直播商務中的虛擬社群氛圍

Atmospheric had been an important environmental factor that affect the purchase behaviour in both physical and digital commerce. Recently, the new popular form of digital commerce called Live Streaming Commerce has become a trend. But there is little empirical study on this field, and the effect of atmospheric on live streaming commerce is still unknown. Therefore, this research aims to take a closer examination about the relationship between social commerce atmospheric and purchase behavior in live streaming commerce. We propose that the interaction between Streamer, usually is an online celebrity, and Audiences is the key to form a social commerce atmospheric which facilitated the transaction intention. An empirical study is designed to examine the effect of social commerce atmospheric on consumer emotions and buying behavior. An empirical study is designed to address this relationship. Total 289 questionnaires were collected to test the proposed research model and hypotheses. This research used smart PLS to analyze the measurement model, and structural model. The result shows that the social commerce atmospheric positively influences audiences’ emotion contagion, then increase their engagement during live streaming, finally increase the impulse buying behavior. A further explanation is in the conclusion part. This research shed some light and potential application to the e-commerce and social commerce literatures.