釐清行動商務資訊格式與購買傾向契合度：功能及心理層面之矛盾

Information Format-Shopping Orientation Fit in Mobile Commerce App: A Contradiction between Functional and Psychological Consequences

鄭志緯(CHIH-WEI CHENG)

指導教授 ： 林有志 ； 鄭江宇

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2016年)

摘要

行動商務是目前最有優勢的購物模式，打破了傳統以往線上商務需要在有線的環境下延伸到無線的移動式環境，藉著這優勢，零售商紛紛投入手機應用程式的開發。雖然手機應用程式比起電腦購物能夠更貼近目前的消費者，但有不同意圖的消費者為了符合他們的消費意圖可能採取不同的購物方式。舉例而言，具功利取向的消費者花費較少的時間在購物上，因為他們在使用APP前已經知道要購買什麼商品。反之，具享樂傾向的消費者並無預先設立欲購買之名單，反而花費較多的時間享受購物的過程。這兩種購物的意圖產生顯著的差異─在購物APP中哪一個資訊格式能最符合消費者的購買意圖。因此我們假設功利主義的消費者較偏好有效性的資訊格式，享樂主義的消費者偏好符合他們無目的性的購物需求之資訊格式。本文採用平衡理論來闡明這重大的現象，當功能(資訊格式)與心理(購物意圖)兩者並無一致時，我們預期過程中矛盾的情形會發生。因此，本文建議手機應用程式的提供者首先需要辨明消費者在購物時的意圖後，並提供其對應的資訊格式。

關鍵字

平衡理論 ； 資訊格式 ； 購買意圖 ； 行動應用程式 ； 行動商務

並列摘要

Mobile Commerce is the most prevalent way of shopping online that extends the transaction channel from a traditionally fixed-line environment to a ubiquitously mobile environment. With this advantage, retailers apply many mobile APPs to embrace such an extended channel for the purpose of profit amplifier. Although mobile APPs might be well qualified for getting in touch with more consumers than desktop shopping does, consumers with different orientations may shop differently in accordance to their shopping needs. For example, consumers with utilitarian orientation may spend less time shopping because they know what they want to buy before using an APP. Conversely, consumers with hedonic orientation may spend more time shopping as they enjoy spending time in the store without a pre-established consideration list. These two shopping orientations result in a significant question, that is, what information format presented on mobile APPs best fits certain kind of shopping orientations. We suspect that consumers with utilitarian orientation may want to see information that is formatted to address their shopping needs efficiently, while consumers with hedonic orientation may prefer access to information that is formatted to satisfy their needs of purposeless shopping. This current study aims to elaborate this important phenomenon using balance theory. We expect that a contradiction might occur as functional (information format) and psychological (shopping orientation) deployments cannot be reconciled simultaneously. Therefore, we suggest that the practitioners of mobile APPs need to identify consumers’ shopping orientations first and provide them with well-matched information format afterward.

並列關鍵字

balance theory ； information format ； shopping orientation ； mobile APPs ； mobile commerce

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