直播電商規模根據2021的數據統計已經達到4.64億，佔中國網民的44.9%，直播電商市場規模已經達到2.3億元，並持續增長。此外，在微博討論及話題聲量統計達到有33,789則之多(微博詞雲,2022)。直播電商與網路媒體結合的新業態勢不可擋，其有內容具傳播、開發客戶、建立信任、承接流量等優勢，也正在逐漸成為一種當代人的消費模式
然而直播銷售興起衍生出來的問題就是棄單，網路購物的正常流程加單、結單、郵寄、收款，直播棄單與電商棄單不同，電商在消費者實際結單前無需保留商品給消費者，直播銷售則需在消費者加單時就將商品保留給加單的消費者，消費者從加單到結單時間可長可短，因此棄單的狀況在影響直播銷售商家更大，本研究另透過文獻分析探討棄單的可能原因並深入訪談探討台灣地區直播電商棄單現況，並認為讓消費者有足夠的時間能夠在加單前了解產品是降低棄單的最好方式，導致棄單的感知風險、直播觀感風險以及社交資本風險都可以經過加單前較長的考慮時間而消除。

With the advancement of Internet technology, online commerce has influenced our daily life. The traditional physical department store shopping method or Television advertising shopping is gradually replaced by the Internet, and live broadcast e-commerce has become an increasingly normal shopping method. According to the development of China's live broadcast e-commerce market, in 2021, the scale of live broadcast e-commerce has reached 464 million, accounting for 44.9% of Chinese netizens. The live broadcast e-commerce market has reached 230 million RMB and continues to grow. In addition, there are as many as 33,789 discussions and topic volume statistics on Weibo (經濟部商業司,2022). The combination of live e-commerce and online media is unstoppable. It has the advantages of dissemination of content, customer development, trust building, and traffic acceptance. It is gradually becoming a normal way of consumption for people nowadays.
The problem derived from the rise of live-stream sales is breach of contract. The normal process of online shopping is adding orders, confirmation, mailings, and collecting payments. Live-stream is different from e-commerce. E-commerce do not need to reserve the product before consumers actually confirm its order. On the other hand, live stream sales need to reserve the products for consumers who only add orders, which in a lot of times way earlier than confirmation. Therefore, breach of contract has a greater impact on live-stream sales than e-commerce. This study also explores the possibility of breach of contract through literature analysis. Reasons and in-depth interviews to discuss the current situation of live-steam sales breach of contract in Taiwan. The research concludes that giving consumers enough time to understand the product before placing an order is the best way to reduce breach of contract. Perceived risks, live broadcast perception risks, and social capital risks that could lead to breach of contract can all be eliminated after increasing time for customer decide before placing an order.

摘要 ii
Abstract iii
目錄 iv
第一章　緒論 6
1.1　研究背景與動機 6
1.2　研究目的 7
1.3　研究架構及流程 8
1.4　研究限制 9
第二章　網路銷售現狀與文獻回顧 10
2.1　近年銷售方式的演變 10
2.2　直播銷售 12
2.3　棄單 13
2.4　棄單的可能因素 14
2.5　直播與電商之差異 17
2.5　小結 18
第三章　研究方法 20
3.1　訪談研究對象 20
3.2.1　訪談大綱 21
3.2.2 訪談執行手冊 23
3.3資料收集與分析方式 24
3.4安全性 24
3.5小結 24
第四章　訪談結果與分析 25
4.1訪談內容及實施方式 25
4.2訪談結果 25
4.3訪談歸納 30
4.3小結 32
第五章　結論與建議 34
5.1造成棄單之原因探討 34
5.2棄單對商家的影響、對策 35
5.3後續建議 36

一、 中文部分
1. 掏寶直播年度消費趨勢(2022, iResearch Inc)，半導體產業綜論，證交資料第612期國際證劵市場發展動態，台灣證劵交易所，第49-58頁。
2. 龐德豪(2020) 直播主廣告訴求策略對棄標數量的影響:以臉書直播拍賣為例
3. 何政勳(2016) 線上拍賣使用者棄標因素之研究
二、英文部分
1. 1Beatty, S.E. and Farrel M.E. (1998), impulsive buying: Modeling Its Precursors”第169-191頁
2. McCrae, R.R.(1992). The five factor model: Issues and application journal of personality, 60: 第175-215頁
3. Beatty, S. E. and Ferrell M. E. (1998), “Impulsive Buying: Modeling Its Precursors”, Journal of Retailing, Vol. 74 No. 2, 第169–191頁
三、網路資源
1. Livestream Shopping: A $500 Billion Market In 2022 As Amazon, Google, Facebook, TikTok Jump In? https://www.forbes.com/sites/johnkoetsier/2022/01/22/livestream-shopping-a-500-billion-market-in-2022-as-amazon-google-facebook-tiktok-jump-in/?sh=3bd71d243bc5
2. 網購市場順勢躍升新高，成長率優於整體零售業https://www.moea.gov.tw/MNS/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=9673
3. 網購下單後可以不取貨嗎?會不會被告?
4. https://dlacp.gov.taipei/News_Content.aspx?n=B5B08D52B7231896&sms=87415A8B9CE81B16&s=64DAAF2096231776
5. 連虧8年！美國125年百貨龍頭SEARS聲請破產https://www.businesstoday.com.tw/article/category/161153/post/201810150017/
6. 74% 消費者依賴社群做消費決策，想賺錢就來認識這 7 種社群商務https://buzzorange.com/techorange/2013/05/27/the-7-species-of-social-commerce/
7. 社群商務成零售主戰場，各平台如何吸引消費者目光？https://fc.bnext.com.tw/articles/view/2109?
8. 70%的購物車商品會被遺忘！用這 10 招留住網購消費者，降低購物車「棄車率」
https://www.marketersgo.com/marketing-strategies-tactics/202008/shopping-cart/