| Summary: | 碩士 === 國立成功大學 === 工業與資訊管理學系碩士在職專班 === 107 === With the rapid development of live-stream auction services, business operators see a business opportunity in combining live-streaming auction service with electronic commerce to sell products. Narrowing the distance between the seller and the audience through a live-broadcast platform allows consumers to purchase products more easily in the live interactive environment, leading to the popularity of live-stream auctions. This study divides the online auction transaction process into four stages: browsing, consultation bargaining, bidding transaction, and evaluation. The interactivity in each stage was analyzed. It was found that interactivity includes dimensions such as control, response speed, responsiveness, self-presentation, entertainment, community, deep profiling, and connectedness. Based on the Stimulus-Organism-Response (S-O-R) theoretical model, this study explores the interactivity of this new mode of shopping and that of the current online shopping environment, the difference between the two, and the impact of each. A model is then established. Based on the study’s framework and hypotheses, the data was collected through the administration of an online questionnaire, and the testing of the hypotheses was carried out through structural equation modeling.
This study used a questionnaire survey based on interactivity, emotions, and impulse buying. This study involved consumers with experiences in online auctions and live-stream auctions in Taiwan. A total of 366 valid questionnaires were collected. Structural equation modeling was then used to analyze the data and to test the hypotheses proposed in this study. The results of the study show that both online auctions and live-stream auctions have a significant impact on the sense of entertainment when interacting with the auction sites. Also, consumer emotions significantly increase their urge to buy, pushing them to purchase impulsively.
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