(3.235.108.188) 您好!臺灣時間:2021/03/03 20:16
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:吳佳翰
研究生(外文):WU, JAI-HAN
論文名稱:探討消費者在網路直播購物意願之研究
論文名稱(外文):Research on Consumers' Willingness to Live-Streaming Shopping
指導教授:邱順波邱順波引用關係
指導教授(外文):CHIU, SHUN-PO
口試委員:施福忠魏憲中
口試委員(外文):SHR, FU-JUNGWEI, HSIEN-CHUNG
口試日期:2020-06-19
學位類別:碩士
校院名稱:萬能科技大學
系所名稱:資訊管理研究所在職專班
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:2020
畢業學年度:108
語文別:中文
論文頁數:80
中文關鍵詞:網路直播平台知覺價值網路口碑社會臨場感媒介豐富度代言人可信度購買意願
外文關鍵詞:Live Streaming VideoPerceived ValueOnline word-of-mouthSocial PresenceInformation RichnessCredibility of EndorsersPurchase Intention
相關次數:
  • 被引用被引用:0
  • 點閱點閱:129
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:29
  • 收藏至我的研究室書目清單書目收藏:0
隨著網路頻寬與科技的進步,網路的應用範圍也越來越廣泛且普及,進而促進了網路直播平台技術的蓬勃發展,各大社群網站也逐漸新增直播的功能,藉由消費者瀏覽社群網站的同時,應用網路直播平台拍賣的新興商業手法來吸引消費者。消費者可以不定時觀看社群網站,並可透過網路直播拍賣的影片與網友分享、按讚購買產品,進而在線上評估及進行購買的行為。
本研究將探討消費者在網路直播平台購物之意願,分為(1)產品部分採用知覺價值、網路口碑構面;(2)直播平台特性採用社會臨場感、媒介豐富度構面;(3)直播主形象採用代言人可信度構面;用以上構面來檢視是否有影響消費者,於網路直播平台之購買意願。
本研究以問卷調查方式,針對觀看過「網路直播購物」的使用者作為受測對象。本研究收回的有效問卷317份,研究結果顯示:知覺價值、網路口碑、社會臨場感、代言人可信度之可靠性和吸引力,皆正向顯著的影響消費者購買意願,至於媒介豐富度及代言人可信度之專業性未達顯著,與原本預期不同。
本研究將可提供直播平台業者及直播主瞭解影響消費者購買行為模式的重要參考。
With the advancement of network bandwidth and technology, the application range of the network has become more and more widespread and popularized, which has promoted the vigorous development of online live broadcast platform technology, and major community websites have gradually added live broadcast functions. As consumers browse social networking sites, they use the emerging commercial methods of online live platform auctions to attract consumers. Consumers can watch community websites from time to time, and can share products with netizens through online live auctions, buy products by likes, and then evaluate and make purchases online.
This research will explore consumers' willingness to shop on the webcast platform. (1) The characteristics of the product that Perceived Value and Online word-of-mouth. (2) The characteristics of the Live Streaming Video that Social Presence and Information Richness. (3) The characteristics of the Broadcaster image the Credibility of Endorsers. use the above facets to check whether there is an impact on consumers’ purchase intentions on the webcast platform.
This research uses a questionnaire survey to target users who have watched "Internet Live Shopping". 317 valid questionnaires were recovered in this study. The results of the study show that Perceived Value, Online word-of-mouth, Social Presence, and the reliability and attractiveness of the Credibility of Endorsers, are all significance positively affecting purchase intention. The Information Richness and professional of the Credibility of Endorsers is nonsignificant, but it still positively affecting purchase intention. As for the richness of the media and the professionalism of the credibility of the spokesperson, it is not significant, which is different from the original expectations.
This study will provide an important reference for live broadcast platform operators and live broadcasters to understand the patterns of consumer purchase behavior.
