現今時代社群媒體廣為大眾所使用,本研究主要在探討歸屬感與社會焦慮對於消費者體驗的影響,並使用社群媒體為中介角色,以及社會參與作為干擾社群媒體對消費體驗之效果。多數研究指出歸屬感與社會焦慮一直是相當重要的研究議題,但是目前鮮少文章討論歸屬感與社會焦慮對於消費者體驗有何影響,故為補足此一缺口,提出本研究假設。本研究對象主要為有使用臉書之青壯年族群,採用立意抽樣調查法進行資料蒐集,而實證結果顯示: 一、歸屬感對於社群媒體並無顯著影響。 二、社會焦慮對於社群媒體並無顯著影響。 三、社群媒體正向影響消費者體驗。 四、社會參與較低者,社群媒體對消費者體驗有干擾關係。
In the modern era, social media is widely used by the general public. This study mainly discusses the influences of need to belong and social anxiety on consumers’ experience, and uses social media as a mediating role; and social engagement as a moderator on the relationship between social media and consumers’ experience. Most researches have pointed out that need to belong and social anxiety have always been very important research topics. However, few articles have discussed the impacts of need to belong and social anxiety on consumers’ experience. The sample of this study is the young and middle-aged people who use Facebook. Purposive Sampling was employed to collect data. The empirical results show that: First, need to belong has no significant impact on social media. Second, social anxiety has no significant effect on social media. Third, social media has positively influenced on consumers’ experience. Fourth, when social engagement is lower, the relationship between social media and consumers’ experience is stronger.