新年福袋對消費者網路口碑傳播與購買意願之影響

The Influence of Lucky bag on Consumers’ Word of Mouth Communication and Purchase Intention

黃詩媛(Shih-Yuan Huang)

指導教授 ： 曾忠蕙

共同指導教授 ： 林美榕(Mei-Rong Lin)

淡江大學/商管學院/國際企業學系碩士班/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00360

摘要

近年來，購買新年福袋已經成為每年農曆新年的普遍潮流。百貨公司、各大超商及零售業者都會在農曆過年期間推出不同內容及價格的福袋。藉由消費者購買新年福袋，除了讓消費者可以接觸新年福袋外，還可以有機會獲得高價值的產品。由於新年福袋是不公開特性的產品，即使新年福袋充滿神秘感，但同時也有存在的風險，而不同的風險取向於消費者對於新年福袋的購買意願產生影響。由於新年福袋的內容無法預先知道，但仍然有不少的消費者願意前往排隊並購買，因此當購買新年福袋的同時也會對消費者的購買決策及行為產生影響。
本研究探討新年福袋對模仿同形傾向、規範同形傾向、強制同形傾向與社會從眾傾向對消費者網路口碑傳播與購買意願之影響。本研究則採用問卷調查法方式為網路發放問卷，研究對象是有購買過新年福袋及從未購買過新年福袋之消費者。本研究總共回收 500 份有效問卷，本研究以敘述性統計分析、信度分析及迴歸分析方法等進行資料的分析及驗證的假設。研究結果發現，新年福袋的模仿同形傾向與強制同形傾向對消費者的網路口碑傳播有正向顯著的影響；新年福袋的模仿同形傾向、規範同形傾向與社會從眾傾向對消費者的購買意願有正向顯著關係的影響。

關鍵字

新年福袋 ； 模仿同行傾向 ； 規範同形傾向 ； 強制同形傾向 ； 社會從眾傾向 ； 網路口碑傳播 ； 購買意願

並列摘要

Every year people buying lucky bags during Chinese New Year has become a common trend. Department stores, supermarkets and retailers will launch lucky bags with different products and prices during Chinese New Year. By purchasing the lucky bags, consumers can not only have access to the New Year's lucky bag, but also have the opportunity to obtain high-value products. Since the New Year's lucky bag is a product with undisclosed characteristics, even if the lucky bag is full of mystery, it also has risks, and different risk orientations will affect consumers' willingness to buy the lucky bag. Since the lucky bag cannot be known in advance, there are still many consumers who are willing to line up and buy. Therefore, when buying the lucky bag, it will also affect consumers' purchasing decisions and behaviors.
This study explores the influence of mimetic isomorphism, normative isomorphism, coercive isomorphism, and bandwagon effect on consumers’ word of mouth communication and purchase intention. This study use methodology of questionnaires and we collected 500 completed questionnaires in Online. This study research subjects are divided into those who have purchased with lucky bags and have never purchase lucky bags. The data analysis and verification hypothesis are conducted with descriptive statistical analysis, descriptive statistical analysis, reliability and validity analysis and regression analysis. The results of the study found that the lucky bag of mimetic isomorphism and coercive isomorphism has a positive and significant effect on word of mouth, the lucky bag of mimetic isomorphism, normative isomorphism and bandwagon effect has a positive and significant on consumers’ purchase intention.

並列關鍵字

Lucky bag ； Mimetic isomorphism ； Normative isomorphism ； Coercive isomorphism ； Bandwagon effect ； Word of Mouth Communication ； Purchase Intention

參考文獻

一、中文部分

1.皮世明，李依珊（2008），「影響消費者進行線上團購行為之因素研究」，

中原大學資訊管理研究所碩士論文。

2.李國賐(2016)，「價格促銷、產品品質以及服務品質對消費者購買意願之影響—以台灣漆包線產業為例」，國立成功大學高階管理碩士在職專班碩士論文。

3.林怡真(2014)，「網路口碑與品質對民宿購買意願影響之探討」，國立東華大學企業管理系碩士論文。