隨著網路科技的進步，直播平台與直播主成為了網路購物行為中不可或缺的角色。本研究旨在探討直播平台及直播主的特質對消費者購買意願之影響，以社會臨場感為中介變數。研究對象為網路購物經驗之消費者，透過問卷調查方式蒐集資料，共蒐集到354份有效問卷。並以SPSS及SMARTPLS軟體進行資料分析。結果顯示，直播主的個性吸引力對社會臨場感具有顯著正向影響，而外表吸引力與能力吸引力則無明顯影響。此外，直播平台的互動性和知覺易用性對社會臨場感有顯著正向影響，而知覺有用性則無顯著影響。另外，社會臨場感對購買意願具有顯著正向影響。綜合上述結果，本研究建議直播平台可提升互動性與知覺易用性，並加強直播主的個性吸引力，以提高消費者的社會臨場感及購買意願。此外，直播主也可透過塑造自身的個性特質，吸引更多粉絲關注並提升社會臨場感，進而提高商品的銷售量。據此，本研究可為直播平台及直播主提供相關建議，並提供消費者在購買行為上的參考。
With the advancement of internet technology, live streaming platforms and live streamers have become indispensable in online shopping behavior. This study aims to in-vestigate the impact of the characteristics of live streaming platforms and live streamers on consumers' purchase intention, with social presence as the mediating variable. The re-search participants were consumers with online shopping experience, and data was col-lected through a questionnaire survey, with a total of 354 valid responses. Data analysis was conducted using SPSS and SMARTPLS software. The results showed that the at-tractiveness of the live streamers' personality has a significant positive impact on social presence, while attractiveness in terms of appearance and ability showed no significant influence. Additionally, the interactivity and perceived ease of use of the live streaming platform had a significant positive impact on social presence, while perceived usefulness showed no significant influence. Furthermore, social presence had a significant positive impact on purchase intention. Based on the above results, this study suggests that live streaming platforms can enhance interactivity and perceived ease of use, and live stream-ers can enhance their attractiveness in terms of personality to increase consumers' social presence and purchase intention. In addition, live streamers can shape their own personal-ity traits to attract more followers and enhance social presence, thereby increasing the sales of products. This study provides relevant recommendations for live streaming plat-forms and live streamers, and serves as a reference for consumers in their purchasing be-havior.
