電商社群化對消費者黏著度之影響－以台灣蝦皮為例 - 政大學術集成

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(1)國⽴政治⼤學國際傳播英語碩⼠學位學程 International Master’s Program in International Communication Studies College of Communication National Chengchi University. 碩⼠論⽂. 治. 政 Thesis大 Mastr’s. 立. ‧. ‧ 國. 學. 電商社群化對消費者黏著度之影響－以台灣蝦⽪為例. Nat. y. sit. n. al. er. io. The Effects of the Social Marketplace Features of E-Commerce Apps on Users’ Stickiness: A Study of Shopee Taiwan. Ch. engchi. i Un. v. Student: Ting-Yu Lin 林庭⽻ Advisor: Professor Yi-Ning Chen 陳憶寧. 中華民國 109 年 03 ⽉ March 2020. DOI:10.6814/NCCU202000394.

(2) 電商社群化對消費者黏著度之影響－以台灣蝦⽪為例 The Effects of the Social Marketplace Features of E-Commerce Apps on Users’ Stickiness: A Study of Shopee Taiwan. Student: Ting-Yu Lin 林庭⽻ Advisor: Professor Yi-Ning Chen 陳憶寧. 政治大. 國⽴政治⼤學. 國際傳播英語碩⼠學位學程. 學. 碩⼠論⽂. ‧. ‧ 國. 立. er. io. sit. y. Nat. n. a l A Thesis Proposal v n i in Submitted to International Master’sU Program Ch e n g c h i Studies International Communication National Chengchi University. In Partial Fulfillment of the Requirement For the degree of Master of Arts. 中華民國 109 年 03 ⽉ March 2020. DOI:10.6814/NCCU202000394.

(3) Acknowledgement. First of all, I would like to express my sincere appreciation for all the aids and supports from my supervisor, Professor Yi-Ning Chen. Professor Chen had not only helped me with my application for the International Master's Program in International Communication Studies but also taught me thoroughly about data analysis and statistics in class. Moreover, when I was working on my final thesis, her generous guidance and advices had led me through many tough situations. She had also genuinely provided. 政治大. me with a great deal of encouragements and compliments which allowed me to have. 立. make this accomplishment without her continuous supports.. 學. ‧ 國. faith in myself for completing the tasks. Undoubtedly, I would have not been able to. ‧ sit. y. Nat. Also, I am more than grateful for all the helps from Professor Tsung-Jen Shi and. n. al. er. io. Professor An-Chi Hsu. They had granted me with a lot of beneficial suggestions and. i Un. v. contributed in many significant adjustments that I had made in my final thesis. They. Ch. engchi. were also very encouraging and had given more praises than I believed I earned.. Last but not least, I want to show my gratitude to my parents and friends for providing me with unconditional emotional supports during my persuasion for the master degree. I am truly blessed to have such a loving family and all the important people in my life. I am not able to thank them enough with words but I will always remind myself to help others for “I have received and am still receiving.”. i DOI:10.6814/NCCU202000394.

(4) Abstract. E-commerce apps on mobile devices had become more and more popular among young consumers in Taiwan. In order to stand out from numerous competitors, an increasing number of e-commerce apps were transforming into social marketplaces to keep the attention of their users and create stickiness. Therefore, this research elected six social marketplace features, including subscriptions, chats, posts, games, quizzes, and live streams, of Shopee Taiwan app for the case study. Also, both uses and gratifications. 政治大. theory and were employed to understand the stickiness intention of their app users. The. 立. results of the online questionnaire survey show that shopping apps consumers’ extent. ‧ 國. 學. of confirmation would affect users’ satisfaction and their perceived gratifications of the. ‧. social marketplace elements, which included entertainment, information, social. sit. y. Nat. identification, and self-presentation. Also, based on the different characteristics of the. n. al. er. io. examined features, the corresponding perceived social marketplace elements were. i Un. v. positively associate with their satisfaction with the e-commerce app. To be specific,. Ch. engchi. subscriptions could generate the gratification of information; chats could generate the feature of gratifications of information, entertainment, and self-presentation; posts could generate the gratification of self-presentation; games could generate the gratifications of entertainment and social identification; and quizzes could generate the gratifications of entertainment and social identification. Eventually, users’ satisfaction would lead to the intention of stickiness.. Keywords: E-commerce, Social Marketplace, Confirmation, Satisfaction, Stickiness. ii DOI:10.6814/NCCU202000394.

(5) Table of Contents Acknowledgement………….………………...…………….………………..………... i Abstract………………………...………………………….………………..………... ii Table of Contents.……………………………………...………….…………………. iii List of Figures......……………………………………….………….………………….v List of Tables………………………………………………..…….…………………. vi Ch. 1 Introduction 1.1 Background of the Study…………………………………..…………….……... 1. 政治大. 1.2 Case Selection: Shopee…………………………………………………….…... 2. 立. 1.3 Motivation of the Study………………………………………………….……... 6. ‧ 國. 學. 1.4 Research Aims and Objectives…………………………………………….…… 8. ‧. Ch. 2 Literature review. sit. y. Nat. 2.1 Users’ Stickiness……………………………………………….………...…… 11. n. al. er. io. 2.2 Gratifications of E-Commerce Apps…………………………….…….…….... 12. i Un. v. 2.3 Information……………………………………………………………............ 14. Ch. engchi. 2.4 Entertainment………………………………………………………….……… 17 2.5 Social Identification…………………………………………………….…….. 19 2.6 Self-Presentation……………………………………………………….……... 21 2.7 Post-Acceptance Model of IS Continuance……………...……………………. 23 2.8 Uses and Gratifications Theory……………………………..………..……….. 29 Ch. 3 Methodology 3.1 Survey Process…………..……………………………………………………. 33 3.2 Data Collection……………………………………………………………….. 34 iii DOI:10.6814/NCCU202000394.

(6) 3.3 Data Analysis…………………………………………………………….…… 39 3.4 Participants’ Profile and Characteristics………………………….………..…. 40 3.5 Descriptive Statistics of Scale Items………..…………………..……………... 42 Ch. 4 Results 4.1 Hypothesizes Testing………………………………………….……………… 49 4.2 Subscriptions………………………………………………………………….. 50 4.3 Chats………….…………………………………………………...………….. 52 4.4 Posts……………….……………………………………………...….……….. 54. 政治大. 4.5 Games……………………………………………………………………….... 56. 立. 4.6 Quizzes………………………………….……………………………...…….. 58. ‧ 國. 學. 4.7 Live Streams………………………………………………………...………... 61. ‧. Ch. 5 Discussions and Conclusions. sit. y. Nat. 5.1 Research Findings…………………………………………….………………. 63. n. al. er. io. 5.2 Conclusions………………………………………….………………….…….. 66. i Un. v. 5.3 Implications…………………...……...……………………………….……… 69. Ch. engchi. 5.4 Limitations and Future Directions……...……………………..……….……… 71 References…………………………………………………………………………... 73 Appendix……………………………………………………………………………. 87. iv DOI:10.6814/NCCU202000394.

