自COVID-19疫情於2019年末爆發至今，網路購物行為已經變成消費者穩定購物的消費模式之一。如何有效獲得消費者青睞創造出更好的績效為每個直播平台努力研究的課題之一。綜上所述，本研究採用量化研究方式進行，並針對直播購物平台、直播主特質、直播內容是否對消費者產生正面情緒影響進而使消費者產生衝動性購買行為加以探討。研究結果顯示：直播購物平台、直播主特質、直播內容皆對消費者有正向顯著之影響。
Since the outbreak of the COVID-19 pandemic in late 2019, online shopping behavior has become one of the consumers' stable shopping patterns. How to effectively attract consumers and create better performance is one of the key research topics for each live streaming platform. In summary, this study adopts a quantitative research approach to investigate whether live shopping platforms, host characteristics, and live content have a positive impact on consumers' emotions, thereby leading to impulse buying behavior. The research results indicate that live shopping platforms, host characteristics, and live content all have a significant positive impact on consumers.
