- 學位論文
影響使用代購平台因素之研究-以迪士尼樂園商品為例
A study of factors influencing purchasing agent usage :The case study of Disney Land Goods
摘要
迪士尼為全球性娛樂產業代表之一，其中經營項目以經典動畫最為著名，而因動畫衍伸及創辦人華特 迪士尼先生夢想所產生的迪士尼樂園，目前全球共有六座，其販售的周邊商品更是讓動畫人物的支持者願意掏出錢包購買。現今網路蓬勃發展，所接受資訊的程度已是無遠弗屆，熱愛迪士尼的朋友更是依賴各Facebook粉絲團或是YouTube影音分享獲得他國迪士尼商品資訊，而因個人日程或對國外旅遊沒有興趣的消費者大有人在，更重要的是有許多商品都是有時效性的，因此進而帶動迪士尼商品的代購平台在台灣的發展，進而帶動迪士尼商品的代購平台，其代購商品金額從幾百元甚至上萬元。先前研究較少將迪士尼商品與消費者經代購平台的購買意願結合，因此本研究便以迪士尼商品及代購平台為此探討。 本研究對象為中華民國人民，隨後對其進行代表性抽樣，民國111年3月15日起至112年12月19日止，回收有效問卷總數為549份。本研究使用統計軟體 SPSS AMOS 24.0作為分析軟體，用其分析與檢驗本研究的模型架構與各構面間之路徑係數，並隨後提出其假設檢定是否成立。 實驗證實結果如下: 一、消費者對於迪士尼樂園商品的享受程度對品牌情感正面影響顯著；二、消費者對於迪士尼樂園商品的幻想程度對品牌情感正向影響不顯著；三、消費者對於迪士尼樂園商品的逃避現實程度對品牌情感正向影響不顯著；四、消費者在迪士尼樂園商品所產生的社交互動對購買意願正向影響不顯著；五、消費者對於迪士尼樂園商品的成就感對購買意願正向影響不顯著；六、消費者對於迪士尼樂園商品的自我展示程度正向影響顯著；七、消費者對於代購平台所帶來的績效風險對購買意願負向影響不顯著；八、消費者對於代購平台所帶來的財務風險對購買意願負向影響顯著；九、消費者對於代購平台所帶來的社會風險對購買意願負向影響顯著；十、消費者對於代購平台所帶來的時間風險對購買意願負面影響顯著；十一、消費者對於代購平台所帶來的生理風險對購買意願負面影響不顯著；十二、消費者對於代購平台所帶來的心理風險對購買意願負面影響不顯著；十三、消費者對迪士尼的品牌情感對購買意願正面影響顯著。最後綜合本研究之研究成果，及提出的管理和理論意涵，可謂後續研究提出未來方向之建議及參考。
並列摘要
Disney is the one of the most popular global entertainment industry ,the most famous project certainly is their most classic animation movie. Due to the expansion of animations and the dream of founder Mr.Walt Disney, there are currently six Disney resorts in the world, those merchandise make supporters of animated characters willing to buy them. Nowadays, the Internet is booming, and the level of information received is unlimited. Those Disney fans rely on Facebook fan groups or YouTube video sharing to obtain information about Disney merchandise news in other countries, which in turn leads to a purchasing broker for Disney merchandise. The amount of purchasing products ranges from a few hundred NTD to ten thousands NTD ,even more. Previous research rarely combines Disney merchandise with consumers' purchase intention through purchasing broker, so this study uses Disney products and purchasing broker to explore this. The participants in this research were the populace of Taiwan. Following this, an approach of representative sampling was implemented, which yielded a cumulative count of 549 valid questionnaires during March15th,2022 – December 19th,2023. The analysis in this study involved the utilization of the statistical software SPSS AMOS 24.0 to investigate the model structure and path coefficients among multiple constructs. This study performed hypothesis testing in order to determine the validity of the hypotheses. The experimental findings have validated the following assumptions, total have 13 assumptions ,the first 6 assumptions are based on consumers’ perceptions of Disneyland merchandising : 1. Brand Affect (BA) is positively influenced by the Enjoyment (EJM) ; 2. Brand Affect (BA) has no direct impact by Fantasy (FTS); 3. Brand Affect (BA) has no direct impact by Escapism (ESC); 4. Brand Affect (BA) is positively influenced by Social Interaction (SI); 5. Brand Affect (BA) has no direct impact by Achievement (ACVM); 6. Brand Affect (BA) is positive impact on Self-presentation (Sel). And the last 6 assumptions are based on consumers’ perceptions of purchasing broker service platform : 7.Purchase Intention (PI) has no direct impact by Performance Risk (PR);8. Purchase Intention (PI) is positively influenced by Financial Risk(FR) ; 9. Purchase Intention (PI) has no direct impact by Social Risk(SR);10. Purchase Intention (PI) is positively influenced by Time Risk (TR);11. Purchase Intention (PI) has no direct impact by Physical Risk(PHR); 12. Purchase Intention (PI) has no direct impact by Psychological Risk(PSR) , and the last, 13. Purchase Intention (PI) is positively influenced by Brand Affect(BA) of consumer’s perception of “Disney”. Finally, by synthesizing the research findings of this study and presenting the managerial and theoretical implications, suggestions and references for future directions in subsequent research have been provided.