(7) List of Figures Figure 1 Subscriptions………………………..……………………………..………... 4 Figure 2 Chats…..…………………………….………………………………………. 4 Figure 3 Posts…..…………………………….…………………….…………………. 5 Figure 4 Games 1…..…………..………….……………………………………….…. 5 Figure 5 Games 2…..…………..………….……………………………………….…. 5 Figure 6 Quizzes…..………………………….………………………………………. 5. 政治大. Figure 7 Live Streams…..………………………………………….…………………. 5. 立. Figure 8 Post-Acceptance Model of IS Continuance………...…………..……..……. 26. ‧ 國. 學. Figure 9 Research Model…..………………………………………….….…………. 31. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. v DOI:10.6814/NCCU202000394.

(8) List of Tables Table 1 Questions in Section Two…………………………………….…..…..……... 35 Table 2 Questions in Section Three…………………………………………….....…. 37 Table 3 Distribution of Participants' Characteristics…………..………….….…...…. 41 Table 4 Reliability of Measure Constructs for Subscriptions…………..………...….. 43 Table 5 Reliability of Measure Constructs for Chats………………………..….....…. 44 Table 6 Reliability of Measure Constructs for Posts……………………….………... 45 Table 7 Reliability of Measure Constructs for Games……………………..……...…. 46. 政治大. Table 8 Reliability of Measure Constructs for Quizzes……………………..…...…... 47. 立. Table 9 Reliability of Measure Constructs for Live Streams……………..…..…...…. 48. ‧ 國. 學. Table 10 Pearson Coefficient Test for Subscriptions…………………..…….…...…. 51. ‧. Table 12 Multiple Regression Analysis for Subscriptions……………......……....…. 52. sit. y. Nat. Table 14 Pearson Coefficient Test for Chats………………………...…...…….....…. 53. n. al. er. io. Table 16 Multiple Regression Analysis for Chats………………………....……...…. 54. i Un. v. Table 18 Pearson Coefficient Test for Posts…………………………….....……...…. 55. Ch. engchi. Table 20 Multiple Regression Analysis for Posts……………………………........…. 56 Table 22 Pearson Coefficient Test for Games……………….………….....……...…. 57 Table 24 Multiple Regression Analysis for Games…………………………….....…. 58 Table 26 Pearson Coefficient Test for Quizzes…………..…………………….....…. 59 Table 28 Multiple Regression Analysis for Quizzes……………..…………….....…. 60 Table 30 Pearson Coefficient Test for Live Streams……………………..…….....…. 61 Table 32 Multiple Regression Analysis for Live Streams…………...………………. 62. vi DOI:10.6814/NCCU202000394.

(9) CHAPTER 1 Introduction. 1.1 Background of the Study Nowadays, more and more people are making online purchases especially on mobile devices. According to Market Intelligence and Consulting Institute (MIC), 70% of the respondents in Taiwan have experienced purchasing items or services on apps and 42.6% of them have the habit of doing so instead of choosing other digital devices such. 政治大 as PC and tablet (“The Survey of Online Shopping II,” 2019). However, mobile-phone 立. ‧ 國. 學. users have limited storage space and attention for their apps. MIC also claims that 63% of Taiwanese keep less than ㄌㄧㄕ 15 apps on their phones, and three of the most. ‧. downloaded ones are communication apps for 77.9%, gaming apps for 64%, and. y. Nat. io. sit. shopping apps for 46.2% (“The Survey of App Usage,” 2017). This trend forces. n. al. er. shopping apps to enhance their features in order to catch and keep the attention of. Ch. i Un. v. consumers. As stated by Enrico Cavatorta, the Chief Financial Officer of Yoox Net-a-. engchi. Porter Group, customers spend more time and money shopping when the experience online is enhanced at the layer which creates interaction with them (Cammareri, 2019). In addition, results of the Global Consumer Insights Survey 2019 (2019) show that people around the world are demanding a much more “tailored, channel-agnostic, socially conscious, and social-media-powered experience” due to all the technological developments. And the app-based e-commerce has the advantage of providing a much more interactive and engaging platform based on the upgrading of both Android and iOS systems (“The Evolution of eCommerce Over the Last Decade,” 2016). 1 DOI:10.6814/NCCU202000394.

(10) 1.2 Case Selection: Shopee Shopee, which was first launched in Singapore by its parent company Sea, has make a break-through with 15 million downloads and become the lead in the field of ecommerce since it made its appearance in Taiwan back in 2015 (Ciou, 2018). As the survey from MIC shows, the top-three of most downloaded shopping apps in Taiwan are Shopee for 48.7%, momo for 26.7%, and PChome 24h for 18.6% (“The Survey of Online Shopping II,” 2019). Despite of the good performance, Shopee believes that the next step is to include features such as social networking, original contents, gaming. 政治大 experiences, and interactions so as to create users’ stickiness toward the platform (Xiao, 立. ‧ 國. 學. 2019). With the increasing popularity of the internet usage nowadays, users’ stickiness is to describe the total amount of time a person would spend on an online platform:. ‧. overall, the longer a user stays on the platform, the stickier it is (Lin, 2018). Although. y. Nat. io. sit. prevailing all the competitors, the results of two hundred million minutes of total. n. al. er. weekly usage for each member means that a mobile user would only spend 11 minutes. Ch. i Un. v. every day in average on Shopee (Huang, 2019). In comparison, according to Global. engchi. Web Index, Taiwanese averagely spend 112 minutes on social media every day (“The Internet Use in Each Country,” 2019). And the reason why Shopee hope to improve users’ stickiness is they found out that the longer consumers stayed on the platform, the better chances that they would make more orders. Shopee claims that their data suggest consumers whom spend over an hour on the platform a day will make a lot more purchases than the ones whom stay for less than 15 minutes (Chen, 2019).. 2 DOI:10.6814/NCCU202000394.

(11) Moreover, with the rapid development of artificial intelligence and deep-learning technologies, Shopee is attempting to provide each consumer with different recommended items and homepage information based on the needs and preferences (“The Trend of E-Commerce,” 2019). According to Joyce Yang, the Commercial Director of Shopee Taiwan, e-commerce in 2019 is not just an app for online shopping but a new media platform with features of social media that can satisfy the needs of their consumers and also increase stickiness toward the app (Xiao, 2019). Also, Chris Feng, the Chief Executive Officer of Shopee Taiwan, had claimed that Shopee has. 政治大. always been focusing on the social aspect of shopping (Cher, 2015). As stated in the. 立. official YouTube channel of SHOPEE Singapore (2016), “Shopee is a mobile-app-first. ‧ 國. 學. social marketplace where everyone can browse, shop, and sell.” And, to be exact, social. ‧. marketplaces are the e-commerce platforms with social media features which can. sit. y. Nat. attract more consumers and lead to users’ stickiness (Chaney, 2014; “What Major. n. al. er. io. Benefits a Social Marketplace Can Offer To An E-Business,” 2019; “Why You Should. i Un. v. Consider Building A Social Marketplace For Your E-Business,” 2019).. Ch. engchi. Some examples of the newly developed social marketplace features on the Shopee Taiwan app are: subscriptions, chats, posts, games, quizzes, and live streams. First, the subscription systems encourage users to follow their friends, families, and the shops they are interested in to keep up with the latest promotions and products (Xiao, 2019) (see Figure 1). Second, the chatrooms allow consumers to have conversations with the shop owners to learn more about products or solve their problems as soon as possible (Wang, 2019) (see Figure 2). Third, the posts on the new feature “Shopee Feed” 3 DOI:10.6814/NCCU202000394.

