Page 161 - 臺大管理論叢第32卷第1期

NTU Management Review
Vol. 32 No. 1 Apr. 2022, 153-194
DOI:10.6226/NTUMR.202204_32(1).0005

Straight into Your Heart: The Effect of Live-Streaming
E-Commerce on Consumer Engagement

直搗你心：直播電商對顧客參與之影響

Yu-Xian Wu, Institute of Marketing Communication, National Sun Yat-sen University
吳昱賢 / 國立中山大學行銷傳播管理研究所
Ya-Ching Lee, Institute of Marketing Communication, National Sun Yat-sen University
李雅靖 / 國立中山大學行銷傳播管理研究所
Received 2021/2, Final revision received 2021/10
Abstract
This study aims to examine the impact of live-streaming e-commerce on customer
engagement through identification. Through analyzing results of an online survey, we
discover that parasocial relationships and self-verification generated by live-streaming
e-commerce positively affected identity, further leading to the enhancement of customer
engagement. In addition, the moderating effect of fear of missing out is significant. This
study offers a comprehensive understanding of the psychological mechanism of live-
streaming e-commerce viewers by exploring relationships among psychological factors,
identity, and customer engagement. It fills the research gaps and expands the scope in
researching the live-streaming of e-commerce. It also extends social identity theory to the
field of live-streaming e-commerce.

【Keywords】fear of missing out, identification, live-streaming e-commerce, parasocial
relationships, self-verification
摘 要

本研究以網路問卷調查在直播電商情境產生之「擬社會關係」與自我驗證如何透過認
同影響顧客參與，並調查遺漏恐懼的干擾效果。本研究發現，直播電商所產生之擬社
會關係與自我驗證正向影響認同感，進一步影響顧客參與。此外，遺漏恐懼之干擾效
果顯著。本研究更全面地瞭解直播電商觀看者的心理機制，探索觀看者心理因素與認
同感及顧客參與之間的關係，補足過往文獻缺口並且開拓直播領域的研究。本研究擴
展社會認同理論，延伸至直播電商領域，並提供實務建議。

【關鍵字】 自我驗證、直播電商、認同感、擬社會關係、遺漏恐懼

領域主編：蔡顯童教授

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