本研究以遊戲直播中的產品置入為研究背景，旨在探討人口統計變項、置入形式、產品關聯性及實況主正向特質等因素對觀眾購買意圖與點擊意圖之影響。研究採用問卷調查法，共回收376份有效問卷。

研究結果顯示，性別對產品置入的態度具有顯著影響，男性觀眾對此行銷方式的接受度高於女性觀眾。在不同置入情境下，互動置入對18-34歲的年輕觀眾更具吸引力，能有效提升即時購買意圖。在靜態置入和產品內容低相關這兩種情境下，可支配收入較高的觀眾，其購買意圖並不隨收入增加而提升。在產品內容高相關情境下，人口統計變項對購買意圖和點擊意圖均沒有顯著影響，這可能表示有效的情境整合能提升產品置入的普遍性與說服力。

此外，互動置入相較於靜態置入，能顯著提升觀眾的即時購買意圖與點擊意圖，顯示當觀眾與直播主產生互動時，更容易被刺激而採取即時行動；而產品與內容高相關的情境相較於低相關的情境，僅能顯著提升點擊意圖，表示產品與內容的一致性能有效吸引觀眾的注意力與好奇心，但無法保證實際的購買決策。

最後，「專業性」與「可信度」這兩項特質能使觀眾感受到愉悅與真實感，並有助於提升其即時購買意圖；「互動性」的重要程度則屬中等，而「知名度」的重要性最低。這顯示觀眾並非盲目受高知名度實況主影響，而是將專業與可信視為遊戲直播主的核心特質。

This study examines product placement in game live streaming, aiming to investigate how demographic variables, placement formats, product relevance, and streamers’ positive traits influence viewers’ purchase intentions and click intentions. A questionnaire survey was conducted, and a total of 376 valid responses were collected.

The results indicate that gender has a significant impact on attitudes toward product placement, with male viewers showing higher acceptance of this marketing approach compared to female viewers. Across different placement scenarios, interactive placement was more appealing to younger viewers aged 18–34 and effectively enhanced their immediate purchase intentions. In scenarios involving static placement or low product–content relevance, viewers with higher disposable income did not display stronger purchase intentions. In high-relevance scenarios, demographic variables showed no significant influence on purchase or click intentions, suggesting that effective contextual integration may enhance the universality and persuasiveness of product placement.

Additionally, interactive placement significantly increased viewers’ immediate purchase intentions and click intentions compared with static placement, indicating that interaction with streamers more effectively stimulates viewer’s immediate actions. In contrast, scenarios with high product–content relevance only significantly enhanced click intentions, suggesting that content–product congruence successfully attracts attention and curiosity but does not guarantee actual purchasing behavior.

Finally, the traits of professionalism and credibility enhanced viewers’ sense of enjoyment and authenticity, which in turn increased their immediate purchase intentions. The importance of interactivity ranked moderately, while popularity was rated as the least important trait. This suggests that viewers are not blindly influenced by highly popular streamers but instead regard professionalism and credibility as the core qualities of game streamers.

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