Document Type



In recent years, online e-commerce in Taiwan has been widely used by brand owners (advertisers). Live e-commerce has been widely used to be brands communication to consumers due to the popularization of a large number of social media platforms. Communication contents between brands and consumers has a significant increased their sales, and social media communication changed beyond just texts but though the experiences and trusts presented by live broadcasters.

E-commerce has become one of the most popular and dependent channels for purchasing. However, when a large number of products are exposed on the Internet, online marketing is an important key to the overall marketing strategy of enterprises. The use of online marketing to promote brand, message delivery, market research, customer relations, customer service, sales channels and promotional programs have become important means of Internet marketing. In recent years, the continuous growth of e-commerce has also changed the trading behavior of consumers and brands. The Internet has driven real-time transactions. This kind of trading behavior without time and place restrictions will continue to build on good brand values and customer relationship.

This study explores the actual operation of social media by brand owners (advertisers) and the field operators of e-commerce. Due to the proliferation of media marketing, excessive online advertising, bloggers unboxing videos, testimonies, Google simulcasts, keywords, etc., advertising methods including artists and celebrities endorsements have made consumers ubiquitously passive and actively see these advertisements exposed. Thus consumers have begun to gradually lose the intensity of their trust in the media. The use of social media to make brands trustworthy, and consistently maintain a high degree of attachment have always been an important tool and format in the marketing process.

The e-commerce live broadcast uses social media platform to give e-commerce a sense of experience and trust. Using real experience and dictation, the characteristics and key advantages of the product and its own experience directly and indirectly give consumers an expected sense of identity. E-commerce transactions have increased the use of social media to generate trading behavior.

This study first describes the influence of social media (Facebook) on brand owners and consumers, and then defines the actual effects of social media usage tools, especially the live broadcast (store direct broadcast) introducing the goods sold to consumers. The resulting differentiated trust explores the credibility of e-commerce using live broadcasts on social media, and also explores customer relationships simultaneously, directly and indirectly affecting the trust and difficulty of consumers' final purchase behavior, while researching cases show that the brand and social media generated by the live economy are innovative in the ultimate sales trust.