Background：Live streaming shopping is becoming a mainstream method in China since the livestreaming feature has been applied to e-commerce. Live streaming commerce reflects theinterdependence between consumers and live streamers. Past studies have found that the ability,social presence and reputation of live streamers influence consumers' purchase intentions.However, there is a gap in how consumers' purchase intentions are affected by negative incidentsand a lack of qualitative perspective. Purpose：To explore consumers' understanding of their purchase intentions in relation to liveshopping streamers, in the context of negative incidents with streamers. Methodology：This study used qualitative research as the research method and abductivereasoning to conduct the data analysis. This study used semi-structured interviews and developedinterview questions based on the content of the theory chapter. The researchers usednon-probability sampling and general purpose sampling as the sampling strategy. The requireddata were obtained from 12 Chinese interviewees who had experience with live shopping. Theobtained data were then coded using grounded theory as the analysis method for qualitative data,which helped the researchers understand the thoughts of the interviewees. The final attempt is todevelop a theory that can explain the phenomenon. Moreover, the methods chapter explores thequality of the research in this study, as well as possible ethical and social issues. Findings：This paper identified three consumer needs (utilitarian, pleasure-seeking andemotional needs) and factors associated with streamers (attitude, streaming style, impact,characteristics and ability) that influence purchase intentions in the presence of negative streamerincidents. The paper also found how consumers' purchase intentions were influenced by thesefactors in different negative incident situations. Conclusion：This study obtained consumers' understanding of the relationship between theirpurchase intentions and streamers. Consumers exhibit three different levels of purchase3intention: willing to buy, wait-and-see (unsure of purchase intention) and no purchase intention.In the case of negative incidents, consumers' different purchase intentions are influenceddifferently by their own needs and streamer factors.

隨著網路科技的發展，許多新興媒體隨之興起，直播服務即為其中之一，直播為現今品牌或者商家躍躍欲試的行銷溝通管道。直播服務有許多的應用方式，而當中「直播＋電商」為本研究所欲了解的應用，因直播電商近來廣受業界討論，也可看見許多品牌皆直播與消費者溝通以及導購，且許多品牌也都表示有良好的成效。直播電商即是透過直播服務在網路上進行商品的販售，其中主要組成的元素包括直播功能、直播主、直播內容以及閱聽眾，本研究希望能夠了解直播電商是如何能夠提升消費者購買意願以及對購買決策流程影響。 本研究將受訪者分為三組（前測、直播以及重播組），先讓受訪者共同觀看完直播電商節目後，再透過焦點團體訪談法深入瞭解其態度，研究結果歸納如下： 一、 購買意願 內容與直播主為直播電商關鍵成功因素，實用性價值高之內容、具專業性之直播主較能促使購買意願，而具知名度之直播主能吸引消費者注意以及提升購買意願，且當產品與直播主具有高度關聯性時較能說服消費者；直播功能對於消費者而言為附加價值，但是當消費者對於直播內容與直播主感到滿足、滿意時，直播功能能有效提升購買意願。 二、 購買決策流程 直播透過導購功能、互動功能能夠縮短消費者購買決策流程的資訊搜集以及評估方案階段。 根據研究結果，本研究提出實務建議以提供企業作為未來營運參考，亦提出研究建議作為未來研究參考。 / As the Internet Technologies continue to bloom and develop, many new media emerge. Of all, live streaming, has become the must try for brands and sellers nowadays. Among all the applications that live streaming brings, live streaming commerce, which is selling products through live streaming, is the focus of this study. The main components of live streaming commerce include live features, host, content and audiences. This study aims to understand the impact of live streaming commerce on consumers’ purchase intention and purchase decision-making process. To conduct focus group interviews, the study divided participants into three groups: 3 people in the pre-test, 5 people watching livestream, and 5 people watching video (same content as in the previous group but not live). Results and conclusions are summarized as below: The key successful factors of live streaming commerce are content and host. The content with high utilitarian value and the expert hosts are both significant to consumers’ purchase intention. Live streaming with popular hosts could capture consumers’ attention and enhance their purchase intention. Moreover, the live streaming hosts are more likely to persuade consumers into purchasing if the characteristics of live streaming hosts are strongly relevant to the products. Consumers regard functions of live streaming as additional value. Live streaming could effectively increase consumer purchase intention when the consumers are satisfied with the content and the performance of host in the live streaming. Live streaming commerce shortens the consumer decision making process through features of real- time text chatting and shopping guide. According the results, this study presents the practical recommendations to provide enterprises as a future operational reference, and propose research recommendations as a future study reference.