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研究生:廖健宇
研究生(外文):LIAO,JIAN-YU
論文名稱:網紅代言與準社會互動對社群商務中衝動購買的影響
論文名稱(外文):The Impact of Wanghong Endorsement and Parasocial Interaction on Impulsive Buying in Social Commerce
指導教授:陳建文陳建文引用關係
指導教授(外文):CHEN,CHIEN-WEN
口試委員:林清同張芳凱
口試委員(外文):LIN,CHING-TORNGCHANG,FANG-KAI
口試日期:2021-06-09
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理學系
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:2021
畢業學年度:109
語文別:中文
論文頁數:146
中文關鍵詞:網紅衝動性購買準社會互動認知信任情感信任
外文關鍵詞:WanghongUrge to Buy ImpulsivelyParasocial InteractionCognitive TrustAffective Trust
相關次數:
  • 被引用被引用:0
  • 點閱點閱:127
  • 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:0
目錄
第一章、緒論 1
1.1研究背景 1
1.2研究動機 12
1.3研究目的 19
1.4研究流程 20
第二章、文獻探討 21
2.1網紅(WANGHONG) 21
2.1.1 網紅定義 21
2.1.2 台灣網紅產業趨勢 22
2.2衝動性購買介紹 23
2.2.1 衝動性購買定義 23
2.3 S-O-R(STIMULUS-ORGANISM-RESPONSE)模式 25
2.3.1 S-O-R相關文獻之彙整 26
2.4 信號理論(SIGNAL THEORY) 36
2.5 準社會互動(PARASOCIAL INTERACTION) 38
2.6刺激因子(STIMULUS) 45
2.6.1 資訊品質(Information Quality) 45
2.6.2 相似性(Similarity) 45
2.6.3 專業性(Expertise) 46
2.6.4 社會吸引力(Social Attractiveness) 46
2.7個體因子(ORGANISM) 47
2.7.1 認知信任(Cognitive trust) 47
2.7.2情感信任(Affective trust) 47
2.7.3 準社會互動(Parasocial Interaction) 48
2.7.4 衝動性購買傾向(Impulsive Buying Tendency) 48
2.8反應因子(RESPONSE) 49
2.8.1 衝動性購買意圖(Urge to Buy Implusively) 49
第三章、研究方法 50
3.1 研究架構 50
3.2 研究假說 51
3.2.1資訊品質與認知信任之關係 51
3.2.2相似性與認知信任之關係 51
3.2.3相似性與情感信任之關係 51
3.2.4網紅的個人特質與準社會互動之關係 52
3.2.5專業性與認知信任之關係 53
3.2.6認知信任與情感信任之關係 53
3.2.7情感信任與準社會互動之關係 53
3.2.8準社會互動與衝動性購買之關係 54
3.2.9認知信任與衝動性購買意圖之關係 55
3.2.10情感信任與衝動性購買意圖之關係 55
3.2.11衝動購買傾向與衝動性購買意圖之關係 56
3.3 研究變數操作型定義 58
3.3.1 資訊品質(Information Quality) 58
3.3.2 相似性(Similarity) 58
3.3.3 專業性(Expertise) 59
3.3.4 社會吸引力(Social Attractiveness) 60
3.3.5 認知信任(Cognitive trust) 60
3.3.6 情感信任(Affective trust) 61
3.3.7 準社會互動(Parasocial Interaction) 61
3.3.8 衝動購買傾向(Impulsive Buying Tendency) 62
3.3.9 衝動性購買意圖(Urge to Buy Implusively) 63
3.4研究方法 65
3.4.1研究對象 65
3.4.2資料蒐集 65
3.5 資料分析方法 65
3.5.1敘述性統計分析 65
3.5.2 信度分析 65
3.5.3 效度分析 67
3.5.4 部分最小平方法(Partial Least Squares, PLS) 67
3.5.5 PLS執行步驟 68
第四章、研究結果分析 75
4.1資料分析方法 75
4.1.1 樣本個人特徵 75
4.1.2 樣本使用特徵 76
4.2各構面統計分析 79
4.3信效度分析 83
4.3.1 信度分析 83
4.3.2 效度分析 86
4.4研究假設與驗證結果 92
4.4.1 研究假設檢定 92
4.5效果分析 95
4.6中介分析 100
第五章、結論與建議 102
5.1結論 102
5.2研究貢獻 104
5.2.1 學術貢獻 104
5.2.2 實務貢獻 106
5.2.3 未來研究建議 107
5.2.4 研究限制 108
參考文獻 109

