自網路普及後，電子商務不停地以各形式出現，其中直播購物在近年來更是蓬勃發展，調研指出網路直播的觀看人數急遽上升，產值也大幅上漲，因此各大電商平台也開始新增「直播」功能。根據統計， Z 世代 (Generation Z) 族群將是最大的消費族群，成為市場新勢力，而從小就與網路為伍且在充滿科技的環境下長大的他們，個性和行為特質也與其他世代大不相同，故 Z 世代擁有什麼樣獨特的行為特質是必須深入了解的議題。現存研究大多只針對網路直播購物特性做研究，並無一系統化的歸納，也無將 Z 世代特質納入做探討，故本研究將根據過去文獻提出三大網路直播價值，並進一步做分析，以彌補過去文獻不足之處。
本研究以刺激-有機體-反應理論(SOR 理論)為架構，並根據過去文獻以及網路直播的特性，歸納出網路直播購物中的價值，用以了解什麼樣的價值會影響消費者的情感與認知狀態，並探討是否會進而影響他們後續的衝動性購買行為。另外，本研究也深入探討 Z 世代消費者與其他世代消費者對於功利性價值、享樂性價值、社會性價值、認知狀態、情感狀態之看法是否有顯著差異。本研究使用問卷調查法，並採用SPSS 27.0 套裝軟體作為資料分析工具，並透過敘述性統計、因素分析、信度分析、相關分析、迴歸分析以及獨立樣本T檢定等方法進行分析。
本研究結果發現，功利性價值、享樂性價值、社會性價值對消費者認知狀態及情感狀態皆具有正向顯著影響，而認知狀態和情感狀態對衝動性購買也有正向顯著影響。從獨立樣本 T 檢定的結果可以得知 Z 世代和其他世代對於功利性價值、享樂性價值、認知狀態、情感狀態無顯著差異，只對社會性價值的看法有顯著差異。藉由探討網路直播購物之議題，期望提供給相關商家突破性的建議，也希望能透過分析 Z 世代來了解他們獨有的特質對企業所帶來的影響。

In recent years, research has pointed out that the number of viewers of online live streaming has increased sharply, especially the viewers of Generation Z consumers, who has different traits compared to other generations. However, most of the existing studies only discuss the characteristics of live streaming, and there is no systematic classification, nor does it include the traits of Gen Z. Hence, this study proposes values of live streaming and analyzes the traits of Gen Z to make up for the deficiencies.
This research is based on the stimulus-organism-response theory, and intends to understand what values will affect consumers’ states, and explore whether it will affect their subsequent behavior. In addition, this research also explores whether there are significant differences between Gen Z and other generations. By applying regression analysis and independent-sample t test, the results shows that utilitarian value, hedonic value, and social value all have positive and significant effects on consumers’ cognitive and emotional states, while cognitive and emotional states also have positive and significant effects on impulsive buying. Moreover, Gen Z and other generations have significantly different view on social value. This study hopes the conclusions can help companies understand the unique characteristics of Gen Z and provide useful suggestions.

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