以實利、從眾與享樂觀點探討網路社群購物意圖之研究 陳聖樺、吳為聖
E-mail: [email protected]
摘 要
網路社群風行，消費者喜歡在社群網站分享自己的購物心得或產品評論，因此，購物網站業者開始經營網路社群，形成一 種新型態的社群購物模式。本研究目的是從實利、從眾與享樂觀點探討消費者使用社群購物網站購物之決定因素。以理性 行動理論為基礎，並參考消費者行為研究，發展本研究架構，包含實用價值、從眾行為、享樂動機等三個影響社群購物意 圖之因素，並探索這三個變數的前置因子。利用線上問卷收集資料，共收集339份的有效問卷。經結構方程模式驗證研究 模型，結果顯示：(1)線上消費者在社群購物時因信任社群成員並參考群體意見，而產生從眾的購買行為；(2)節省成本與便 利性與影響其消費者的知覺價值；(3)社交性與娛樂性影響消費者對社群購物的享樂動機。根據上述研究發現，本研究建議 社群購物業者讓消費者在平台上與其它網友討論分享，進行線上社交活動，促使消費者參考社群成員群體建議，進而利用 社群創造產品口碑與話題性，達到產品的傳播和行銷，以及提供社群購物網站成員能獲得比其他線上購物網站更多的優惠
，與便利的購物流程和搜尋比價機制，將能提高消費者使用社群購物網站的意願。
關鍵詞 : 社群購物、從眾行為、享樂動機、實用價值、購買意圖 目錄
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． iv 致謝詞 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．
．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．
．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景．．．．．．
．．．．．．．．． 1 第二節 研究動機與目的．．．．．．．．．．．． 6 第三節 研究範圍與流程．．
．．．．．．．．．． 8 第二章 文獻探討．．．．．．．．．．．．．．．．． 10 第一節 社群購物網站．
．．．．．．．．．．．． 10 第二節 理性行動理論．．．．．．．．．．．．． 13 第三節 實用價值與 知覺價值．．．．．．．．．． 14 第四節 享樂動機．．．．．．．．．．．．．．． 18 第五節 社群影 響．．．．．．．．．．．．．．． 20 第六節 從眾行為．．．．．．．．．．．．．．． 20 第三章 研究方 法．．．．．．．．．．．．．．．．． 23 第一節 研究架構．．．．．．．．．．．．．．． 23 第二節 研究假設．．．．．．．．．．．．．．． 26 第三節 問卷設計．．．．．．．．．．．．．．． 32 第四 節 研究對象與資料收集．．．．．．．．．． 35 第四章 研究結果．．．．．．．．．．．．．．．．． 37 第一節 樣本分析．．．．．．．．．．．．．．． 37 第二節 測量模型分析．．．．．．．．．．．．． 38 第三節 結構模型分析．．．．．．．．．．．．． 44 第四節 討論．．．．．．．．．．．．．．．．
． 48 第五章 結論與建議．．．．．．．．．．．．．．．． 53 第一節 結論．．．．．．．．．．．．．．
．．． 53 第二節 意涵與建議．．．．．．．．．．．．．． 55 第三節 研究限制．．．．．．．．．．
．．．．． 56 第四節 未來研究方向．．．．．．．．．．．．． 57 參考文獻．．．．．．．．．．．．．．．
．．．．．．． 59 附錄Ａ 研究問卷．．．．．．．．．．．．．．．．． 82 表目錄 表 3- 1 各變數操作行定義．．
．．．．．．．．．．．．． 25 表 3- 2 各變數測量問項．．．．．．．．．．．．．．．． 32 表 4- 1 測定樣本之受訪者 資料．．．．．．．．．．．．． 38 表 4- 2 測定樣本之量表題目分析．．．．．．．．．．．． 39 表 4- 3 測量模式的組 成信度與收斂效度．．．．．．．．． 42 表 4- 4 研究變數之相關矩陣．．．．．．．．．．．．．． 43 表 4- 5 模型適配 度檢定．．．．．．．．．．．．．．．． 44 表 4- 6 路徑效果值．．．．．．．．．．．．．．．．．． 47 表 4- 7 研究 假設檢定結果．．．．．．．．．．．．．．． 48 圖目錄 圖 1-1 網站類型排名．．．．．．．．．．．．．．．．． 3 圖 1-2 網友參加虛擬社群動機．．．．．．．．．．．．． 4 圖 1-3 費者相信建議來源排名．．．．．．．．．．．．．
5 圖 1-5 研究流程圖．．．．．．．．．．．．．．．．．． 9 圖 2-1 理性行動理論．．．．．．．．．．．．．．．．
． 13 圖 3-1 研究架構．．．．．．．．．．．．．．．．．．． 24 圖 3-2 本研究網路問卷．．．．．．．．．．．．．
．．． 36 圖 4-1 結構模型檢定結果．．．．．．．．．．．．．．． 46 參考文獻
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