本研究主要以來台求學之陸生為研究對象，探討旅遊直播臨場感、線上信任與購買意願間之關聯性。本研究採滾雪球樣方式進行抽樣，問卷採線上問卷填寫，調查期間於2018年1月1日起至2018年3月31日止，總計回收份123有效問卷。透過描述性統計、信度分析、因素分析、相關分析及迴歸分析進行探討，其主要研究結果如下：
1.旅遊直播臨場感兩構面(社會臨場感、實體臨場感)均顯著正向影響消費者線上信任，其中社會臨場感對線上信任的影響力大於實體臨場感。此外，社會臨場感顯著正向影響消費者之情感信任，而實體臨場感則對情感信任無顯著影響；社會臨場感、實體臨場感均顯著正向影響消費者之認知信任，當中社會臨場感對認知信任的影響力大於實體臨場感。
2.旅遊直播臨場感兩構面(社會臨場感、實體臨場感)均顯著正向影響購買意願，其中社會臨場感對購買意願的影響力大於實體臨場感。
3.線上信任兩構面(認知信任、情感信任)中僅情感信任顯著正向影響購買意願，而認知信任則對購買意願則無顯著影響。

The purpose of the thesis is to explore the relationships among travel live streaming’s presence, online trust and purchase intention focus on the Chinese students who study in Taiwan. Snowing sampling is applied in this research and also online survey is from January 1 to March 31, 2018. Totally, there are 123 effective questionnaires can be used in the research. By illustrating descriptive statistics analysis, reliability analysis, factor analysis, correlation analysis, and regression analysis, the main results of the study are presented as the following:
1.Travel live streaming which includes social presence and physical presence have both significantly positive effects on consumers’ online trust; however, social presence has greater effect on consumers’ online trust. Besides, social presence has obvious effect on consumers’ affective trust. Additionally, social presence and physical presence have both significantly positive effects on consumers’ cognitive trust. Compare the social presence to physical presence, social presence has great effect on consumers’ cognitive trust. 
2.Travel live streaming which includes social presence and physical presence have both significantly positive effects on consumers’ purchase intention. Actually, compare to the physical presence, social presence has great effect on consumers’ purchase intention. 
3.Online trust which includes cognitive trust and affective trust. Indeed, affective trust has significantly positive effect on purchase intention. Cognitive trust has no significant impact on purchase intention.

目錄
目錄 I
表目錄 II
圖目錄 III
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 4
第三節　研究流程 4
第二章　文獻探討 6
第一節　旅遊直播 6
第二節　臨場感 7
第三節　線上信任 8
第四節　購買意願 10
第三章　研究方法 11
第一節　研究架構 11
第二節　研究假設 11
第三節　研究變項操作型定義與衡量 13
第四節　研究對象與範圍 15
第五節 資料分析方法 15
第四章 實證分析結果 17
第一節 樣本結構分析 17
第二節 因素及信度分析 19
第三節 相關性分析 21
第四節 研究變項間之因果關係 21
第五章 研究結論與建議 26
第一節 研究結論與發現 26
第二節 管理意涵 27
第三節 研究限制 27
第四節 後續研究建議 28
參考文獻	29 
附錄：正式問卷 39

表目錄
表1-1近年我國旅行支出 1
表1-2近年陸客來台統計 1
表4-1正式樣本特性 17
表4-2受訪者旅遊直播觀看行為統計 18
表4-3臨場感之KMO值及Bartlett球形檢定 19
表4-4 臨場感之因素分析 19
表4-5 線上信任之KMO值及Bartlett球形檢定 20
表4-6 線上信任之因素分析 20
表4-7 信度分析 20
表4-8研究變項之相關分析表	21
表4-9 臨場感對線上信任之迴歸分析彙整表 22
表4-10臨場感構面對線上信任複迴歸分析彙整表 22
表4-11臨場感構面對線上信任構面複迴歸分析彙整表 23
表4-12臨場感對購買意願之迴歸分析彙整表 23
表4-13臨場感構面對購買意願複迴歸分析彙整表 24
表4-14臨場感對購買意願之迴歸分析彙整表 24
表4-15線上信任構面對購買意願複迴歸分析彙整表 25
表5-1 假說彙整 26

圖目錄
圖1-1研究流程圖 5
圖3-1研究架構圖 11
圖4-1本研究相關變數之因果關係路徑圖 25

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