- 學位論文
以社交透明度與解釋層級探討單純虛擬在場產品經驗對品牌態度及購買意圖之影響
Investigating The Effects of Mere Virtual Presence with Product on the Brand Attitude and Purchase Intention With Social Transparency and Construal Level
摘要
隨著網際網路及社群媒體的推陳出新，線上品牌社群已成為現今最熱門的平台，使用者與社群中的成員除了彼此分享喜好，還會討論產品資訊與購後心得，進而形成口碑傳遞。然而，消費環境中的社會影響不僅僅是發生在有互動的情況下，也會在無互動的情況下發生。本研究從社會影響理論出發，探討社交網站所形成之品牌社群虛擬產品經驗－單純虛擬在場產品經驗(Mere Virtual Presence with Product Experience, MVPE)對線上品牌社群之品牌態度的影響，並以社交透明度與解釋層級為干擾變數，以觀察不同的人格特質加上社交網站資訊的呈現方式，是否會影響消費者的品牌態度及後續的購買行為。首先探討品牌社群會員單純虛擬在場所產生的MVPE對品牌態度之影響，隨後探討不同社交透明度之品牌社群類型與不同解釋層級類型者之間的最適組合。 本研究結果發現：消費者為高解釋層級者，對於低社交透明度之單純虛擬在場(MVP)的品牌社群會獲得較佳的品牌態度；低解釋層級者對於高社交透明度之單純虛擬在場產品經驗(MVPE)的品牌社群會獲得較佳的品牌態度。
並列摘要
This study aimed to discuss two types of interpersonal virtual product experience－Mere Virtual Presence with Product Experience (MVPE) and Mere Virtual Presence (MVP) on advertising effects including brand attitude and purchase intention of online brand community, which moderated by social transparency and construal level. First, the study investigated the advertisng effects of different MVPEs. Then, explore the advertising effects of MVPEs under the moderating effects of social transparency and construal level. The results show that: consumers of high construal level prefer low social transparency MVP and consumers of low construal level prefer high social transparency MVPE which have good brand attitude and purchase intention of online brand community as compared to others.