「直播＋電商＋社群」所發展出創新的購物型態，為消費者提供更好的購物體驗，透過直播主在網路上擁有的高知名度和高追蹤人數，並結合高普及的社群媒體，使直播購物迅速觸及到各個年齡層的消費者，除了滿足消費者的購物需求外，同時也為消費者提供娛樂。直播購物透過線上的即時性、便利性與消費者直接進行互動，達到雙向的溝通，為消費者創造出高度的臨場感，使直播購物的銷售額蒸蒸日上。欲更進一步了解直播購物如何促使消費者行為，本研究以SOR理論框架為基礎，透過環境刺激（S）：直播呈現及行銷說服，影響有機體（O）：消費者感知價值，進而產生消費者行為（R）：衝動購買之行為進行探討。

本研究透過網路問卷向有觀看過直播購物的使用者進行調查，收集了411份有效問卷，並以SPSS及SmartPLS結構方程模型對資料進行驗證與檢定，研究結果表明在直播購物環境中，引導呈現及相對優勢會正向影響消費者感知功利價值，而社會呈現、認知呈現、相對優勢及社會認同皆會正向影響消費者感知享樂價值，稀缺性則會在社會呈現作為調節時，正向影響消費者感知享樂價值，而感知功利價值與感知享樂價值皆會影響消費者衝動購買之行為。

The innovative shopping pattern developed by "Live streaming + E-commerce + Social media" provides consumers with a better shopping experience. Through the high visibility and the high number of followers that live streamers have on the internet and the combination of high popularity on social media, live-streaming shopping quickly reaches consumers of all ages, not only is it satisfying consumers' shopping needs but providing consumers with entertainment. Live streaming shopping directly interacts with consumers through online immediacy and convenience, achieving two-way communication, creating a high sense of presence for consumers, and making live shopping sales booming. To further understand how live-streaming shopping promotes consumers' purchasing behavior, this study is based on the SOR theory to explore environmental stimuli (S): live streaming presence and marketing persuasion, influencing organism (O): consumer perceived value, and then consumer behavior (R): impulse buying behavior.

This research surveyed people who had watched live streaming shopping through an online questionnaire. Collected 411 valid responses, and used SPSS and SmartPLS
structural equation models to verify the data. The research resulted in the live streaming shopping environment, presenting presence and relative advantage will positively affect consumers' perceived utilitarian value, while social presence, cognitive presence, relative advantage, and social proof will positively affect consumers' perceived hedonic value, and scarcity positively affects consumers' perceived hedonic value when social presence acts as a moderator, while both perceived utilitarian value and perceived hedonic value will affect consumers' impulse buying behavior.

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