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研究生:曾怡晴
研究生(外文):TSENG, I-CHING
論文名稱:應用S-O-R理論探討社群媒體影響購買意願之因素-以美食開箱影片為例
論文名稱(外文):Applying the S-O-R Theory to Investigate the Impact Factors of Social Media on Consumers’ Purchasing Intention: A Case Study of Gourmet Unboxing Videos
指導教授:吳純慧吳純慧引用關係
指導教授(外文):WU, CHUN-HUI
口試委員:連俊瑋吳昌憲吳純慧
口試委員(外文):LIAN, JIUNN-WOEIWU, CHANG-SHIANNWU, CHUN-HUI
口試日期:2020-06-23
學位類別:碩士
校院名稱:國立虎尾科技大學
系所名稱:資訊管理系碩士班
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:2020
畢業學年度:108
語文別:中文
論文頁數:71
中文關鍵詞:S-O-R理論美食開箱影片網路口碑信任購買意願
外文關鍵詞:S-O-R TheoryGourmet Unboxing VideoOnline Word-of-MouthTrustPurchase Intention
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近年來社群媒體的發展與進步,改變許多消費者接收資訊的管道和購買方式,而在社群媒體大量出現了許多開箱影片,消費者不僅先透過網際網路取得產品資訊,更會到社群媒體上觀看網路紅人拍攝使用產品的使用心得及實際效果的影片,使消費者可以參考產品的資訊與喜愛度,來決定是否有購買意願。本研究以刺激-有機體-反應(S-O-R)為基礎框架,探討消費者對於社群媒體開箱影片的「網路口碑」、「品牌形象」、「資訊品質」、「信任」、「知覺價值」以及「購買意願」等六大構面。本研究方法採用量化研究之問卷調查法,以觀看美食開箱影片之消費者為受測對象,以網路發放問卷進行研究資料之蒐集,總共回收300份問卷,有效問卷248份。使用SPSS 20.0與SmartPLS 3.0統計軟體進行各構面之敘述性統計、測量模式分析、結構模式分析以及假說驗證。本研究結果顯示:(1)「網路口碑」對「信任」具有正向的影響;(2)「品牌形象」對「信任」與「知覺價值」均具有正向的影響;(3)「資訊品質」對「信任」與「知覺價值」均具有正向的影響;以及 (4)「信任」與「知覺價值」對「購買意願」均具有正向的影響。根據研究結果建議未來企業若想提高消費者對美食開箱影片之商品的購買意願,能與拍攝影片經營者合作舉辦限量抽獎活動,使消費者免費體驗商品後,對商品的購買意願將會進而提高。
In recent years, based on the development and progress of social media, many consumers have changed the channels for receiving information and the way they buy. However, a lot of unboxing videos have appeared on social media, it also allows consumers to go to social media to watch online celebrities' videos on the experience and actual effects of using the product to understand the product's information and love, so that consumers can decide whether they want to buy. This research uses the stimulus-organism-response (SOR) as the basic framework to further explore consumers' total of six aspects including online word-of-mouth, brand image, information quality, trust, perceived value, purchase intention. In this study, the questionnaire survey method of quantitative research is used as the research method, and consumers who watch the unpacking videos of gourmet are the subjects of the test. We conduct data analysis with partial least squares using SPSS 20.0 and SmartPLS 3.0 statistical software. Research results show that online word-of-mouth has a significant impact on trust; brand image has a significant impact on trust and perceived value; information quality has a significant impact on trust and perceived value; trust and perceived value have a significant impact on purchase intention. According to the research results, the author believes that if future companies want to increase consumers' willingness to buy unboxing videos of gourmet products, they can cooperate with film shooting operators to hold limited draws. This will allow consumers to experience the product for free, increasing their willingness to purchase the product and increasing their favorable attitude towards the product.
摘要...................i
Abstract...............ii
誌謝...................iii
目錄...................iv
表目錄.................vii
圖目錄.................ix
第一章 緒論................1
1.1 研究背景與動機..........1
1.2 研究目的...............3
1.3 研究流程...............4
第二章 文獻探討.............5
2.1 社群媒體................5
2.2 S-O-R 理論............6
2.3 網路口碑................8
2.4 品牌形象................10
2.5 資訊品質................11
2.5.1 資訊品質衡量指標...................12
2.5.2 資訊品質相關研究文獻...................13
2.6 信任...................13
2.7 知覺價值................15
2.8 購買意願................17
2.8.1 購買意願之定義...................17
2.8.2 購買意願影響因素之相關研究.............17
第三章 研究方法................20
3.1 研究架構.......20
3.2 研究假說.......21
3.3 研究變數之操作型定義.....................23
3.4 研究對象............26
3.5 問卷設計............26
3.6 資料處理與分析................27
第四章 資料分析..........29
4.1 前測分析............29
4.2 敘述性統計分析........28
4.3 測量模式分析........34
4.3.1 信度分析................36
4.3.2 效度分析................36
4.4 結構模式分析.........40
第五章 結論與建議................44
5.1 實證結果................44
5.2 學術貢獻................45
5.3 實務貢獻................46
5.4 研究限制................47
5.5 未來研究建議...............47
參考文獻................48
附錄.....................63
Extended Abstract..........67


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