隨著無線網路及行動裝置的普及，直播成為社群網站（Social Networking Sites，SNS）的新寵兒。東亞地區更出現「直播購物」的應用形式。在台灣，Facebook直播購物影片在特定時間的觀看人數達到上千人之多，儼然成為電子商務的新興渠道。過去的社交商務研究僅著重使用者和朋友之間的互動，但社群網站直播購物卻透過科技的協助，創造商家與觀眾之間不同的互動形式。為深入了解科技物的功能與其所創造社交性之間的多樣關係，本研究以「社會—科技架構」（social-technical architecture）的角度出發，試圖探索直播購物的流程與機制、交易的發生方式，進而探討直播購物技術中，哪些由「科技能供性」（technological affordance）創造的「社會能供性」（social affordance）促進了觀眾持續觀看及購買，繼而深究這些社會能供性促進觀眾持續使用的方法。本研究由兩項子研究組成，子研究一以「參與體驗」（participant experience）之民族誌方法針對直播購物現象進行全貌式觀察，並得出促進使用者持續使用的社會能供性（SOAP模型），再由子研究二以問卷調查驗證子研究一的研究發現。透過結合質性及量性研究方法，試圖瞭解並詮釋Facebook直播購物的特殊現象。本研究的成果除了能深入了解直播科技對社交商務的影響，更能提供未來社交商務經營者設計購物體驗之重要參考。

With the rapid growth of the wireless Internet and mobile devices, live streaming has become one of the most influential technologies of social networking sites (SNS). A phenomenon of "live shopping" emerges in East Asia. In Taiwan, Facebook live shopping videos attract over a thousand audiences in specific at specific time ranges, becoming one of the emerging e-commerce channels. Previous studies on social commerce only focus on the interaction between users and friends. However, SNS live shopping creates new forms of interaction between vendors and audiences with the help of technologies. In order to gain a deep view of the dynamic correlation between live shopping's technical functions and the sociality they create, the present research employs "social-technical architecture" to (1) explore the processes and mechanisms of live shopping and how transactions take place, (2) investigate which "social affordances" enabled by live shopping's "technological affordances" encourage audiences' continuous watching and purchases, and (3) discuss how these social affordances encourage users' continuous use. The present research contains two studies. Study 1 uses the ethnographical method of "participant experience" to conduct a holistic observation on the phenomenon of live shopping, concluding the social affordances that lead to users' continuous use (the SOAP model). Then, a validated survey questionnaire is used in Study 2 to verify the findings of Study 1. By integrating qualitative and quantitative approaches, the present research tries to understand and interpret the unique phenomenon of Facebook live shopping. Aside from having deep understanding of live streaming technology's impact on social commerce, the results of the present research also provide future operators of social commerce with new insights on the design of shopping experience.

Abstract I
摘要 II
誌謝 III
Table of Contents IV
List of Tables V
List of Figures V
1. Introduction 1
1.1 Background 1
1.2 Purpose of the research and questions 3
1.3 Significance of the research 4
1.4 Organization of the research 5
2. Literature review 7
2.1 Social commerce 7
2.2 Factors affecting trust and use intention in e-commerce 11
2.3 Social-technical architecture 13
3. Study 1: Processes, mechanisms, and social affordances of live shopping 15
3.1 Research method 15
3.2 Results 19
3.3 Discussion 34
4. The SOAP model and hypotheses development 37
4.1 Social presence is positively related to trust and intention to use 37
4.2 Operational transparency is positively related to trust and intention to use 38
4.3 Agentic engagement is positively related to trust and intention to use 39
4.4 Playfulness is positively related to trust and intention to use 40
4.5 Trust is positively related to trust and intention to use 41
5. Study 2: Relationship between the SOAP model and use intentions 42
5.1 Research method 42
5.2 Results 46
6. General discussion and conclusion 50
6.1 Theoretical implications 51
6.2 Managerial implications 52
6.3 Limitation and future research 53
References 54
Appendix 1: Live shopping-related Facebook groups 60
Appendix 2: Questionnaire items 64
Appendix 3: Instrument validity and reliability 69

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