Facebook服飾消費者之虛擬經驗對網路購買情境的影響

近年來，許多網路賣家在Facebook上成立粉絲團進行服飾銷售，提高消費者在線上相互交流的機會，進而營造出特有的虛擬經驗與購買情境。本研究將虛擬經驗分為：參與經驗、教育性、美感、娛樂性、虛擬社群；而購買情境則區分為：個人情境與環境情境兩類，並針對社群網站Facebook上之服飾消費者進行網路問卷調查，有效回收問卷為335份。本研究發現，女性會較男性更重視參與經驗、美感及個人情境外，美感、虛擬社群的虛擬經驗會對環境情境產生顯著的正向影響。因此，對於Facebook上的服飾業者而言，除了注重商品拍攝及圖文設計的美感外，也必須去維持消費者之間良性互動的風氣，以提升網路消費者的虛擬經驗與購買情境，進而促進其購買意願。

關鍵字

社交購物；虛擬經驗；購買情境； Facebook

並列摘要

In recent years, many online sellers tend to create groups on Facebook to sell clothes. This increases the interactions and virtual experiences between consumers, further generating purchase situations. This research divides virtual experiences into five categories, including participation, educational, esthetics, entertainment and virtual communities. Concurrently, purchase situation is categorized as individual and environmental situations. A questionnaire concerning consumers' buying behaviors on Facebook was conducted. The results show that, in general, esthetics and experiences in virtual communities are considered as influential determinants for environmental situation. On the other hand, females assign more weight to participation, esthetics and individual situation than do males. This study provides clothes sellers on Facebook with advice that product presentations and group page graphic design and wording are considered as crucial factors. Furthermore, it is important to maintain the interactions between consumers. As virtual experiences and purchase situation are improved, buying intention is shown to increase.