中文摘要 i
Abstract ii
誌 謝 iii
目 錄 iv
表目錄 viii
圖目錄 ix
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 6
1.4 研究問題 6
1.5 研究流程 7
第二章 文獻探討 8
2.1 網路直播平台 8
2.2 知覺價值 10
2.2.1 知覺價值之定義 10
2.2.2 知覺價值之衡量構面 12
2.2.3 小結 14
2.3 網路口碑 15
2.3.1 口碑之定義 15
2.3.2 網路口碑之定義 15
2.3.3 網路口碑與傳統口碑之差異 16
2.3.4 網路口碑之衡量構面 17
2.3.5 小結 18
2.4 社會臨場感 19
2.4.1 社會臨場感之定義 19
2.4.2 社會臨場感之衡量構面 20
2.4.3 小結 21
2.5 媒介豐富度 22
2.5.1 媒介豐富度之定義 22
2.5.2 媒介豐富度之衡量構面 22
2.5.3 小結 23
2.6 代言人可信度 24
2.6.1 代言人可信度定義 24
2.6.2 代言人可信度衡量構面 25
2.6.3 小結 26
2.7 購買意願 27
2.7.1 購買意願定義 27
2.7.2 購買意願衡量構面 29
2.7.3 小結 30
第三章 研究方法 31
3.1 研究架構 31
3.2 研究假說 32
3.2.1 知覺價值與購買意願之關聯性 32
3.2.2 網路口碑與購買意願之關聯性 33
3.2.3 社會臨場感與購買意願之關聯性 34
3.2.4 媒介豐富度與購買意願之關聯性 34
3.2.5 代言人可信度與購買意願的關係 35
3.3 研究對象與抽樣方法 36
3.3.1 研究對象 36
3.3.2 抽樣方法 36
3.4 研究問卷變項之定義與衡量 37
3.4.1 問卷變項的操作型定義 37
3.4.2 知覺價值衡量問項 39
3.4.3 網路口碑衡量問項 40
3.4.4 社會臨場感衡量問項 41
3.4.5 媒介豐富度衡量問項 42
3.4.6 代言人可信度衡量問項 43
3.4.7 購買意願衡量問項 45
3.5 預試問卷信度 46
3.6 資料分析方法 47
第四章 實證分析與結果 48
4.1 樣本資料性統計分析 48
4.2 各構面敘述統計 50
4.3 測量模型分析 51
4.3.1 信度及效度分析 51
4.3.2 區別效度 53
4.4 結構模型分析 54
4.4.1 路徑係數檢定 54
4.4.2 模型解釋力估算 56
第五章 結論與建議 57
5.1 研究結果與討論 57
5.2 研究貢獻 61
5.2.1 研究發現 61
5.2.2 管理意涵 62
5.3 研究限制與未來研究建議 63
5.4 實務建議 64
參考文獻 65
附錄、正試問卷 76
中文文獻
王如鈺、王仁宏、莊濟任(2012)。網路口碑對網路團購意圖之影響。中原企管評論,10(1),1-34。
江義平、楊婉伶 (2019)。線上社群影音參與行為之研究─以直播、短片為例。2019CMR全文稿(ROOM B1-A)。
李啟誠、李羽喬 ( 2010 )。網路口碑對消費者購買決策之影響─以產品涉入及品牌形象為干擾變項。中華管理以評論國際學報,13(1 )。
李佑剛(2009)。代言人可信度、代言商品認知與消費者購買意願之相關研究-以王建民為例(碩士論文)。國立高雄師範大學。
李蕙如(2017)。代言人可信度對消費者購買意願之影響—以金城武代言長榮航空為例(碩士論文)。國立聯合大學。
吳長生、袁家徹(2016)。品牌形象、知覺價格、知覺品質與知覺價值對私有品牌購買意願之影響—以7-SELECT The Beer 啤酒為例。創新與管理,12(1),77-110。
何慧儀、簡敏如(2011) 。電子雜誌品牌知名度對知覺價值及購買意願之影響。中華印刷科技年報,258-269。
林建煌(2009)。消費者行為。臺北市:華泰文化。
林宜蓁(2018)。LINE貼圖的知覺價值及使用動機對購買意願影響之研究:以L大學為例(碩士論文)。嶺東科技大學。
林岱(2018)。網路口碑對購買意願之影響 - 從眾行為之干擾效果(碩士論文)。德明財經科技大學。
