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研究生:黃建彰
研究生(外文):Jian-Jhang Huang
論文名稱:操作說明型線上影音廣告應用於購物網站對顧客購買意圖之研究
論文名稱(外文):The Impact of Online Instructional Video Advertisements to Consumer''s Purchasing Intention
指導教授:黃焜煌黃焜煌引用關係林豐智林豐智引用關係
指導教授(外文):Kun-Huang HuarngFeng-Jyh Lin
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:65
中文關鍵詞:互動性操作說明型線上影音廣告有趣性
外文關鍵詞:amusementinstructional video advertisementsinteractivity
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近年來因為網際網路的發展,使得電子商務隨之興起,在過去的購物網站大都以圖片或文字作為廣告的媒介,致使在介紹產品功能上過於簡短或攏長,亦或者過於抽象,因此本研究以影音為出發點,來探討影音結合介紹產品功能式的廣告模式是否會影響網路使用者的購買意圖。此外,影片的使用所增加了「認知有趣性」與「互動性」是否對消費者消費行為有所影響,也是本研究研究的方向,因此在本研究將「互動性」、「認知有趣性」與「科技接受因子」,納入衡量網路廣告態度的模型中,並著重於「專屬介紹產品資訊影片」的廣告上,以了解線上影音廣告應用於購物網站中,對於消費者的態度及購買意圖之影響。研究結果顯示,「認知有用性」為影響購買意圖最重之因素,「認知有趣性」、「偏好」及「互動性」對購買意圖也有間接影響。因此,影音廣告提供者可透過提高資訊有用性來提高網路使用者的購買意圖。
The electronic commerce has been so prosperous since Internet has been widely applied. In the past, the advertisements were limited to text or pictures. The problem of this type of advertisements is too abstract. This study explores how videos can be used as advertisements to impact consumer’s purchasing intention. The use of videos enhances perceived playfulness and interactivity. Hence, this study includes perceived playfulness, interactivity and technology acceptance factor into our intention model. The results show that perceived usefulness is the most important factor among others. Perceived playfulness, preference and interactivity also has indirect impact to purchasing intentions. As a result, we conclude that online videos advertisements can provide high information usage to increase customer’s purchasing intention.
目 錄 IV
圖 目 錄 VI
表 目 錄 VII
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
第二章 文獻探討 4
2.1理性行為理論 4
2.2消費者對網路廣告態度衡量 5
2.3科技接受模型 6
2.4延伸的TAM與有趣性探討 9
2.5互動性探討 11
第三章 研究方法 14
3.1 研究架構與假說 14
3.1.1 研究架構 14
3.1.2 研究假說 15
3.2 研究變數與操作型定義 18
3.2.1偏好 18
3.2.2知覺 19
3.2.3認知有趣性 19
3.2.4認知易用性 20
3.2.5認知有用性 21
3.2.6人與訊息的互動 22
3.2.7人與人的互動 22
3.2.8影音廣告態度 23
3.2.9購買意圖 23
3.3 研究設計 25
3.3.1 研究對象 25
3.3.2 資料收集方法 25
3.4 資料分析方法 25
3.4.1 敘述性統計分析 25
3.4.2 效度分析 26
3.4.3 信度分析 26
3.4.4相關分析 27
3.4.5路徑分析 27
第四章 資料分析 28
4.1樣本結構分析 28
4.1.1性別 28
4.1.2職業 28
4.1.3年齡 29
4.1.4教育程度 29
4.1.5問項衡量 30
4.2信、效度分析 33
4.2.1信度分析 33
4.2.2效度分析 36
4.3相關分析、因素分析與路徑分析 36
4.3.1相關分析 36
4.3.3路徑分析 38
4.3.4效果分析 41
4.3.5研究假設實證結果 44
第五章 結論與建議 45
5.1結論 45
5.2研究貢獻 47
5.2.1學術貢獻 47
5.2.2實務上貢獻 47
5.3未來研究建議 48
參考文獻 49
一、中文文獻 49
二、英文文獻 49
三、參考網站 54
附 錄 55
一、中文文獻
[1]蕭文龍,2007,多變量分析最佳入門實用書,台北市:�眳p資訊股份有限公司。
[2]張紹勳,2004,研究方法,第3版,台中市:滄海書局。
二、英文文獻
[1]Ahn, T., Ryu, S. & Han, I., 2007, “The Impact of Web Quality and Playfulness on User Acceptance of Online Retailing”, Information and Management, 44(3), 263–275.
[2]Ajzen, I., 1991, “The Theory of Planned Behavior”, Organizational Behavior and Human Decision Processes, 50, 179-211.