(12) help users to gain more information of the subscribed shops, promotion deals, and current trends (Cheng, 2019) (see Figure 3 and 4). Forth, with the small games on the app such as “Shopee Shake” and “Shopee Catch,” users can easily receive Shopee Coins or voucher codes to use in their next orders (Xiao, 2019) (see Figure 5). Fifth, the quiz of “Shopee Golden Mind” invites all users to participate at the same time every weekday and has reached the scale of a mid-size mobile game (Ciou, 2019) (see Figure 6). Lastly, consumers can directly interact with shop owners or internet celebrities and place orders of the products they see on the live stream videos on “Shopee LIVE” (Ciou, 2019) (see Figure 7).. 學. ‧ 國. 立. 政治大. Fig. 1. Subscriptions. Fig. 2. Chats. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. 4 DOI:10.6814/NCCU202000394.

(13) Fig. 3. Posts. Fig. 4. Game 1. 立. Fig. 5. Game 2. 政治大. ‧ 國. 學. Fig. 6. Quizzes. Fig. 7. Live Streams. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. 5 DOI:10.6814/NCCU202000394.

(14) Additionally, the navigation app Google Maps has been considered to be turning into a type of social media since it released its new features of creating and sharing lists of favorite places (Yang, 2017). Google Maps users can also comment and upload pictures of stores to share their experiences and opinions just like what people do on any other regular social media (“Eight New Functions of Google Maps,” 2019). The American sportswear brand Nike has also integrated social media features into its app, Nike+ Run Club, and encouraged users to check-in in different places all around the world and share their mileages, photos, and running routes (Zhao, 2017; Zheng, 2018).. 政治大. Moreover, a technology company called Escapex has been assisting celebrities to create. 立. their own social app to interact with their fans outside of traditional social media (Cheng,. ‧ 國. 學. 2019). Apparently, more and more app related business, including Shopee Taiwan,. ‧. have been trying to integrate more social media related features on their platforms and. sit. y. Nat. turn themselves into social marketplaces in order to engage their consumers.. n. al. er. io. Furthermore, social media features which could meet consumers’ expectations are. i Un. v. especially being put into consideration by shopping apps nowadays.. Ch. engchi. 1.3 Motivation of the Study When it comes to the social influence on e-commerce, on one hand, a lot of communication and marketing papers have been working on the different impacts of various types of social media on consumers with a diverse range of frameworks in the past few years. For instance, the investigated social media may be blogs (Twitter), social networking sites (Facebook), presentation sites (YouTube), social shopping websites (Kactoos), and group buying websites (Groupon) (Liang et al., 2011). 6 DOI:10.6814/NCCU202000394.

(15) Furthermore, the research themes include user behavior, network analysis, adoption strategy, website design, security privacy, and so on (Liang et al., 2011). And finally, the goal of these studies might be understanding consumer loyalty, website usage, purchase intention, and many other outcome measures (Liang et al., 2011). On the other hand, some studies have also been focusing on the different social features not only on social media but also on the e-commerce platforms. A few of the most covered and discussed social features are designed with the principles of individual, conversation, and other common features (Huang et al., 2013). However, other than investigating on. 政治大. the users’ preferences of social media features on different shopping websites (Huang. 立. et al., 2015), not many research topics have further explored the influences of such. ‧ 國. 學. features on users’ overall attitudes toward the e-commerce platforms and their usage or. ‧. purchase intentions.. sit. y. Nat. n. al. er. io. With the rapid development of technologies and the online marketing strategies,. i Un. v. in order to provide consumers with a better user experience, companies should have a. Ch. engchi. deeper understanding of users’ motivations for using the apps nowadays. And as it is suggested above, the users’ stickiness of apps is a more and more important issue when it comes to the goals for advancing user experience on e-commerce apps. As a result, the research motivation of this study is to aid companies to figure out the core reasons of stickiness intention and improve their e-commerce apps accordingly to give consumers an overall better shopping experience. To be more specific, on one hand, the author expects this study to be helpful for e-commerce apps related businesses in Taiwan to develop more functions according to the social marketplace aspects and thus 7 DOI:10.6814/NCCU202000394.

(16) gain consumers’ need and their intention of stickiness. On the other hand, consumers in Taiwan would be able to have more interesting, compelling, and personalized shopping experiences which could also meet their expectations when using these ecommerce apps.. 1.4 Research Aims and Objectives Although many studies have provided considerable theoretical underpinnings to examine the gratifications of social media or marketing services usages, few empirical. 政治大 investigations have been found concerning the continue usages of e-commerce apps 立. ‧ 國. 學. with social media features, which are known as social marketplace and are likely to become habitual and automatic over time nowadays. In consequence, this study aims. ‧. to learn the following questions:. io. sit. y. Nat. n. al. er. 1. Would the social marketplace aspects of e-commerce apps, including entertainment,. Ch. i Un. v. information, social identification, and self-presentation, significantly affect consumers’ satisfaction toward the apps?. engchi. 2. Would such consumers’ satisfaction further lead to stickiness intention of these shopping apps?. To do so, the study adopted both the uses and gratifications theory (Katz et al., 1974) and the post-acceptance model of information systems (IS) continuance (Bhattacherjee, 2001) to design a questionnaire and conduct surveys. The participants were a variety of online consumers of different genders, ages, marital statuses, 8 DOI:10.6814/NCCU202000394.

(17) educational backgrounds, and spending habits in Taiwan whom had visited Shopee app in 2019, which was the year Shopee Taiwan claimed to be adding in some new features and adapting the e-commerce app to become a more engaging social marketplace according to the needs and expectations of their consumers.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. 9 DOI:10.6814/NCCU202000394.

(18) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. 10 DOI:10.6814/NCCU202000394.

(19) CHAPTER 2 Literature Review. 2.1 Users’ Stickiness Users’ stickiness is a type of users’ behavior which can speak for their overall attitudes and attachment to an online platform (Chen et al., 2010). An e-commerce with a higher users’ stickiness scale is able to attract consumers to spend more time on continuous visitation of the website or app and then further consider the specific e-commerce as a. 政治大 regular use platform (Li et al., 2006). According to previous studies, there are two ways 立. ‧ 國. 學. to understand the users’ stickiness of e-commerce. First, it is to indicate the situation when users tend to return to the website or the app at a high frequency (Wu et al., 2010).. ‧. Second, it means a longer visit duration and user retention of the same website or app. y. Nat. io. sit. (Lu et al., 2010). In other words, both the frequency and the period of time of users’. n. al. er. continuous usage are considered by e-commerce businesses when it comes to the. Ch. i Un. v. discussion of users’ stickiness. The concept of stickiness is different from but. engchi. sometimes can be misunderstood with the meaning of loyalty in the online environment. Roy, Lassar, and Butaney (2014), on one hand, defined stickiness as the total amount of time a consumer spend on the e-retail website in one or multiple visits. On the other hand, they considered loyalty as consumers’ repeat purchase behavior on a single eretail website (Kumar et al., 2014). Similarly, Xu and Liu (2010) separated the effects of stickiness, which would influence repeated visits and duration spent on the ecommerce, and loyalty, which would lead to repeated purchasing. That is to say, when it comes to an online environment such as e-commerce apps, stickiness and loyalty 11 DOI:10.6814/NCCU202000394.