林靖珉(2018)。網路口碑對消費者購買意願影響之研究-以美妝品為例(碩士論文)。國立高雄應用科技大學。
林怡廷(2018)。消費者使用社群網路直播平台之動機與行為意圖之研究(碩士論文)。亞東技術學院。
林依嫻(2013)。品牌代言人可信度對消費者購買意願影響之研究─以拋棄式隱形眼鏡產品為例(碩士論文)。東海大學。
林鈺真(2010)。網站社會臨場感與媒介豐富度對線上消費者行為的影響之研究-以拍賣網站為例(碩士論文)。銘傳大學。
林鈺璉(2013)。代言人可信度、促銷活動與購買意願關聯性之研究-以電視購物台為例(碩士論文)。義守大學。
邱士芩(2019)。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(碩士論文)。輔仁大學。
張淑青(2006)。顧客忠誠驅動因子之研究-顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響。輔仁管理評論。第十三卷,第一期,頁 107-132。
張祐禎(2015)。探討代言人可信度、品牌形象與消費者購買意願之關係-以五月天代言 HTC 為例(碩士論文)。實踐大學。
張勝富(2017)。代言人對消費者購買意願之研究-以Facebook自媒體直播為例(碩士論文)。中國文化大學。
張耀之(2017)。社會臨場感對遊戲直播平台觀眾使用型態之關係研究-以Twitch平台為例(碩士論文)。世新大學。
陳裔恬(2017)。網路口碑對購買意願之影響—以平台可信度和種類為干擾變數(碩士論文)。輔仁大學。
陳俐臻(2019)。以Howard消費者決策模型探究品牌認知、態度以及品牌形象對直播購買意願之影響(碩士論文)。國立高雄師範大學。
黃麗霞、張重昭 ( 2003 )。訊息來源、正負面訊息與市場行家特質對網路訊息傳播之影響。電子商務研究, 1 ( 1 ) , 25-40。
莊宇澤(2017)。代購平台之知覺價值與網路口碑對 消費者購買意願影響研究(碩士論文)。輔仁大學。
楊孝濚(1995)。傳播社會學。台北:台灣商務。
劉勇志(2012)。代言人可信度因素對消費者購買意願影響之研究(碩士論文)。國立臺東大學。
劉芳綺(2019)。Facebook直播的實況主形象、廣告效果 對消費者購買意願影響之研究-以美容產品為例(碩士論文)。康寧大學。
蔡承修(2008)。口碑傳播與運動商品購買行為關係之研究- 以臺北市大學生為例(碩士論文)。
顏慧明、封睿豪(2019)。網購消費者對賣家商品知覺價值、從眾行為、網站特性與購買意願之研究-以台灣快時尚服飾為例。樹德科技大學學報,21(1),1-21。
英文文獻
Alford, B. L., & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavioral intention. Journal of Business research, 55(9), 775-783.
Argyle, M., & Dean, J. (1965). Eye-contact, distance and affiliation. Sociometry, 28(3), 289-304.
Arndt, J. (1967). Word of Mouth Advertising: A Review of the Literature. New York:Advertising Research Foundation.
Assael, H. (2004). Customer Behavior: A Strategic Approach.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
Berlo, D. K., Lemert, J. B., & Mertz, R. J. (1969). Dimensions for evaluating the acceptability of message sources. Public opinion quarterly, 33(4), 563-576.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing , 15(3), 31-40 .
