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研究生:何慧信
研究生(外文):Hui-Hsing Ho
論文名稱:探討Facebook網路直播對非計畫性購買行為之影響
論文名稱(外文):The Effect of Facebook Live Stream on Unplanned Buying
指導教授:盧正宗盧正宗引用關係
指導教授(外文):Cheng-Tsung Lu
學位類別:碩士
校院名稱:國立臺中科技大學
系所名稱:會計資訊系碩士班
學門:商業及管理學門
學類:會計學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:48
中文關鍵詞:Facebook網路直播知覺服務品質顧客滿意度知覺產品價值非計畫性購買
外文關鍵詞:Facebook Live StreamPerceived Service QualityCustomer SatisfactionPerceived Product ValueUnplanned Buying
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Facebook在2007年及2015年所推出的粉絲專頁及直播的功能,使Facebook從人與人互動的社群網站,延伸為網路行銷上不可或缺的工具之一。資策會在2016年針對社群網站使用者進行調查,發現Facebook已經成為刺激使用者購物的重要媒介,且在2017年的調查中指出,有71.6%的網友偏好以Facebook作為主要的直播觀看平台。因此本研究將Facebook 網路直播特性區分為互動性及透明性,採用問卷調查方式收集資料,並將三大顧客認知因素 (知覺服務品質、顧客滿意度、知覺產品價值) 視為Facebook網路直播特性與非計畫性購買行為間的中介變數,以探討Facebook網路直播對非計畫性購買行為之影響。本研究採用問卷方式取得171份曾使用Facebook網路直播購物之研究樣本,實證發現:(1) Facebook網路直播特性會正向影響三大顧客認知因素 (知覺服務品質、顧客滿意度、知覺產品價值);(2) 知覺服務品質及顧客滿意度是影響消費者於Facebook網路直播上非計畫性購買之主要因素;(3) 知覺服務品質與顧客滿意度在Facebook網路直播特性對非計畫性購買之關係中,具有中介效果。
Facebook Pages and Facebook Live Stream, launched in 2007 and 2015, made Facebook from community website turn into one of internet marketing tools. MIC found that Facebook became an important media to stimulate the user’s shopping in 2016. On the other hand, MIC found 71.6% of netizen prefer to watch live stream on Facebook rather than others in 2017. Therefore, this study divides Facebook live stream features into interaction and transparency and collects research data by questionnaire. Furthermore, perceived service quality, customer satisfaction, and perceived product value are regarded as the mediator variables between Facebook live stream features and unplanned buying to examine the effect of Facebook live stream on unplanned buying. This study collects 171 research data who have been shopping at Facebook live stream by Internet questionnaires, and the empirical results show that: (1) Facebook live stream features have a significant impact on perceived service quality, customer satisfaction, and perceived product value; (2) The determinants of unplanned buying of consumer at Facebook live stream are perceived service quality and customer satisfaction; (3) Perceived service quality and customer satisfaction have a mediating effect in the relationship between Facebook live stream and unplanned buying.
摘要 i
ABSTRACT ii
目次 iii
表目次 iv
圖目次 v
第一章、 緒論 1
第一節、 研究背景及動機 1
第二節、 研究目的 4
第三節、 研究流程 5
第二章、 文獻探討 6
第一節、 FACEBOOK網路直播簡介 6
第二節、 FACEBOOK網路直播特性 7
第三節、 知覺服務品質 8
第四節、 顧客滿意度 9
第五節、 知覺產品價值 10
第六節、 非計畫性購買行為 11
第三章、 研究方法 13
第一節、 研究架構 13
第二節、 研究假說 14
第三節、 研究設計 20
第四節、 變數之操作性定義與信效度分析 23
第四章、 實證結果分析 28
第一節、 敘述性統計與相關性分析 28
第二節、 整體研究模型之配適度分析 29
第三節、 假說檢定結果 30
第五章、 結論 34
第一節、 研究發現 34
第二節、 管理意涵 36
第三節、 研究限制與未來研究建議 37
參考文獻 38
附錄-研究問卷 45
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