(20) should be recognized and examine differently as they would lead to different users’ behaviors.. Moreover, users’ overall satisfaction toward shopping websites and apps is known to be an important factor that could lead to their return visits and stickiness (Tsai et al., 2007). Studies show that consumers would develop stickiness when they are satisfied with the contents, functions, products, and services of the online platform (Bansal et al., 2004). It is also found that such satisfaction would occur when the. 政治大. perceived value from the website or app exceeds the cost of transaction (Wu et al.,. 立. 2010). As regards to related studies, many have claimed that the satisfaction toward. ‧ 國. 學. online serveries, such as hotel booking websites, social media, and communication apps,. ‧. would further lead to users’ stickiness (Polites et al., 2012; Chiang et al., 2015; Lien et. sit. y. Nat. al., 2017). Consequently, in order to create users’ stickiness, it is important for e-. n. al. er. io. commerce business to understand the expectations of their consumers and the exact. i Un. v. factors that would affect such satisfaction toward the shopping apps.. Ch. engchi. 2.2 Gratifications of E-Commerce Apps The reasons of users’ satisfaction with shopping platforms or social media has been well examined in both communication and marketing studies. It is advised that ecommerce business owners should improve the quality of the online shopping systems and platforms in order to improve attract more consumers, satisfy them, and encourage them to shop more frequently (Wu et al., 2017). As mentioned above, an essential way to do so nowadays is for e-commerce apps to turn into social marketplaces with new 12 DOI:10.6814/NCCU202000394.

(21) social media features on the platforms. With the rapid development of technology, communication, and marketing, e-commerce businesses are able to combine more social media related features and tools onto their platforms (Mohapatra, 2013). As a result, what specific kinds of social media related features and tools would lead to such satisfaction should be further discussed.. In media studies, users’ satisfaction represented a collective feeling of contentment after utilizing the media (Patwardhan et al., 2011). In other words, it is the. 政治大. positive attitude as a consequence of the gratification obtained by media consumption. 立. (Perse et al., 2000). Many communication researches have been working on the topic. ‧ 國. 學. of gratifications and came up with similar results. For example, the results of James,. ‧. Wotring, and Forrest’s (1995) study show that the gratifications of online activities is. sit. y. Nat. the fulfillment of needs for multiple elements, including personal identity, information. n. al. er. io. learning, socialization, and entertainment. According to Shao (2009) the interdependent. i Un. v. gratifications of people’s consuming, participating, and producing on user-generated media. are. self-expression,. Ch. e n g c h i social. self-actualization,. interaction,. community. development, information, and entertainment. Park, Kee, and Valenzuela (2009) found out that the primary gratifications of participating within Facebook groups are socializing, entertainment, self-status seeking, and information. Also, Lee and Ma (2012) claimed that the gratifications that would lead to the intention to share news in social media are information seeking, socializing, entertainment, and status seeking. Moreover, the paper by Jahn and Kunz (2012) show that the customer-brand relationship is significantly influenced by the gratification of functional value 13 DOI:10.6814/NCCU202000394.

(22) (information), hedonic value (entertainment), social interaction value, brand interaction value, and self-concept value. In addition, it is found that consumer satisfaction is also result from users’ comparing their expectations and the services or values perceived from the media (Oliver, 1980; Jacobs, 1995; Bae, 2018). Therefore, when the experience confirms the expectations, users would gain satisfaction toward the online platform. In consequence, based on the types of apps which are most downloaded, the strategies for increasing the engagement of Shopee Taiwan, and the related studies above, information, entertainment, social identification, and self-presentation are four. 政治大. of the most important aspects when it comes to turning e-commerce into social. 立. marketplaces. In this study, the author would further discuss how such gratifications. ‧ 國. 學. and users’ expectation would affect users’ stickiness for e-commerce apps.. ‧. io. sit. y. Nat. 2.3 Information. n. al. er. First of all, information seeking appeared to be more and more important when users. Ch. i Un. v. engage in various activities on the internet including online shopping. According to. engchi. Chen, Clifford, and Wells (2002), informativeness gratification would be obtained when users could collect useful and resourceful information from the web media. Nowadays, information related content appeared to be one of the most important reason for consumers online and other internet users in general to be motivated to access a website (Stafford et al., 2004). And it is pointed out that one of the primary purposes for organizations to post on social media is to share informational messages (Lovejoy et al., 2012). Consequently, social media has been found to play a major role when it comes to searching for all kinds of materials such as travel information (Xiang et al., 14 DOI:10.6814/NCCU202000394.

(23) 2010). Likewise, apps on mobile phones are also known to be used for information seeking. For instance, research has shown that health information orientation is one of the cognitive factors for mobile users to use health apps (Cho, 2014). In addition, many marketing related studies have shown that consumers tend to prefer brands with more information over the ones which provide less when they have products with similar quality (Patton, 1981). It has also been found that consumers would continue to use an e-commerce platform if they can obtain useful information on it (Zhang et al., 2017). Besides, consumers will obtain more satisfaction on the online shopping platforms. 政治大. when there is more information of the products (Ballantine, 2005). That is to say,. 立. information seeking related features could be considered as one of the significant social. ‧ 國. 學. marketplace aspects for consumers to be motivated to visit e-commerce apps these days.. ‧ sit. y. Nat. Furthermore, online shopping platforms are often evaluated based on the ways. n. al. er. io. they present their information, and consumers would change their visit and purchase. i Un. v. behaviors according to the quality and quantity of the information (Alba et al., 1997).. Ch. engchi. It is found that both the quality and quantity of information from e-retailers should be examined by the business owners in order to improve costumers’ satisfaction online (Szymanski et al., 2000). To be specific, Keller and Staelin (1987) developed a model and came to the conclusion that, on one hand, with fixed quantity, the increase in the quality of information could lead consumers to be more confident in their decisions making. On the other hand, with the holding of fixed average quality, the increase in the quantity of information would be helpful for consumers’ decision effectiveness (Keller et al., 1987). Also, Lee, Park, and Han (2008) found out that when considering 15 DOI:10.6814/NCCU202000394.

(24) negative online costumer reviews, high-quality comments had a bigger influence on consumers’ attitudes toward products than low-quality comments. And when the proportion of the negative comments were higher than the positive ones, costumers’ attitudes would become unfavorable because of the quantity of the information (Lee et al., 2008). To conclude, this study expected that both the quality and quantity components of the information aspect could affect consumers’ behaviors in the ecommerce apps.. 政治大. Past studies have also been looking into the influence of the gratification of. 立. information seeking on consumers’ attitudes and satisfaction towards different. ‧ 國. 學. platforms and situations. For example, Chih, Wang, Hsu, and Huang (2013) claimed. ‧. that by obtaining purchasing related information, consumers would increase positive. sit. y. Nat. attitudes toward both the websites and the products. And then, on top of that, the. n. al. er. io. positive attitude would raise their purchase intentions (Chih, 2013). Moreover, Luo. i Un. v. (2002) applied uses and gratifications theory to his research model and pointed out that. Ch. engchi. the informativeness of an e-commerce website would affect consumers’ attitudes and further lead to their satisfaction and continue usage of it. With uses and gratifications theory, Zamzuri, Kassim, Shahrom, and Humaidi (2018) also found that customers tended to be satisfied with the online shopping platforms after they were provided with useful information. As a result, the fulfilment for the need of information seeking on ecommerce apps could be influential to both the consumers’ satisfaction and attitudes.. 16 DOI:10.6814/NCCU202000394.

