臺灣博碩士論文加值系統

隨著現今社群網路與社群媒體的發展，出現了新的電子商務模式。社群商務為一種結合社群網路的特性的新興電子商務模式。此研究將實驗情境鎖定於Facebook上的線上團購活動，目的在於希望可以透過社群因素，來探討其對衝動性購買時情感的影響；此研究結合價值理論模型以及S-O-R模型來探索在理性與感性在形成衝動性購買意圖過程中的綜效。
此研究結果包含：(1) 當關係好的朋友在Facebook上開團時，確實會激起使用者的情感反應。(2) 發現在感性與理性的互動過程中，感性確實會扭曲理性對認知成本到認知價值的影響，並且加強認知價值對衝動購買意圖的效果。

With the rapid development of social media and social network, there has emerged a new form of electronic commerce. Social commerce is a new mechanism of e-commerce combine with the characteristic of social network. Our study focused in the context of online group activity on Facebook. In this study, we want to explore the effect of social factors on impulse buying intention. Besides, we combined with value-based model and S-O-R model to find out the interaction between ration and emotion during generating impulse buying intention.
Followings are our research result we found. First, we found out that emotional reactions would be aroused when user see their friend with strong tie operate online group buying on Facebook. Second, the interaction between ration and emotion, we found out that emotion could decrease the effect of perceived cost on perceived value. Also, the emotional reactions would strengthen the effect of perceived value on impulse buying intention.

中文摘要 i
Abstract ii
Chapter1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation 5
1.3 Research Purpose 7
Chapter2. Literature Review 9
2.1 Impulse Buying 9
2.2 Social Media and Social Commerce 13
2.3 Tie Strength in Social Network Sites 16
2.4 Value-based model 17
Chapter3. Research Model and Hypothesis Development 20
3.1 Research Model 20
3.2 Hypothesis Development 24
3.2.1 Social Factor 24
3.2.2 Emotional Status 26
3.3 Control variables 28
3.4 Operation Definition 29
Chapter4. Research Methodology and Data Collection 31
4.1 Experimental Design and Process 31
4.2 Measurement 34
4.3 Experimental System and Scenario Design 39
4.3.1 Experimental System 39
4.3.2 Scenario Design 39
4.4 Incentive Mechanisms 41
4.5 Pilot Test 42
4.6 Data Collection 43
Chapter 5 Data Analysis 44
5.1 Manipulation Check 44
5.2 Demographic Statistics 45
5.3 Measurement Validation 48
5.3.1 Reliability and validity 48
5.3.2 Formative Construct Validation 52
5.3.3 Common method variance 53
5.4 Hypothesis Testing 56
5.4.1 Testing the main effect of social factors 57
5.4.2 Testing the main effect of emotional reactions 58
5.4.3 Testing the moderating effect of emotional reactions 59
5.5 Discussion 62
5.5.1 Comparing the social factors in each condition 62
5.5.2 Comparing the effect of emotional reactions on impulse buying intention 65
Chapter 6 Conclusion 70
6.1 Summary 70
6.2 Implication 72
6.2.1 Theoretical implication 72
6.2.2 Practical implication 73
6.3 Limitation 74
6.4 Future Research 74
Reference 76
Appendix 82

Adelaar, T., et al. (2003). "Effects of media formats on emotions and impulse buying intent." Journal of Information Technology18(4): 247-266.

Amos, C., et al. (2014). "A meta-analysis of consumer impulse buying." Journal of Retailing and Consumer Services21(2): 86-97.

Beatty, S. E. and M. Elizabeth Ferrell (1998). "Impulse buying: modeling its precursors." Journal of retailing74(2): 161-167.

Beatty, S. E. and M. E. Ferrell (1998). "Impulse buying: modeling its precursors." Journal of retailing74(2): 169-191.

Belvaux, B. (2011). "The Development of Social Media: Proposal for a Diffusion Model Incorporating Network Externalities in a Competitive Environment." Recherche et Applications en Marketing (English Edition)26(3): 7-22.

Carte, T. A. and C. J. Russell (2003). "In pursuit of moderation: Nine common errors and their solutions." Mis Quarterly: 479-501.