圖目錄
圖1-1、全球地區零售電子商務銷售額(eMarketer,2020) 1
圖1-2、台灣零售電子商務銷售額(Hootsuite,2020b) 2
圖1-3、台灣社群媒體平台使用率排行(Hootsuite,2020b) 3
圖1-4、美國Z世代購物決策影響分析(eMarketer,2019b) 5
圖1-5、台灣網紅對用戶購物決策影響分析(資策會,2018) 6
圖1-6、網紅對美國Z世代和千禧世代消費者購物決策影響分析(eMarketer,2019c) 7
圖1-7、社群平台對台灣民眾消費旅程的影響(社群藍皮書,2019) 8
圖1-8、全球10大消費者類型與購物途徑分析(Euromonitor,2019) 9
圖1-9、研究流程 20
圖2-1、台灣網紅導購模式(數位時代,2020) 23
圖2-2、S-O-R模式圖(Mehrabian & Russell, 1974) 25
圖3-1、研究架構 50
圖3-2、初步PLS架構圖 69
圖3-3、修正後PLS架構圖 74
圖4-1、結構模型之路徑分析與假設驗證結果 94

表目錄
表2-1、S-O-R相關文獻之彙整 26
表2-2、S-O-R於衝動購買研究變數 31
表2-3、準社會互動相關研究彙整 39
表2-4、準社會互動(Parasocial Interaction)研究變數 42
表3-1、研究假設彙整 57
表3-2、資訊品質衡量構面 58
表3-3、相似性衡量構面 59
表3-4、專業性衡量構面 59
表3-5、社會吸引力衡量構面 60
表3-6、認知信任衡量構面 60
表3-7、情感信任衡量構面 61
表3-8、準社會互動衡量構面 62
表3-9、衝動購買傾向衡量構面 63
表3-10、衝動性購買意圖衡量構面 63
表3-11、本研究各變數之操作型定義表 64
表3-12、信度係數的判斷標準 66
表3-13、觀察變項參數表 70
表3-14、潛在變項參數表 72
表4-1、個人樣本特徵 75
表4-2、樣本使用特徵 77
表4-3、各構面敘述性統計資料分析 81
表4-4、敘述性結果及構面的內部一致性 83
表4-5、各別問項因素負荷量之檢測 84
表4-6、相關係數矩陣 87
表4-7、交叉負荷量矩陣 88
表4-8、 HTMT表 91
表4-9、研究假設檢定 92
表4-10、潛在自變項與潛在依變項之總效果 95
表4-11、中介效果檢定 100
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13.Agrawal, A. J. (2016). Why influencer marketing will explode in 2017. ,檢自: https://www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/#5715ddb520a9
14.資策會(2018)。台灣網紅對用戶購物決策影響分析,檢自:https://mic.iii.org.tw/aisp/ReportS.aspx?id=CDOC20180323002
15.Euromonitor(2019)。10大消費者類型及購物途徑分析,檢自:https://www.fashionexpress.org.tw/business/paper/5470565886
16.數位時代(2020)。2020年100大影響力網紅,檢自:
https://www.bnext.com.tw/article/58645/kk486
17.聯合新聞網(2019)。「網紅經濟」大行其道,成為KOL你將主宰世界?!,檢自:
https://udn.com/news/story/6846/4164220
18.NoxInfluencer(2020)。全方位分析提升網紅影響力,檢自:
https://tw.noxinfluencer.com/
19.台灣數位媒體應用暨行銷協會(2020)。台灣數位廣告量統計報告,檢自:
http://www.dma.org.tw/trend
20.台灣社群藍皮書(2020)。追蹤網紅的原因,檢自:
https://emkt.pixnet.net/blog/post/47322510-2020-%E5%B9%B4%E3%80%8A%E7%A4%BE%E7%BE%A4%E8%97%8D%E7%9A%AE%E6%9B%B8%08-pixnet-social-survey%E3%80%8B%EF%BC%9A%E8%B3%87%E8%A8%8A
21.台灣社群藍皮書(2019)。社群平台對消費旅程的影響,檢自:
https://emkt.pixnet.net/blog/post/46660527-%E7%A4%BE%E7%BE%A4%E8%97%8D%E7%9A%AE%E6%9B%B8-pixnet-social-survey%EF%BC%9A%E7%A4%BE%E7%BE%A4%E5%B9%B3%E5%8F%B0%E5%B0%8D%E6%B6%88%E8%B2%BB

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