Bower, A. B., & Landreth, S. (2001). Is beauty best? Highs versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
Brown, J. S., & Duguid, P. (2001). Knowledge and organization: A social-practice perspective. Organization science, 12(2), 198-213.
Burke, K., & Chidambaram, L. (1999). How Much Bandwidth Is Enough? A Longitudinal Examination of Media Characteristics and Group Outcomes. MIS Quarterly, 23(4), 557-579.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.
Daft, R. L., & Lengel, R. H. (1984). Information richness: A new approach to managerial information processing. Research in organizational behavior, 6, 191-233.
Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management science, 32(5), 554-571.
Daft, R. L., Lengel, R. H., & Trevino, L. K. (1987). Message equivocality, media selection, and manager performance: Implications for information systems. MIS Quarterly, 11(3), 355-366.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Dickson, M. A. (2000). Personal values, beliefs, knowledge, and attitudes relating to intentions to purchase apparel from socially responsible businesses. Clothing and Textiles Research Journal, 18(1), 19-30.
Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in consumer research, 12(1), 85-90.
Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Effects of price, brand, and store Information on buyers’product evaluations. Journal of Marketing Research, 28(3), 307-319.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior, Chicago. Dry Den, 12, 251-264.
Fishbein, M. A., & Ajzen, I. (2011). I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research. Reading, Addison-Wesley.
Fornell, C. R. & Larcker, F. F. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(3), 39-51.
Gefen, D., and Straub, D.W. (1997) “Gender differences in perception and adoption of e-mail: an extension to the technology acceptance model,” MIS Quarterly (21:4) 1997, 389-400.
Gefen, D. & Straub, D. W (2003). Managing User Trust in B2C E-Services. E-Service Journal,2 (2), 7-24.
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424.
Gelb,B.D., & Sundaram, S. (2002) . Adaptingto Wordof Mouse. Business Ho rizons, 4 5 (4), 21 - 25.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A Dyadic Study of Interpersonal Information Search. Journal of the Academy of Marketing Science, 26(2), 83 - 100.
Goyette , I. , Ricard, L. , Bergeron , J . & Marticotte, F. (2010). E-WOM Scale:Word-of-Mouth Me a surement Scalefore-Services Contex t. Canadian. Journl of Administrative Sciences, 2 7 (1), 5 - 23.
Greef, H. & Ijsselsteijn, Wijnand. (2000). Social presence in the photoshare tele-application. Teleoperators and Virtual Environments - Presence. 27-28.
Gruen, T. W., Osmonbekov, T. D., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.
Gunawardena, C. N. & Zittle, F. J. (1997). ”Social presence as a predictor of satisfaction within a computer-mediated conferencing environment ”American. Journal of Distance Education, 11(3), 8-26.
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7): Pearson Upper Saddle River.
Hennig-Thurau,T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronicword-of- mouth via consumer - opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50–68.
Hulland, J. S. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20(4), 195-204.
Jones, M.A. (1999) “Entertaining shopping experiences: an exploratory investigation,”. Journal of Retailing and Consumer Services (6), 129-139.
Shen, K. N., Yu, A. Y., & Khalifa, M. (2010). Knowledge contribution in virtual communities: accounting for multiple dimensions of social presence through social identity. Behaviour & Information Technology, 29(4), 337-348.
Keaveney, S. M. (1992). An empirical investigation of dysfunctional organizational turnover among chain and non-chain retail store buyers. Journal of Retailing, 68(2), 145.
Kotler, P. (1997). Marketing management: analysis. Planning, Implementation, and Control, 9.
Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of marketing research, 39(1), 61-72.
Liebermann, Y. & Flint-Goor, A. (1996). Message strategy by product-class type: A matching model. International Journal of Research in Marketing, 13(3), 237-249.
Lim, K.H. & Benbasat, L. (2000) “The Effect of Multimedia on Perceived Equivocality and Perceived Usefulness of Information System,”. MIS Quarterly (24) 2000, 449-471.
