- 學位論文
社群網絡服務體驗對信任、情緒、購物意圖之影響
A Study of the Content Oriented and Message Oriented User Experience Design on Purchase Intention
摘要
社群商務(Social commerce)為結合傳統電子商務與新興線上社群之新型態商業模式，美國知名管理顧問公司Booz & Company則預測2015年全球社群商務規模將達300億美元，然而關於社群服務體驗與消費者心理之相關研究尚不足。本研究將以體驗服務之角度，以Mehrabian-Russell Model為基礎並結合信任理論，研究社群網絡服務對消費者心理之影響。本研究利用實驗室研究法，將社群網絡服務分為使用者連結方式、訊息傳播方式兩類，透過操弄不同之社群網絡服務，做為線上環境刺激及體驗服務之提供。研究結果顯示，訊息傳播方式對情緒及信任皆有影響、使用者連結方式對情緒及信任則無顯著影響。快樂的情緒對消費者行為意圖具有最大之影響力，而社群中感知的正直性對行為意圖有正向影響、可利用性則有負向影響。此研究補足了社群服務體驗之文獻，並提供社群商務經營者行銷方面之應用。
並列摘要
This study investigates the effects of different online social network services (SNS), such as the nature of connections and the nature of information, on user buying intention and reuse intention of SNS. The M-R model and social trust were integrated in this study to form a theoretical model that how different SNS have moderate the customer experience and psychology. An experiment was conducted to test the model. Participants were grouped to form a stimulated social network, and were asked to make a purchase decision at simulated scenarios. After the experiment, participants were asked to complete a survey to report their experience of trust, emotion and purchase intention. Results indicate that the nature of information has both effects on user emotion and social trust while the nature of connection has no effects on user emotion and social trust ; the emotion of happiness has both effect on buying intention, the emotion of contentment has only effect on reuse intention; integrity has the most significant positive effect on behavior intention, availability has negative effect on behavior intention. This thesis contributes to the literature in social network services and the application of social marketing.