本文建立一個包含上游製造商、下游零售商，以及知情與不知情消費者的兩期供應鏈模型，探討零售商採用直播銷售提升不知情消費者對產品品質的認知影響程度（品質認知效果），會如何影響下游零售商之折扣與訂價決策，以及上游製造商之批發價格與產品品質決策。
研究結果顯示，在短期下，當零售商僅能調整直播折扣率時，隨著品質認知效果提高，零售商會逐步降低直播折扣率，當品質認知效果已高於實際品質時，則完全取消折扣，顯示直播本身已能有效提升消費者的購買意願。
在中期下，當零售商可同時調整直播折扣率與零售價格時，品質認知效果會進一步改變其訂價策略。當直播對產品品質的傳達仍不充分時，隨著品質認知效果提高，零售商主要透過提高零售價格獲利；當直播較能充分傳達產品品質時，隨著品質認知效果提高，零售商改以降低折扣率作為主要策略；當直播對產品品質的傳達超過實際品質時，隨著品質認知效果提高，零售商不再需要透過折扣來吸引消費者，而是透過提高訂價獲利。
在長期下，製造商可進一步調整批發價格與產品品質時，直播所帶來的需求變化將進一步傳導至上游決策。當直播對產品品質的傳達仍不充分時，隨著品質認知效果提高，製造商傾向降低產品品質與批發價，當直播較能充分傳達產品品質時，隨著品質認知效果提高，製造商則會提高品質與批發價。當直播對產品品質的傳達超過實際品質時，隨著品質認知效果提高，零售商不再需要透過折扣來吸引消費者，而是透過提高訂價獲利，製造商亦會同步提高產品品質與批發價格。

This study develops a two-period supply chain model consisting of an upstream manufacturer, a downstream retailer, and both informed and uninformed consumers.We examine how the ability of live-streaming to enhance uninformed consumers' valuation of product quality (hereafter, quality effect) affects supply chain decisions. Specifically, we investigate how increases in quality Effect affect the retailer’s pricing and discount strategies as well as the manufacturer’s wholesale price and product quality decisions.
The results show that, in the short run, greater quality effect leads the retailer to gradually reduce the live-streaming discount rate and eventually eliminate discounts altogether. In the medium run, quality effect further alters the retailer’s pricing strategy. When quality effect is low, the retailer mainly increases the retail price to enhance profitability. As effectiveness increases, the retailer shifts toward reducing discounts, and when quality effect becomes sufficiently strong, discounts disappear completely. In the long run, demand changes induced by live-streaming sales are further transmitted to upstream decisions. When quality effect is weak, the manufacturer tends to reduce product quality and wholesale price; however, when quality effect becomes sufficiently strong, the manufacturer increases both product quality and wholesale price. These findings suggest that live-streaming sales not only influence downstream pricing decisions but also affect upstream product quality and wholesale pricing decisions through the transmission of demand changes.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
表次 vi
第一章 前言 1
第二章 文獻回顧 4
第三章 模型設定 9
第四章 基準模型（N） 13
第五章 零售商進行直播銷售 16
5.1 短期（S） 20
5.1.1 情況1：1/2<δ<(2+√10)/6（轉知情後全買） 22
5.1.2 情況2：(2+√10)/6<δ<1（轉知情後僅部分買） 23
5.1.3 情況3：δ≥1（轉知情後僅部分買） 25
5.2 中期（M） 30
5.2.1 情況1：1/2<δ<(5+√65)/20（轉知情後全買） 31
5.2.2 情況2：(5+√65)/20<δ<1（轉知情後僅部分買） 32
5.2.3 情況3：δ≥1（轉知情後僅部分買） 34
5.3 長期（L） 39
5.3.1 情況1：δ<1（轉知情後全買） 40
5.3.2 情況2：0.56<δ<1（轉知情後僅部分買） 42
5.3.3 情況3：δ≥1（轉知情後僅部分買） 44
第六章 結論 49
參考文獻 51
附錄1 55
附錄2 56
附錄3 57
附錄4 58
附錄5 60

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