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研究生(外文):Jia-Yun Lin
論文名稱(外文):The Influence of Online Social Interaction Orientation and Self-Construal on the Effects of Social Virtual Product Experience
外文關鍵詞:online social interaction orientationself-construalsocial virtual product experiencesocial shopping
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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
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 分享式經驗 16 給予式經驗 17 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訪談對象 33訪談問題 33 訪談結果 34
3.1.2 焦點群體訪談 38 參與者選取 38 進行方式 38 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 樣本選擇 49 產品選擇 49 信度與效度 50 社交虛擬產品經驗設計 51 線上社交互動導向衡量 60 自我建構導向衡量 60 社交購物價值衡量 61 購買意願與品牌態度衡量 62 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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