臺灣博碩士論文加值系統

網路資訊的發達提高消費意識，對年輕消費族群產生很大影響，線上購物成為主要購物的管道，線上購物的盛行加速新品牌的產生，如女性保養品。在眾多線上品牌中僅有少部分受到消費者青睞，究其原因主要是受到線上品牌相關資訊的影響。本研究目的在探討資訊豐富度與其社會臨場感對消費者購買之影響，以網路問卷方式調查304位消費者，並以SEM結構模型方程式進行實證分析。研究結果顯示：(1)資訊豐富度對社會臨場感有正向影響，當消費者接收到的資訊豐富度程度愈高時，對於社會臨場感的感受也會提高。(2)社會臨場感正向影響購買意圖，當消費者接收到社會臨場感程度愈高時，亦會提高購買意圖。(3)資訊豐富度正向影響購買意圖，表示當消費者接收資訊豐富度愈多，消費者亦會思考購買與否，其中以資訊豐富度至社會臨場感路徑係數最高。根據本研究結果，對A化粧品公司管理建議如下：(1)定位產品可能的消費族群，並以文字敘述或影片的方式介紹，讓未使用過產品的顧客能對產品有初步瞭解。(2)推出熟齡肌膚所需的抗衰老產品，既能吸引新顧客消費也能守住舊顧客，以免因公司產品少而流失顧客。(3)透過網路名人的介紹讓更多消費者瞭解A化妝品公司的產品，也可藉此接觸到更廣泛年齡層的消費者。

The development of Internet information improves consumption awareness and has a great impact on young consumer groups. Online shopping has become the main shopping channel, and the popularity of online shopping accelerates the generation of new brands, such as female care products. Only a small part of online brands are favored by consumers, mainly because of the influence of information related to online brands. The purpose of this study was to explore the influence of information richness and social presence on consumers' purchase. 304 consumers were surveyed by online questionnaire and analyzed empirically by SEM structural model equation. The results show that :(1) information richness has a positive impact on social sense of presence. When consumers receive more information richness, their sense of social sense of presence will also improve. (2) Social presence has a positive influence on purchase intention. The higher the degree of social presence is received by consumers, the higher the purchase intention will be. (3) Information richness positively affects purchase intention, indicating that when consumers receive more information richness, they will also think about whether to buy, among which the path coefficient of information richness to social sense of presence is the highest. According to the findings of this study, Suggestions for the management of A cosmetics company are proposed as follows :(1) positioning potential consumer groups for the products, and introducing them by written description or film, so that customers who have not used the products can have A preliminary understanding of the products. (2) To launch anti aging products needed by mature skin, which can not only attract new customers, but also keep old customers, so as not to lose customers due to the few products of the company. (3) through the introduction of web celebrity, let more consumers know the products of makeup company A, and thus can reach consumers of A wider range of age.

摘要 I
Abstract II
目錄 IV
表目錄 V
圖目錄 VI
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 4
第二章、文獻回顧 5
第一節、產業概況與文獻回顧 5
第二節、刺激生理反應理論 10
第三節、資訊豐富度 11
第四節、社會臨場感 14
第五節、購買意圖 16
第六節、構面關聯性探討 18
第三章、研究方法 20
第一節、研究架構 20
第二節、研究假設 21
第三節、研究流程 22
第四節、研究變項之操作型定義 23
第五節、樣本資料 24
第六節、問卷設計 25
第四章、研究結果與分析 28
第一節、敘述性統計分析 28
第二節、獨立樣本檢定 41
第三節、信效度分析 47
第四節、整體模式適配度分析 49
第五節、假設檢定及路徑分析 52
第五章、結論與建議 54
第一節、結論 54
第二節、建議 56
參考文獻 57

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