社交購物行為與效果探究:以集體智慧與失調之觀點

Exploring the Effects of Social Shopping Behavior: in Perspective of Collective Intelligence

梁佳琪(Chia-Chi Liang)

指導教授 ： 蔡坤宏 ； 江義平

國立臺北大學/商學院/資訊管理研究所/碩士(2015年)

摘要

隨著網路使用者在購買商品前，越來越依賴網路上的口碑訊息與商品評論，影響其購買意願的程度也越來越高，而這類基於社群互動與資訊分享的購物行為，稱之為社交購物。本研究認為社交購物行為會產生正向結果-集體智慧，與負向結果-失調，進而影響消費者的購買意圖與社群忠誠。本研究企圖從集體智慧與失調的觀點探討社交購物活動的過程與結果，首先先發展消費者對社交購物活動知覺的衡量變項，再探討產生的集體智慧、失調效果，進一步研究如何影響消費者的購買意願與社群忠誠。本研究以網路問卷調查的方式收集樣本，正式問卷有效樣本為836份，經由因素分析萃取出九個構面，社交購物活動知覺共有五個構面包括多樣性、分權性、管理機制、資訊品質與資訊交換；社交購物活動之效果有兩大構面：集體智慧與失調；社交購物活動影響行為有兩大構面，包括購買意圖與社群忠誠。並以PLS方法分析正式問卷的樣本，驗證所有變數之間的關聯性，再從調節變項來刺激消費者是否會受到不同程度的正/負面社交購物訊息，產生集體智慧與失調的情形，以及探討對使用者的購買意圖與社群忠誠的影響，最後，根據本研究所發展出之衡量模式與實證研究結果。期望能對後續的社交購物活動研究做出具體貢獻，並能作為企業在社群行銷與發展市場策略的參考依據。

關鍵字

社群忠誠 ； 購買意圖 ； 失調 ； 集體智慧 ； 社交購物

並列摘要

Due to more and more people depend on consumer experiences of virtual community to decide their purchase decision. Users always search for different kinds of e-WOM for choosing the most appropriate product. Social shopping has many features including community-based interaction and consumer experiences information sharing behavior. Today, there were few studies focus on measuring the performance of social shopping. The purpose of this study tries to establish a conceptual framework to measure the effects of social shopping activities, which contains the key elements of (1)the perceptions of social shopping activities,(2)collective Intelligence and dissonance,(3)the consequences of social shopping.
This study collected 836 valid internet users’ samples through an online survey. Through factor analysis, six key elements of social shopping activities' perceptions, including Cognitive Diversity/Independence/Decentralization/Aggregation Mechanism/Information Quality and Information Exchange, two effects of social shopping activities, including Collective Intelligence / Dissonance and the consequences of social shopping including Purchase Intention / Community Loyalty were successfully extracted. In addition, we use PLS to analyze the relationship between the elements and measure the effect of different social shopping stimuli. Based on the research results, further conclusions and implications for the theoretical and practical studies are also provided .

並列關鍵字

Purchase Intention ； Dissonance ； Collective Intelligence ； Social Shopping ； Community Loyalty

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