- 學位論文
網路購物中之互動娛樂對於消費者瀏覽行為與購買意願-以蝦皮購物為例
A Study on Affecting the Consumer Purchase Intention and Browsing Behaviors to Use Interactive Recreation at Online Shopping-An Example of Shopee
摘要
隨著智慧型手機的趨勢下，將傳統實體商店移到網路上販售，至今網路購物足足勝過於傳統實體店面的經營模式，不僅帶給消費者非常便利外，也改變消費者的消費習慣，並成為一個相當飽和的市場，在網路購物的業者會提供完整又豐富的資訊，並推出不同的折扣活動，來吸引消費者關注以及購買；蝦皮購物在2019年推出網路購物平台結合互動娛樂，主要目的是希望得到消費者關注到網站上的資訊以及停留在網站上的時間更久。互動娛樂主要是以娛樂為導向，本研究根據SOR與PAD模型理論的觀點，探討互動娛樂(資訊品質、價格折扣、娛樂)對於消費者的瀏覽行為以及購買意願的影響。 本研究將加入SOR模型理論的觀點，以網路購物中之互動娛樂的環境對於消費者瀏覽行為以及購買意願反應的整體過程，然而，互動娛樂中包含「資訊品質」、「價格折扣」、「娛樂」三個購面，透過資訊品質、價格折扣、娛樂，加入了PAD模型理論的觀點，檢測消費者心理情緒反應的過程，並針對消費者的心理情緒的程度，而產生消費者瀏覽行為與購買意願的影響；因此，本研究主要是針對消費者在互動娛樂環境的經驗以及感受，透過問卷對瀏覽行為購買意願進行調查，共回收150份有效問卷，並採用IBM SPSS軟體進行資料分析。 整體而言，本研究結果顯示，在網路購物中的互動娛樂，消費者會以較低金錢成本(價格折扣)以及互動娛樂中推出的遊戲活動(娛樂)的過程，可以喚醒消費者的心理愉悅情緒，當消費者愉悅情緒較高時，會使消費者停留在網站上瀏覽的時間更久，以及願意在該網站上購買商品的可能性也會越高。
並列摘要
With the growing popularity of smart phones and Internet, traditional stores have been moved to the online shopping. Currently, the revenue of online shopping is more than the traditional stores. It not only brings convenience to consumers, but also changes consumers' consumption behaviors. People are getting used to the online shopping and the online market is becoming a fairly saturated market. Online shopping provides complete and rich information and launches different discount activities to attract consumers’ attention and purchases. The online shopping store, Shopee, launches an online shopping platform combining interactive entertainment in 2019. The main purpose of interactive entertainment is to get consumers to pay attention to the information on the website and stay on the website longer. Despite the concerning of entertainment-orientation, this research is based on the SOR and PAD model theory to explore interactive entertainment (The impact of information quality, price discounts, entertainment) on consumers’ browsing behavior and purchase intention. This research uses the viewpoint of SOR model theory to evaluate the overall process of consumer browsing behavior and purchase intention in an interactive entertainment environment of online shopping. Interactive entertainment includes three perspectives, "information quality", "price discount", and "Entertainment". Except for the information quality, price discounts, and entertainment, the research also adds the viewpoints of the PAD model theory to detect the process of consumer psychological and emotional reactions. The research aims to find the influence of the level of consumers’ psychological emotions on consumer browsing behavior and purchase intention. Therefore, this research is mainly focused on consumers' experience and feelings in the interactive entertainment environment. The research was conducted through questionnaires research methodology. A total of 150 valid questionnaires were collected, and IBM SPSS software was used for data analysis. Overall, the results of this research show that consumers are willing to pay a lower monetary cost (price discount) in online shopping interactive entertainment, and the process of launching game activities (entertainment) in interactive entertainment can awaken consumers' psychology pleasure mood. When consumers are in pleasure mood, they are willing to stay on the website longer and more likely to purchase goods on the website.