網路送禮接受度之探討：送禮者的觀點

Online Gift-Giving Acceptance: Gift Giver's Perspective

周孟翰(Meng-Han Chou)

指導教授 ： 廖淑伶

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2011年)

摘要

網路送禮 (online gift-giving) 即消費者在網路交易平台上挑選、購買禮物、並將其贈送給收禮者的過程。過去關於送禮行為的文獻多半探討在實體店面購買禮物的行為，針對網路送禮的研究卻又偏向探討網路社群對於傳統送禮的影響，缺少針對網路送禮進行整體性解釋。因此本研究透過文獻回顧，歸納出可能影響網路送禮接受度的傳統送禮變數以及網路送禮變數，將其結合成研究架構，以「送禮者」 (gift giver) 的角度來探討消費者接受網路送禮的前因後果以及相關影響變數。

本研究透過網路問卷 (my3q.com) 以及紙本問卷進行資料收集，共收回901份問卷，其中有效之樣本數為418份，有效率為46.39%，而有效之樣本則透過結構方程模式進行研究分析。研究結果顯示：網路送禮自我效能以及網路送禮感知價值等網路送禮相關變數會顯著影響送禮者對於網路送禮的接受度。其中網路送禮自我效能主要受網路自我效能以及網路送禮知識兩個前置變數所影響；而網路送禮知覺價值則是由搜尋有效性和交易方便性所影響。另一方面，傳統送禮相關變數對於網路送禮接受度的影響並不明顯，使得知覺理解和誠意認知的效果並不顯著。但是，因為送禮時刻的重要性而產生的送禮規範僵固性，卻仍然對網路送禮的採納與否具有關鍵性的影響作用。

根據以上研究結果，未來企業行號在推廣行銷網路送禮時，可根據本研究結果將消費者以送禮規範僵固性以及網路送禮自我效能做出市場區隔，並針對低送禮規範僵固性和高網路送禮自我效能者做為目標市場，因為他們是最有可能採納網路送禮者的一群。最後，企業可將自己定位成能提供網路送禮知覺價值的服務提供者，提供送禮者方便的交易和有效的禮物搜尋；或是將網路交易平台設計定位成簡單好操作，並能教導送禮者相關的網路送禮知識和技巧，以讓消費者建立起網路送禮效能，都能夠吸引更多的消費者使用網路送禮，使得企業和消費者能夠獲得雙贏的結果，從中獲取可觀的效益。

關鍵字

網路送禮 ； 網路送禮接受度 ； 送禮規範僵固性 ； 網路送禮自我效能 ； 網路送禮知覺價值

並列摘要

Online gift-giving, which refers to the process of consumer selecting, purchasing gifts on the Internet and presenting the gifts to the receiver, is now an unstoppable trend. Past gifting research only focuses on the behavior taking place in brick-and-mortar stores. Online gifting literatures are also limited to partial aspects instead of comprehensive explanations of online gift-giving. Thus, we try to generalize traditional gifting factors and online gifting factors that are likely to have influence on online gift-giving acceptance through literature review and combine them into our research framework for the understanding of causal relationships and antecedents of determinants of online gift-giving acceptance in the perspective of gift giver.

Internet-based and paper-based questionnaires were randomly distributed to 901 informants. There were 418 valid samples and the valid response rate was 46.39%. Structural Equation Modeling was used for data analysis and the results show that online gifting factors will significantly affect online gifting acceptance, including online gifting efficacy and perceived online gifting value. The former is positively affected by Internet self-efficacy and online gifting knowledge; while the latter is influenced by effectiveness of search and transaction convenience. On the other hand, traditional gifting factors were found not to be salient for predicting online gifting acceptance since the effect of perceived understanding and sincerity cognition were insignificant. However, gifting ritual rigidness, which mainly caused by occasion importance, is still a key traditional factor to be considered. As a result, online gifting service providers can try to target consumers with low gifting ritual rigidness but high online gifting efficacy, and position themselves based on significant predictors such as perceived online gifting value or online gifting efficacy in order to attract consumers to adopt online gift giving.

並列關鍵字

perceived online gifting value ； online gift giving ； online gift giving acceptance ； gifting ritual rigidness ； online gifting efficacy

參考文獻

CHINESE REFERENCES

ENGLISH REFERENCES

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