| Summary: | 碩士 === 國立勤益科技大學 === 流通管理系 === 106 === People are getting along a lot easier than before as Internet and technology alters. The evolution of technology enhances our daily life with convenience, all because of the information that gets transferred are faster everyday. We used to purchase daily utensils, products, items, or anything that require us to pay in cash directly in person known as face to face trading, which typically happens in store. Now that the modern days has improved and uplifted, we are living more functionally as the millennial. We no longer have the restrictions of typical in person purchase behaviors. Online shopping, mailing orders, and purchases from TV channels are making us buying our needs under any circumstances despite the harsh and unpleasant weather we need to overcome.
Facebook an online social media and social networking service company, are popularized in Taiwan. Influencers are starting to use Facebook pages, media platforms, and Facebook stream to sell products online. Is Facebook live stream really going to get products sold at a higher rate? Is the streaming acceptance expected? What kind of preparations and arrangements will need to be made in order to have more broadcast popularity?
Unified Theory of Acceptance and Use of Technology, UTAUT, as our base model with perceived playfulness and trust factors considered throughout this research to investigate the impact of the live stream viewer had in connections to the behavior of potential purchases. By collecting 233 surveys with PLS analysis, Trust factor is considered to be the biggest relationship and affiliates as the trigger of purchase behaviors among performance expectancy, social influence, perceived playfulness and behavior intention from streamers’ reputation. This has to do with facilitating conditions acting as a bridge to the use behavior.
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