[3]Atkinson, M. & Kydd, C., 1997, “Individual Characteristics Associated with World Wide Web Use: An Empirical Study of Playfulness and Motivation”, The DataBase for Advances in Information Systems, 28(2), 53-62.
[4]Babin, B. J., Darden, W. R. & Griffin, M., 1994, “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value”, Journal of Consumer Research, 20, 644–656.
[5]Bahmanziari, T., Pearson, M. & Crosby, L., 2003, “Is Trust important in technology acceptance? Apolicy capturing approach”, Proceedings of the Hawii International Conferences on System Sciences.
[6]Barnett, L. A., 1990, “Playness: Definition, Design, and Measurement”, Play and Culture, (3)4, 319-336.
[7]Barnett, L. A., 1991, “The Playful Child: Measurement of a Disposition to Play”, Play and Culture, (4)1, 51-74.
[8]Chen, L., Gillenson, M. & Sherrell, D., 2002, “Enticing On-line Consumers:An Extended Technology Perspective”, Information and Management, 39, 705-719.
[9]Chung, J. & Tan, F. B., 2004, “Antecedents of Perceived Playfulness: An Exploratory Study on User acceptance of General Information-Searching Websites”, Information and Management, (41)7, 869-881.
[10]Churchill, G. A., 1979, “A Paradigm for Developing Better Measures of Marketing Constructs”, Journal of Marketing Research, 16, 64-73.
[11]Compeau, D. R., Higgins, C. A. & Huff, S., 1999, “Social Cognitive Theory and Individual Reactions to Computing Technology: A Longitudinal Study”, MIS Quarterly, 23(2), 145-158.
[12]Cronbach, L. J., 1951, “Coecient Alpha and the Internal Structure of Tests”, Psychometrika, (1)16, 197-334.
[13]Csikszentmihalyi, M., 1975, “Beyond Boredom and Anxiety”, Jossey-Bass, San Francisco.
[14]Davis, F. D., 1986, “A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Result”, Doctoral dissertation. Sloan School of Management, MIT.
[15]Davis, F. D., 1993, “User Acceptance of Information Technology: System Characteristics, User perceptions and Behavioral Impacts”, International journal of man-machine studies, (38)3, 475-487.
[16]Davis, F. D., Bagozzi, R. P. & Warshaw, P. R., 1989, “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models”, Management Science, (35)8, 982-1002.
[17]Davis, F. D., Bagozzi, R. P. & Warshaw, P. R., 1992, “Extrinsic and Intrinsic Motivation to Use Computers in the Workplace”, Journal of Applied Social Psychology, (22)14, 1111-1132.
[18]Devellis, F., 1991, “Scale Development Theory and Applications”, SAGE Publications.
[19]Fishbein, M. & Ajzen, I., 1975, “Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research”, Addison-Wesley, Reading, MA.
[20]Fu, J. R., Farn, C. K. & Chao, W. P., 2006, “Acceptance of Electronic Tax Filing: A Study of Taxpayer Intentions”, Information & Management, 43, 109-126.
[21]Gefen, D., Karahanna, E. & Straub, D. W., 2003, Trust and TAM in Online Shopping:An Integrated Model, MIS Quarterly, 27(1), 51-90.
[22]Grønholtd, L., Martensen, A. & Kristensen, K., 2000, “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Difference”, Total Quality Management, (11)4/5/6, 509-514.
[23]Hoffman, D. L. & Novak, T. P., 1996, “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations“, Journal of Marketing, 60, 50-68.
[24]Igbaria, M., Guimaraes, T. & Davis, G. B., 1995, “Testing the Determinants of Microcomputer Usage Via a Structural Equation Model,” Journal of Management Information Systems, 11(4), 87-114.
[25]Igbaria, M., Parasuraman, S. & Baroudi, J. J., 1996, “A motivational Model of Microcomputer Usage”, Journal of Management Information Systems, 13(1), 127-143.
[26]Jarvenpaa, S. L. & Todd, P. A., 1997, “Consumer Reactions to Electronic Shopping on the World Wide Web”, International Journal of Electronic Commerce, (1)2, 59-88.
[27]Keat, T. K. & Mohan, A., 2004, “Integration of TAM Based Electroine Commerce Models for Trust”, Journal of American Academy of Business, Cambridge, 5(1/2), 404-410.
[28]Ko, H., Cho, C. H. & Roberts, M. S., 2005, “Internet Uses and Gratifications”, Journal of Advertising, (34)2, 57-70.
[29]Kuo, Y. F., 2003, “A Study on Service Quality of Community Web Sites”, Total Quality Management, (14)4, 461-473.
