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研究生:邱淑華
研究生(外文):CHIU, SHU-HUA
論文名稱:Facebook 粉絲團之連線購物下之購物動機研究
論文名稱(外文):Motivation Research on Purchase Merchandise through Facebook Fan Page
指導教授:魏志雄魏志雄引用關係
指導教授(外文):WEI,CHIH-HSIUNG
口試委員:魏志雄吳偉立林建信
口試委員(外文):WEI,CHIH-HSIUNGWU,WEI-LILIN,CHIEN-HSIN
口試日期:2017-05-05
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
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:2017
畢業學年度:105
語文別:中文
論文頁數:97
中文關鍵詞:涉入程度購物動機衝動性購物
外文關鍵詞:InvolvementPurchase MotivationImpulse Buy
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本研究旨在探討連線購物者涉入程度、購物動機與衝動性購物間之關係,並驗證購物動機對涉入程度與衝動性購物間是否具中介效果。本研究對象以台灣消費者為主,採用便利抽樣收集資料,共發放問卷550 份,回收有效問卷521 份,有效問卷回收率為94.7%。本研究資料分析方法包括敘述性統計分析、差異性分析、信效度分析、相關分析及迴歸分析。研究結果顯示:(1)涉入程度與衝動性購物間具有正向關係;(2)涉入程度與購物動機間具有正向關係;(3)購物動機與衝動性購物間具有正向關係;(4)購物動機對涉入程度與衝動性購物之關係具有中介效果,並提出管理實務及建議。
The purpose of the research is to explore the relationships among the involvement ,purchase motivation, and impulse buy. It further verifies the mediating effects of purchase motivation between involvement and impulse buy. In this study, principal Taiwanese consumers were recruited as the research subjects. Through convenience sampling, a total of 550 questionnaires were sent out, and 521 valid questionnaires were retrieved. The valid response rate is 94.7%. In this study, data analysis methods include descriptive statistical analysis, analysis of the differences, reliability and validity analysis, correlation analysis and regression analysis. The results showed that:
(1) there is a significant positive relationship between involvement and impulse buy;(2) there is a significant positive relationship between involvement and purchase motivation; (3) there is a significant positive relationship between purchase motivationand impulse buy; (4)purchase motivation has moderating effects between involvement and impulse buy; At last, the managerial implications, limitations and the future research suggestions were introduced.
內容目錄
封面內頁
簽名頁
中文摘要 ...................... iii
英文摘要 ...................... iv
謝誌 ...................... v
內容目錄 ..................... vi
圖目錄 ...................... viii
表目錄...................... ix
第一章 緒論...................... 1
第一節 研究動機與背景...................... 1
第二節 研究問題與目的...................... 5
第三節 研究重要性...................... 6
第二章 文獻探討...................... 8
第一節 FACEBOOK 粉絲專頁................ 8
第二節 連線購物...................... 12
第三節 產品涉入...................... 17
第四節 消費者的購物動機................. 22
第五節 衝動性購物................. 30
第六節 變數間之關係與假設................. 35
第三章 研究方法...................... 38
第一節 研究架構...................... 38
第二節 樣本與資料收集...................... 39
第三節 研究變數定義與衡量工具............... 41
第四節 資料分析方法...................... 47
第四章 資料分析與結果...................... 50
第一節 敘述性統計分析...................... 50
第二節 信效度分析...................... 57
第三節 差異性分析...................... 66
第四節 相關分析...................... 70
第五節 迴歸分析...................... 72
第六節 研究假設結果彙整...................... 78
第五章 結論與建議...................... 80
第一節 研究結論...................... 80
第二節 管理實務之意涵...................... 81
第三節 研究限制與建議...................... 82
參考文獻...................... 84
附錄 研究問卷...................... 93
圖目錄
圖 3-1 研究架構圖................. 38
表目錄
表 3-1 涉入程度之問項............................ 41
表3-2 購物動機之問項............................ 44
表3-3 衝動性購買量表............................ 45
表4-1 樣本基本特性分析表............................ 51
表4-2 涉入程度題項分析表............................ 53
表4-3 購物動機題項分析表............................ 54
表4-4 衝動性購物題項分析表.......................... 56
表4-5 涉入程度信度分析表............................ 57
表4-6 涉入程度信度分析表............................ 59
表4-7 購物動機信度分析表............................ 60
表4-8 購物動機信度分析表............................ 61
表4-9 衝動性購物信度分析表.......................... 62
表4-10 因素分析表............................ 64
表4-11 各構面對性別之差異性分析表................... 66
表4-12 各構面對年齡之差異性分析表.................... 67
表4-13 各構面對教育程度之差異性分析表............... 68
表4-14 各構面對職業之差異性分析表.................... 69
表4-15 各構面對月收入之差異性分析表................... 70
表4-16 研究變數之相關係數表........................ 71
表4-17 涉入程度與衝動性購物之迴歸分析表............. 73
表4-18 涉入程度與購物動機之迴歸分析表................ 74
表 4-19 購物動機與衝動性購物之迴歸分析表............. 76
表4-20 購物動機對涉入程度與衝動性購物之中介效果分析表77
表4-21 研究假設驗證結果........................ 77

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