隨著近年來直播興起，重塑了人們使用社群媒體的方式，透過直播軟體，任何人都可以隨時隨地觀看或直播各式內容。許多個人賣家與電商利用直播作為一種新的行銷手段，結合線上購物，產生了一種新的社群電商型態：直播電商。2018 年Springwise 報導指出，在阿里巴巴集團旗下的 AliExpress Live 上，每百萬的直播觀看次數，平均有 32 萬件商品被放置在購物車中；在天貓平台上的即時轉換率，落在一至兩成之間；淘寶平台上的轉換率則在三成左右。Hillhouse Capital 的數據顯示，直播購物每小時約產生線上遊戲廣告 2 倍的單位收益及電視廣告 6 倍的單位收益。
直播購物之所以能如此有效，直播主作為市場上的第一線人員，對於銷售功不可沒，因此本篇研究旨在探究直播主如何影響消費者購買意願。本研究假設直播主試用產品產生的替代學習效果，還有直播電商專頁上的網路口碑，此兩者會透過消費者心像的作用，進而影響購買意願，其中也檢驗了心像的中介效果，以及加入感知相似性檢驗替代學習與心像間的調節作用，希望藉此幫助直播賣家與團隊可以在不需花費金錢與時間的前提下，增加購買率。
本研究參考過往文獻，設計問卷，並依各要素設計問項，透過發放問卷，針對有觀看直播電商經驗的消費者進行調查。一共發放 416 份問卷，收回有效樣本 411份，樣本有效比率 98.8%。此樣本透過 SPSS 電腦統計軟體進行迴歸模型，驗證替代學習、網路口碑、心像、感知相似性、購買意願之關係。驗證結果如下：
一、替代學習會正向影響消費者心像。
二、網路口碑會正向影響消費者心像。
三、消費者心像會正向影響其購買意願。
四、感知相似性在替代學習與心像之間不存在正向的調節關係。
五、心像在替代學習與購買意願之間有部分中介效果。
六、心像在網路口碑與購買意願之間有部分中介效果。

Due to the population of live streaming in recent years, it has reshaped how people
utilize social media. Through live streaming software, anyone can watch or live broadcast a variety of content at anytime, anywhere. Many individual sellers and e-commerce shopkeepers use live broadcast as a new marketing method, combined with online shopping, resulting in a new type of e-commerce: live streaming commerce. In 2018, Springwise reported that 320,000 items were added to the shopping cart for every 1 million views on AliExpress Live; the instant shopping conversion rate on Alibaba's Tmall was about 10% to 20%. According to Hillhouse Capital, the unit revenue generated by live streaming commerce per hour is about 2 times that of online game advertising and 6 times that of TV advertising.
Streamers, as the front-line personnel, have contributed a lot to the effectiveness of live streaming commerce. Therefore, we intend to explore the elements that determine consumers' purchase intentions of live streaming commerce. We propose the vicarious learning effect produced by the broadcaster's product trial, and the e-WOM on the live streaming commerce page, will induce the purchase intention through the consumers’ mental imagery. This study also investigates the mediating effect of mental imagery as well as moderating effect of perceived similarity between vicarious learning and mental imagery. 416 online questionnaires were collected to conduct regression analysis for the hypotheses. We excluded 5 invalid questionnaires due to incomplete data and end up with 411 effective questionnaires. The effective rate was 98.79%. The results are as below:
1. Vicarious learning will positively affect consumers’ mental imagery.
2. E-WOM will positively affect consumers’ mental imagery.
3. Consumers’ mental imagery will positively affect their purchase intention.
4. Perceived similarity has no significant moderating effect between vicarious learning and mental imagery.
5. Mental imagery has a partial mediating effect between vicarious learning and purchase intention.
6. Mental imagery has a partial mediating effect between E-WOM and purchase intention.

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