Cheung, C. M., et al. (2014). "Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions." Decision Support Systems.

Chu, S.-C. and Y. Kim (2011). "Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites." International journal of Advertising30(1): 47-75.

Cohen, J. B. and C. S. Areni (1991). "Affect and consumer behavior." Handbook of consumer behavior4(7): 188-240.

Coley, A. and B. Burgess (2003). "Gender differences in cognitive and affective impulse buying." Journal of Fashion Marketing and Management7(3): 282-295.

DĐNCER, C. (2010). "The influence of affect and cognition on impulse buying behavior."

Dennison, G., et al. (2009). "Social commerce defined." White paper23747.

Diamantopoulos, A. and J. A. Siguaw (2006). "Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration." British Journal of Management17(4): 263-282.

Ellison, N. B., et al. (2007). "The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites." Journal of Computer‐Mediated Communication12(4): 1143-1168.

Floh, A. and M. Madlberger (2013). "The role of atmospheric cues in online impulse-buying behavior." Electronic Commerce Research and Applications12(6): 425-439.

Fornell, C. and D. F. Larcker (1981). "Evaluating structural equation models with unobservable variables and measurement error." Journal of marketing research: 39-50.

Gardner, M. P. (1985). "Mood states and consumer behavior: a critical review." Journal of consumer research: 281-300.

Gonçalves Curty, R. and P. Zhang (2013). "Website features that gave rise to social commerce: a historical analysis." Electronic Commerce Research and Applications12(4): 260-279.

Granovetter, M. S. (1973). "The strength of weak ties." American journal of sociology: 1360-1380.

Gupta, S. and H. W. Kim (2010). "Value‐driven Internet shopping: The mental accounting theory perspective." Psychology & Marketing27(1): 13-35.

Hajli, M. N. (2014). "The role of social support on relationship quality and social commerce." Technological Forecasting and Social Change87: 17-27.

Heinonen, K. (2011). "Consumer activity in social media: Managerial approaches to consumers'' social media behavior." Journal of Consumer Behaviour10(6): 356-364.

Hodge, R. (2004). "Factors influencing impulse buying during an online purchase transaction."

Hudson, S., et al. (2015). "The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees." Tourism Management47: 68-76.

Kaplan, A. M. and M. Haenlein (2010). "Users of the world, unite! The challenges and opportunities of Social Media." Business horizons53(1): 59-68.

Kim, H.-W., et al. (2007). "Value-based adoption of mobile internet: an empirical investigation." Decision Support Systems43(1): 111-126.

Kim, H.-W. and S. Gupta (2009). "A comparison of purchase decision calculus between potential and repeat customers of an online store." Decision Support Systems47(4): 477-487.

Kim, H.-W., et al. (2011). "Investigating the intention to purchase digital items in social networking communities: A customer value perspective." Information & Management48(6): 228-234.

Kim, S. and H. Park (2013). "Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance." International Journal of Information Management33(2): 318-332.

Lee, Y. and O. Kwon (2011). "Intimacy, familiarity and continuance intention: An extended expectation–confirmation model in web-based services." Electronic Commerce Research and Applications10(3): 342-357.

Liang, T.-P., et al. (2011). "What drives social commerce: The role of social support and relationship quality." International Journal of Electronic Commerce16(2): 69-90.

Liang, T.-P. and E. Turban (2011). "Introduction to the special issue social commerce: a research framework for social commerce." International Journal of Electronic Commerce16(2): 5-14.

Lin, N. (1999). "Building a network theory of social capital." Connections22(1): 28-51.

Lin, S.-C. "THE EFFECT OF ELECTRONIC WORD-OF-MOUTH INFORMATIONAL CONFORMITY ON IMPULSE PURCHASING."

Lindell, M. K. and D. J. Whitney (2001). "Accounting for common method variance in cross-sectional research designs." Journal of applied psychology86(1): 114.

Liu, Y., et al. (2013). "Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions." Decision Support Systems55(3): 829-837.

