臺灣博碩士論文加值系統

台灣大部分人都有在使用社交商務網站（例:FB、IG），在社交商務網站上充斥著許多資訊，有朋友、官方帳號、網紅的，近年來網紅行銷越來越興起，許多網紅會發些業配文，這些文章內含有商品折扣碼，消費者看到可能不經過多思考而購買商品，造成衝動購買行為，亦有可能是其他因素，衝動購買行為一直以來都是商家研究的課題之一，此論文欲了解哪些因素會造成衝動購買行為。
本研究以S-O-R模式為架構主軸，提出網紅貼文內容、網紅直播或創作的影片、網紅個人等刺激因素探討消費者引起內在心理變化（正面情緒、心流、情感依戀）進而造成衝動購賣買行為之研究，以在社交商務網站上有追蹤網紅的用戶並且有購買其介紹商品者為調查對象，使用問卷調查法，透過社群媒體發放問卷，共收集452份問卷，刪掉沒有購買網紅介紹的商品和無效填答（每題答案都相同），共有404份有效問卷，使用 Smart PLS 進行結構模型分析。研究結果發現(1)消費者因環境刺激產生的內在心理變化（正面情緒、心流、情感依戀）會影響衝動購買(2)促銷活動中的價格折扣與稀缺性、評論品質、觀察學習會影響正面情緒；社交臨場感、歸屬感會影響心流；娛樂性、信息內容會影響情感依戀。

Most people in Taiwan are using social business sites (e.g., FB, IG), which are full of information about friends, official accounts, and influencer, and in recent years, influencer marketing has become more and more popular, with many influencer posting articles about their businesses. These articles contain discount codes for products that followers may see without much thought, resulting in impulsive buying behavior, or possibly other factors. Impulse buying behavior has long been a topic of research for merchants, and this paper seeks to understand what factors contribute to impulse buying behavior. This study uses the S-O-R model as the main axis of the structure, and proposes that the content of influencer posts, live broadcasts, and personal stimulus factors to explore the study of consumer-induced internal psychological changes (positive emotion, mind flow, and emotional attachment) that lead to impulsive buying behavior. The survey was conducted by using a questionnaire with users who follow influencer on social business websites and purchase their introduced products. A total of 452 questionnaires were collected through social media, and 404 valid questionnaires were collected by eliminating products that were not purchased and invalid responses (each question had the same answer). Structural model analysis using Smart PLS. The findings revealed that (1)consumers' intrinsic psychological changes (positive emotions, mind flow, emotional attachment) due to environmental stimuli affect impulse purchases. (2)Discounted price and scarcity in Promotional campaigns, review quality, and observational learning affect Positive Affect; social presence and sense of belonging affect flow; and entertainment and Informativeness affect emotional attachment.

中文摘要 i
ABSTRACT ii
致謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
壹、緒論 1
一、研究背景 1
二、研究動機與目的 2
三、研究流程 3
第二章 文獻探討 4
一、社交商務（Social commerce）4
二、網紅行銷（Influencer Marketing）5
三、S-O-R模式 6
（一）刺激（stimulus）12
（二）有機體（organism）12
（三）反應（response）13
四、促銷活動（Promotional campaigns）13
（一）價格折扣（Discounted price）14
（二）稀缺性（Scarcity）14
五、評論品質（Review Quality）15
六、觀察學習（Observational Learning）15
七、社交臨場感（Social presence）16
八、歸屬感（sense of belonging）16
九、娛樂性 & 資訊性（entertainment &Informativeness）17
十、心流（Flow state）18
十一、正面情緒（Positive Affect）18
十二、情感依戀（Emotional attachment）19
十三、衝動購買行為（Impulse buying behavior）19
參、研究設計與方法 20
一、研究架構 20
二、研究推論與假說 21
（一）促銷活動與正面情緒 21
（二）評論品質、觀察學習與正面情緒 21
（三）社交臨場感、歸屬感與心流 22
（四）娛樂性、資訊性與情感依戀 23
（五）正面情與衝動購買行為 23
（六）心流與衝動購買行為 24
（七）情感依戀與衝動購買行為 24
三、研究設計與操作型定義 24
四、研究對象與資料收集 29
肆、資料分析 30
一、樣本結構分析 30
二、樣本描述性統計量 32
三、測量模型檢測 3
(一）信效度檢驗 33
四、結構模型檢測 39
（一）假設檢驗 39
（二）間接效果分析 42
伍、結論與建議 43
一、研究發現 43
二、理論意涵 44
三、實務意涵 45
四、研究限制與未來研究方向 45
參考文獻 47
網路資料 47
英文文獻 47
附錄一、受測者問卷 64

網路資料
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