(25) 2.4 Entertainment Secondly, according to Zhao (2016), perceived entertainment is the subjective feelings of happiness and enjoyment when participating in activities. And it has been considered to be a very useful element to attract attention on different online platforms by various scholars. For example, Ho Cheong and Park (2005) found that the sense of perceived entertainment would lead to the intention for using internet on mobile phones. Nysveen, Pedersen, and Thorbjørnsen (2005) claimed that perceived entertainment was to influence users’ motives to use mobile chat services. Several researches also pointed. 政治大 out that perceived entertainment is one of the main reasons why people have the 立. ‧ 國. 學. intention to participate in and continue using social media (Whiting et al., 2013; Lin et al., 2011). And in marketing studies, it is said that perceived enjoyment can impose a. ‧. great deal of effect on users’ online shopping engagement (Richmond, 1996; Lu et al.,. y. Nat. io. sit. 2009). Zamzuri, Kassim, Shahrom, and Humaidi (2018) also found that the gratification. n. al. er. of perceived entertainment can encourage consumers to make purchases online.. Ch. i Un. v. Furthermore, Lim (2015) claimed that perceived entertainment would lead to the usage. engchi. of online shopping system because of gratification. The results of these studies show that perceived entertainment is one of the most important features of social media, and it could also affect consumers’ intentions to display behaviors on shopping websites or visit other kinds of online platforms.. And when it comes to the perceived entertainment on online shopping platforms, there are two main elements that could be considered: the activity of online shopping itself and the other features on the e-commerce platforms such as gaming, lotteries, or 17 DOI:10.6814/NCCU202000394.

(26) quizzes (Kim et al., 2007). On one hand, a fun and interesting web structure will arouse users’ pleasant feelings and trigger them to continue going on the website in the future (Lim et al., 2012). On the other hand, research has found that engaging features such as games and interactive contests on mobile phones can increase users’ motivation to make purchases on such platforms (San-Martín et al, 2015). As a result, e-commerce apps nowadays have the advantage of presenting more features and functions which are similar to the ones on social media platforms that can possibly raise the perceived entertainment of their consumers.. 立. 政治大. Furthermore, the perceived entertainment caused by online shopping platforms. ‧ 國. 學. can lead to different reaction based on varied studies and theories. For example, Le and. ‧. Nguyen (2014) developed a research model and proved that perceived entertainment. sit. y. Nat. would lead to consumers’ positive attitudes toward the mobile advertisements and the. n. al. er. io. promoted products. Additionally, Eighmey and McCord (1998) applied the. i Un. v. perspectives of uses and gratifications theory and concluded that the website features. Ch. engchi. which provided entertainment values would lead to a more satisfying experience and hence increase the purchase interests of their users. Zamzuri, Kassim, Shahrom, and Humaidi (2018) also employed Use and Gratification Theory and discovered that consumers tend to be more satisfied towards e-commerce websites when the platforms provided them with entertaining elements. To conclude, it is likely that perceived entertainment can lead to both mobile users’ satisfaction and positive attitudes toward the ecommerce apps when shopping.. 18 DOI:10.6814/NCCU202000394.

(27) 2.5 Social Identification Third, social identification as well is claimed to be playing a major role in the fields of the internet, social media, and e-commerce platforms. Social identification is described by scholars as an individual’s self-recognition to be a part of certain groups and his or her positions regarding to the other members (Hogg, 2007). When online, Gefen and Ridings (2003) claimed that users were more likely to accept new information technologies when they believed themselves to have more similar characteristics and values with the others in the same group. And according to Farivar, Turel, and Yuan. 政治大 (2018), members on social commerce platforms tended to create social identification, 立. ‧ 國. 學. influence one another, and have different opinions toward people whom were outside of the groups. As for the marketing point of view, researchers have found that social. ‧. influence will affect consumers when they are to make purchase decision (Khatib,. y. Nat. io. sit. 2016). For instance, it is discovered that social support could have an impact on a. n. al. er. consumer’s intention to make purchases on social commerce (Aladwani, 2018).. Ch. i Un. v. Besides, the perceived social pressure to shop online had also been found to increase. engchi. the positive attitudes toward e-commerce (Huseynov et al., 2019). In addition, if customers find shopping on mobile phones to be an important activity in the society, they often have more positive attitudes toward it (Yang, 2007). Lastly, regarding mobile commerce, the effect of subjective norm can lead to both positive attitudes toward the platforms and more intention for using them (Pedersen, 2005). That is to say, social marketplace features on e-commerce apps that are to create social identification among their customers could be very important and is advised be taken into consideration nowadays. 19 DOI:10.6814/NCCU202000394.

(28) Furthermore, Ellemers, Kortekaas, and Ouwerkerk (1999) classified social identity into three categories, which were self-categorization as in cognitive social identity, commitment to the group as in affective social identity, and group self-esteem as in evaluative social identity. And accordingly, past studies have shown the main aspects of social identification that should be considered when discussing the characteristics of online platforms: the recognition as one of the members of the platforms, being attached to other users on the platforms as a social group, and viewing. 政治大. oneself as a valuable team member (Ellemers et al., 1999). For example, Teo, Chan,Wei,. 立. and Zhang (2003) claimed that the sense of belonging in a virtual community, which. ‧ 國. 學. was also known as the cognitive social identity, would lead to a higher intention of. ‧. usage of the website. As for the feeling of commitment to the group, Bagozzi and. sit. y. Nat. Dholakia (2006) conducted a research and found that consumers would be highly. n. al. er. io. influenced by social identity and social intentions within a virtual group when making. i Un. v. decisions on group behaviors and brand behaviors such as purchasing items. And an. Ch. engchi. example for the express of group self-esteem was the study presented by Pentina, Prybutok, and Zhang (2008), which stated that evaluative component of social identity would have an impact on both normative susceptibility and informational susceptibility, and they would further influence purchase behavior of the virtual communities’ members. To conclude, all three kinds of social identity, which are cognitive, affective, and evaluative, could be expected to be very influential when it comes to the intentions of using e-commerce apps.. 20 DOI:10.6814/NCCU202000394.

(29) Moreover, previous studies have shown that the results of social identification on online platforms would lead to positive attitudes and satisfaction toward the virtual communities. For instance, the study of Mathew (2016) showed that users would become more active when using a website if it has more socializing elements on it. In addition, Muntinga, Moorman, and Smit (2011) took the approach of uses and gratifications theory and found that the social identity among consumers of a brand would brought them satisfaction and further increase the intention to share brand related contents.. ‧ 國. 學. 2.6 Self-Presentation. 立. 政治大. Lastly, self-presentation could also be considered as one of the essential parts of the. ‧. decision-making process when people choose to use social media, e-commerce apps,. y. Nat. io. sit. or other online platforms. According to Goffman (1978), self-presentation was to. n. al. er. describe when individuals “perform” on different “stages” in order to present preferred. Ch. i Un. v. images of themselves and give certain impressions. Hogan (2010) then argued that,. engchi. nowadays, social media was more similar to a platform to “exhibit” selective information or messages as “artifact” to create an idealized version of oneself. It is said that many features on social networking websites could be seen as different methods for self-presentation (Tufekci, 2008). For example, when using social media, users would feel like they have the ability to control over their social-medialization process and thus build up their own identity (Urista et al., 2009). Also, Nadkarni and Hofmann (2012) pointed out that one of the main reasons why people use Facebook was the need for self-presentation as they share data with others. And when it comes to shopping, 21 DOI:10.6814/NCCU202000394.

