以社會比較理論探討情感對線上社交購物導向之影響

Investigating The Effects of Affect on Online Social Shopping Orientation With Social Comparison

陳柏宏(Po-Hung Chen)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2012年)

摘要

隨著個人電腦普及，網路蓬勃發展，新興產業也繼之而起，電子商務著實成為主流之一，網路購物因此有長足的成長。除此之外，近年網路社交媒體網站興盛，網友除了可以藉由這些網站進行訊息交流外，甚至是藉由討論來方便網友做相關購買決策，滿足消費者的社交需求，甚至是購買需求。本研究經過文獻探討探究：消費者在群體互動過程中，所產生的社會比較行為是否足以成為影響線上社交購物導向之前因。
因此，為驗證本研究目的，筆者透過實證研究後發現，消費者在進行群體互動的過程中，的確會產生社會比較行為，但是比較程度會因為比較對象與比較情境不同而有相異的結果，是以本研究嘗試將以此為影響線上社交購物的前因，並以消費者進行社會比較之後的正、負面情感反應為變項進行討論，消費者在不同的比較情境與不同的情感反應下，對於後續消費行為之影響，經過實驗數據顯示，不論比較情境為何，正面情感反應對線上社交購物導向皆有顯著影響，而負面情感較無顯著影響。實務上可提供公司企業不論從大眾市場或市場區隔的觀點下，行銷策略的重要參考價值。

關鍵字

社會互動 ； 線上社交購物導向 ； 社會比較 ； 賽局理論

並列摘要

With the popularization of personal computers and the blossom of network, new industries become realize. E-commerce becomes one of the mainstream industries. Therefore, online shopping has grown by leaps and bounds. Because of the rise of social media web sites in recent years, users can not only exchange all kinds of information but also make purchase decision by discussions on these web sites to satisfy the consumer demand for social needs and purchasing. This study attempts to explore through literature review: whether the social comparison behaviors between consumers in the process of group interaction are antecedents for online social shopping or not?
Taking the research findings, during the process of group interaction, consumers Indeed conduct social comparison behavior. However, because relatively more of the object and compare different situations with the result of differences. This research attempts to influence the online social shopping as the antecedent, and then discuss the Intervening variables with positive and negative affectivity which consumers have after social comparison.
Under different comparative situations and different affectivity responses, what behavior consumers will have. This study take the mention above to be the antecedents of on line social shopping , and investigating the intervening variables such as positive affectivity and negative affectivity after consumers conduct social comparison. Also, discussing the effects of consumer behavior in different comparative situations and different affectivity responses. The experimental data show that, regardless of the comparative situation, positive affectivity responses have a significant effect to online social shopping orientation, but no significant effect on negative affectivity.

並列關鍵字

Social interaction ； Online Social Shopping Orientation ； Social Comparison ； Game theory

參考文獻

[1] 丁慧瑩(2012)。線上社交購物導向量表之發展。國立台北科技大學工商管理研究所博士論文，台北。

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