本研究引用S-O-R理論，探討在直播購物的模式下，直播主的說服訴求策略是否影響觀眾的觀看情緒，進而產生購買意圖。以直播主（賣家）的說服訴求策略作為環境刺激，愉悅和喚起為觀眾（買家）的心理情緒反應，購買意圖為觀眾的行為反應。同時納入產品類別（搜尋品vs. 經驗品）來更深入探討此二種產品類別分別較適合採用何種說服策略。
以線上實驗設計，操弄5（理性訴求/感性訴求/獎賞訴求/權威訴求/恐懼訴求）× 2（搜尋品/經驗品）組間實驗設計。以台灣地區民眾為研究對象，共回收283 份有效問卷，並以結構方程模式 (PLS-SEM) 進行分析驗證。
研究結果發現，權威和感性訴求會正向影響觀眾觀看直播購物時的愉悅和喚起情緒，情緒會正向影響購買意圖。搜尋品使用感性訴求對觀眾喚起和愉悅情緒效果顯著，使用理性訴求對觀眾喚起情緒效果顯著；經驗品搭配感性、權威訴求對觀眾喚起和愉悅情緒效果顯著。

Based on the Stimulus-Organism-Response framework, this study examined the influences of live streamers’ appealing strategies on audiences’ emotion under live-streaming shopping context and investigated whether the emotional responds evoke audiences’ purchase intention. Live streamers’ appealing strategies (sellers) was treated as a stimulus, pleasure and arousal as emotional responses, and purchase intention as behavioral response. Product type (search goods vs. experience goods) was treated as a moderator to explore which strategies are suitable for these different product categories. The study used online experimental design, which manipulated 5x2 factorial design to analyze the result. Participants (n=283) resided in Taiwan. PLS-SEM was used to analyze the data. The results show that authority and emotional appeals positively influence the audiences’ pleasure and arousal, and emotional responses positively influence the purchase intention. For search goods, emotional appeal significantly drives audiences’ pleasure and arousal and rational appeal significantly drives audiences’ arousal. For experience goods, authority and emotional appeals significantly drive audiences’ pleasure and arousal.

論文審定書 ......................................................................................................................... i
誌謝 ..................................................................................................................................... ii
中文摘要............................................................................................................................... iii
英文摘要............................................................................................................................... iv
目錄........................................................................................................................................ v
圖目錄.................................................................................................................................... vii
表目錄................................................................................................................................... viii
第一章 緒論.......................................................................................................................... 1
第一節 研究背景與動機....................................................................................................... 1
第二節 研究問題與目的....................................................................................................... 4
第三節 研究流程.................................................................................................................. 5
第二章 文獻探討.................................................................................................................. 6
第一節 網路直播購物.......................................................................................................... 6
第二節 「刺激-有機體-反應」理論..................................................................................... 7
第三節 說服訴求策略......................................................................................................... 10
第四節 產品類別................................................................................................................. 14
第三章 研究方法................................................................................................................. 17
第一節 研究模型................................................................................................................. 17
第二節 研究假說................................................................................................................. 19
第三節 研究變數與操作型定義.......................................................................................... 22
第四節 實驗設計................................................................................................................. 24
第五節 資料分析方法......................................................................................................... 28
第四章 資料分析結果......................................................................................................... 29
第一節 樣本基本資料分析................................................................................................. 29
第二節 衡量模型................................................................................................................ 32
第三節 路徑分析與假說驗證............................................................................................. 36
第四節 產品類別干擾效果分群驗證.................................................................................. 38
第五章 結論與建議............................................................................................................ 40
第一節 研究結果討論........................................................................................................ 40
第二節 管理實務意涵........................................................................................................ 42
第三節 研究限制與未來研究建議..................................................................................... 43
參考文獻............................................................................................................................ 45
中文文獻............................................................................................................................ 45
英文文獻............................................................................................................................ 47
附錄.................................................................................................................................... 50
附錄一 產品類別分類檢測問卷......................................................................................... 50
附錄二 實驗影片情境內容效度問卷................................................................................. 52
附錄三 實驗正式問卷........................................................................................................ 53

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