餐飲直播電商服務場景之設計：直播主、直播內容、直播服務場景之線索管理

本研究以刺激-有機體-反應(SOR)理論模型為基礎，將直播電商商業模式中的線索提示包括直播主專業度、直播內容 (理性訴求/感性訴求)、直播服務場景作為刺激物，主要目的為探討三者是否會影響消費者的知覺價值與情緒 (愉悅及喚起)，進而影響其線下惠顧意願。本研究採用了2 (直播主專業度高/低) x 2 (理性訴求內容/感性訴求內容) x2 (空間氛圍可供性感高/低) 的實驗設計，在日式定食餐廳裡拍攝了共八組的直播情境實驗影片，並且完成蒐集373份有效問卷，使用多變量變異數分析(MANOVA)以及迴歸分析結果。經證實分析結果發現，「直播主專業度高」與「直播服務場景之空間氛圍可供性感高」的情況下，對於消費者的「知覺價值」、「愉悅」、「喚起」皆有正向顯著影響；「理性」之直播內容相較於「感性」之直播內容對消費者「知覺價值」較高；但不論「理性」或「感性」之直播內容對於消費者「愉悅」情緒皆沒有顯著差異。

Based on the Stimulus-Organism-Response (SOR) theoretical model, this study takes the cue cues in the live e-commerce business model, including the live streamer's expertise, live stream content (rational appeal/emotional appeal), and live stream servicescape, as stimuli, with the main purpose of investigating whether these three cues will affect consumers' perceived value, pleasure and arousal, which will in turn affect their offline purchase intention. In this study, the experimental design of 2 (high/low expertise of the live streamer) x 2 (rational appeal/emotional appeal) x 2 (high/low atmosphere affordance) was adopted, and 8 groups of live streaming videos were filmed in a Japanese-style restaurant. 373 valid questionnaires were collected, and the results were analyzed using multivariate analysis of MANOVA and regression analysis. The results of the analysis showed that "high expertise of live streamer" and "high atmosphere affordance" had a positive and significant effect on consumers' "perceived value", "pleasure", and "arousal", and that "rational" live content had a higher "perceived value" than "emotional" live content; however, no matter whether it is "rational" or "emotional" live content, it has a higher "pleasure and arousal" effect on consumers. However, there is no significant difference between the "pleasure" emotions of both "rational" and "emotional" live content for consumers.