線上社交購物導向量表之發展

The Development Of Online Social Shopping Orientation Scale

丁慧瑩(Hui-Ying Ting)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/工商管理研究所/博士(2012年)

https://doi.org/10.6841/NTUT.2012.00326

摘要

隨著電子商務的發展，網路社交媒體網站逐漸興盛，除了方便網友做相關購買決策之外，亦是不少網友重要的溝通平台，滿足了消費者的社交需求。本研究由社交互動及人際溝通角度，發展出衡量消費者線上社交購物導向(Online Social Shopping Orientation)之量表，並進行線上社交購物導向與消費者衝動型購買行為意圖之關聯性討論。
採用文獻探討、深度訪談及焦點群體訪談等研究方法，經原始問項擬定、量表精簡、信效度分析等程序發展出線上社交購物導向量表，共五個構面、15個問項。此五構面包括：知覺愉悅性(Perceived Hedonic)、互動學習(Interactive Learning)、知覺社交性(Perceived Social)、知覺功利性(Perceived Utilitarian)、互動分享(Interactive Sharing)。此外，分析結果亦顯示，消費者參與線上社交互動程度之高低對於衝動型購買行為意圖有正向影響。本研究對於學術理論及管理實務方面之貢獻包括：1.透過多構面的衡量，除了對消費者參與社交媒體網站之互動模式有完整性的了解，亦提供後續研究者客觀的衡量標準。2.行銷者可透過本量表了解消費者在社交平台上主要進行的活動以及與人際網絡中的好友們進行互動的模式，建立適當之行銷策略，藉由消費者將品牌相關訊息擴散至其人際網絡之中。

關鍵字

社交媒體 ； 線上社交購物 ； 衝動型購買

並列摘要

As new technology has been quickly developed, consumers could get plentiful experience and social interaction through social media and social networks. Consumers’ social needs are satisfied through Social Network Sites, besides helping the consumers to make relevant purchase decisions; it is also the important communication platform among consumers, satisfying consumers' social demand. This study attempts to develop an online social shopping orientation scale by way of qualitative research method. Furthermore, an empirical study is employed to test the consequences of social shopping behavior.
This research adopts the research method including literature discussing, intensive interview, and focus group interview, the procedure for scale development was followed: item generation, scale purification, and scale validation. As a result, a five-dimensional scale, along with fifteen items, was developed representing distinctive dimension of online social shopping orientation: Perceived Hedonic, Interactive Learning, Perceived Social, Perceived Utilitarian and Interactive Sharing. In addition to the research results indicated that online social shopping orientation contributed to impulsive buying intentions for consumers. The contribution to academic theory and management practice of this study includes: 1. Understanding the interaction model among consumers in social media sites and offering objective criterion to measure the online social shopping orientation for consumers. 2. Marketers can understand the activities that consumers mainly carry on the social media platform through this scale, developing the appropriate marketing strategies; spread the relevant information of the brand in their interpersonal networks with consumers.

並列關鍵字

Social Media ； Online Social Shopping ； Impulsive Buying

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