隨著直播的應用已形成網路流量主流，直播將成為品牌行銷用以建立消費者關係的主要趨勢，在電商激烈競爭的環境下，提供直播服務以提升消費者對其依附與 創造消費者忠誠度至關重要，亦是電商平台獲得競爭優勢的關鍵因素。本研究以電 商平台作為品牌的觀點出發，探討消費者透過不同直播內容所產生對電商平台依附 程度。品牌依附強調的是:消費者與品牌或電商平台的連結程度，此種連結通常與 情感相關。然而，較少研究探討當直播作為電商平台的行銷策略其有效性，以及直 播如何產生消費者對平台的品牌依附。
本研究架構以品牌依附為基礎，探討消費者對直播內容的態度、依附程度、忠 誠度以及瀏覽行為的調節角色，選擇台灣蝦皮電商的直播節目為研究背景，因台灣 目前僅有蝦皮購物同時提供娛樂與促銷直播內容。研究結果顯示，消費者對直播的 態度會有正向顯著影響其對電商平台依附與忠誠度。此外，品牌依附完全中介消費 者觀看直播態度與忠誠度的關係。
當比較消費者觀看娛樂與促銷內容的差異時，消費者觀看娛樂內容態度對於形 成品牌依附有顯著的影響，且娛樂內容對於形成好喜愛、熱情型的依附也有更大的 影響。而當消費者觀看促銷內容的態度與連結型的依戀關係也有顯著的影響。本研 究也關注消費者網路瀏覽行為的調節作用，探討功利型與享樂型的瀏覽行為在其產 生的態度與品牌依附的影響，結果表示享樂型瀏覽行為消費者會產生更強的品牌依 附。本研究延伸品牌依附觀點，探討電商平台應關注娛樂或促銷內容對於形成不同 的品牌依附更有效果，亦提供電商平台以直播作為行銷策略時方向，能以多元的直 播內容創造更多的品牌依附。
關鍵字:品牌依附、直播電商、品牌忠誠度

Given the prominence of live streaming, enhancing brand attachment in e-commerce live streaming is critical for e-retailers to build relationships and create consumer loyalty. Although live streaming has been adopted as a marketing strategy by e-retailers, few studies examine the effectiveness of the live streaming strategy with the aspect of brand attachment. Building upon attachment theory, this study developed a conceptual framework that combines consumers’ attitudes toward live streaming content, brand attachment, e-loyalty. Shopee is the pioneer in Taiwan that provides entertainment and promotion content, this study chose two programs on Shopee as our research background to explore the mechanism of brand attachment in the live streaming context.
This study applied structural equation modeling to 508 questionnaires. The empirical results demonstrate the consumers’ attitudes toward live streaming can positively affect brand attachment and e-loyalty. In addition, the inclusion of brand attachment fully mediates between consumers’ attitudes and e-loyalty. Further results show entertainment content has a greater effect on forming affection and passion attachment, whereas the promotion content has a stronger effect on developing connection attachment. Browsing behavior moderates the impact of attitude on brand attachment, which implies hedonic browsing consumers generate stronger brand attachment. The findings provide useful insights for e-commerce operators, who should invest in establishing live streaming to improve consumer loyalty. This study extends the marketing literature by integrating brand attachment and e-commerce live streaming and enriches the brand attachment literature by distinguishing the effect of affection, connection, and passion attachment from the entertainment and promotion live streaming.
Keywords: Brand attachment, live streaming commerce, E-loyalty.

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