不同涉入程度產品在MVP與MVPE情境下之品牌態度對購買意圖之影響

隨著資訊科技的發展，顧客的的消費行為也為之改變，已由傳統實體購買的模式改變為透過網路購買的模式。消費者在購買之前，會去社交媒體的粉絲團瀏覽相關資訊，並觀看商品的內容、評價、其他網友的留言。同時利用網際網路和其他人互動與溝通，也會隨著時間與他人建立連結。然而消費購物環境中產生的社會影響，並非每次都有互動，也會有無互動的情況。本研究擬在Facebook粉絲團MVP與MVPE兩種情境下，探討消費者在面臨到不同產品涉入程度的消費情境時，其品牌態度對購買意圖的影響，並探討在上述兩種不同情境下，不同產品涉入程度在品牌態度與購買意圖上的差異性。本研究採用「實驗法」，針對過往五年內曾經使用Facebook網路購物的消費者進行調查研究，本研究選用的便利品為可口可樂，而選購品為Iphone 12 pro手機，實驗的問卷情境共分成四組情境共599份問卷為基準。本研究針對各情境進行統計檢定分析後，有下列重要的發現： 1.品牌社群的貼文，不論是高涉入或是低涉入的產品，都會讓消費者的品牌態度影響到後面的購買意圖。 2.品牌社群的其他消費者的留言與評論，不論是高涉入或是低涉入的產品，都會讓消費者的品牌態度影響到後面的購買意圖。 3.品牌社群的貼文與其他消費者的留言與評論若是低涉入的產品，都會讓消費者的品牌態度產生比高涉入的產品產生較佳的反應。 4.品牌社群的貼文與其他消費者的留言與評論若是高涉入的產品，都會讓消費者的購買意圖產生比低涉入的產品產生較佳的反應。

關鍵字

單純虛擬在場；單純虛擬在場產品經驗；臉書；品牌態度；購買意圖；涉入程度

並列摘要

With the development of information technology, the consumer behavior has also cganged.It has changed from the traditional physical purchase model to the online purchase model. Before making a purchase, consumers will go to the fan clubs of social media to browse relevant information, and watch the content, reviews, and comments of other netizens. At the same time, use the Internet to interact and communicate with others, and establish connections with others over time. However, the social impact generated in the consumer shopping environment is not always interactive, and there will also be non-interactive situations. This study is planned to be in the two scenarios of Facebook fan group MVP and MVPE, and Explore the impact of consumers' brand attitudes on purchase intentions when faced with different product involvement levels, and explore the differences in brand attitudes and purchase intentions of different product involvement in the above two different situations. This study adopts the "experimental method", targeting consumers who have used Facebook to shop online in the past five years. The convenience goods selected in this study is Coca-Cola and the shopping goods is the Iphone 12 pro mobile phone. The experimental questionnaire scenarios are divided into four groups of scenarios. A total of 599 questionnaires are used as a benchmark. After conducting statistical verification and analysis of this research for each situation, this research has the following important findings: 1.Posts from the brand community, whether they are products with high involvement or low involvement, will allow consumers' brand attitudes to influence subsequent purchase intentions. 2.The messages and comments of other consumers from the brand community, whether they are products with high personal involvement or low personal involvement with products, will allow consumers' brand attitudes to influence subsequent purchase intentions. 3.If the posts of the brand community and the messages and comments of other consumers are low involved products, consumers' brand attitudes will have a better responses than high-involved products. 4.If the posts of the brand community and the messages and comments of other consumers are highly involved products, consumers’ purchase intentions will have a better response than low- involved products.