消費者線上經驗對線上購買過程延遲之影響

The Effects of Consumer Online Experiences on Delays during Online Purchase Process

廖子賢(Tze-Hsien Liao)

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(2010年)

摘要

本研究旨探討消費者線上購買過程(Consumer Online Purchase Process)的兩個延遲，即購買的延遲(Delay to Purchase)與消費的延遲(Delay to Consumption)。此外，本研究以互動理論為基礎，將消費者線上經驗(Consumer Online Experiences)分為四類：HMIL-HHIL (低度「人-資訊」互動與低度「人-人」互動) (Low Human-Message Interactivity with Low Human-Human Interactivity)、HMIH-HHIL (高度「人-資訊」互動與低度「人-人」互動) (High Human-Message Interactivity with Low Human-Human Interactivity、HMIL-HHIH (低度「人-資訊」互動與高度「人-人」互動) (Low Human-Message Interactivity with High Human-Human Interactivity) 與HMIH-HHIH (高度「人-資訊」互動與高度「人-人」互動) (High Human-Message Interactivity with High Human-Human Interactivity)。並試圖應用此四類消費者經驗，以降低消費者在線上購買過程中，面臨延遲情況所造成的負面後果。本研究分為研究一、研究二兩個研究，共計2,128位擁有線上購物經驗的受測者參與實驗。研究結果指出，當消費者決定延遲線上購買時，提供其消費者線上經驗有助於提高購買意圖(Purchase Intention)；當消費者線上購物面臨消費延遲時(即交貨延遲)，提供其消費者線上經驗有助於提高滿意度(Satisfaction)與降低抱怨意圖(Complaint Intention)。此外，因消費者線上經驗與直接經驗的不一致所造成的認知失調(Cognitive Dissonance)，會干擾消費者線上經驗對於滿意度的提高與抱怨意圖的降低之效果。最後，消費者人格特質，即：控制慾(Desire for Control)與消費者人際影響感受性(Consumer Susceptibility to Interpersonal Influence)會干擾消費者線上經驗對於購買意圖、滿意度與抱怨意圖的影響：低控制慾、低消費者人際影響感受性的消費者，會較偏好HMIL-HHIL類型的經驗；高控制慾、低消費者人際影響感受性的消費者，會較偏好HMIH-HHIL類型的經驗；低控制慾、高消費者人際影響感受性的消費者，會較偏好HMIL-HHIH類型的經驗；高控制慾、高消費者人際影響感受性的消費者，會較偏好HMIH-HHIH類型的經驗。

關鍵字

線上購買過程的延遲 ； 消費者線上經驗 ； 認知失調 ； 控制慾 ； 消費者人際影響感受性

並列摘要

This study aimed to discuss two kinds of delays (i.e., delay to purchase; delay to consumption) during consumer online purchase process. Four types of consumer online experiences were developed based on the theory of interactivity (low human-message interactivity with low human-human interactivity, HMIL-HHIL; low human-message interactivity with high human-human interactivity, HMIL-HHIH; high human-message interactivity with low human-human interactivity, HMIH-HHIL; high human-message interactivity with high human-human, HMIH-HHIH interactivity) and this study proposed such experiences can help to deal with the negative outcomes of delays during consumer online purchase process. Two studies were conducted and 2,128 online shoppers participated in this study. Results indicate when consumers decide to delay to purchase online, providing them with consumer online experiences could increase their purchase intention. Besides, when consumers meet delay to consumption during online shopping (i.e., delivery delay), proving them with consumer online experiences could increase satisfaction and decrease complaint intention. Additionally, the cognitive dissonance caused from inconsistence between consumer online experiences and direct experience moderates the effects of consumer online experiences on satisfaction and complaint intention. Finally, desire for control (DC) and consumer susceptibility to interpersonal influence (CSII) moderate the effects of consumer online experiences on purchase intention, satisfaction, and complaint intention: consumers with low DC and low CSII prefer HMIL-HHIL; consumers with high DC and low CSII prefer HMIH-HHIL, consumers with low DC and high CSII prefer HMIL-HHIH; consumers with high DC and high CSII prefer HMIH-HHIH.

並列關鍵字

Delays during Online Purchase Process ； Consumer Online Experiences ； Cognitive Dissonance ； Desire for Control ； Consumer Susceptibility to Interpersonal Influence

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