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研究生:陳柏宏
研究生(外文):Po-Hung Chen
論文名稱:以社會比較理論探討情感對線上社交購物導向之影響
論文名稱(外文):Investigating The Effects of Affect on Online Social Shopping Orientation With Social Comparison
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:汪志堅廖森貴
口試委員(外文):Chih-Chien WangSen-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:123
中文關鍵詞:社會互動線上社交購物導向社會比較賽局理論
外文關鍵詞:Social interactionOnline Social Shopping OrientationSocial ComparisonGame theory
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隨著個人電腦普及,網路蓬勃發展,新興產業也繼之而起,電子商務著實成為主流之一,網路購物因此有長足的成長。除此之外,近年網路社交媒體網站興盛,網友除了可以藉由這些網站進行訊息交流外,甚至是藉由討論來方便網友做相關購買決策,滿足消費者的社交需求,甚至是購買需求。本研究經過文獻探討探究:消費者在群體互動過程中,所產生的社會比較行為是否足以成為影響線上社交購物導向之前因。
因此,為驗證本研究目的,筆者透過實證研究後發現,消費者在進行群體互動的過程中,的確會產生社會比較行為,但是比較程度會因為比較對象與比較情境不同而有相異的結果,是以本研究嘗試將以此為影響線上社交購物的前因,並以消費者進行社會比較之後的正、負面情感反應為變項進行討論,消費者在不同的比較情境與不同的情感反應下,對於後續消費行為之影響,經過實驗數據顯示,不論比較情境為何,正面情感反應對線上社交購物導向皆有顯著影響,而負面情感較無顯著影響。實務上可提供公司企業不論從大眾市場或市場區隔的觀點下,行銷策略的重要參考價值。


With the popularization of personal computers and the blossom of network, new industries become realize. E-commerce becomes one of the mainstream industries. Therefore, online shopping has grown by leaps and bounds. Because of the rise of social media web sites in recent years, users can not only exchange all kinds of information but also make purchase decision by discussions on these web sites to satisfy the consumer demand for social needs and purchasing. This study attempts to explore through literature review: whether the social comparison behaviors between consumers in the process of group interaction are antecedents for online social shopping or not?
Taking the research findings, during the process of group interaction, consumers Indeed conduct social comparison behavior. However, because relatively more of the object and compare different situations with the result of differences. This research attempts to influence the online social shopping as the antecedent, and then discuss the Intervening variables with positive and negative affectivity which consumers have after social comparison.
Under different comparative situations and different affectivity responses, what behavior consumers will have. This study take the mention above to be the antecedents of on line social shopping , and investigating the intervening variables such as positive affectivity and negative affectivity after consumers conduct social comparison. Also, discussing the effects of consumer behavior in different comparative situations and different affectivity responses. The experimental data show that, regardless of the comparative situation, positive affectivity responses have a significant effect to online social shopping orientation, but no significant effect on negative affectivity.


目錄
摘要 I
ABSTRACT II
誌謝 IV
目錄 VII
表目錄 X
圖目錄 XIV
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 3
1.3研究流程 3
第二章 文獻探討 6
2.1線上社交購物(Online Social Shopping) 6
2.1.1衡量線上社交購物導向(Online Social Shopping Orientation)之構面 10
2.1.1.1參與者本身特質 10
2.1.1.2人際溝通過程 11
2.1.1.3人際溝通目的 12
2.1.2線上社交購物小結 14
2.2社會互動 (Social Interaction) 15
2.2.1社會互動小結 18
2.3賽局理論 19
2.3.1賽局理論的基本概念 19
2.3.2賽局的分類與特色 20
2.3.3賽局理論小結 21
2.4社會比較理論 22
2.4.1比較的方向 22
2.4.2社會比較的情感反應 23
2.4.3社會比較理論的相關研究 25
2.4.4社會比較理論與競爭合作之關聯 27
2.4.5社會比較對社交購物的影響 27
2.4.6社會比較理論小結 28
第三章 研究方法 29
3.1研究架構 29
3.2研究假說 31
3.2.1類化效果之研究假說 31
3.2.2 對比效果之研究假說 33
3.3實驗設計 36
3.3.1樣本設計 36
3.3.2 實驗產品選擇 36
3.3.3社會比較情境之設計 40
3.3.3.1類化情境設計 40
3.3.3.2對比情境設計 41
3.3.3.3社會比較情境操弄檢驗 42
3.3.4購買價差之設計 43
3.3.4.1購買價差操弄檢驗 43
3.4變數衡量 45
3.4.1正面、負面情感量表 45
3.4.2線上社交購物導向量表 46
3.5信度與效度 47
3.6實驗步驟 48
3.6.1社會比較情境 48
第四章 資料分析 49
4.1 樣本特性描述 49
4.2信度、效度分析 51
4.3隨機性檢測 52
4.4操弄檢驗 54
4.4.1 社會比較情境操弄檢驗 54
4.4.2 價格操弄檢驗 55
4.5事前分析 57
4.6假說驗證 59
4.6.1假說H1、H2檢定 61
4.6.2假說H3a、H3b、H3c、H3d、H3e檢定 63
4.6.3假說H4a、H4b、H4c、H4d、H4e檢定 67
4.6.4假說H5、H6檢定 70
4.6.5假說H7a、H7b、H7c、H7d、H7e檢定 73
4.6.6假說H8a、H8b、H8c、H8d、H8e檢定 76
4.7綜合討論 80
第五章 結論與建議 82
5.1研究結論 82
5.2理論與實務意涵 84
5.3研究限制與未來研究建議 86
參考文獻 88
中文部分 88
西文部分 88
附錄一 前測問卷 97
附錄二 實驗問卷 106
附錄三 實驗網頁 109
附錄四 實驗數據 117


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