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研究生:楊惠雯
研究生(外文):Yang, Hui-Wen
論文名稱:網路購物的熱愛與依賴
論文名稱(外文):PASSION AND DEPENDENCY IN ONLINE SHOPPING ACTIVITIES
指導教授:汪志堅汪志堅引用關係
指導教授(外文):Wang, Chih-Chien
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:英文
論文頁數:57
中文關鍵詞:和諧熱愛偏執熱愛人格強迫性消費線上購物依賴
外文關鍵詞:harmonious passionobsessive passionpersonalitycompulsive buyingonline shopping dependency
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  本研究針對線上購物活動的偏執熱愛、和諧熱愛,以及對於線上購物的依賴,研究中並討論到人格特質與強迫性消費特質,對於線上購物偏執熱愛、和諧熱愛、與依賴的影響。
  本研究以實證研究的方式進行,研究內共包含三個實證研究。在實證研究一及實證研究二當中討論在線上購物活動當中,和諧熱愛以及偏執熱愛對於線上購物依賴程度的影響,並且討論和諧熱愛和偏執熱愛之間的關係。在實證研究三,進一步地探究人格特質與強迫性消費、熱愛和線上購物依賴之間的關係。
  實證研究一針對513位網路消費族群發放網路問卷,藉此分析線上購物族群的線上消費行為。受訪者被區分成分成低熱愛、和諧熱愛及偏執熱愛等三個群組,並利用此三群組做之後的分析。透過此種分組方式,本研究提出:在線上購物活動當中,和諧熱愛及偏執熱愛可以視為連續地不同程度的熱愛。換言之,低熱愛的消費者必定要先成為和諧熱愛的消費者,才有可能進一步演變為偏執熱愛的消費者。透過變異數分析及Scheffe’s post hoc測試結果,本研究發現和諧熱愛和偏執熱愛皆會導致使用者對線上購物造成依賴性;且偏執熱愛者對線上購物依賴程度比和諧熱愛的使用者高。此外偏執熱愛的消費者線上購物的次數也顯著地比和諧熱愛或是低熱愛的消費者多。
  為了排除實證研究一樣本可能造成的偏誤﹙受訪者多為線上購物的高度使用者﹚,實證研究二針對台北某所大學進行紙筆問卷的發放。同研究一,本研究先將受訪者分組,在348份有效問卷當中,並無低和諧熱愛高偏執熱愛的使用者。此點應證了和諧熱愛為偏執熱愛的必要條件一說。此外透過變異數分析及Scheffe’s post hoc測試分析結果,研究二同樣發現和諧熱愛和偏執熱愛皆會導致使用者依賴線上購物;且偏執熱愛的使用者依賴程度較高。此外偏執熱愛者線上消費的次數也顯著地比其他兩組成員多。
  實證研究三針對台北某所大學進行紙筆問卷的發放。同實證研究一及實證研究二,本研究先將404份有效回收問卷分組,透過相關分析發現,只有偏執熱愛的使用者和強迫性消費行為有關聯性。透過相關分析及T檢定結果發現,嚴謹性高的消費者較不易成為強迫性消費者。此外神經質程度越高的消費者,越不易對線上購物產生依賴。友善性高及開放性高的使用者,比較容易對線上購物產生熱愛。本研究更發現,開放性和和諧熱愛呈現正相關但卻和偏執熱愛呈現負相關。這些研究發現對於未來討論人格特質和線上購物活動的相關研究將會有所助益。
  Due to the popularity of the Internet, enormous companies have made used of online marketing for their businesses. Some Internet shoppers prefer to purchase online, while some have the passion to go shopping online. Some even think that they cannot live without online shopping. This study examines the relations among personality traits and harmonious passion, obsessive passion, compulsive buying behavior, and online shopping dependency. This study clarified that in online consumer research, harmonious passion and obsessive passion could be denoted as a sequence of different intensities of passion, where harmonious passion might be a necessity of obsessive passion. The results also showed that both harmonious passion and obsessive passion might lead to online shopping dependency. However, online shoppers with obsessive passion were more dependent on online shopping activities than those with harmonious passion. Besides, only obsessive passion related to compulsive buying behavior. This study also found that some personality traits might be related to passion and online shopping dependency. Three personality traits, openness, agreeableness, and conscientiousness, might cause individuals to have passion for online shopping activities. Further, openness might positively relate with harmonious passion, but negatively relate with obsessive passion. These finding may be useful for discussing the influence of personality traits on online shopping activities.
ACKNOLEDGE I
國立臺北大學九十五學年度第二學期學位論文提要 II
ABSTRACT III
TABLE OF CONTENTS IV
LIST OF FIGURES VII
LIST OF TABLES VIII
CHAPTER I INTRODUCTION 1
1.1 Research Background 1
1.2 Research Objectives 1
1.3 Research Flow 2
CHAPTER II LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT 3
2.1 Passion 3
2.2 Online Shopping Dependency 4
2.3 Compulsive Buying 6
2.4 Personality 7
CHAPTER III EMPIRICAL STUDIES 10
3.1 STUDY 1 10
3.1.1 Methodology 10
3.1.1-1 Measures 10
3.1.1-2 Procedure 11
3.1.1-3 Participants 11
3.1.1-4 Reliabilities 13
3.1.1-5 Common Method Variance 13
3.1.2 Data Analysis 14
3.1.3 Discussion 20
3.2 STUDY 2 22
3.2.1 Methodology 22
3.2.1-1 Measures 22
3.2.1-2 Procedure 22
3.2.1-3 Participants 22
3.2.1-4 Reliabilities 24
3.2.1-5 Common Method Variance 24
3.2.2 Data Analysis 25
3.2.3 Discussion 30
3.3 STUDY 3 31
3.3.1 Methodology 31
3.3.1-1 Measures 31
3.3.1-2 Procedure 32
3.3.1-3 Participants 32
3.3.1-4 Reliabilities 33
3.3.1-5 Common Method Variance 34
3.3.2 Data Analysis 34
3.3.3 Discussion 39
CHAPTER IV CONCLUSION 40
REFERENCES 43
APPENDIX I QUESTIONNAIRE FOR STUDY 1 48
APPENDIX II QUESTIONNAIRE FOR STUDY 2 51
APPENDIX III QUESTIONNAIRE FOR STUDY 3 53
COPYRIGHT NOTICE 56
CURRICULUM VITAE 57
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