由失調觀點探究社交購物活動訊息之影響效果

Exploring the Effects of Social Shopping Activities in Perspective of Dissonance

江義平(I-Ping Chiang) ； 梁佳琪(Chia-Chi Liang) ； 黃智彙(Chih-Hui Huang)

《管理研究學報》 18卷 (2018/12) Pp. 53-73

https://doi.org/10.6626/MR.201812_18.0003

摘要

隨著網路使用者在購買商品前，越來越依賴網路上的口碑訊息與商品評論，影響其購買意願的程度也越來越高，而這類基於社群互動與資訊分享的購物行為，稱之為社交購物活動，活動內容中的資訊則稱為社交購物訊息。本研究企圖從失調的觀點探討社交購物活動的過程與結果，首先發展消費者對社交購物活動知覺的衡量變項，再探討產生的失調效果，進一步研究如何影響消費者的購買意願與社群忠誠。本研究以網路問卷調查的方式蒐集樣本，經由因素分析萃取出九個構面，並以PLS方法分析正式問卷的樣本，驗證所有變數之間的關聯性，再從調節變項來刺激消費者是否會受到不同程度的正／負面社交購物訊息，產生失調的情形，以及探討對使用者的購買意圖與社群忠誠的影響。最後，根據本研究所發展出之衡量模式與實證研究結果得知失調不會直接弱化使用者的購買意願與社群忠誠。期望此研究能對後續的社交購物活動研究做出具體貢獻，並能作為企業在社群行銷與發展市場策略的參考依據。

關鍵字

失調 ； 社交購物 ； 購買意圖

並列摘要

Due to more and more people depend on consumer experiences of virtual community to decide their purchase decision. Users always search for different kinds of e-WOM for choosing the most appropriate product. Social shopping has many features including community-based interaction and consumer experiences information sharing behavior. The purpose of this study tries to establish a conceptual framework to measure the effects of social shopping activities, which contains the key elements of (1) the perceptions of social shopping activities, (2) dissonance, (3) the consequences of social shopping. This study collected samples through by means of an online survey, and extracted nine key elements through factor analysis. In addition, we use PLS to analyze the relationship between the elements and measure the effect of different social shopping stimuli. Based on the research results, the dissonance did not directly weaken the user's willingness to purchase and the community loyalty.

並列關鍵字

dissonance ； social shopping ； purchase intention

參考文獻

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