社群平台上C2C的購買行為及研究

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賴靖元(Ching-Yuan Lai) 查詢紙本館藏

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企業管理學系

論文名稱

社群平台上C2C的購買行為及研究
(Purchasing behavior of C2C transaction on social networking website)

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摘要(中)

隨著網路世界發達，越來越多把衝動性購買的研究專注在網路上，相信在這方面的研究也趨於成熟，然而，很少有研究是關於社交平台或環境的相關購買行為，過去研究都專注在衝動性購買的行為表現上，而忽略消費者購買行為是一連串行動導致，所以本文希望透過研究衝動購買的完整交易行為來了解引發衝動性購買的可能原因，並比較與一般性購買的差異。為此，透過研究Facebook的C2C交易社團的購買機制，並將重點放在「文字質量與購買意圖」之間的關係，以及研究交易過程中可能包含的「衝動性」與一般交易模式的差異。
透過發放線上問卷來測量本研究之假說，一共回收有效問卷共計200份。在模型驗證部分，本研究以SPSS進行敘述性分析，並以SmartPLS 2.0分析各路徑之影響效果。
本研究結果說明：(1)所謂的衝動性購買不存在。(2)文字品質可以取得賣家信任。(3) 社群資本與衝動性的調節效果。(4)消費者必須喜歡此項商品才會有購買意圖。

摘要(英)

As the internet widely spread, online impulse buying has drawn scholar’s attention across disciplines, and the booming of this field has also been matured. However, few studies concentrated on social platforms or environment, which have investigated online impulse buying in social commerce. In the past, research focused on the performance of impulsive buying, while ignoring consumer purchase is a series of actions, so this article hopes to understand the possible causes of impulsive buying by studying the complete trading behavior of impulse buying and comparing the differences in general purchase behavior. For this reason, by studying the purchasing mechanism of Facebook′s C2C trading community, the focus is on the relationship between "text quality and buying intention", and the transaction processes which involve “impulsiveness”.
The hypothesis was measured by issuing an online questionnaire, and a total of 200 valid questionnaires were collected. In the model verification part, this study uses SPSS for narrative analysis and analyzes the effects of each path with SmartPLS 2.0. The results of this study indicate that: (1) The so-called impulse buying does not exist. (2) The quality of the text may urge consumer to trust in seller. (3) The effect of social capital and impulsiveness are verified. (4) Consumers generate buying intention only if they evaluate to like this product.

關鍵字(中)

★ 衝動性購買

關鍵字(英)

論文目次

中文提要 ………………………………………………………………….. I
英文摘要 ………………………………………………………………….. II
致謝 ………………………………………………………………….. III
目錄 ………………………………………………………………….. IV
表目錄 ………………………………………………………………….. VI
圖目錄 ………………………………………………………………….. VII
一、緒論…………………………………………………………….. 1
1-1 研究背景與動機………………………………………………….. 1
1-2 研究目的與問題………………………………………………….. 2
二、文獻探討……………………………………………………….. 3
2-1 文字品質……………………………………………………….. 3
2-2 購買意圖與衝動性購買……………………………………….. 4
2-3 賣家信任……………………………………………………….. 4
2-4 價值感知……………………………………………………….... 5
三、研究方法與假說……………………………………………….. 6
3-1 研究假說………………………………………………………… 6
3-2 研究架構………………………………………………………… 10
3-3 研究設計………………………………………………………… 10
3-4 研究變項衡量……………………………………………………. 12
3-4-1 自變項—文字品質……………………………………………. 13
3-4-2 中介變項—相信賣家、價值感知 (產品偏好) …………………… 13
3-4-3 依變項-購買意圖……………………………………………... 15
3-4-4 調節變項-社群資本、衝動性…………………………………… 15
3-4-5 控制變項-購買經驗、產品需求、價值感知(價格) ……………… 17
四、資料分析……………………………………………………….. 19
4-1 資料處理………………………………………………………… 19
4-2 敘述性統計分析………………………………………………….. 19
4-3 測量模型………………………………………………………… 20
4-4 問卷之效度與信度分析………………………………………… 21
4-5 結構模型分析………………………………………………..….. 22
五、結論與建議…………………………………………………… 25
5-1 研究發現………………………………………………………… 25
5-1-1 文字品質正向影響相信賣家………………………………...… 25
5-1-2 文字品質高影響價值評估且價值評估影響購買意圖…………….. 26
5-1-3 衝動性確實不存在，符合預期………..……………………………. 26
5-1-4 社群資本與衝動性的調節效果…….……………………………….. 27
5-2 未來研究………………………………………………………… 27
參考文獻 …………….…………………………………………………… 28
附錄一問卷問項.……………………………………………………… 37

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指導教授

陳炫碩

審核日期

2019-6-24

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