臺灣博碩士論文加值系統

儘管社交網絡與網際網路普及化，人們卻越來越感受到孤獨；以往研究鮮少探討孤獨感與消費者商品偏好的關係。本研究自行設計問卷，以臺灣消費者為研究對象，探討情感孤獨與社交孤獨對消費者商品偏好的直接影響效果，並以整體孤獨感為中介變項，分析情感孤獨與社交孤獨對消費者商品偏好的間接影響效果。本研究利用干擾模型，以電子商務為干擾變項，探討電子商務是否影響消費者孤獨感對消費者商品偏好的影響。
研究結果顯示，情感孤獨與社交孤獨對整體孤獨感與商品偏好皆具有顯著的直接影響效果。以整體孤獨感為中介變數，情感孤獨與社交孤獨對商品偏好具有顯著的間接影響效果。以電子商務為干擾變數，電子商務在社交孤獨對商品偏好之影響關係具有顯著性的干擾效果，但電子商務在情感孤獨對商品偏好之影響關係，不具有顯著性的干擾效果，而電子商務在整體孤獨感對商品偏好之影響關係，亦不具有顯著性的干擾效果。

Despite the popularity of social networking and the internet, loneliness appears to prevail among consumers. However, previous studies did not provide much evidence regarding the association between consumer loneliness and consumer commodity preferences. With the aid of the questionnaire developed by the study, the data of the study were collected from Taiwanese consumers.The data of the study were analyzed to examine the direct effects of consumer emotional loneliness and social loneliness on consumer commodity preferences and the indirect effects of consumer emotional loneliness and social loneliness on consumer commodity preferences with consumer loneliness used as a mediating variable. Furthermore, the study employed a moderating model with e-commerce used as a moderator variable to examine the moderating effects of e-commerce on the influence of consumer loneliness on consumer commodity preferences.
As shown by the results of the study, emotional loneliness and social loneliness had significant direct effects on consumer commodity preferences. With loneliness used as a mediating variable in the study, consumer emotional loneliness and social loneliness were found to have significant indirect effects on consumer commodity preferences. As e-commerce was used as a moderator variable, it was found that e-commerce had significant effects on the influence of social loneliness on consumer commodity preferences, but had no significant effects on the influence of emotional loneliness on consumer commodity preferences and the influence of loneliness on consumer commodity preferences.

摘要 I
誌謝 III
目錄 IV
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 孤獨感 5
第二節 商品偏好 6
第三節 電子商務 8
第三章 研究方法 11
第一節 研究架構 11
第二節 研究範圍與對象 12
第三節 各變項之操作型定義與衡量 12
第四節 資料分析 14
第四章 研究結果 16
第一節 樣本回收 16
第二節 敘述性統計分析 16
第三節 信度與效度分析 23
第四節 研究假說分析結果 25
第五章 結論與建議 31
第一節 不同背景變項的消費者於研究變項之差異 31
第二節 孤獨感與商品偏好 32
第三節 研究貢獻 35
第四節 研究限制與未來研究方向 35
參考文獻 37
中文部分 37
英文部分 37
網路資源 41
附錄、正式問卷 42

一、中文部分
唐民(2007)。大學生應付方式與孤獨感的相關分析。中國健康心理學雜誌，3期，229-231。
李萌(2013)。網絡時代下大學生孤獨感現狀分析及教育引導研究。南京郵電大學。
李傳銀(2000)。549名大學生孤獨心理及相關因素分析。中國行為醫學科學，6期，429-430。
經濟部商業司(2016)。電子商務雲端創新應用與基礎環境建置計畫-國內B2C網路商店經營調查報告。經濟部商業司。
金向陽(2013)。你是你自己嗎? 意識模式轉型與人的成長研究（第一版）。中國:浙江大學出版社
鍾家寧(2007)。網路購物動機與認知年齡對老年消費者網路購物意願之影響。義守大學機構典藏。
王濱(2006)。大學生孤獨感與網絡成癮傾向關係的研究。心理科學29(6)：1425-1427

