近年來由於網路購物之興盛，使得B2C的電子商務模式所帶來的經濟效益不容小覷，在如此競爭的環境下，掌握消費者的購買動機顯得相當重要。而虛擬社群的興起，使消費者漸漸以虛擬社群的內容做為商品主要的情資來源，而本研究認為在不同虛擬環境下，消費者所受的影響也大不相同。因此，本研究試圖回答：「不同的消費者動機對購買意願造成怎樣的影響？更甚者，不同虛擬環境因素下，又對購買意願造成何種影響？」。本研究將消費者的購買動機分為理性動機的知覺風險與情感動機的自我形象一致，分別探討對購買意願的影響，此外，本研究進一步以資訊豐富度以及情感性承諾為中介變數，分別檢視知覺風險與自我形象一致是否會藉由中介效果間接影響購買意願，本研究證實了知覺風險與自我形象一致對購買意願具有顯著影響，並藉由關鍵中介機制進一步了解影響購買意願的間接因素，補足過去研究在此間接效果的缺口。另一方面，由於虛擬社群的興起，使得社群內的虛擬體驗與電子口碑對消費者的影響力日益增加，本研究考量到各虛擬社群內的虛擬體驗與電子口碑各不相同，加上個體受訪者與虛擬社群之巢套關係，使用階層線性模型為本研究架構，以虛擬體驗與電子口碑為組織層次變數，分別調節知覺風險與自我形象一致對購買意願之關係。由於本研究使用階層線性模型進行跨層次的分析，此種方式可更嚴謹的探討不同虛擬環境因素對不同購買動機的消費者所造成之影響，補足過去相關領域研究之缺口。 Because of prosperity of online shopping in recent years, the B2C e-commerce makes great benefits. In such a competitive environment, to grasp consumers’ purchase motivation is an important thing. The rise of virtual communities cause consumer to search information through different types of virtual communities as a main information resource. This study considers that the impact on consumer would be very different under the different virtual environment. This study tries to know that how different types of consumers’ motivation to affect their purchase intention？ Moreover, how different of virtual environment to affect consumers’ purchase intention？ This study will divide consumers’ purchase intention into rational and emotional. We chose perceived risk stands for rational motivation, and self-image congruence stands for emotional motivation, and then discusses the relationship with purchase intention respectively. In addition, this study uses information richness and affective commitment as mediators between perceived risk/self-image congruence and purchase intention respectively. We verify that perceived risk and self-image congruence will affect purchase intention directly, and affect purchase intention indirectly through the mediator. The finding of this study makes up the gap of indirect relationship of relative researches. On the other hand, prosperity of virtual communities, making virtual experience and electronic word-of mouth within virtual communities affect consumer more and more. Taking different virtual experience and electronic word-of-mouth within different virtual communities into consideration in this study, and individual respondent nested single virtual community, this study use hierarchical linear model (HLM) as framework. Virtual experience and electronic word-of -mouth are the organizational level variables, moderating the relationship of perceived risk/self-image congruence and purchase intention respectively. Due to this study used cross-level hierarchical linear model analysis, this approach can be stricter discussing moderating effects on different virtual purchase motivation caused by environmental factors, makes up the gap of past research in related fields.
