| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 107 === Nowadays, the technology is more and more developed, and people''s shopping patterns are changing more and more. From the physical storefront at the beginning to the e-commerce on the Internet, it is now a live webcast that can interact directly with sellers through the Internet. However, this non-physical storefront shopping still has some distrust of the seller. Therefore, this study hopes to explore whether the customer will use the network by discussing the characteristics of the live broadcast technology and combining the trust commitment theory. The way of live broadcasting, improve the trust of the seller and establish a good relationship, thereby increasing the purchase intention. This study uses the survey method, in the online live shopping mode, there have been readers who have experienced the experience of webcasting, and the feelings and feelings of trust to the webcast sellers. The research subjects are those who have had experience in viewing or purchasing. They designed questionnaires for various factors and used PLS and SPSS statistical software as analysis tools to analyze sample data, measure model analysis and structural model analysis. Finally, analyze As a result, the relationship benefits and relationship termination costs did not significantly affect the commitment; the influence of others'' opinions did not significantly affect trust, while other research hypotheses were significantly supported.
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