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研究生:邱士芩
研究生(外文):CHIOU, SHR-CHIN
論文名稱:知覺價值、心流體驗對購買意圖的影響 -以產品發表會直播為例
論文名稱(外文):The Effect of Perceived Value and Flow on Purchase Intention-For Example On Product Launch of Live Webcast
指導教授:張銀益張銀益引用關係
指導教授(外文):CHANG, YIN-YIH
口試委員:李慶長林淑瓊
口試委員(外文):LEE, CHING-CHANGLIN, SHU-CHIUNG
口試日期:2019-06-12
學位類別:碩士
校院名稱:輔仁大學
系所名稱:資訊管理學系碩士在職專班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:69
中文關鍵詞:網路直播知覺價值心流體驗
外文關鍵詞:Live WebcastPerceived ValueFlowPurchase Intention
相關次數:
  • 被引用被引用:6
  • 點閱點閱:200
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
網路直播的技術發展日益純熟,各行各業開始運用直播平台做為行銷工具,把直播加入自己既有的商業模式當中,透過網路直播的即時性與真實性進行產品發表會,不但可以製作出傳統電視直播的活動效果,成本卻相對較低,同時也是觸及率最高的社群工具。因此本研究以使用者觀看產品直播後的知覺價值及心流體驗,探討對消費者購買意圖的影響程度。
本研究透過網路發放問卷,總共收集了303份有效問卷,經分析後得出之研究結果共有二點:
1.產品發表會直播的過程有越多的娛樂效果及互動的過程,越能讓使用者更專注其中,與心流體驗呈現正向的關係,進而正向提升購買意圖。
2.透過產品發表會直播,使用者可以立即知道產品更多的詳細功能,甚至有各種情境體驗的展示,皆對使用者的知覺價值有正向的影響,進而正向提升購買意圖。

The purpose of the study was to investigate the degree of influence on customers’ willingness to purchase by perceived value and flow experience after viewing the live webcasting of the product. Since the technology of webcasting is getting Increasingly sophisticated, various industries have begun to use the platform as marketing tool to involve in existing business model. Merchants launch their products via live webcasting which is immediacy and authenticity, can not only produce the effect of the traditional live TV broadcast, but also has a relatively low cost and the most reachable community tool.
The questionnaire was distributed online and a total of 303 valid questionnaires were analyzed. The results of the study found that (1) The more entertainment effects and interactive live webcasting processing, the more user can focus on it, which positively correlated with flow experience; furthermore, increasing the Intention to purchase positively. (2) Users can know more detailed functions of the product immediately through the live webcasting of product launch, even demonstrations of various situational experiences. Both have a positive impact on the user perceived value, thus also can increasing the Intention to purchase positively.

表次 v
圖次 vii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究目的 3
第四節 研究流程 4
第貳章 文獻探討 5
第一節 線上直播 5
第二節 心流體驗 17
第三節 知覺價值 22
第四節 購買意圖 25
第參章 研究方法 26
第一節 研究架構 26
第二節 研究假說 26
第三節 變數定義與衡量 29
第四節 資料分析方法 31
第五節 前測問卷 32
第肆章 資料分析與檢定結果 38
第一節 基本資料分析 38
第二節 研究構面問項分析 46
第三節 信度與效度分析 49
第四節 研究假說與檢定結果 51
第五節 分析與討論 53
第伍章 結論與建議 55
第一節 研究結論 55
第二節 研究建議 56
第三節 研究限制 57
第四節 未來研究方向 57
參考文獻 58
附錄一問卷 65


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