網路直播的興起，掀起一場網紅經濟，與過去的社群媒體不同，任何人都可以藉由電腦或行動裝置、視訊鏡頭、麥克風，製作具有互動性和即時性的直播內容，現今人們資訊的吸收幾乎都以網路為主，連購物也是，很多商家利用網路直播建立自己的虛擬商城。本研究針對不同人格特質的閱聽者和網購直播主的吸引力(幽默感、真實性、個人魅力)與黏著度影響進行探討，整理問卷576份，研究結果顯示，直播主吸引力對黏著度有顯著影響，而閱聽者的人格特質對黏著度也有顯著影響，只是在五大人格特質中有正負向不同的影響，期待透過本研究結果，幫助網購直播主了解不同人格特質的閱聽者對黏著度影響。
The rise of live streaming comes on strong and causes Internet celebrity economy. Different from past social media, everyone can create an interactive and immediate live streaming by computers, mobile devices, video cameras, and microphones. Nowadays, people get the latest information mainly through the Internet, and even shopping as well. Many shop owners use live streaming to build their own virtual malls on the Internet.
This study aimed to the impact of online shop owner (including sense of humor, authenticity, personal charisma) and viewer’s personality traits on stickiness. 576 questionnaires are collected in this study. The result shows that the main attraction of live streaming has a significant effect on stickiness. Furthermore, the personality traits of the audience also have a significant effect on stickiness. There are only positive and negative influences on the five personality traits. I hope the results of this study will help online shop owners understand the impact of different personality traits on the degree of stickiness.