(30) consumers would select different things such as clothes, mobile phones, and brands in shopping malls in order to present self-identity and impress others (Jensen Schau et al., 2003). Likewise, it has been found that internet users would choose over different types of social media and website styles to express themselves and match their self-identities (Livingstone, 2008). In addition, studies have shown that the compatibility with the customers’ values, lifestyle, and needs will increase their intention of engaging in online shopping with mobile phones (Lu & Yu-Jen Su, 2009). To conclude, the social marketplace aspect of self-presentation is important in social contents and, presumably,. 政治大. it could also be employed in e-commerce apps.. 立. ‧ 國. 學. Moreover, according to the results of Dominick’s (1999) study, ingratiation (58%). ‧. and competence (30%) were two of the most used self-presentation strategies with. sit. y. Nat. people whom were in digital environments. The self-presentation strategy of. n. al. er. io. ingratiation is to be employed when a person is aiming to achieve the attribution of. i Un. v. likability (Jones et al., 1982). Baker and White (2010) suggested that people would. Ch. engchi. choose to use the social network sites which were normative among their friendships group to gain approval from their peers. Also, Auty and Elliott (2001) found that people tended to seek for approval from peers before they made purchases on fashion brands because it was important to be liked. In addition, a person will use the self-presentation strategy of competence when he or she is seeking to be recognized as more experienced and skillful by others (Jones et al., 1982). For example, the study results of LaRose and Eastin (2004) showed that people would use media online in order to gain respects from others and create higher social statuses. Hew and Hara (2007) also determined that one 22 DOI:10.6814/NCCU202000394.

(31) of the most crucial factors for internet users to share information was hopping to obtain a professional reputation as a personal gain. Additionally, Fiore and Kim (1997) claimed that people would not only pick certain styles of clothing but also choose different kinds of fragrance in order to present a more professional image when being interviewed. In consequence, it is very likely for consumers to use e-commerce apps nowadays for the purposes of ingratiation and competence self-presentation.. Past studies have also employed different theories and models to learn about the. 政治大. effects of users’ or consumers’ graification of self-presentation on various platforms.. 立. For instance, Majid, Lopez, Megicks, and Lim (2019) concluded that self-expression. ‧ 國. 學. and self-intention would affect consumers’ attitude and purchase intention in social. ‧. media marketing. Additionally, Li, Liu, Xu, Heikkilä, and Van Der Heijden (2015). sit. y. Nat. applied uses and gratifications theory and came to the result that utilitarian gratification. n. al. er. io. such as the one from self-presentation was significant for people to feel satisfied with. i Un. v. online games and continue playing them. Also, based on the concept of uses and. Ch. engchi. gratifications theory, Jahn and Kunz (2012) found self-presentation to be one of the most important reasons why consumers gained satisfaction and engaged in fan pages of brands. That is to say, the social marketplace aspect of self-presentation could also be influential to mobile users when it comes to e-commerce apps.. 2.7 Post-Acceptance Model of IS Continuance Many previous studies have been working on understanding the linkage between satisfaction and the stickiness intention of social media and other platforms. For 23 DOI:10.6814/NCCU202000394.

(32) example, it was found that the usage intention of different kinds of internet activities, such as online gaming, short message service, and using internet on mobile phones were all driven by the satisfaction of users (Choi et al., 2004; Lai, 2004; Hong et al., 2006). In the field of marketing, numerous studies had also found that satisfaction would lead to consumers’ continue usage of the services in store, online, and those of the selfservice technology (Bolton et al., 1999; Yen et al., 2003; Beatson et al., 2006). Also, Spreng, Harrell, and Mackoy (1995) claimed that consumers repurchase intention was influenced by their overall satisfaction with the marketing service. As satisfaction is. 政治大. considered to be a crucial motivation for users’ stickiness in both the internet and. 立. marketing environments, it is safe to say that satisfaction can also prompt mobile users. ‧ 國. 學. to keep on visiting e-commerce apps.. ‧ sit. y. Nat. And when it comes to the elements that would affect satisfaction, a crucial one. n. al. er. io. that has been widely discussed is confirmation. Confirmation is the consequence when. i Un. v. the perceived performances of services or products match certain standards of the. Ch. engchi. consumers (Yi, 1990). For examples, it could be the comparisons between postpurchase evaluation and the consumers’ predicted, normative, or comparative expectations (Prakash, 1984). According to Prakash (1984), such concept of confirmation of expectations has been used particularly to understand consumers’ satisfaction in many studies. Furthermore, Oliver (1980) presented an expectationconfirmation theory and explained that users would be satisfied if the perceived performances of products or services meet their expectations. And based on the expectation-confirmation theory, many other scholars had contributed to the subject 24 DOI:10.6814/NCCU202000394.

(33) with extended researches. For instance, Woodruff, Cadotte, and Jenkins (1983) found that the confirmation of consumers’ perceived performance is the same as or even better than their experience-based norms would lead to the feeling of satisfaction with the specific brand. Also, the result of Johnson, Anderson, and Fornell’s (1995) study suggested that consumers’ satisfaction would be positively influenced by their expectations and the brands’ performances in any given period. That is to say, users’ confirmations are important and should be highly considered every time they experience the products or services. Moreover, the expectation-confirmation theory has. 政治大. also been employed in social media related studies such as the regular usage of social. 立. media applications services, salesperson’s communications on social media, and the. ‧ 國. 學. experiences of using coupons on social commerce sites (Ong et al., 2010; Agnihotri et. ‧. al., 2016; Jang et al., 2013).. sit. y. Nat. n. al. er. io. Integrating the adapted expectation-confirmation theory in consumer behavior. i Un. v. literature and prior IS use research, Bhattacherjee (2001) proposed a post-acceptance. Ch. engchi. model of IS continuance and concluded that the satisfaction created by the verification of perceived usefulness would lead to users’ IS continuance intention (see Figure 8). In other words, the reason why people would have the intention to continue using information systems is because that they have gained the satisfaction from pervious usage experience. Furthermore, such satisfaction is primary determined by the confirmation of expected features after using the information systems. The model is established to attract people’s attention on the distinction between acceptance and repeated behaviors, point out the linkage between confirmation and user satisfaction of 25 DOI:10.6814/NCCU202000394.

