電視購物的動機、消費者涉入、心流與購買意願的關係

THE RELATIONSHIPS AMONG PURCHASE MOTIVATIONS, CUSTOMER INVOLVEMENT, FLOW THEORY AND PURCHASE INTENTION FOR TV SHOPPING

蕭涵勻(Han-Yun Hsiao)

指導教授 ： 李賢哲

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

在今日消費型態的轉變，消費者購物的目的不再只是重視產品的實用性，快樂的消費也是很重要的考量。因此，本文主要探討採用電視購物頻道購買產品的消費者從事購物活動時，購物的動機與涉入是否會影響心流經驗的產生，並進而影響購買意願。
本研究以台北縣市曾經購買過電視購物產品的消費者為研究對象，問卷回收224份問卷，扣除15份無效的問卷，總計有209份有效問卷，有效問卷回收率是93%。統計分析使用AMOS 5.0，運用結構方程模型來判斷兩兩變數之間的關係以及中介效果。
本研究進行資料蒐集及統計分析的結果發現：電視購物的消費者購物動機與涉入程度會導致產生心流經驗的機會提高，而心流經驗會強化消費者的態度，進而提高購買電視購物產品的意願。

關鍵字

心流理論 ； 電視購物

並列摘要

The buying patterns have been changed until very recently. The aim of shopping is no longer focus on the function of product, shopping pleasure is also important. Accordingly, the purpose of this study is to examine the relationships among shopping motives, consumer involvement, flow experience, and intention to purchase on TV shopping.
The survey is conducted in Taipei city and Taipei County. Research subject of this study is the consumer having TV shopping experience. The 224 respondents produced a total of 209 usable questionnaires resulting in a response rate of 93%. This study uses AMOS 5.0 software and SEM model to identify the relationships among variables and mediation effect.
Statistical analysis shows that: purchase motivation and customer involvement will raise the chance to meet flow experience. People with flow experience have positive direct effect on attitude, and eventually effect on intention to purchase.

並列關鍵字

TV shopping ； flow

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