探討Dcard社群平台對大專校院學生消費者決策模型之影響-以Dcard美食版為例

由於近年來社群平台的興起，民眾的消費行為常受到社群平台訊息的影響，其中頗受國內大專校院學生所普遍使用的Dcard社群平台便是一個影響力極為可觀的資訊平台。本研究即以Dcard美食版做為研究個案，並以大專校院學生做為探討對象，運用UTAUT2模型研究該平台之大專校院學生是否會因Dcard社群平台之績效預期、努力期望、社會影響、促進條件、享樂動機、價格價值及習慣影響其購買意向及實際購買行為，並驗證其購買意向至購買行為是否會因使用經驗之長短、可支配零用錢之多寡及衝動性購買傾向之高低而受到干擾。本研究藉由問卷工具及網路調查，復透過非機率抽樣當中之便利抽樣以獲得所需之原始資料，在1,002份回收問卷當中得出有效問卷632份，有效回收率為63%。之後，藉由PLS-SEM以檢定本研究所建立之各項研究假說，最後，再運用PLS-MGA檢定受訪者之使用經驗長短、可支配零用錢之多寡及衝動性購買傾向之高低是否會產生干擾效果。實證結果顯示，Dcard美食版之績效期望、促進條件、價格價值及習慣等變數會正向影響受訪者的購買意向，且購買意向亦會正向影響購買行為，至於使用Dcard之經驗長短、可支配零用錢之多寡及衝動性購買傾向之高低皆未能對購買意向至購買行為產生干擾效果。

關鍵字

購買意向；延伸整合型科技接受模式； Dcard ；購買行為

並列摘要

The consumers’ purchasing decisions were influenced by social platform information due to the rise of social platform recently. The Dcard is a most common and powerful social platform that influences the college students’ purchasing decision. This study choses the Delicious Food section of Dcard and college students to be our subjects. Further, we use the UTAUT2 model to study whether performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit influence college students’ purchasing intention and actual behavior. After that, we also want to study whether user experience, money available, and the impulse buying tendency influence the relationship between purchasing intention and actual behavior. In our study, we received survey data from internet investigate that we use convenience sampling that is one of the non-probabilistic samplings. We received 1,002 raw data and valid questionnaires are 632. The effective response rate is 63%. After we use PLS-SEM to test our hypothesis and use PLS-MGA to test whether users’ experience, money available, and impulse buying tendency moderate the path coefficiences between purchasing intention and actual behavior. The results reveal that the performance expectancy, facilitating conditions, price value, and habit positively influenced purchasing intention. The purchasing intention also positively influences purchase behavior, but experience, money available, and impulse buying tendency nonsignificantly influence the relationship between purchasing intention and actual behavior.