[30]Lieberman, J. N., 1965, “Playfulness and Divergent Thinking: An Envestigation of Their Relationship at the Kindergarten Level”, Journal of Genetic Psychology, (107)1, 219-224.
[31]Lieberman, J. N., 1977, “Playfulness: Its Relationship to Imagination and Creativity”, Academic Press, New York.
[32]Liker, J. K. & Shindi, A. A., 1997, “User Acceptance of Expert systems: A Test of the Theory of Reasoned Action”, Journal of Engineering and Technology Management, 14, 147-173.
[33]Lin, C. S., Wu, S. & Tsai, R. J., 2005, “Integrating Perceived Playfulness into Expectation-Confirmation Model for Web Potal Context”, Information & Management, (42)5, 683-693.
[34]Lu, H. P. & Lin, C. C., 2003, “Predicting Customer Behavior in the Market-Space: A Study of Rayport and Sviokla’s Framework”, Information & Management, 40, 1-10.
[35]Malone, T. W., 1981, “Toward a Theory of Intrinsically Motivating Instruction”, Cognitive Science, 4, 333-369.
[36]Massey, B. L. & Levy, M. R., 1999, “Interactivity, Online Journalism, and English- Language Web Newspapers in Asia”, Journalism & Mass Communication Quarterly, 76(1), 138-151.
[37]Mayer, R. E., 2003, “The Promise of Multimedia Learning: Using the Same Instructional Design Methods Across Different Media”, Learning and Instruction, (13)2, 125-139.
[38]Moon, J. W. & Kim, Y. G., 2001, “Extending the TAM for a World-Wide-Web Context”, Information & Management, (38)4, 217-230.
[39]Moore, G. C. & Benbasat, I., 1991, “Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation”, Information Systems Research, 2, 192-222.
[40]Morris, M. & Ogan, C., 1996, “The Internet as Mass Audience”, Journal of Communication, (46)1, 39-50.
[41]Nunnally, J. C., 1978, “Psychometric Theory”, New York: McGraw-Hill.
[42]Pavlik, J. V., 1996, “Cultural and Commercial Perspectives”, New Media Technology, MA: Viacom Company.
[43]Pavlou, P.A., 2003, “Consumer Acceptance of Electronic Commerce:Integrating Trust and Risk with the Technology Acceptance Model”, International Journal of Electronic Commerce, 7(3), 101-133
[44]Preece, J., 2001, “Sociability and Usability in Online Communities: Determining and Measuring Success”, Behaviour and Information Technology, (20)5, 347-356.
[45]Rafaeli, S. & Sudweeks, F., 1997, “Networked Interactivity”, Journal of Computer Mediated Communication, (2)4.
[46]Sheppard, B. H., Hartwick, J. & Warshaw, P. R., 1988, “The Theory of Reasoned Action:A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research”, Journal of Consumer Research, 15, 325-343.
[47]Sukpanich, N. & Chen, L. D., 1999, “Measuring Consumers'' Attitudes to Web Advertising”, Electronic Markets, (9)1/2, 20-24.
[48]Szajna, B., 1996, “Empirical Evaluation of the Revised Technology Acceptance Model”, Management Science, 42(1), 85-92.
[49]Taylor, S. & Todd, P. A., 1995, “Understanding Information Technology Usage:A Test of Competing Models”, Information Systems Research, 6(2), 144-176.
[50]Webster, J., Trevino, L. K. & Ryan, L., 1993, “The Dimensionality and Correlates of Flow in Human-Computer Interactions”, Computer in Human Behavior, (9)4, 411-426.
[51]Yu, J., Ha, I., Choi, M., Rho, J., 2005, “Extending the TAM for a T-Commerce”, Information and Management, 42(7), 965-976.
三、參考網站
[1]周文卿,2008,資策會MIC,台灣線上購物市場發展趨勢,取自http://mic.iii.org.tw/intelligence/member_login.asp?sid=0&iid=0&did=17802
[2]創市際市場研究顧問公司,2007,86.1%網友上網觀看影音內容,七成網友看過影音廣告有行動,取自http://www.insightxplorer.com/news/news_10_23_07.html
[3]楊晴惠,2007,資策會MIC,2007年台灣網友行為與B2C消費發展趨勢,取自http://mic.iii.org.tw/intelligence/reports/pop_Doc_review.asp?docid=CDOC20071226005
[4]資策會FIND,2008,2012年台灣寬頻上網家戶普及率預計將達74%,取自http://www.iii.org.tw/detail.asp?types=5&sqno=ICT200810001&pv=239
[5]資策會MIC,2008,2008年台灣電子商務市場規模2,430億元,取自
http://mic.iii.org.tw/pop/micnews4_op_new.asp?sno=500&cred=2008/10/29
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