隨著網路和手機使用的快速發展及普及，電子數位行銷也隨之興起，數位行銷的媒介，包括了手機、網路等主要科技工具。直播的模式結合了傳統行銷與網路電商行銷的優點，讓消費者能夠透過手機、電腦等不用出門就可以對商品有一定程度的了解並完成購買。因此，本研究將探討消費者對直播平台與傳統零售通路的認知與購買習慣，是否會進一步影響其購買的意願進行探討。
在網路連結與行動裝置普及，以及大量電商平台的投入下，發展至今，對傳統零售通路的影響甚鉅。直播平台在近幾年內以爆發性成長，及行動支付的普及性，造就直播經濟的快速崛起，使用 Facebook、Instagram 等社交平台的人口居高不下，同時，人們對於 YouTube 影音也有一定的黏著度，相較於過去需要外出到賣場去選購，或是上網透過搜尋文字及圖片介紹的方式迥然不同，直播經濟帶來的發展規模及多樣性也就不一樣。
本研究旨在探討直播帶貨對傳統零售模式的衝擊與轉變，採用質性研究方法，訪談10位具直播購物經驗的消費者與業者，並輔以次級資料與大數據分析，整合理論與實務觀察。研究結果顯示，直播購物透過即時互動、視覺展示與主播個人魅力，有效促進消費者參與與品牌信任，並加速決策歷程，形成一種情境式與情感導向的新型消費模式。
本研究對學術理論補足台灣直播消費行為相關研究空缺，實務面則為零售業者提供導入直播經營與OMO整合的策略參考，也對政策制定者提供電子商務創新與創業扶植的方向建議。

With the rapid development and widespread use of the internet and mobile devices, digital marketing has emerged as a key trend. Its primary tools include mobile phones, online platforms, and other technological media. Livestream commerce combines the advantages of traditional marketing and e-commerce, enabling consumers to view and purchase products through mobile phones or computers without the need to visit physical stores. Therefore, this study investigates whether consumers' perceptions of livestream platforms versus traditional retail channels influence their purchase intentions.

With the expansion of internet connectivity, the prevalence of mobile devices, and the active involvement of major e-commerce platforms, livestreaming has had a significant impact on traditional retail models. In recent years, livestream platforms have grown explosively, fueled by the rise of mobile payments. Platforms such as Facebook, Instagram, and YouTube have gained high user engagement, and the consumer experience has shifted away from in-store shopping or static text-and-image online shopping. In contrast, livestream commerce offers dynamic and diverse engagement and interactivity.

This study aims to explore the impact and transformation brought by livestream commerce to traditional retail models. A qualitative research methodology was adopted, including in-depth interviews with 10 consumers and industry participants with livestream shopping experience. Supplementary secondary data and big data analysis were also applied to integrate theoretical and practical insights. The findings reveal that livestreaming enhances consumer participation, fosters brand trust through real-time interaction, visual presentation, and the charisma of streamers, and accelerates decision-making, forming a new consumption pattern that is both situational and emotionally driven.
This research contributes to academic literature by addressing the research gap in livestream consumer behavior in Taiwan. From a practical perspective, it offers strategic recommendations for retailers on livestream operations and OMO (Online-Merge-Offline) integration. It also provides insights for policymakers regarding innovation in e-commerce and entrepreneurial support initiatives.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
第一章 緒論 1
第一節 研究背景與動機 4
第二節 研究目的 5
第三節 研究流程 8
第四節 研究範圍與限制 9
第二章 產業現況與文獻探討 11
第一節 直播帶貨產業現況 11
第二節 國內外直播發展現況 15
第三節 直播帶貨對消費者行為的影響 19
第四節 整合策略與平台運用 21
第五節 理論基礎與研究缺口 23
第三章 研究方法 25
第一節 研究設計 25
第二節 研究對象與資料來源 26
第三節 資料蒐集與處理 28
第四節 資料分析方法 31
第五節 信度與效度 32
第四章 實證分析 35
第一節 歸納分析 37
第二節 實證結果一 39
第三節 實證結果二 40
第四節 實證結果三 40
第五節 實證結果 41
第六節 訪談補充觀點 44
第五章 結論與建議 46
第一節 研究結論 46
第二節 研究建議 47
第三節 研究限制與未來研究方向 48
參考文獻 50
一、中文資料 50
二、英文文獻 50
三、網路資料 52
附錄 54

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