淡江大學機構典藏:Item 987654321/126132
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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/126132


    Title: 如何強化消費者承諾以降低直播銷售的棄單意圖
    Other Titles: How to Strengthen Consumer Commitment to Reduce the Non-Pay Intention of Live Stream Shopping
    Authors: 徐士傑;鄭光廷;張簡郁庭;黃恊弘;任亞薇
    Keywords: 承諾理論;直播銷售;棄單意圖
    Date: 2024-08
    Issue Date: 2024-09-03 12:06:21 (UTC+8)
    Abstract: 在Facebook上直播販售商品是這幾年相當流行的社群商務模式，透過社群的力量可以相當容易的集眾。然而過度簡易的交易方式，也造成部份困擾，例如消費者於下單後反悔不進行結帳的棄單行為，會帶給賣家庫存成本與再銷售成本的提升。本研究針對直播棄單，並以承諾理論為基礎，了解消費者承諾是否能夠有效降低棄單意圖，同時也了解哪些機制可以增加消費者的承諾。經回收301份問卷並進行統計分析發現，規範性承諾以及持續性承諾可以有效降低棄單意圖，情感性承諾則與規範性承諾和持續性承諾有顯著相關。此外，交易規則明確度及社會規範可以提昇規範性承諾；社團參與度與直播主熟悉度對情感性承諾有影響，喪失社團權益則與持續性承諾習習相關。
    Relation: 電子商務學報 26(2)，頁1-29
    DOI: 10.6188/JEB.202408_26(2).0003
    Appears in Collections:[Graduate Institute & Department of Information Management] Journal Article

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