- 學位論文
線上社交購物導向網站與衝動性購買行為之關係－以虛擬社群感和負面情緒為干擾變數
The Relationship of Online Social Shopping Orientation Website and Impulse Buying Behavior －the Moderating Roles of A Sense of Virtual Community and Negative Emotion
摘要
本研究以虛擬社群感和負面情緒為干擾變數，探討不同的線上社交購物導向網站時，其交互作用會對衝動性購買行為有何顯著的差異。本研究以線上社交購物導向網站＜高線上社交購物網站與低線上社交購物網站＞為主基礎理論，在實驗中探討線上社交購物導向網站、高低虛擬社群感、高低負面情緒的最適組合，採用2X2(組間)X2(組內)實驗設計，探討可產生較佳衝動性購買行為的最適組合。研究結果發現：當消費者觀看高線上社交購物導向網站比低線上社交購物導向網站將容易產生衝動性購買行為。當負面情緒較強、虛擬社群感越高時，越能強化高線上社交購物導向網站對消費者衝動性購買行為之正向影響；當負面情緒較強，虛擬社群感偏低時，高線上社交購物導向網站對消費者衝動性購買行為亦能產生正向影響；當負面情緒較弱、虛擬社群感越高時，越能強化高線上社交購物導向網站對消費者衝動性購買行為之正向影響；當負面情緒較弱、虛擬社群感偏低時，觀看高線上社交購物導向網站或低線上社交購物導向網站之衝動性購買行為無差異。
並列摘要
In this research, we discuss the impact of different types of online social shopping orientation website on impulse buying behavior, using sense of virtual community and negative emotion as a moderator. The fundamental basic theory employs a combination of online social shopping orientation with two different types of online social shopping websites. We adopt a 2×2(Between)×2(Within) factorial design to discuss the optimum combination of impulse buying behavior.Our results indicate that customer value is higher when: (a) customer see the high online social shopping orientation website; (b) high negative emotion and customer with high or low sense of virtual community to see high online social shopping orientation website; (c) low negative emotion and customer with high sense of virtual community to see high online social shopping orientation website.