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研究生:海欣
研究生(外文):MunkhtsetsegTumursukh
論文名稱:The Effect of Cultural Dimensions on the Relationship between Facebook Live Streaming Shopping and Consumer Engagement
論文名稱(外文):The Effect of Cultural Dimensions on the Relationship between Facebook Live Streaming Shopping and Consumer Engagement
指導教授:温敏杰
指導教授(外文):Miin-Jye Wen
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際經營管理研究所
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:2020
畢業學年度:108
語文別:英文
論文頁數:51
外文關鍵詞:Online shoppingLive streaming shoppingPerceived shopping valueCultural dimensionsConsumer engagement
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Intensively increasing usage of live streaming shopping is a popular topic to debate and make a discussion. Prior studies have proven that shopping experience could provide the utilitarian and hedonic shopping value. In addition to those values, the symbolic value is included in this study. During the last decades, small and medium-sized enterprises using social media live streaming functions as a marketing, and advertising tool. The social media is giving more opportunity to the consumers to engage with brands, exchange and share the information with each other about their experiences with the brand and organization through the reviews or WOM. Prior studies about the cross-cultural comparison have proved the significant influence of cultural dimensions on social relationships and consumers’ online behavior. Therefore, this study is selected the two fundamental dimensions to test the moderating effect.
TABLE OF CONTENTS
ABSTRACT I
ACKNOWLEDGEMENTS I
TABLE OF CONTENTS I
LIST OF TABLES I
LIST OF FIGURES I
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Online Shopping. 1
1.1.2 Social Media Live Streaming. 2
1.2 Research Objectives and Contribution. 4
1.3 Research Structure. 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 Hofstede’s Cultural Dimensions Theory. 6
2.2 Consumer Engagement. 7
2.3 Perceived Shopping Value. 8
2.3.1 Utilitarian Shopping Value. 8
2.3.2 Hedonic Shopping Value. 9
2.3.3 Symbolic Shopping Value. 10
2.4 Moderating Effect of the Cultural Dimensions. 10
2.4.1 Masculinity / Femininity. 10
2.4.2 Collectivism / Individualism. 11
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 13
3.1 Research Model. 13
3.2 Research Constructs Definition. 14
3.3 Research Construct Measurements. 14
3.3.1 Perceived Shopping Value 14
3.3.2 Consumer Engagement 15
3.3.3 Cultural Dimensions 15
3.4 Summary of Hypotheses. 17
3.5 Data Collection and Sampling. 18
3.6 Research Data Analysis Procedure. 18
3.7 Pilot Test Result. 19
CHAPTER FOUR RESEARCH RESULTS 22
4.1 Descriptive Analysis. 22
4.1.1 Characteristic of Respondents. 22
4.1.2 Descriptive Analysis of Questionnaire Items. 23
4.2 Common Method Bias. 24
4.3 Confirmatory Factor Analysis (CFA). 25
4.4 Structural Equation Modeling (SEM). 28
4.5 Moderating Effect of Cultural Dimension. 29
4.5.1 Moderating Effect on the Relationship Between Utilitarian Shopping Value and Consumer Engagement. 30
4.5.2 Moderating Effect on the Relationship Between Hedonic Shopping Value and Consumer Engagement. 31
4.5.3 Moderating Effect on the Relationship Between Symbolic Shopping Value and Consumer Engagement. 33
CHAPTER FIVE CONCLUSION AND SUGGESTION 36
5.1 Research Conclusion. 36
5.2 Theoretical and Managerial Implications. 38
5.4 Research Limitations and Suggestions. 38
REFERENCES 40
APPENDICES 43
Appendix 1: Research Questionnaire Design 43
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