Lord, K. R., & Putrevu, S. (2009). Informational and transformational responses to celebrity endorsements. Journal of Current Issues & Research in Advertising, 31(1), 1-13.
Mangold, W. G., Miller, F., & Brockway, G. R. (1999). Word‐of‐mouth communication in the service marketplace. Journal of Services Marketing, 13(1), 73-89.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
Miranda S. M. & Saunders C. S. (2003). The Social Construction of Meaning: An Alternative Perspective on Information Sharing, Volume 14, Issue 1.
Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. In Jacoby, J., & Olson, J. (Eds.), the Perception of Merchandise and Store Quality (209-232). Lexington, MA: Lexington Books.
Monroe. (1990) The Effect of Priceon Subjective Product Evaluation, in Perceived Quality: How Consumers View Stores and Merchandice(eds)., Lexington: Lexington Books, 209-232.
Nunnally, J. C. (1978). Psychometric Theory (2nd Ed). New York:McGraw-Hill.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers perceived expertise, trustworthines and attractiveness. Journal of Advertising, 19(3), 39-52.
Parasuraman, A. & Grewal, D. (2000). The impact of technology on the quality-value- loyalty chain: a research agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
Petrick, J. F. & Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers intentions to revisit. Journal of Travel Research,41(1), 38-45.
Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34, 119-134.
Petty, R. E., Cacioppo, J. T., & Goldman, R. (1981). Personal involvement as adeterminant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847.
Puntoni, S. (2001). Self-identity and purchase intention: an extension of the theory of planned behaviour. ACR European Advances.
Rice, R. E., & Case, D. (1983), “Electronic Message Systems in the University: A Description of Use and Utility,” Journal of Communication, 33(1), 131-152.
Rice, R. D., Chang, S. J. & Torobin, J. (1992). Communicator style, media use, organizational level, and evaluation of electronic messaging. Management Communication Quarterly, 6 (1), 3-33.
Richins, M. L., & Root-Shaffer, T. (1988). The role of involvement and opinionleadership in consumer word-of-mouth: An implicit model made explicit. Advances in Consumer Research, 15(1), 32-36.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th. NY: Prentice Hall, 15-36.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). What we buy: The theory of consumption value. Journal of Business Research, 22(2), 159-170
Short, J., Williams, E., & Christie, B. (1976). The Social Psychology of Telecommunica­ tions. London: John Wiley.
Solomon, M. R. (2015). Consumer Behavior, Global Edition. Pearson Education UK.
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47-65.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer-perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Swinyard, W. R. (1993). The effects of mood, involvement, and quality of store experience on shopping intentions. Journal of consumer research, 20(2), 271-280.
Tam, J. L. (2004). Customer satisfaction, service quality and perceived value: an integrative model. Journal of marketing management, 20(7-8),897-917.
Trevino, L. K., Lengel, R., & Daft, R. L. (1987). Media Symbolism, Media Richness, and Media Choice in Organization: A Symbolic Interactionist Perspective. Communication Research, 14(5), 553-574.
Westbrook, R. A. (1987). Product Consumption -Based Affective Responses and Post -Purchase Processes. Journal of Marketing Reasearch, 24 (3), 258-270.
Zeithaml, V. A. (1988). Consumer perception of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
網路文獻
財團法人台灣網路資訊中心 (TWNIC, 2019)
https://report.twnic.tw/2019/
資策會產業情報研究所 (MIC, 2017) https://mic.iii.org.tw/news.aspx?id=475&List=5 https://mic.iii.org.tw/industry.aspx?id=238&list=9
Ipsos 益普索市場研究報導 (Wendy Lai, 2019)
https://www.ipsos.com/en-tw/zhiboxingxiao-yunyongzhibochuangzaogengdaxiaoyi
Astral Web (歐斯瑞有限公司,2018)
https://www.astralweb.com.tw/the-livestream-trend-on-ecommerce-websites/
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