Lu, H.-P. and K.-Y. Lin (2012). "Factors influencing online auction sellers'' intention to pay: an empirical study integrating network externalities with perceived value." Journal of Electronic Commerce Research13(3): 238-254.

Lu, Y., et al. (2010). "Exploring factors affecting Chinese consumers'' usage of short message service for personal communication." Information Systems Journal20(2): 183-208.

Maymand, M. M. and M. Ahmadinejad (2011). "Impulse buying: the role of store environmental stimulation and situational factors (An empirical investigation)." African Journal of Business Management5(34): 13057-13065.

Nadeau, R., et al. (1993). "New evidence about the existence of a bandwagon effect in the opinion formation process." International Political Science Review14(2): 203-213.

Ng, C. S.-P. (2013). "Intention to purchase on social commerce websites across cultures: A cross-regional study." Information & Management50(8): 609-620.

Parboteeah, D. V., et al. (2009). "The influence of website characteristics on a consumer''s urge to buy impulsively." Information Systems Research20(1): 60-78.

Parra-López, E., et al. (2011). "Intentions to use social media in organizing and taking vacation trips." Computers in Human Behavior27(2): 640-654.

Podsakoff, P. M., et al. (2012). "Sources of method bias in social science research and recommendations on how to control it." Annual review of psychology63: 539-569.

Rook, D. W. (1987). "The buying impulse." Journal of consumer research14(2): 189-199.

Söderlund, M. and S. Rosengren (2007). "Receiving word-of-mouth from the service customer: an emotion-based effectiveness assessment." Journal of Retailing and Consumer Services14(2): 123-136.

Sharma, P., et al. (2010). "Impulse buying and variety seeking: A trait-correlates perspective." Journal of Business Research63(3): 276-283.

Shiau, W.-L. and M. M. Luo (2012). "Factors affecting online group buying intention and satisfaction: A social exchange theory perspective." Computers in Human Behavior28(6): 2431-2444.

Shin, D.-H. (2013). "User experience in social commerce: in friends we trust." Behaviour & information technology32(1): 52-67.

Steinfield, C., et al. (2008). "Social capital, self-esteem, and use of online social network sites: A longitudinal analysis." Journal of Applied Developmental Psychology29(6): 434-445.

Stern, H. (1962). "The significance of impulse buying today." The Journal of Marketing26(2): 59-62.

Teng, W., et al. (2009). "Exploring the mass adoption of third-generation (3G) mobile phones in Taiwan." Telecommunications Policy33(10): 628-641.

Thoumrungroje, A. (2014). "The Influence of Social Media Intensity and EWOM on Conspicuous Consumption." Procedia-Social and Behavioral Sciences148: 7-15.

Trusov, M., et al. (2009). "Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site." Journal of marketing73(5): 90-102.

Tsai, M.-T., et al. (2011). "Understanding online group buying intention: the roles of sense of virtual community and technology acceptance factors." Total Quality Management & Business Excellence22(10): 1091-1104.

Vohs, K. D. and R. J. Faber (2007). "Spent resources: Self‐regulatory resource availability affects impulse buying." Journal of consumer research33(4): 537-547.

Wang, H.-Y. and S.-H. Wang (2010). "Predicting mobile hotel reservation adoption: Insight from a perceived value standpoint." International Journal of Hospitality Management29(4): 598-608.

Weinberg, P. and W. Gottwald (1982). "Impulsive consumer buying as a result of emotions." Journal of Business Research10(1): 43-57.

Wells, J. D., et al. (2011). "Online impulse buying: understanding the interplay between consumer impulsiveness and website quality." Journal of the Association for Information Systems12(1): 32-56.

Westbrook, R. A. (1987). "Product/consumption-based affective responses and postpurchase processes." Journal of marketing research: 258-270.

Wirtz, J. and P. Chew (2002). "The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behaviour." International journal of service industry management13(2): 141-162.

Wood, M. (1998). "Socio-economic status, delay of gratification, and impulse buying." Journal of economic psychology19(3): 295-320.

Zhang, H., et al. (2014). "What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences." Information & Management.


[1] http://betabait.com/the-impulse-shopping-fact-sheet/

[2] http://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/