探討顧客對直播主與產品參與之前置因素

<p>隨著直播平台的快速崛起以及網路行銷技術的持續進步，社交媒體平台和電子商務網站紛紛融入直播功能，這不僅顯著提升了觀眾的參與度，也讓市場活動變得更加多元和豐富。本研究探討顧客體驗價值如何影響對直播主的愛和信任，並探討這些因素如何轉化為對產品的愛和信任，最終提升顧客的整體參與程度。本研究以網路問卷填寫蒐集，總共回收414份樣本，有效問卷400份（有效回收率為96.62%），並以Smart-PLS 進行分析。本研究結果期望能為網路直播購物平台的經營者提供有價值的意涵和管理見解。</p><p>With the rapid rise of live-streaming platforms and the continuous advancement of online marketing technologies, social media platforms, and e-commerce websites have incorporated live-streaming features, which not only significantly enhance audience engagement, but also diversify and enrich marketing activities. This study examines how the value of the customer experience affects love and trust for the live streamer and explores how these factors translate into love and trust for the product, ultimately increasing the overall value of customer engagement. This study collected 414 samples and 400 valid questionnaires, with an effective response rate of 96.62%. The data was analyzed using Smart-PLS. The results of this study are expected to provide valuable implications and management insights for the operators of online live shopping platforms.</p>