近年來，出現一種相較傳統網路購物，即時性更高的商業模式「直播拍賣」。臉書於2016年開放所有用戶使用直播功能，吸引許多觀眾的注意，直播過程中觀眾可以透過留言與直播主互動，拉進人與人之間的距離，因此成為業者們新的商業模式。由於直播拍賣的門檻相當低，促使商家們紛紛加入該行列，也因為臉書直播拍賣「接地氣」的拍賣方式相當獨特，深受人民喜愛，所以迅速的竄紅，創造巨大商機。
本研究針對曾經參與過臉書直播拍賣的消費者進行問卷調查，共計回收312份有效問卷。本研究使用SPSS 22.0統計軟體進行相關分析，研究結果發現:(一)直播主魅力對消費者購買意願、衝動性購買傾向與從眾傾向皆有正向影響。(二)衝動性購買傾向與從眾傾向對購買意願有正向影響。(三)在直播主魅力與購買意願關係之間，衝動性購買傾向與從眾傾向在存在中介效果。
本研究之發現，有助於直播拍賣業者思考，在直播拍賣影片中，應加強哪些因素以吸引消費者，提高銷售額，以及提供直播拍賣業者，消費者們的意見，以調整營運方法。
In recent years, show up a " live streaming auction " business that is more immediacy than traditional online shopping. Facebook launching the function of live broadcast to all users in 2016, keep audience interested. During the live streaming broadcast, the audience can interact with the live broadcaster through the message, narrow the distance between two people. As a consequence, it becomes a new business. Because of low barriers to entry, lots of sellers joined the business one after another. Facebook live streaming auction is popular with the consumer is due to down to earth auction method and it becomes popular, also create a great business opportunity.
In this study, the consumers who had ever participated in Facebook live streaming auction, were invited to fill up the questionnaires, 312 valid questionnaires were collected. This study used SPSS 22.0 statistical software for relevant analysis. The results of this study found that, first, attractiveness of broadcaster have a positive effect on consumer purchase intention, impulsive buying tendency and conformity. Secondly, impulsive buying tendency and conformity have a positive effect on purchase intention. Third, impulsive buying tendency and conformity have an intermediary effect on attractiveness of broadcaster and purchase intention.
The findings of this study are beneficial for a live streaming auction operator, help them to think through the method of strengthening oneself to appeal to consumers, increase the company’s sales figures and provide the opinion of consumers to adjust the operating method.
2019，「2019台灣網路報告」。https://report.twnic.tw/2019/assets/download/TWNIC_TaiwanInternetReport_2019_CH.pdf ，搜尋日期：2020年10月20日。
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