直播帶貨顧客旅程地圖之研究

Abstract

隨著網路科技與社群媒體的蓬勃發展，直播帶貨已成為新興的代購模式，不僅改變了傳統電子商務的營運型態，更深刻影響消費者的購物行為與決策歷程。在此產業快速變遷的背景下，理解消費者的購物歷程與決策機制變得尤為重要。本研究以顧客旅程圖為核心研究框架，採用質性研究方法，探討直播帶貨情境下的消費者行為。本研究針對十位不同消費水準的受訪者進行深度訪談，依消費金額、購買頻率及品牌忠誠度，劃分為低消費群、中消費群與高消費群，分析其在認知、訴求、購買與購後各階段的行為差異。研究結果指出，直播帶貨顧客旅程具有即時性、社群互動性與情感連結等特徵。低消費群重視價格資訊並展現理性決策傾向，中消費群易受互動氛圍影響而衝動購買，高消費群則強調品牌價值與與直播主的長期關係。直播主的專業度、互動品質與信任機制，對各群體的購買決策均有關鍵影響，影響模式因群體特性而異。本研究豐富了電商平台情境下的顧客旅程理論，特別在即時決策與情感連結方面提供新視角，並對實務應用提出差異化行銷、互動設計及售後服務優化等建議。研究限制包括樣本數、範圍與時間維度，建議未來可進行跨平台比較、科技影響分析及跨文化行為演變研究，以深化對直播帶貨產業發展趨勢的理解。The rapid development of internet technology and social media has fostered the rise of live-stream shopping, transforming traditional e-commerce models and deeply influencing consumer behavior and decision-making processes. In this dynamic environment, understanding the customer journey is critical. This study adopts the customer journey map as the core framework and applies qualitative research methods to explore consumer behaviors in live-stream shopping contexts. Through in-depth interviews with ten participants across low-, medium-, and high-spending groups, this research analyzes differences in consumer behaviors at the awareness, consideration, purchase, and postpurchase stages. Findings reveal that live-stream shopping is characterized by immediacy, social interactivity, and emotional bonding. Low-spending consumers focus on price and discounts with rational decision-making, medium-spending consumers are influenced by social interaction and impulsive tendencies, while high-spending consumers emphasize brand value and long-term engagement with streamers. Streamer professionalism, interaction quality, and trust-building mechanisms significantly impact purchase decisions across all groups, though the effects vary by group characteristics. The study enriches customer journey theory within e-commerce settings, particularly regarding real-time decision-making and emotional engagement, and provides actionable insights for platforms, streamers, and brands. Practical recommendations include developing tailored marketing strategies, enhancing interaction designs, and optimizing after-sales services. Limitations include sample size, research scope, and time frame. Future research should consider cross-platform comparisons, the impact of emerging technologies, and longitudinal or cross-cultural studies to further explore consumer behavior evolution in the live-stream shopping industry.