(34) IS usages, and present an initial guidance to evaluate IS continuance (Bhattacherjee, 2001). Different from other studies related to expectation-confirmation theory, rather than pre-acceptance expectation, it is focused on post-acceptance expectation, which is caused by the consumers’ first-hand experience and thus make it more practical (Fazio et al., 1981).. Fig. 8. Post-Acceptance Model of IS Continuance. Confirmation. 立. ‧ 國. Stickiness Intention. ‧. Usefulness. Satisfaction. 學. Perceived. 政治大. n. er. io. sit. y. Nat. al. i Un. v. Previous researches have expanded and supported the hypothesis that. Ch. engchi. confirmation is positively related to satisfaction, and such satisfaction would further lead to the continuous usage intention of different information systems, such as information technologies, electronic government technologies, and mobile instant messaging (Thong et al., 2006; Venkatesh et al., 2011; Oghuma et al., 2016). To be more specific, because stickiness is considered to be a kind of continuous usage, the post-acceptance model of IS continuance has also been used to learn the users’ stickiness of various online platforms, such as knowledge network systems, websites, and mobile applications in general (Bush et al., 2005; Li et al., 2006; Hsu et al., 2016). 26 DOI:10.6814/NCCU202000394.

(35) In addition, with the same model, Wang, Gu, An, and Zhou (2014) proposed that consumers’ extent of confirmation would positively affect their overall satisfaction and further lead to stickiness intention of e-commerce. Furthermore, studies have adopted both uses and gratifications theory and post-acceptance model of IS continuance to evaluate the reasons and effects of satisfaction, which indicated that the satisfaction in both theories can be considered as the same variable (Cao et al., 2013). And according to O'brien (2005), e-commerce is listed as one of the information systems of business applications. As a result, the post-acceptance model of IS continuance would be applied. 政治大. in this study to understand the relationship between mobile users’ extent of. 立. confirmation, satisfaction with the four social marketplace features presented above,. ‧ 國. 學. and the stickiness intention of the e-commerce apps (see Figure 9).. ‧ sit. n. al. er. io. the e-commerce app.. y. Nat. H1: Users’ extent of confirmation is positively associated with their satisfaction with. i Un. v. H2: Users’ satisfaction is positively associated with their stickiness intention of the ecommerce app.. Ch. engchi. However, as the characters would differ with the variation of technologies such as mobile instant messaging and other online service, the intention variables should be considered accordingly (Oghuma et al., 2016). In fact, many studies have employed and adapted this model to understand the relationship between satisfaction and continuance usage in different fields. For instance, Sørebø, Halvari, Gulli, and Kristiansen (2009) adapted the post-acceptance model of IS continuance and concluded 27 DOI:10.6814/NCCU202000394.

(36) that the degree of satisfaction with the perceived usefulness, autonomy, competence, and relatedness of e-learning is positively associated with teachers’ continuance intention of using the e-learning technology. Lin, Wu, and Tsai (2005) used the postacceptance model of IS continuance and claimed that users’ satisfaction with the perceived usefulness and playfulness of initial web portal has a positive effect on the intention of continuous usage of the website. In addition, Hsiao, Chang, and Tang (2016) claimed that the main factors which cause continuance usage of social apps are the users’ satisfactions of perceived enjoyment, social identification, and usefulness with the post-. 政治大. acceptance model of IS continuance. That is to say, much research have suggested that. 立. the model created by Bhattacherjee could explain the continuous usage of technologies,. ‧ 國. 學. internet, social media, and apps led by users’ satisfaction with different features.. ‧. Consequently, this study would further employ the post-acceptance model of IS. sit. y. Nat. continuance to learn if the confirmation of users’ expectation would positively affect. n. al. er. io. their perceived social marketplace features, which are entertainment, information,. i Un. v. social presentation, and self-presentation. Figure 9 presents the research model and hypothesis of this study.. Ch. engchi. H3a: Users’ extent of confirmation is positively associated with their gratification of the perceived information of the e-commerce app. H3b: Users’ extent of confirmation is positively associated with their gratification of the perceived entertainment of the e-commerce app. H3c: Users’ extent of confirmation is positively associated with their gratification of the perceived social identification of the e-commerce app. 28 DOI:10.6814/NCCU202000394.

(37) H3d: Users’ extent of confirmation is positively associated with their gratification of the perceived self-presentation of the e-commerce app.. 2.8 Uses and Gratifications Theory Consumers’ attitude is known as one of the main incentives for the intention of continuing participating in actions. Many communications studies have found that a positive attitude toward the mediums would create positive effects on people’s usage of informational technology, mobile service, and social networking websites (Nysveen. 政治大 et al., 2005; Pelling et al., 2009). Hsu and Lin (2016) found out that both hedonic values 立. ‧ 國. 學. and utilitarian values will lead to positive attitudes toward mobile apps. Additionally, the positive attitudes will then affect consumers’ continuous usages of the mobile apps. ‧. (Hsu et al., 2016). Additionally, the results of many marketing studies have shown that. y. Nat. io. sit. consumers’ behavioral intention, such as shopping in retail stores, receiving mobile. n. al. er. apps, and online shopping, can also be influenced by their attitude toward the channels. Ch. i Un. v. (Macintosh et al., 1997; Tsang et al., 2004; Vijayasarathy, 2004). Moreover, Lien and. engchi. Cao (2014) found out that the gratifications of entertainment, information, and sociality would have a positive influence on attitudes toward WeChat, a social networking app, and further lead to a positive word of mouth communication. Also, Sheth and Kim (2017) did a research on how consumers’ attitude should be affected by the marketing strategies in social media. They discovered that the aspects of information sharing, peer pressure, entertainment, and emotional connection in a social media setting would all cause positive attitude which would intrigue purchase intention from brands (Sheth et al., 2017). As a consequence, it is likely that positive attitude brought out by social 29 DOI:10.6814/NCCU202000394.

(38) media features could further lead to consumers’ continuance behavior intention for the e-commerce apps.. Furthermore, satisfaction is a repeatedly discussed positive attitude in many areas of studies (Linder-Pelz, 1982). And, specifically, uses and gratifications theory has been broadly applied in communication research (Nysveen et al., 2005). For instance, Chang (2015) employed uses and gratifications theory and proposed that entertainment, socialization, information-seeking, and self-presentation effects user’s perceived of. 政治大. interaction. Park, Kee, and Valenzuela (2009) proposed four of the primary reasons. 立. why people wanted to join Facebook groups are: entertainment, socializing,. ‧ 國. 學. information, and self-status seeking also based on uses and gratification Theory. The. ‧. perceived interaction than further influences satisfaction and the intention of continue. sit. y. Nat. usage of social media. Lastly, Lee and Ma (2012) use uses and gratification Theory to. a. er. io. explain the influences of information seeking, socializing, entertainment, and status. n. v seeking on the intention of news the theory has l sharing on social media. iApparently, n U e n gbehavior c h i of users and consumers caused been used many times to prove the repeated. Ch. by their satisfaction with the different aspects of communication and marketing services. As a result, this study proposed to apply uses and gratifications theory and learn if the four social marketplace features, which are entertainment, information, social identification, and self-presentation, perceived by mobile users could directly lead to their satisfaction with the e-commerce apps (see Figure 9).. 30 DOI:10.6814/NCCU202000394.

