臺灣博碩士論文加值系統

網路網路發展至今，人們從以往的話家常到現在的LINE、Facebook及YouTube分享自己的生活。除了生活分享，現在也越來越多的開箱文、食記等各式產品或服務的心得分享，使得消費者獲取產品資訊的管道越來越多，而媒體的呈現型態也開始多樣化。
本研究經由體驗策略與來源信任為觀點，探討產品類型和媒體呈現型態的差異，對消費者的「資訊分享」、「購買意願」及「衝動性購買」三個行為進行分析。本研究經由實驗法，分別提供兩種不同產品的文章與影片作為消費者接收資訊，並以問卷搜集受測者體驗訊息後，測量「資訊分享」、「購買意願」及「衝動性購買」等行為意圖。
研究結果顯示，媒體呈現型態和產品類型的差異會干擾體驗對於價值的影響；而產品類型的差異亦會干擾價值對於行為意圖的影響。

Since the development of the Internet, people have shared their lives from chats to social networking. Besides lives, people also share the experience with products, food. Therefore, consumers have more access to get the information about products and more presentation formats.
This study examined the influences of strategic experiential modules and source credibility on consumer’s behavior, includes information pass-along, purchase intention, and impulsive buying. In addition, this study provide four experimental contexts for users to examine the influences of different contexts on behavioral intentions.
Our results indicate that differences in presentation formats will interfere with the impact consumer experience on experience value and that differences in product types not only interfere with the impact consumer experience on experience value but also experience value on consumer behavior intention.

中文摘要 i
英文摘要 ii
誌謝 iii
表目錄 viii
圖目錄 ix
一、 緒論 1
1.1. 研究背景與動機 1
1.2. 研究目的 2
1.3. 研究流程 3
二、 文獻探討 4
2.1. 雙碼理論(Dual coding theory) 4
2.2. 搜尋與經驗品(Search and Experience good) 5
2.3. 行為意圖(Behavioral intention) 5
2.3.1 資訊傳遞(Information pass-along) 6
2.3.2 購買意圖(Purchase intention) 6
2.3.3 衝動性購買(Impulsive buying) 7
2.4. 實用與享樂價值(Utilitarian and Hedonic value) 8
2.4.1 實用價值(Utilitarian value) 8
2.4.2 享樂價值(Hedonic value) 8
2.5. 來源信任(Source credibility) 9
2.5.1 信任(Trustworthiness) 9
2.5.2 來源專業(Expertise) 9
2.6. 策略體驗模組(Strategic experiential modules) 10
2.6.1 感官體驗(Sensory experience) 10
2.6.2 情感體驗(Affective experience) 11
2.6.3 思考體驗(Intellectual experience) 11
2.6.4 行動體驗(Behavioral experience) 11
三、 研究方法 12
3.1. 研究架構 12
3.2. 研究推論與假說 13
3.2.1 實用及享樂價值與行為意圖 13
3.2.2 來源信任與行為意圖 14
3.2.3 策略體驗模組與實用及享樂價值 14
3.2.4 媒體呈現型態 15
3.2.5 搜尋及經驗品 16
3.3. 研究變數定義與操作化 16
3.3.1 行為意圖 17
3.3.2 實用與享樂價值 18
3.3.3 來源信任 19
3.3.4 策略體驗模組 20
3.4. 問卷前測 21
3.5. 資料蒐集與篩選 22
3.6. 資料分析方法與工具 23
四、 資料分析 25
4.1. 樣本基本資料分析 25
4.2. 信度檢測 30
4.3. 效度檢測 31
4.3.1 因素分析 31
4.3.2 區別效度 33
4.4. 研究假說之檢定 34
4.4.1 路徑分析 34
4.4.2 分組比較分析 38
五、 結論與建議 41
5.1. 研究結果與應用 41
5.2. 研究建議 42
5.3. 研究限制與未來研究方向 43
參考文獻 44
附錄一、問卷 49
附錄二、使用情境：搜尋品文章 54
附錄三、使用情境：搜尋品影片 66
附錄四、使用情境：經驗品文章 73
附錄五、使用情境：經驗品影片 87

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