二、英文部分
Anderson, Chris (2004). “The Long Tail.” Wired. Magazine 12(10):170–177.
Alba J., John L., Barton W., Chris J., Richard L., Alan S. and Stacy W., (1997). Interactive home shopping : Consumer , Retailer, and manufacturer incentives to participate in electronic marketplaces , Journal of Marketing, 61, July, 38-53.
Adelle X. Yang and Oleg Urminsky (2015).The Foresight Effect: Local Optimism Motivates Consistency and Local Pessimism Motivates Variety. Journal of Consumer Research 42(3).
Burger, Jerry M. (1995), “Individual Differences in Preference for Solitude,” Journal of Research in Personality, 29 (1), 85– 108.
Bell, Brad (1993), “Emotional Loneliness and the Perceived Similarity of One’s Ideas and Interests,” Journal of Social Behavior and Personality, 8 (2), 273–80.
Bird, F., & Gandz, J., (1991). Good Management: Business Ethics in Action, Prentice Hall.
Baron, R. M., Kenny, D. A., The Moderator– Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations, Journal of Personality and Social Psychology, Vol. 51, No.6, pp. 1173-1182, 1986.
Caplan SE. Relations among loneliness, social anxiety, and problematic Internet use. CyberPsychology & Behavior 2007; 10:234. 9.
Caspi, A., Harrington, H., Moffitt, T. E., Milne, B. J., & Poulton, R. (2006). Socially isolated children 20 years later: Risk of cardiovascular disease. Archives of Pediatric and Adolescent Medicine, 160, 805–811.
Dellarocas, C. (2006). Strategic manipulation of Internet opinion forums: Implications for consumers and firms. Management Science, 52(10), 1577-1593.
Flisher,C (2010).Getting plugged in: an overview of internet addiction. Journal of Paediatrics and Child Health, 46 , 557-559
Gardner, Wendi L., Cynthia L. Pickett, and Marilynn B. Brewer (2000), “Social Exclusion and Selective Memory: How the Need to Belong Influences Memory for Social Events,” Personality and Social Psychology Bulletin, 26 (4), 486–96
Gronmo, S., 1988, “Compensatory Consumer Behaviour: Elements of a critical sociology of consumption”, in Otnes, P. (ed), The Sociology of Consumption, Solum Forag Norway: Humanitites Press, New York
Guielford, J. P. (1965), Fundamental Statistics in Psychology and Education, 4th Edition, New York:McGraw-Hill
Hoffman, Donna L. and Thomas P. Novak. (1996). "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations," Journal of Marketing, 60(3). 50-68.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, E., Multivariate Data Analysis (7th ed.), New Jersey: Prentice-Half, 2009.
Jing Wang, Rui (Juliet) Zhu and Baba Shiv (2012). The Lonely Consumer: Loner or Conformer? Journal of Consumer Research, Vol. 38, No. 6, pp. 1116-1128
Jang, K.S, Hwang, S.&Choi, J.Y. (2008) . Internet addictionand psychiatric symptoms among Korean adolescents . Journ al o f School Health,78, 165 - 171
Koivumäki, T. (2001). Customer satisfaction and purchasing behaviour in a web-based shopping environment. Electronic Markets, 11, 186-192.
Ko CH, Yen JY, Liu SC, Huang CF, Yen CF(2009) .The associations between aggressive behaviors and internet addiction and online activities in adolescents. Journal of Adolescent Health, 44 , 598 - 605 .
LaRose R, Lin CA, Eastin MS. Unregulated Internet usage: addiction, habit, or deficient self-regulation? Media Psychology 2003; 5:225–53.
McPherson, Miller, Lynn Smith-Lovin, and Matthew E. Brashears (2006), “Social Isolation in America: Changes in Core Discussion Networks overTwoDecades,”AmericanSociological Review, 71 (3), 353–75.
Mijuskovic BL. Loneliness in Philosophy, Psychology, and Literature. 3rd ed. Bloomington 2012.
Marthur, D. C. (1971). Naturalistic Philosophies of Experiences, St. Louis, MO: Warren H. Green Inc.
Man, K.-O. (1998). The relationship between attachment prototypes, self-esteem, loneliness and causal attributions in Chinese trainee teachers. Personality and Individual Differences, 24, 357-371.
Moody EJ. Internet use and its relationship to loneliness. CyberPsychology & Behavior 2001; 4:393–401. 7.
Maheswaran, Durairaj and Shelly Chaiken (1991), “Promoting Systematic Processing in Low-Motivation Settings: Effect of Incongruent Information on Processing and Judgment,” Journal of Personality and Social Psychology, 61 (1), 13–25.
Morgan, C, Cotton SR. The relationship between Internet activities and depressive symptoms in a sample of college freshmen. CyberPsychology & Behavior 2003; 6:133–42.
Owolabi, A. B. (2009). Effect of consumers mood on advertising effectiveness. Europe’s Journal of Psychology, 5(4), 118-127
Pieters, R. (2013). Bidirectional dynamics of materialism and loneliness: Not just a vicious cycle. Journal of Consumer Research, 40(4), 615–631.
Pinquart, M., & Sörensen, S. (2003). "Risk factors for loneliness in adulthood and old age--a meta-analysis ". In S. P. Shohov (Ed.), Advances in psychology research, Vol. 19, pp. 111-143)
Portney LG, (2000)Watkins MP: Foundations of clinical research: Applications to practice (2nd ed.). Prentice Hall Health, New Jersey.
Ryan and Deci (2000).Self-Determination Theory and the Facilitation of Intrinsic Motivation, Social Development, and Well-Being. Am Psychol. 2000 Jan;55(1):68-78.
Ratner, Rebecca K. and Barbara E. Kahn (2002), “The Impact of Private versus Public Consumption on Variety-Seeking Behavior,” Journal of Consumer Research, 29 (2), 246–57.
Rose, Randall L., William O. Bearden, and Jesse E. Teel (1992), “An Attributional Analysis of Resistance to Group Pressure Regarding Illicit Drug and Alcohol Consumption,” Journal of Consumer Research, 19 (1), 1–13.
Strack, S., and Coyne, J. C. (1983). Social confirmation of dysphoria: Shared and private reactions to depression. Journal of Personality and Social Psychology, 44, 798-806,
Segrin, Chris and Terry Kinney (1995), “Social Skills Deficits among the Socially Anxious: Rejection from Others and Loneliness,” Motivation and Emotion, 19 (1), 1–24.
Spar, D. & Jeffrey B. (1996).Ruling the net, Harvard Business Review, May-June, 125-133.
Schumaker, J. F., Shea, J. D., Monfries, M. M., & GrothMarnat, G. (1993). Loneliness and life satisfaction in Japan and Australia. Journal of Psychology, 127, 65−71.
Samar Das, Raj Echambadi, Michael McCardle, Michael Luckett. The Effect of Interpersonal Trust, Need for Cognition, and Social Loneliness on Shopping, Information Seeking and SurjRng on the Web. Marketing Letters . Oct2003, Vol. 14 Issue 3, p185-202. 18p.
Sproull. Lee and Samer Faraj. (1995). "Atheism, Sex, and Databases: The Net as a Social Technology." In B. Kahin and J. Keller (eds.), Public Access to the internet. Cambridge. MA: MIT Press.
Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13, 290-312.
Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of web personalization on user information processing and decision outcomes. MIS quarterly, 865-890.
Urban, Glen L.. Fareena Sultan, and William J. Quails. (2000). "Placing Trusl at the Center of Your Internet Strategy," Sloan Management Review. (Fall), 39-48
Vincenzi, H., & Grabosky, F. (1987). Measuring the emotional / social aspects of loneliness and isolation. Journal of Social Behavior and Personality, 2(2), 257-270
Wittenberg, M. T. (1986). Emotional and Social Loneliness: An Examination of Social Skills, Attributions, Sex Role, and Object Relational Perspectives. University of Rochester.
Weiss, R. S., & Bowlby, J. (1973). Loneliness: the experience of emotional and social isolation. Cambridge, Mass: MIT Press.
Weeks, D. G., Michela, J. L., Peplau, L. A., & Bragg, M. E. (1980). Relation between loneliness and depression: A structural equation analysis. Journal of Personality and Social Psychology, 39, 1238−1244.
Young. Kimberly S. and Robert C, Rodgers. (1998).Internet Addiction: Personality Traits Associated with Its Development. Paper presented at the 69thannual meeting of the Eastern Psychological Association.

