| Summary: | 碩士 === 國立臺中科技大學 === 會計資訊系碩士班 === 106 === The internet video sharing platform integrates the modern new technology which includs instant messaging, social networking platform, and network video technology. In addition, because Taiwan''s telecommunication industry has developed smart mobile devices and wireless / cable television to be highly popular, the mobile internet video platform has also developed. With the rise of the Internet, the use of social networking sites has been one part of the daily life of most people. Facebook （FB） is the most commonly used social networking website for online users. The FB''s live video functions could be used in anytime and anywhere, and the platform operators began to make FB video sharing platform into retailing platform that created another online shopping opportunities。Accounting to the literature review and consumer behaviors, this study investigates the effect of the FB’s interactive marketing model on internet consumers’ shopping behaviors. Questionnaires was used to collect research datas. This study also used convenience sampling to mail the questionnaires. Finally, this paper analyzes the relation among the FB’s interactive Marketing Model of Live Stream, consumers'' behaviors of “product quality, risk, value, interesting and other content experience”, and purchase intention. There are 123 effective questionnaires, and the emicial results show that: （1）The FB’s interactive Marketing Model of Live Stream has a significant impact on perceived product quality, perceived service value,perceived interest；（2）The internet consumers’s major purchase intention are perceived product quality and perceived interest.
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