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研究生:洪瑄蔆
研究生(外文):Hsuan-Leng Hung
論文名稱:男女有別!開箱影音對消費者心流影響之探討
論文名稱(外文):Gender Differences! A Study on the Influence of Unboxing Videos on Consumers’ Flow
指導教授:曹文琴曹文琴引用關係
指導教授(外文):Wen-Chin Tsao
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:企業管理系
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:80
中文關鍵詞:內容吸引力評論者吸引力心流性別住宿意願
外文關鍵詞:Content AttractivenessOverall AttractivenessFlowGenderLodging Intention
相關次數:
  • 被引用被引用:2
  • 點閱點閱:103
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
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隨著行動網路的普及,有多數人會透過網路平台散播或搜尋資訊,相較於傳統口碑方式,現今於網路中的素人或部落客所發布的訊息更能獲得人們的信任。近年來,線上產品評論的呈現除了以文字和圖片之外,多數網路評論者亦會以影音的方式呈現,而開箱影音即是其中一種。此外,網路影音之吸引力也會影響消費者心理感受與感官感受程度,進而影響消費者行為。
因此,本研究以開箱影音的吸引力分為四個前導變數(主題參與、生動性、靜態吸引力、動態吸引力),欲以實驗設計方式進行,以旅宿業作為實驗業別,探討民宿開箱影片內容吸引力、評論者吸引力對心流住宿意願之間的影響,並將評論者性別與瀏覽者性別的交互作用作為研究中的干擾變項。
本研究係採用線上問卷調查法,並以結構方程模型(SEM)分析模型及假設驗證。根據研究結果發現:(1)四項外部變數除了靜態吸引力外,其餘皆具顯著正向影響心流;(2) 在評論者性別與瀏覽者性別之交互作用下,當瀏覽者為男性時,內容吸引力的主題參與和生動性對心流之正向影響於女性瀏覽者顯著強於男性瀏覽者;當瀏覽者為女性時,內容的主題參與對心流正向影響於女性瀏覽者顯著強於男性瀏覽者,及心流對住宿意願正向影響於男性瀏覽者顯著強於女性瀏覽者。希望藉由本研究的發現可以提供線上評論者參考於拍攝開箱影片時的相關實務操作與經營模式,以及本研究之研究限制與未來方向,以提供後續研究人員參考。
With the popularity of mobile network, many people have started to use online platforms to transfer or search information. Compared with the traditional word-of-mouth, at present, the information released by amateurs or bloggers online is more likely to win the trust of consumers. In recent years, the online product reviews have not only included texts and images. Many online reviewers also have produced videos. It is one of the unboxing videos taken by the reviewers. Moreover, the attractiveness of online videos also affects consumers’ psychological and sensory feelings and further affects consumer behavior.
Therefore, this study divided the attractiveness of unboxing videos into 4 antecedent variables (subject Involvement, vividness, static attractiveness, and dynamic attractiveness), and intended to use experimental design to perform the investigation. This study selected lodging industry as the experimental industry to investigate the influence of attractiveness of B&B unboxing video content and reviewers’ attractiveness on flow and accommodation willingness. Besides, this study used the interaction between reviewer’s gender and browser’s gender as the intervening variable in the study.
This study conducted an online questionnaire survey, and used structural equation modeling (SEM) analysis model to verify the hypotheses. The research results showed that: (1) among the 4 antecedent variables, except for static attractiveness, other antecedent variables all have a significantly positive influence on flow; (2) under the interaction between reviewer’s gender and browser’s gender, when the reviewer is male, the positive influence of thematic participation and vividness of content attractiveness on flow in female browsers is significantly stronger than that in male ones; when the review is female, the positive influence of thematic participation of content on flow in female browsers is significantly stronger than that in male ones, and the positive influence of flow on accommodation willingness in male browsers is significantly stronger than that in female ones. Hopefully, the research findings can be provided as reference for relevant industry operators or online reviewers to engage in practical operation or implement operating model, and the research restrictions and future research directions can also be provided as reference for subsequent researchers.
中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
壹、緒論 1
貳、文獻探討 5
一、飯店業跟網路口碑的關係 5
二、評論內容吸引力 (Content Attractiveness) 8
三、評論者整體吸引力 (Overall Attractiveness) 10
四、心流 (Flow) 15
五、住宿意願 (Lodging Intention) 16
六、評論者性別與瀏覽者性別 (Gender) 17
參、 研究方法 19
一、研究假設建立與推論 19
二、研究架構 28
三、研究變數與操作性定義 28
四、文案與問卷設計 32
五、問卷前測 33
六、參與者與正式實驗流程 34
七、資料分析方法與工具 35
肆、結果分析 36
一、人口統計分析 36
二、衡量構面信效度分析 37
三、假說檢定 40
伍、 結論與建議 44
一、研究發現與結論 44
二、學術與管理意涵 47
三、研究貢獻與價值 47
四、研究限制與後續研究建議 48
參考文獻 50
附錄一、研究問卷 68
附錄二、問卷平台設計 72
附錄三、民宿開箱影片-女評論者 73
附錄四、民宿開箱影片-男評論者 77
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