近年來直播電商已成為線上購物的新趨勢。在新冠疫情導致社會互動減少，線上擬社會互動增加的背景下，本研究欲結合新興的直播電商，以此為具體情境探究擬社會互動過程中的信任生成與轉化，依序探究消費者所感知到的直播電商的主播吸引力和品牌感知力對其與主播的擬社會互動之程度的影響；消費者擬社會互動程度對消費者對主播及直播電商情境中消費者所推薦的品牌的信任的影響；消費者對主播的信任對消費者的品牌信任的影響，以及消費者的主播信任及品牌信任對於消費者未來參與意願的影響。較此前研究，本研究試圖更詳盡闡述消費者在擬社會互動中對品牌和主播的信任生成路徑，以期望能為企業增強與消費者之間的關係聯結進而構建消費者對企業的品牌信任提供參考。
研究以有直播觀看經驗者為研究對象，並採用線上問卷的方式去蒐集消費者依據觀看並參與直播電商經驗的填答數據以分析了解消費者對主播吸引力的感知、對品牌的認知度，對主播的擬社會互動程度，對主播及品牌的信任程度，以及未來參與意向。數據分析採SPSS 25.0確認各項間相關性和因果關係，最後採SmartPLS進行PLS-SEM分析，根據路徑分析結果判斷並確認各項間的影響程度。
研究發現消費者與主播間的態度同質性對消費者擬社會互動程度影響顯著，消費者對主播的擬社會互動顯著影響消費者對主播的信任，繼而影響消費者對於品牌的信任，在消費者對主播與品牌的信任生成過程中扮演中介者的角色。此外消費者對主播及品牌的信任也會正向影響消費者的未來參與意向。

Live streaming commerce has become a new trend in online shopping in recent years. Due to the COVID-19 pandemic across the world, social interaction between people offline was decreased; however, para-social interaction online was increased. This study attempts to explain the generation of customers’ trust in anchors and brands on live streaming commerce through the concept of parasocial interaction originated from the field of communication. Previous studies found that the attractiveness of media figures affected the para-social interaction of the viewers significantly. This study investigated the impact of the attractiveness of the anchor and the awareness of the brand introduced by the anchor on customers’ para-social interaction. This study also identified the impact of para-social interaction of customers on customers’ trust in anchors and brands, the impact of customers’ anchor trust on brand trust, and the impact of customers’ trust on their future engagement intention on live streaming commerce. In addition, this study explored the mediating effect of para-social interaction in the generation of customers’ trust.
This study found that the homophily of attitudes between customers and anchors has a significant impact on the customers’ para-social interaction. Customers’ para-social interaction with anchors affects customers’ trust in anchors significantly, which in turn affects customers’ brand trust. The para-social interaction between customers and anchors plays the role of a mediator in the generation of trust for the anchor and the brand. Finally, customers' trust in anchors and brands will also positively affect their engagement intention in the future. The results of this study provide a reference for the development of live streaming commerce in the future.

Table of Content

Abstract (Chinese version) i
Abstract (English version) ii
Table of Content iii
List of Figure v
List of Table vi

Chapter 1 Introduction 1
1.1 Background and Motivation 3
1.2 Research Objectives and Questions 8

Chapter 2 Literature Review and Hypothesis Development 9
2.1 Live Streaming 9
2.1.1 Definition of Live Streaming 10
2.1.2 The Development of Live Streaming 11
2.1.3 Live Streaming Commerce 12
2.2 Para-social Interaction 15
2.2.1 Definition of Para-social Interaction 15
2.2.2 PSI Scale and Dimensions of Para-social Interaction 18
2.2.3 Social media and para-social interaction 22
2.2.4 Antecedents of Para-social Interaction 23
2.3 Trust 28
2.3.1 Definition of Trust 29
2.3.2 Anchor Trust and Brand Trust 32
2.3.3 Trust and customers' future intention 34
2.4 Research Framework and Exploring the mediating effect 36

Chapter 3 Survey Design and Deployment 38
3.1 Pre-study and Survey Design 38
3.2 Participants 41
3.3 Measurement Development 43
3.4 Data analysis method 49

Chapter 4 Data Analysis and Results 50
4.1 Descriptive statistics, reliability, and validity testing 50
4.2 Hypothesis testing 56
4.2.1 Study 1: Attractiveness/ Brand Awareness → PSI 56
4.2.2 Study 2: PSI → Trust → Future Engagement Intention 58
4.2.3 Study 3: Exploring mediating effect 59
4.3 Summary of Statistical Analysis Results 69

Chapter 5 Discussions 71
5.1 The Summary of Findings 71
5.2 The Implication and Suggestions based on Findings 72
5.3 Contributions 74
5.4 Limitations 75

Chapter 6 Conclusion 76

References 78

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