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研究生:丁慧瑩
研究生(外文):Hui-Ying Ting
論文名稱:線上社交購物導向量表之發展
論文名稱(外文):The Development Of Online Social Shopping Orientation Scale
指導教授:耿慶瑞耿慶瑞引用關係
口試委員:蔡瑤昇廖森貴江啟先汪志堅
口試日期:2012-05-03
學位類別:博士
校院名稱:國立臺北科技大學
系所名稱:工商管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:164
中文關鍵詞:社交媒體線上社交購物衝動型購買
外文關鍵詞:Social MediaOnline Social ShoppingImpulsive Buying
相關次數:
  • 被引用被引用:19
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  • 收藏至我的研究室書目清單書目收藏:1
隨著電子商務的發展,網路社交媒體網站逐漸興盛,除了方便網友做相關購買決策之外,亦是不少網友重要的溝通平台,滿足了消費者的社交需求。本研究由社交互動及人際溝通角度,發展出衡量消費者線上社交購物導向(Online Social Shopping Orientation)之量表,並進行線上社交購物導向與消費者衝動型購買行為意圖之關聯性討論。
採用文獻探討、深度訪談及焦點群體訪談等研究方法,經原始問項擬定、量表精簡、信效度分析等程序發展出線上社交購物導向量表,共五個構面、15個問項。此五構面包括:知覺愉悅性(Perceived Hedonic)、互動學習(Interactive Learning)、知覺社交性(Perceived Social)、知覺功利性(Perceived Utilitarian)、互動分享(Interactive Sharing)。此外,分析結果亦顯示,消費者參與線上社交互動程度之高低對於衝動型購買行為意圖有正向影響。本研究對於學術理論及管理實務方面之貢獻包括:1.透過多構面的衡量,除了對消費者參與社交媒體網站之互動模式有完整性的了解,亦提供後續研究者客觀的衡量標準。2.行銷者可透過本量表了解消費者在社交平台上主要進行的活動以及與人際網絡中的好友們進行互動的模式,建立適當之行銷策略,藉由消費者將品牌相關訊息擴散至其人際網絡之中。


As new technology has been quickly developed, consumers could get plentiful experience and social interaction through social media and social networks. Consumers’ social needs are satisfied through Social Network Sites, besides helping the consumers to make relevant purchase decisions; it is also the important communication platform among consumers, satisfying consumers'' social demand. This study attempts to develop an online social shopping orientation scale by way of qualitative research method. Furthermore, an empirical study is employed to test the consequences of social shopping behavior.
This research adopts the research method including literature discussing, intensive interview, and focus group interview, the procedure for scale development was followed: item generation, scale purification, and scale validation. As a result, a five-dimensional scale, along with fifteen items, was developed representing distinctive dimension of online social shopping orientation: Perceived Hedonic, Interactive Learning, Perceived Social, Perceived Utilitarian and Interactive Sharing. In addition to the research results indicated that online social shopping orientation contributed to impulsive buying intentions for consumers. The contribution to academic theory and management practice of this study includes: 1. Understanding the interaction model among consumers in social media sites and offering objective criterion to measure the online social shopping orientation for consumers. 2. Marketers can understand the activities that consumers mainly carry on the social media platform through this scale, developing the appropriate marketing strategies; spread the relevant information of the brand in their interpersonal networks with consumers.

中文摘要 .i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 .vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 名詞釋義 4
1.3 研究目的 5
1.4 研究流程 6
第二章 文獻探討 8
2.1 網路社交媒體發展 8
2.2 線上社交購物 11
2.3 社會互動 15
2.4 線上社交購物導向之相關理論 20
2.4.1 溝通理論(Communication Theory) 20
2.4.2 自我揭露(Self-Disclosure) 22
2.4.3 社會交換理論(Social Exchange Theory) 23
2.4.4 社會臨場感(Social Presence) 24
2.4.5 社會網絡理論(Social Network Theory) 25
2.4.6 參考團體(Reference Group) 25
2.4.7 網路口碑(e-WOM) 26
第三章 研究方法 28
3.1 社交媒體網站個案探討 28
3.2 衡量線上社交購物導向之構面 40
3.3 研究設計 53
3.3.1 消費者深度訪談 53
3.3.2 焦點群體訪談 54
3.4 編製量表資料分析工具及方法 54
第四章 線上社交購物量表發展 57
4.1 量表發展流程 57
4.2 量表編製 62
4.2.1 深度訪談(Intensive Interview)資料 62
4.2.2 焦點群體(Focus Group)資料 65
4.2.3 消費者訪談結果資料分析 68
4.2.4 初始量表 76
4.3 量表縮減 79
4.3.1 第一次施測樣本結構分析 79
4.3.2 第一次探索性因素分析(Exploratory Factor Analysis) 80
4.3.3 校正項目與總分相關係數(Item to Total Correlations) 82
4.3.4 第二次探索性因素分析(Exploratory Factor Analysis) 84
4.4 量表驗證 ..86
4.4.1 第二次施測樣本結構分析 ..86
4.4.2 驗證性因素分析(Confirmatory Factor Analysis) ..86
4.5 信度評估 ..89
4.6 效度評估 ..90
4.6.1 內容效度(Content Validity) ..91
4.6.2 建構效度(Construct Validity) ..91
4.6.3 預測效度(Predictive Validity) ..93
4.7 結構模式分析(路徑分析) ..96
4.7.1 第三次施測樣本結構分析 ..96
4.7.2 結構模式分析研究架構 ..96
4.7.3 變數衡量 101
4.7.4 分析結果 101
第五章 結論與建議 103
5.1 研究結論 103
5.2 研究意涵 109
5.2.1 理論意涵(Theoretical Implication) 109
5.2.2 管理意涵(Managerial Implication) 111
5.3 研究限制 112
5.4 後續研究建議 113
參考文獻 115
附錄
A 問卷內容 127
B 深度訪談 逐字稿內容 135
C 焦點群體訪談 逐字稿內容 152


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