企業最近將虛擬購物提升到了另一個層次，將現場直播與即時線上購買相結合，讓觀眾在觀看的同時也能購物。這種做法也被稱為「流媒體商務直播」。一些實證研究分析了這種新穎做法的效果。結果顯示，由於與其他購物者同步的即時互動，直播購物者很容易衝動購買。然而，本研究提出，在觀看直播節目時，積極的情感反應，如感知到的享受，可以在導致衝動購買方面發揮突出的作用。本研究針對326名直播購物者的進行線上問卷調查，其購物樂趣通過不可抗拒的購買衝動引發了衝動性購買行為。值得一提的是，本研究發現自我控制加強了衝動迫切性和衝動購買行為之間的關係。其具有管理意涵意義，即對於直播媒體零售商來說，在投入促使消費者的正向情緒提升是對獲利有幫助的，這種新穎的購物渠道可以使那些喜歡在家欣賞產品精彩視覺呈現的消費者受益。

Businesses have recently taken virtual shopping to the next level by combining livestream broadcasts with instant online purchases to allow viewers to watch and shop at the same time. This practice is also known as “live streaming commerce”. A number of empirical studies analyze the effects of this novel practice. They show that live-stream shoppers are prone to impulse buying due to real-time interactions in synchronization with simultaneous presence of other shoppers. However, I propose that positive affect reactions such as perceived enjoyment can play a prominent role in causing impulsive purchases while watching live-stream shows. An online self-reported survey of 326 live-stream shoppers demonstrates that their shopping enjoyment triggers impulsive purchasing behaviors through the irresistible urge to buy. Self-control is counterintuitively found to strengthen the relationship between the impulsive urge and the impulsive buying behavior. The key implication is that it is often profitable for live streaming retailers to increase spending on consumers’ positive emotions and this novel shopping channel could benefit at-home consumers who prefer to have a great visual demonstration of the products.

Validation Letter i
Acknowledgement ii
Abstract (Chinese) iii
Abstract (English) iv
Table of Contents v
Tables and Figures vi
1. Introduction 1
2. Literature Review and Hypothesis 3
2.1. Live-stream Commerce 3
2.2. Impulse Purchase 5
2.3. Online impulse purchase 7
2.4. Urge to buy on impulse is different from impulse buying behavior 10
2.5. Perceived Enjoyment 11
2.6. Self-control 13
3. Research Method 14
3.1. Procedures 14
3.2. Data collection 15
3.3. Moderated mediation model 16
4. Results 17
4.1. Scale and measurements 17
4.2. Correlations 19
4.3. Hypothesis Testing 19
4.4. Summary of the results 23
5. Discussion 24
6. Theoretical and practical implications 27
7. Limits and Future directions for research 28
8. References 30

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