影響通訊軟體貼圖購買意願因素之研究：以消費價值理論的角度剖析

Exploring the Factors Influencing IM Stickers Purchase Intention: A Consumption Value Perspective

阮祺婷(Ci-Ting Ruan)

指導教授 ： 廖則竣

國立中正大學/管理學院/資訊管理學系/碩士(2015年)

摘要

即時通訊軟體貼圖是近年來熱門的數位化商品，對即時通訊軟體的使用者來說，取得貼圖的方式多元，主要可分為免費無使用期限、免費有使用期限、付費等三種。貼圖是近年來發展出來比較流行可交易的數位化商品，目前針對消費者購買即時通訊軟體貼圖的研究尚在萌芽階段，不論國內外，關於消費者對即時通訊軟體貼圖之購買意願的研究少之又少，主要是因為過去針對貼圖的相關研究一向著重於分析使用者採用貼圖之影響因素。
本研究旨在透過消費價值理論，以實證研究的方式探討影響消費者對即時通訊軟體貼圖購買意願之因素。在消費價值理論的部分，本研究將屬於功能性價值的角色認同、貨幣價值、視覺吸引力與社會價值的人際互動、炫耀性及情感價值的享樂性等因素所建構起來的消費者對貼圖之知覺價值，再加上隱私風險與金融風險整合而成的知覺風險與品牌形象等因素，對影響消費者的即時通訊軟體貼圖之購買意願進行探討。本研究採用問卷調查法，共蒐集到436份有效問卷，資料分析採用PLS來驗證本研究假說。研究結果如下所述：
1、 在即時通訊軟體上購買貼圖的知覺風險與消費者對即時通訊軟體貼圖之購買意願呈現反向顯著的影響。
2、 消費者在即時通訊軟體上購買貼圖的知覺風險與消費者對貼圖的知覺價值沒有顯著影響。
3、 消費者對即時通訊軟體貼圖的知覺價值與消費者對即時通訊軟體貼圖之購買意願具有顯著影響的關係。
4、 消費者對貼圖的品牌形象是影響消費者對即時通訊軟體貼圖之購買意願重要因素。

關鍵字

知覺風險 ； 購買意願 ； 消費價值理論 ； 即時通訊軟體 ； 貼圖 ； 品牌形象

並列摘要

Stickers of instant messaging software are popular digital items in last several years, instant messaging software for users who get the stickers from many way, that are free to use and no time limitations, free to use and period, or buy. The digital items of stickers can be traded that are more popular in last several years. Current research for consumers who bought stickers of instant messaging software are still in early stages, whether domestic and international research on stickers of instant messaging software on purchase intention by consumer of the very few, because research about stickers, always focused on the factors of the user using the stickers.
This study constructs a research mode based on theory of the consumption value, empirical research to explore the factors affecting consumer’s stickers of instant messaging software on purchase intention. In the theory of the consumption value, this study’s perceived value have the functional value of character identification, monetary of value, and visual appeal, social value of personal interaction and conspicuousness, and emotional values of enjoyment. The financial risks and privacy risk are the perceived risks. Additional, there is brand image in this study. The factors of perceived value, perceived risk and brand image have impacted stickers of instant messaging software on purchase intention to explore. It applies PLS to analyze the data collected from 436 members who filled out the on-line questionnaire voluntarily. The results in this study show:
1、 Consumer purchase stickers of instant messaging software negative and significant influence their purchase intention and perceived risk.
2、 Consumer purchase stickers of instant messaging software not support consumer’s perceived risk and perceived value.
3、 Consumer purchase stickers of instant messaging software positively influence their purchase intention and perceived value.
4、 Consumer purchase stickers of instant messaging software positively influence their purchase intention and brand image.

並列關鍵字

Perceived risk ； Purchase intention ； Theory of the consumption value ； Instant messaging ； Stickers ； Brand image

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