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研究生:李宜臻
研究生(外文):I-Chen Lee
論文名稱:虛擬經驗與衝動性購買行為之關係-以線上社交購物導向和知覺行為控制為干擾變數
論文名稱(外文):The relationship between impulse buying behavior and virtual experience - An online social shopping orientation and perceived behavioral control is the interference variable
指導教授:耿慶瑞耿慶瑞引用關係
指導教授(外文):Ching-Jui Keng
口試委員:汪教授廖森貴
口試委員(外文):Sen-kuei Liao
口試日期:2012-06-11
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:122
中文關鍵詞:虛擬經驗線上社交購物導向知覺行為控制衝動性購買行為
外文關鍵詞:Virtual experienceonline social shopping-orientedimpulse buying behavior
相關次數:
  • 被引用被引用:4
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電腦中介傳播下的互動型態可分為兩種:機械互動與人際互動。目前有關虛擬經驗的研究多是在探討消費者與3D產品在電腦中介環境下CMC(Computer-Mediated Communication)互動時,所產生的虛擬經驗。而虛擬經驗與角色代言人是形成衝動性購買行為重要的ㄧ環,且網站本身也提供了一個大家可以社交、互動的環境,進而產生一種社交相關的「經驗」。本研究主要目的是透過消費者上網站產生的虛擬經驗,進而探討虛擬經驗對於消費者衝動性購買行為的影響。另外本研究所考慮的干擾因素是線上社交購物導向的差異以及知覺行為控制的影響。
本研究另外將線上社交購物導向與知覺行為控制兩者獨立討論,發現高線上社交購物導向與高知覺行為控制的消費者搭配「3D+QR CODE+角色代言人」之虛擬經驗組合時,其產生的衝動性購買行為比其他三組虛擬經驗組合的消費者要高;而在低線上社交購物導向與低知覺行為控制的消費者搭配「2D+QR code」之虛擬經驗組合時,其產生的衝動性購買行為比其他三組虛擬經驗組合的消費者要高。由本研究的實證分析後發現,雖然無論是線上社交購物導向或知覺行為控制皆會影響消費者的衝動性購買行為,但在給予消費者適當的虛擬經驗組合後,對衝動性購買行為會有正向影響。


Interaction patterns in computer mediated communication can be divided into two types: mechanical interaction and social interaction. The virtual experience in exploring consumers and 3D product in computer-mediated environment, CMC (Computer-Mediated Communication) interaction arising from virtual experience. Virtual experience and the role of spokesperson is the formation of the impulse buying behavior important ring, and the website also provides a social, interactive environment, thereby creating a social experience.
The purpose of this study is a virtual experience through the consumer on the site, and then explore the impact of virtual experience for the consumer impulse buying behavior. The other interference factors are considered the differences in online social shopping orientation and perceived behavioral control.


目錄

表目錄 VII
圖目錄 X
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 4
1.3 研究流程 6
第二章 文獻探討 7
2.1 虛擬經驗(VIRTUAL EXPERIENCE) 7
2.1.1 虛擬經驗定義 7
2.1.2 虛擬經驗類型分類 7
2.1.3 機械式虛擬經驗類型 8
2.1.4 人際式經驗虛擬類型 9
2.1.5 小結 11
2.2 角色代言人(SPOKES-CHARACTERS) 11
2.2.1 角色代言人的定義 12
2.2.2 角色代言人的分類架構 13
2.2.3 角色代言人的類型 15
2.1.4 小結 20
2.3 QR CODE (QUICK RESPONSE) 20
2.3.1 QR CODE定義與技術使用發展 20
2.3.2 QR CODE的應用 22
2.4 線上社交購物(ONLINE SOCIAL SHOPPING) 23
2.4.1 線上社交購物文獻敘述與定義 23
2.4.2 線上社交購物的行為與動機 24
2.4.3 衡量線上社交購物導向 (Online Social Shopping Oriented) 之構面 28
2.5 衝動性購買(IMPULSIVE BUYING) 32
2.5.1 衝動性購買定義 32
2.5.2 衝動性購買行為分類 35
2.6 知覺行為控制(PERCEIVED BEHAVIOR CONTROL) 39
2.6.1 知覺行為控制定義 39
2.6.2 知覺行為控制與衝動型購買行為之相關性 40
第三章 研究方法 41
3.1 研究架構 41
3.2 研究假說 43
3.3實驗設計與變項衡量 48
3.3.1樣本選擇 48
3.3.2 產品選擇 48
3.3.3 信度與效度 51
3.3.4 虛擬經驗網站設計 52
3.3.4.1 3D虛擬經驗操弄檢驗 54
3.3.4.2虛擬代言人經驗操弄檢驗 55
3.3.5 線上社交購物導向量表 57
3.3.5.1 知覺行為控制量表 58
3.3.5.2 衝動性購買行為量表 59
3.3.6 角色代言人設計 60
3.3.6.1角色代言人形象 60
3.3.6.2 角色代言人形象操弄 60
3.3.7實驗步驟 61
第四章 研究結果 64
4.1 樣本特性描述 64
4.2 信度效度分析 65
4.3隨機性測驗 66
4.4操弄檢驗 68
4.4.13D虛擬經驗操弄檢驗 68
4.4.2角色代言人操弄檢驗 68
4.5假說驗證 69
4.5.1假說H1檢定 69
4.5.2假說H2-1、H2-2檢定 70
4.5.3假說H3-1、H3-2檢定 74
4.5.4假說H4檢定 77
4.6綜合討論 82
第五章 結論與建議 83
5.1研究結論 82
5.2理論與實務意涵 85
5.3研究限制與未來研究建議 87
參考文獻 89
附錄一 107
附錄二 111
附錄三 113






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