隨著網路服務的推陳出新，線上社交網站已成為現今最熱門的互動平台，其可提供消費者分享購物心得與滿足社交需求，並可進一步協助消費者進行購買決策；本研究欲探討不同類型的社交網站所產生之虛擬產品經驗(C2C給予式經驗、C2C交換式經驗、B2C給予式經驗、B2C的交換式經驗)，在線上社交互動導向與自我建構作為干擾變數的情況下，是否會影響消費者的社交購物價值、購買意願與品牌態度。在研究一透過深度訪談與焦點群體訪談將社交虛擬產品經驗做分類，在研究二的部分則採用研究一之實驗結果，設計網站情境讓受測者感受到社交虛擬產品經驗，欲了解線上社交互動導向、自我建構與社交虛擬產品經驗的最適組合。
研究結果發現：自我建構為相依類型且高社交互動導向者，在C2C給予式經驗中會獲得較高的社交購物價值、購買意願與品牌態度；相依類型與低社交互動導向者，則偏好C2C交換式經驗；獨立類型且具有高社交互動導向者較傾向B2C給予式經驗；若為獨立與低社交互動者，則偏好B2C的交換型網站。

The research focuses on the influence of different types of social virtual product experience (SVPE) on social shopping value, which moderated by online social interaction orientation and self-construal. 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 four types of website (c2c giving SVPE, c2c exchange SVPE, b2c giving SVPE and b2c exchange SVPE), to examine the interaction between online social interaction orientation, self-construal and social virtual product experience.
The results show that: an interdependence self-construal and high social interaction orientation consumer prefer c2c giving SVPE, as compared to others.An interdependence self-construal and low social interaction orientation consumer prefer c2c exchange SVPE, as compared to others. An independence self-construal and high social interaction orientation consumer prefer b2c giving SVPE. An independence self-construal and low social interaction orientation consumer prefer b2c exchange SVPE.

摘　要 i
ABSTRACT ii
誌謝 iii
目錄 iv
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 6
1.3 研究流程 7
第二章 文獻探討 9
2.1 線上社交購物之發展 9
2.1.1 線上社交媒體 9
2.1.2 線上社交購物 11
2.2 社交虛擬產品經驗 14
2.2.1虛擬產品經驗 14
2.2.2網路社交虛擬產品經驗 15
2.2.2.1 分享式經驗 16
2.2.2.2 給予式經驗 17
2.2.2.3 交換式經驗 20
2.3 社交購物價值 23
2.3.1 愉悅價值 23
2.3.2 社交價值 24
2.3.3 功利價值 25
2.4 線上社交互動導向 26
2.4.1 互動分享 27
2.4.2 互動學習 29
2.5 自我建構 30
第三章 研究方法 33
3.1 研究一 33
3.1.1消費者深度訪談 33
3.1.1.1訪談對象 33
3.1.1.2訪談問題 33
3.1.1.3 訪談結果 34
3.1.2 焦點群體訪談 38
3.1.2.1 參與者選取 38
3.1.2.2 進行方式 38
3.1.2.3 訪談結果 38
3.2 研究二 42
3.2.1 研究架構 42
3.2.2 研究假說 45
3.2.3 研究設計 49
3.2.3.1 樣本選擇 49
3.2.3.2 產品選擇 49
3.2.3.3 信度與效度 50
3.2.3.4 社交虛擬產品經驗設計 51
3.2.3.5 線上社交互動導向衡量 60
3.2.3.6 自我建構導向衡量 60
3.2.3.7 社交購物價值衡量 61
3.2.3.8 購買意願與品牌態度衡量 62
3.2.3.9 實驗流程 63
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隨機性檢測 66
4.4操弄檢驗 67
4.5假說驗證 68
4.5.1假說H1、H1-1、H1-2檢定 69
4.5.2假說H2、H2-1、H2-2檢定 70
4.5.3假說H3、H3-1、H3-2檢定 73
4.5.4假說H4、H4-1、H4-2檢定 74
4.5.5假說H5檢定 76
4.5.6假說H6檢定 78
4.6總合討論 79
第五章 結論與建議 80
5.1 研究結論 80
5.2 學術與實務意涵 83
5.3 研究限制與未來建議 84
參考文獻 86
附錄A 前測實驗產品問卷 96
附錄B 實驗問卷 98

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