隨著科技時代的變遷，行動直播與VR/AR技術對未來的零售直接銷售通路的接受程度能提升企業創新能力獲取較佳之商業利益。本研究之目的在藉由探討「直播改變電視購物的型態之行為信念與評估」、「虛擬商品靜態展示的改變之行為信念與評估」、「直播增強從眾行為的規範信念與依從動機」、「VR/AR創新展示與產品購買行為情境的改善」及「直播及VR/AR創新展示應用快速累積粉絲數量與黏著度」等原設計五大構面變數。隨後篩選出三個新的獨立變數 「創新應用」、「動態展示」及「從眾行為」有助於未來零售直接通路的形成。本研究並剖析三個中介變數，如：「接受態度」、「主觀規範」和「知覺行為控制」及依變數：「行為意願」，來探討上述三個新變數對建置成未來零售直接通路模式之影響效果。透過問卷調查方式而取得分析數據，再利用統計方法及統計中之SEM技術來分析取得之數據。並以此預測三個新變數與三個中介變數對於企業建置未來零售直接通路的可行性。此能讓企業及早規畫因應未來可能形成零售直接通路可能成功與否之問題。

With the changes in the technology era, the acceptance of mobile direct streaming and VR/AR technology for the future direct retail channels will enhance the companies' innovative ability to obtain good benefits. The purpose of this study is using the original designed five aspects: “conducting beliefs and assessments of mobile direct streaming that changes the type of TV shopping,” “the conducting beliefs and assessments of changing the virtual goods’ static display,” the both “enhancing normative beliefs and compliant motives of confirmity,” “the VR/AR innovative displays and imporvement of products purchasing scenario,” and “rapidly accumulated fan’s numbers and adhesion in mobile direct streaming and VR/AR innovative display applications” for constructing the research questionnaires. Lately, there are three new indepent variables: “innovative applications,” “dynamic display” and “conformity” were screened and renamed for the steps of SEM analysises and used for forming direct retail channels in the future. This study also analyzes three intermediary variables, such as “acceptance attitudes,” “subjective norms” and “perceived behavior controls,” and the dependent variable “behavioral intention,” to explore the inflential effects of three new indepentent variables mentioned above to form the direct retail channels in the future. To predict the feasibility of forming the direct retail channels in the future, both the three new indepent and three intermediary variables through the questionnaires to obtain required data and then analyzing this data using statistical methods and SEM techniques. This allows enterprises to plan early and understand the issues that may wheather success for forming the direct retail channels in the future or not?

誌謝 i
摘要 ii
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 4
1.3 研究流程 5
1.4 研究大綱 5
第二章 文獻探討 7
2.1 零售通路 7
2.2 網紅興起與行動直播 9
2.2.1 網紅興起 10
2.2.2 行動直播 11
2.3 從眾行為與粉絲經濟 12
2.3.1 網路口碑 13
2.3.2 廣告代言人 15
2.3.3 聚眾情緒感染 16
2.4 VR/AR科技的創新與運用 17
2.5 計畫行為理論 21
2.5.1 理論概要 21
2.5.2 計畫行為理論 23
2.5.3 國內研究整理 28
頁次
2.5.4 國外研究整理 28
2.6 網紅 - 行動直播與VR/AR科技對未來零售直接通路建置影響 28
第三章 研究方法 32
3.1 研究架構與假設 32
3.1.1 研究架構 32
3.1.2 研究假設 32
3.2 操作性定義與衡量 42
3.2.1 消費者的態度 42
3.2.2 主觀規範 46
3.2.3 知覺行為控制 47
3.2.4 行為意願 47
3.3問卷設計 48
3.4 資料分析方法 48
第四章 資料分析與發現 52
4.1 敘述性分析 52
4.2 探索性因素分析 56
4.3 驗證性因素分析 61
4.4 結構方程模型分析 74
第五章 結論與建議 82
5.1 結論 82
5.2 管理意涵與建議 83
5.3 研究限制與後續研究建議 86
參考文獻 88
附錄一 研究問卷 102

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