(39) H4a: Users’ gratification of the perceived information is positively associated with their satisfaction with the e-commerce app. H4b: Users’ gratification of the perceived entertainment is positively associated with their satisfaction with the e-commerce app. H4c: Users’ gratification of the perceived social identification is positively associated with their satisfaction with the e-commerce app. H4d: Users’ gratification of the perceived self-identification is positively associated with their satisfaction with the e-commerce app.. 政治大. Fig. 9. Research Model. ‧. Nat. y. H1. io. sit. Satisfaction. n. al. H3a. Post-Acceptance Model of IS Continuance. H3b H3c. Ch. Information. e n gH4a chi. Entertainment. H4b. Social Identification. H4c. (Bhattacherjee, 2001). H2. Stickiness Intention. er. Confirmation. 學. ‧ 國. 立. i Un. v. Uses and Gratifications Theory (Katz. H3d. Self-Presentation. H4d. et al., 1974). 31 DOI:10.6814/NCCU202000394.

(40) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. 32 DOI:10.6814/NCCU202000394.

(41) CHAPTER 3 Methodology. 3.1 Survey Process This study aims to understand the general expectation and satisfaction toward the social marketplace factors which would trigger mobile users’ stickiness of the e-commerce apps. It is better to reach as many mobile users, whom have the habit of visiting the ecommerce app of Shopee Taiwan regularly, as possible. As a result, this study. 政治大 employed the quantitative method of online questionnaire survey with convenience 立. ‧ 國. 學. sampling. And notably, the subjects of this research were mobile users whom have visited Shopee Taiwan this year (2019), when Shopee claimed to start enabling new. ‧. social marketplace functions on the app. Also, because the purpose of this study is to. y. Nat. io. sit. understand consumers in general, both gender and all ages were targeted. However,. n. al. er. Santitarn Sathirathai, the Group Chief Economist of Sea Group, had claimed that the. Ch. i Un. v. young females under 35 years old would shop more frequently than male consumers. engchi. with all categories of items on Shopee (Chen, 2019). And most of the participants in this study were female Shopee users under the age of 35, whom matched the consumer profile of the e-commerce platform. In addition, the questionnaire was distributed in different groups on various social media platforms such as Facebook, Instagram, and Dcard. And to increase the willingness for mobile users to participate, there was a gift certificate lottery of 7-11 gift cards for those whom had both provided effective samples and left their contact information (e-mail). It was expected to receive at least 300. 33 DOI:10.6814/NCCU202000394.

(42) effective samples from different online consumers in Taiwan of all ages and genders for this study.. 3.2 Data Collection There were five major parts in the online questionnaire of the study: “Usage Confirmation of the Shopee Taiwan App,” “User’s Experience with the Shopee Taiwan App,” “User’s Attitude and Intention for Using the Shopee Taiwan App,” “Usage Behavior on the Shopee Taiwan App,” and “Basic Information of the Participant.” In. 政治大 general, it took the participants about 10 minutes to finish the survey. The beginning 立. ‧ 國. 學. part of the questionnaire were two simple Yes or No questions. The first one was to make sure that the participants have visited the Shopee Taiwan app in 2019. The form. ‧. would be handed in automatically if the participants do not fit the requirement. And the. y. Nat. io. sit. second question was to know whether the participants had visited the same shopping. n. al. er. app before 2019 so that the study could analyze the difference after the sampling was completed.. Ch. engchi. i Un. v. The questions in the second part were to see the degrees of perceived information, entertainment, social identification, and self-presentation that the consumers had experienced with different social marketplace features, including subscriptions, chats, posts, games, quizzes, and live streams, on the e-commerce app. And the six social marketplace features mentioned above would be examine separately. First of all, the participants would state out if they recognize and have used the specific feature or not after seeing a screenshot picture and reading a short description of the feature. Secondly, 34 DOI:10.6814/NCCU202000394.

(43) as mentioned in the literature review above, the two types of perceived entertainment would be classified as the entertainment perceived from browsing and shopping in the app and the entertainment perceived from the additional function itself on the app (Kim et al., 2007). Third, the gratification of information seeking would also be categorize into two kinds which are the quality of information and the quantity of information on the app (Alba et al., 1997). Forth, there were three categories in the part of gratifications of social identification: self-categorization as in cognitive social identity, commitment to the group as in affective social identity, and group self-esteem as in evaluative social. 政治大. identity (Ellemers et al., 1999). Last but not least, self-identification could also be. 立. measured with two types of strategies which are the ingratiation strategy for the need. ‧ 國. 學. to be liked and the competence strategy for the need to be seen as skilled (Dominick,. ‧. 1999). The questions and their references in this section are listed in Table 1 displayed. sit. y. Nat. below. In addition, the participants would be asked to present their answers with the. n. al. er. io. five-point Likert scale which includes “one point” as strongly disagree, “two points” as. i Un. v. disagree, “three points” as neural, “four points” as agree, and “five points” as strongly agree.. Ch. engchi. Tab. 1. Questions in Section Two Category. Item. Sources. The feature of subscriptions (or chats, Adapted. from. Luo. posts, games, quizzes, and live streams) (2002); Zhang et al. Information contributes. in. making. the. useful (2016); Zamzuri et al.. information on Shopee app available. (2018). 35 DOI:10.6814/NCCU202000394.

(44) The feature of subscriptions (or chats, posts, games, quizzes, and live streams) contributes in making it easy to access large volumes of information on Shopee The feature of subscriptions (or chats, posts, games, quizzes, and live streams) Adapted from Lu et al. contributes in making it fun to surf on (2009); Chang (2015); Shopee app. 政治大(or Using the feature of subscriptions 立 chats, posts, games, quizzes, and live. San-Martín. streams) on Shopee app is fun. al.. (2015). y. contributes in making myself identify with. io. n. er. Nat. posts, games, quizzes, and live streams). sit. ‧. The feature of subscriptions (or chats,. al. et. 學. ‧ 國. Entertainment. others members of Shopee app. Ch. engchi. i Un. v. The feature of subscriptions (or chats, Adapted Social. from. posts, games, quizzes, and live streams) Ellemers et al. (1999);. Identification. contributes in making Shopee app member Pentina et al. (2008) an important reflection of who I am The feature of subscriptions (or chats, posts, games, quizzes, and live streams) contributes in making myself feel good about me being a member of Shopee app 36 DOI:10.6814/NCCU202000394.

(45) The feature of subscriptions (or chats, posts, games, quizzes, and live streams) contributes in making myself seem likable Adapted from Jahn et with the using of Shopee app. Self-. al. (2012); Li et al. Presentation. The feature of subscriptions (or chats, (2015) posts, games, quizzes, and live streams) contributes in making myself seem skillful with the using of Shopee app. 立. 政治大. The next part would be to find out the continuance usage intention, the extent of. ‧ 國. 學. confirmation, and the degree of satisfaction of the participants. In this study, the. ‧. continuance usage intention represented users’ stickiness which included the frequency. sit. y. Nat. and the total amount of time spent on the app. To be more specific, the questions and. n. al. er. io. their references in part three were listed in Table 2 presented below.. Ch. engchi. i Un. v. Tab. 2. Questions in Section Three Category. Item. Sources. I intend to use Shopee app more frequently in the future. Adapted. from. Continuance. I predict I will use Shopee app more Bhattacherjee (2001);. Intention. frequently in the future. Oghuma et al. (2016);. I intend to spend more time on Shopee app Hsu et al. (2016) in the future 37 DOI:10.6814/NCCU202000394.