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研究生:楊舒涵
研究生(外文):Shu-Han Yang
論文名稱:社交虛擬產品經驗對社交購物價值之影響-以消費者獨特性需求與產品類型為干擾變數
論文名稱(外文):The Influence of Social Virtual Product Experience on Social Shopping Value-Consumers’ Need for Uniqueness and Product Type as Moderators
指導教授:耿慶瑞耿慶瑞引用關係
口試委員:江啟先廖森貴
口試日期:2013-06-05
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:2013
畢業學年度:101
語文別:中文
論文頁數:127
中文關鍵詞:社交虛擬產品經驗社交購物消費者獨特性需求產品類型
外文關鍵詞:social virtual product experiencesocial shoppingconsumers’need for uniquenessproduct type
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社交網站現在已經成為目前的趨勢,成員間彼此分享喜好,還會討論產品資訊與購後心得,進而形成口碑傳遞。因此本研究探討不同類型的社交虛擬產品經驗(SVPE),在消費者獨特性需求(高CNFU vs 低CNFU)與產品類型(公開vs私人)為干擾變數的情況下,是否會影響消費者的社交購物價值與購買意願。首先,研究一透過深度訪談法與焦點群體法,再結合相關文獻,將社交虛擬產品經驗做分類。接著,研究二採用研究一的結果,設計網站情境讓受測者感受到社交虛擬產品經驗(B2C交換式SVPE vs C2C給予式SVPE),並且欲了解消費者獨特性需求、產品類型與社交虛擬產品經驗的最適組合。
研究結果發現,在交換式SVPE情境下,當產品類型為公開產品時,高CNFU者的社交購物價值、購買意願及品牌態度,會大於低CNFU者;當產品類型為私人產品時,高CNFU者的社交購物價值會大於低CNFU者,但高低CNFU兩者對於在購買意願及品牌態度並無顯著差異。在給予式SVPE情境下,當產品類型為公開產品時,低CNFU者的社交購物價值、購買意願及品牌態度,會大於高CNFU者;當產品類型為私人產品時,高低CNFU兩者對於社交購物價值、購買意願及品牌態度並無顯著差異。


This research focuses on the influence of different types of social virtual product experience(SVPE) on social shopping value, which moderated by consumers’need for uniqueness (CNFU) and product types. In study 1, we can understand the types of social virtual product experience through intensive interview and focus group interview. The study 2 adopts the research results of study 1 to design the two types of website (c2c giving SVPE and b2c exchange SVPE), to examine the interaction between consumers’need for uniqueness, product types and social virtual product experience. The result found that: high- uniqueness consumers’ social shopping value and purchase intention for publicly consumed products are higher than low-uniqueness consumers on the situation of b2c exchange SVPE. In addition, low- uniqueness consumers’ social shopping value and purchase intention for publicly consumed products are higher than high-uniqueness consumers on the situation of c2c giving SVPE. Whether SVPE is exchange or giving, purchase intention is no difference for privately consumed products between high and low uniqueness consumers.

摘 要i
ABSTRACTii
誌謝iii
目 錄iv
表目錄vii
圖目錄ix
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6
1.3 研究流程6
第二章 文獻探討9
2.1 網路社交媒體(Online Social Media)9
2.2線上社交購物(Online Social Shopping)12
2.3 社交虛擬產品經驗(Social Virtual Product Experience)14
2.3.1 虛擬產品經驗(Virtual Product Experience)14
2.3.2 社交虛擬產品經驗(SVPE)16
2.3.2.1 分享(sharing)18
2.3.2.2 給予(gift-giving)19
2.3.2.3 交換(exchange)23
2.4 社交購物價值26
2.4.1 愉悅性價值26
2.4.2 功利性價值27
2.4.3 社交價值28
2.5 消費者獨特性需求29
2.6 產品類型32
第三章 研究一34
3.1 消費者深度訪談35
3.1.1訪談對象35
3.1.2訪談問題36
3.1.3訪談結果36
3.1.3.1 使用Facebook的行為與動機36
3.1.3.2. Facebook資訊來源37
3.1.3.3 社交虛擬產品經驗38
3.2 焦點群體訪談40
3.2.1 參與者選取40
3.2.2 進行方式41
3.2.3 訪談結果42
3.2.3.1. C2C型的給予式SVPE42
3.2.3.2. B2C型的交換式SVPE42
第四章 研究二44
4.1 研究方法44
4.1.1 研究架構44
4.1.2 研究假說46
4.1.3 研究設計52
4.1.3.1 樣本選擇52
4.1.3.2 產品選擇53
4.1.3.3 信度與效度55
4.1.3.4 社交虛擬產品經驗設計55
4.1.3.5 獨特性需求衡量59
4.1.3.6 社交購物價值衡量60
4.1.3.7 購買意願與品牌態度衡量61
4.1.3.8 實驗步驟62
4.2 研究結果64
4.2.1 樣本特性描述 64
4.2.2 信度、效度分析65
4.2.3 隨機性檢測66
4.2.4 操弄檢驗67
4.2.5 干擾變數的分群67
4.2.6 假說驗證68
4.2.6.1 假說H1檢定69
4.2.6.2 假說H2檢定70
4.2.6.3 假說H3檢定71
4.2.6.4 假說H4檢定72
4.2.6.5 假說H5檢定74
4.2.6.6 假說H6檢定74
4.2.6.7 假說H7檢定77
4.2.6.8 假說H8檢定79
4.2.7 綜合討論80
第五章 結論與建議82
5.1 研究結論82
5.2 學術與實務意涵85
5.3 研究限制與未來建議87
參考文獻88
附錄A 前測實驗產品問卷102
附錄B 實驗問卷115
附錄C 實驗網站119


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