Page 180 - 臺大管理論叢第32卷第1期

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

表 4 Sobel Test 中介效果表
Sobel z 整體樣本 高遺漏恐懼 低遺漏恐懼
3.48*** 2.20* 2.30*
直播主擬社會關係→直播主認同→顧客參與
(p = .000) (p = .014) (p = .011)
-.70 -1.68* .18
社群擬社會關係→直播主認同→顧客參與
(p = .241) (p = .047) (p = .430)
3.41*** 2.31* 2.17*
品牌擬社會關係→直播主認同→顧客參與
(p = .000) (p = .010) (p = .015)
2.73** 1.94* 1.99*
直播主擬社會關係→社群認同→顧客參與
(p = .005) (p = .038) (p = .023)
3.11*** 2.80** 1.90*
社群擬社會關係→社群認同→顧客參與
(p = .000) (p = .003) (p = .029)
4.20*** 3.05** 2.65**
品牌擬社會關係→社群認同→顧客參與
(p = .000) (p = .001) (p = .004)
3.03** 2.46** 1.72*
直播主擬社會關係→品牌認同→顧客參與
(p = .001) (p = .007) (p = .043)
.48 -.77 .86
社群擬社會關係→品牌認同→顧客參與
(p = .316) (p = .220) (p = .194)
5.19*** 2.67** 4.02***
品牌擬社會關係→品牌認同→顧客參與
(p = .000) (p = .004) (p = .000)
2.95** 2.26* 1.68*
直播主自我一致性→直播主認同→顧客參與
(p = .002) (p = .012) (p = .046)
3.21** 2.14* 2.08*
社群自我一致性→直播主認同→顧客參與
(p = .001) (p = .016) (p = .019)
1.73* 2.24* .69
品牌自我一致性→直播主認同→顧客參與
(p = .042) (p = .012) (p = .245)
1.55 1.10 1.13
直播主自我一致性→社群認同→顧客參與
(p = .060) (p = .136) (p = .129)
3.77*** 3.48*** 2.16*
社群自我一致性→社群認同→顧客參與
(p = .000) (p = .000) (p = .016)
.54 -.08 .12
品牌自我一致性→社群認同→顧客參與
(p = .296) (p = .469) (p = .454)
-.56 -.39 -.25
直播主自我一致性→品牌認同→顧客參與
(p = .288) (p = .349) (p = .400)
.99 .28 .69
社群自我一致性→品牌認同→顧客參與
(p = .161) (p = .389) (p = .244)
3.50*** 2.58** 2.13*
品牌自我一致性→品牌認同→顧客參與
(p = .000) (p = .005) (p = .017)
註：*** p ＜ .001，** p ＜ .01，* p ＜ .05。

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