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研究生:劉希怡
研究生(外文):LAO HEI I
論文名稱:探討線上節慶⾏銷活動品質對消費者衝動性購買之影響-以節慶涉⼊為⼲擾變數
論文名稱(外文):Exploring the Impact of the Online Festival Marketing Activity Quality on Consumers’ Impulse Buying: The Moderating Role of Festival Involvement
指導教授:許嘉霖許嘉霖引用關係
指導教授(外文):HSU, CHIA-LIN
口試委員:陳彥君莊皓鈞
口試委員(外文):CHEN, YEN-CHUNCHUANG, HAO-CHUN
口試日期:2022-06-28
學位類別:碩士
校院名稱:中國文化大學
系所名稱:行銷碩士學位學程碩士班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:102
中文關鍵詞:線上節慶活動品質網絡氛圍品質感知娛樂品質資訊品質系統品質情緒反應節慶涉⼊衝動性購買
外文關鍵詞:online festival activity qualityweb atmosphere qualityperceived entertainment qualityinformation qualitysystem qualityemotionfestival involvementimpulse buying
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新冠肺炎的出現是電⼦商務的催化劑,導致電⼦商務平臺的競爭更趨激烈。雖然⼤多數電商平臺都加⼊節慶元素作為吸引客⼾的⾏銷策略之⼀,但以往的研究普遍忽視了線上節慶活動品質和消費者對節慶的涉⼊程度對消費者⾏為的影響。因此,本研究旨在探討線上節慶促銷活動中的節慶品質(包括網絡氛圍品質、感知娛樂品質、資訊品質、系統品質)、情緒反應(愉悅和喚醒)、消費者衝動性購買和節慶涉⼊之間的關係。並借鑒認知情緒理論為本研究之基礎。為了實現這⼀⽬標並檢驗假設,本研究利⽤ AMOS 建⽴結構⽅程模型。並採取問卷調查法,進⾏便利抽樣。本次研究共回收有效問卷338 份,並透過338 名有參與線上節慶⾏銷活動經驗的消費者進⾏假說驗證。本次模型分別透過信度收斂效度和區別效度來評估和測量。結果表明,感知娛樂品質、資訊品質和系統品質對消費者的愉悅情緒有正向且顯著的影響。此外,網絡氛圍品質、感知娛樂品質和系統品質對消費者的喚醒情緒也有正向且顯著的影響,進⽽顯著正向影響消費者的衝動性購買。值得注意的是,消費者的節慶涉⼊會加強網絡氛圍品質和感知娛樂品質對愉悅情緒之間的影響。並且,本研究發現感知娛樂品質對情緒有較⼤的影響。因此,策劃者應考慮在舉辦線上節慶活動時加⼊有趣和刺激的遊戲並打造⼀個具有吸引⼒的線上節慶氛圍去刺激消費者進⾏衝動性購買。最後,本研究結果希望能為電⼦商務平臺的⾏管理策略做出貢獻,並有助於更好地分配資源,讓平臺合理規劃線上節慶⾏銷活動,讓活動達到更⾼的成本效益。
Covid-19 has had a tremendous impact on industries worldwide;Nevertheless, it is the catalyst for e-commerce. With the increasingly fierce competition in the online shopping market, various e-commerce shopping platforms have combined the festival or particular date with shopping promotion activities. Although most of the merchants haveadded festival elements as one of the selling points, previous studies generally ignored the online festival activities' quality and festival involvement.Therefore, the purpose of this study aims to explore the relationships between online festival quality (web atmosphere quality, entertainment quality, information quality, system quality), consumers’ emotions (pleasure and arousal), consumers' impulse buying, and festival involvement in an online festival activity context. Drawing uponcognitive emotion theory. To achieve this object and prove the hypothesis,a structural equation model was established by AMOS. The modelwas tested using survey data from 338 customers who had experiencewith an online festival marketing activity. We assessed the measurement model by reliability, convergent, and discriminant validities, respectively.The results show that the perceived entertainment quality,information quality, and system quality significantly and positively affectconsumers’ pleasure emotions. Furthermore, the web atmosphere quality, perceived entertainment quality, and system quality significantly and positively affect consumers’ arousal emotion and in turn, significantly and positively affect consumers' impulse buying. It is noteworthy that festival involvement has a moderating effect on the relationships between web atmosphere and perceived entertainment quality with pleasure emotion. Therefore, to stimulate impulsive buying, platform marketers should consider adding interesting and exciting games and creating an attractive web festival atmosphere. Finally, the results of this study are expected to contribute to the operation and management strategy of e-platforms and help better allocate resources, to ensure cost-effectiveness.
中文摘要 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ i
英文摘要 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ ii
誌謝辭 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ iv
內容目錄 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ v
表目錄 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ vii
圖目錄 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ ix
第一章 緒論‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 1
第一節 研究背景及動機‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 1
第二節 研究目的‧‧‧‧‧‧‧‧‧‧‧‧ 6
第三節 研究架構‧‧‧‧‧‧‧‧‧‧‧‧ 6
第二章 文獻回顧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 8
第一節 認知情緒理論‧‧‧‧‧‧‧‧‧‧‧‧ 8
第二節 線上節慶活動品質‧‧‧‧‧‧‧‧ 9
第三節 情緒反應‧‧‧‧‧‧‧‧‧‧‧‧ 18
第四節 衝動性購買‧‧‧‧‧‧‧‧‧‧‧ 19
第五節 節慶涉入‧‧‧‧‧‧‧‧‧‧‧‧ 20
第六節 控制變數‧‧‧‧‧‧‧‧‧‧‧‧ 21
第七節 研究假說發展‧‧‧‧‧‧‧‧‧‧ 21
第三章 研究方法‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 29
第一節 研究對象與抽樣方法‧‧‧‧‧‧‧‧‧‧‧‧ 29
第二節 變數操作型定義與其衡量項目‧‧‧ 29
第三節 前測文件‧‧‧‧‧‧‧‧‧‧‧‧ 35
第四節 資料分析之統計工具及方法‧‧‧‧ 35
第四章 資料分析與結果‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 38
第一節 樣本描述性統計分析‧‧‧‧‧‧‧‧‧‧‧‧ 38
第二節 信度與效度分析‧‧‧ 41
第三節 假說檢定‧‧‧‧‧‧‧‧‧‧‧‧ 46
第五章 結論與建議‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 62
第一節 研究結論‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 67
第二節 實務意涵‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ 68
第三節 研究限制與未來研究建議‧‧‧‧‧‧‧ 68
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