………………24
　　　　二、自我驗證理論相關研究……………………………………………24
　　　　三、小結…………………………………………………………………26
第五節、遺漏恐懼……………………………………………………………26
　　　　一、遺漏恐懼定義………………………………………………………26
　　　　二、遺漏恐懼相關研究…………………………………………………28
　　　　三、小結…………………………………………………………………31
第六節、顧客參與……………………………………………………………31
　　　　一、顧客參與定義………………………………………………………31
　　　　二、顧客參與相關研究…………………………………………………33
　　　　三、小結…………………………………………………………………35
第參章、研究架構與方法…………………………………………………………36
第一節、研究架構圖…………………………………………………………36
第二節、研究假說……………………………………………………………37
　　　　一、擬社會關係對認同感的影響………………………………………37
　　　　二、自我驗證對認同感的影響…………………………………………39
　　　　三、認同感對顧客參與的影響…………………………………………40
　　　　四、遺漏恐懼的干擾效果………………………………………………41
第三節、變數衡量……………………………………………………………43
第四節、研究對象……………………………………………………………46
第五節、研究程序……………………………………………………………46
第六節、資料分析方法………………………………………………………47
第肆章、統計檢定…………………………………………………………………49
第一節、描述性統計…………………………………………………………49
第二節、測量模型分析………………………………………………………58
第三節、結構模型分析………………………………………………………62
第四節、遺漏恐懼干擾效果檢驗……………………………………………75
第五節、假說檢定……………………………………………………………91
第伍章、研究討論…………………………………………………………………93
第一節、擬社會關係對認同感的影響………………………………………93
第二節、自我驗證對認同感的影響…………………………………………95
第三節、認同感對顧客參與的影響…………………………………………98
第四節、遺漏恐懼的干擾效果………………………………………………99
第陸章、結論與建議………………………………………………………………102
第一節、結論…………………………………………………………………102
第二節、研究貢獻……………………………………………………………103
　　　　一、理論貢獻……………………………………………………………103
　　　　二、實務貢獻……………………………………………………………106
　　　　三、研究限制與建議……………………………………………………108
參考文獻………………………………………………………………………110
附錄……………………………………………………………………………118

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