本研究應用 S-O-R 模型探討電商直播之情境與環境刺激(網紅直播主之吸引
力、擬社交想像與訊息品質)對受眾內在情緒能量與認知同化狀態的影響，以及其
進一步之回應行為(享樂性消費、衝動性消費與社交分享)。根據 295 個有效樣本
資料分析，結果顯示(1) 三項刺激對情緒能量與認知同化狀態有直接影響。(2) 情
緒能量分別對享樂性消費、衝動性消費與社交分享有直接影響。(3)認知同化狀態
也分別對享樂性消費與社交分享有直接影響。上述發現提供實證網紅直播之情境
與環境刺激會影響受眾的情緒能量與認知同化狀態，進而影響其享樂性消費、衝
動性消費與社交分享行為。

This research applies the S-O-R model to explore the impact of live broadcast e-Commerce context and environmental stimuli (Attractiveness of Internet Celebrity broadcaster, Para-social Imagination, Information Quality) on the Emotional Energy and Cognitive Assimilation status of consumers, and consumers Further response behaviors (Hedonic Consumption, Impulsive Consumption, Social Sharing). 295 valid respondents were collected via cross-sectional online survey websites. The research results show that (1) the three stimuli have a direct impact on Emotional Energy and Cognitive Assimilation status. (2) Emotional Energy has a direct impact on Hedonic Consumption, Impulsive Consumption and Social Sharing respectively. (3) The state of Cognitive Assimilation also has a direct impact on Hedonic Consumption and Social Sharing. The above findings provide empirical evidence that the context and environmental stimuli of online celebrity live broadcasts will affect consumers' Emotional Energy and Cognitive Assimilation state, which in turn affects consumers' Hedonic Consumption, Impulsive Consumption and Social Sharing behavior.

論文審定書 i
摘 要 ii
Abstract iii
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與範圍 3
第三節 研究流程 5
第二章 文獻探討 6
第一節 重要理論基礎 6
第二節 網紅直播 12
第三節 研究假說發展 19
第四節 研究模型 24
第三章 研究方法 25
第一節 研究變項之操作型定義 25
第二節 問卷設計 31
第三節 研究對象與問卷回收 32
第四節 資料分析分法 33
第四章 資料分析與研究結果 35
第一節 樣本基本結構分析 35
第二節 衡量模型分析 40
第三節 共同方法偏差 44
第四節 結構模型分析 46
第五章 討論與結論 52
第一節 研究貢獻 52
第二節 研究限制 54
第三節 未來研究方向 55
參考文獻 56
附錄一 專家內容效度調查問卷 62
附錄二 正式問卷 67

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