三、網路資源
內政部(2016)。人口統計資料。取自https://www.ris.gov.tw/346
產業情報研究所MIC(2017)。2016年網購消費。2017 年3月15日。取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=46
台灣網路資訊中心(2017)。「2017網路使用調查」報告。2017 年12月22日。取自https://www.twnic.net.tw/download/200307/200307index.shtml
尤寶琪(2017)。日本「孤獨死」增加 死亡清掃業成「最悲哀工作」。2017年11月30日。取自https://udn.com/news/story/6812/2849003
阿里足跡團隊(2017) 。「天貓雙11全日成交額1682億元人民幣再刷新紀錄」。2017 年11月12日。取自https://goo.gl/rDWV7v
Bhasin, Hitesh (2017, December 16). Mass marketing definition and explanation with examples, from https://www.marketing91.com/mass-marketing/
Calla Wahlquist(2016, September 26), “Eighty-two per cent of Australians say loneliness is increasing, Lifeline survey finds,” The Guardian , from https://www.theguardian.com/society/2016/sep/27/eighty-two-per-cent-of-australians-say-loneliness-is-increasing-lifeline-survey-finds
O'Grady, Sarah (2017, May 2). Tragedy of Britain's lonely men: Millions suffering in SILENCE every day , from https://www.express.co.uk/life-style/health/799297/Britain-lonely-men-suffering-jo-cox-suicide-research
Ward, Susan (2018, April10). Niche Market Definition for Business, from https://www.thebalancesmb.com/niche-market-definition-for-business-2947188