在近年來因網路快速興起使得電子商務蓬勃發，在這競爭激烈的產業中，各購物網站祭出許多功利性價值吸引顧客持續在特定網站購買的意願。但是透過這種衡量成本效益所培養的認知忠誠，消費者很容易受到低價或功能性等誘惑而無法維持，而培養內心層面的價值忠誠才是維持消費者忠誠的關鍵。 因此本研究即採用六項娛樂購物動機，做為正向影響消費者從該購物網站獲得情感與社交價值，進而形成內心情感與意圖忠誠度，並且加入功能價值作為情感、社交價值到情感與意圖忠誠的中介影響。本研究使用網路問卷調查方式，以購物網站購買經驗的消費者做為調查對象，回收有效問卷為367份進行結構方程式分析。結果發現前六項娛樂購物動機分別皆呈現正向顯著影響情感、社交價值，情感價值正向顯著影響情感忠誠，社交價值負面顯著影響意圖忠誠，情感忠誠正面顯著影響意圖忠誠，此外功能價值對於情感價值影響其情感忠誠呈現顯著差異，功能價值對於社交價值影響其情感忠誠呈現顯著差異，本研究希望透過假設驗證結果及分析，以供未來電子商務業者參考。 ;In recent years, E-commerce becomes an intense competition industry. All of these online shopping websites provide lots of utilitarian value to attract customers have repurchased intention on their websites. However, customer form cognitive loyalty through cost-effectiveness factor, they will easily go shopping on other websites by those utilitarian values, such as low price. This research provides a model by using six hedonic shopping motivations to positively influence customers obtaining emotional value and social value in order to form their affective and conative loyalty. Furthermore, utilitarian value mediates the emotional, social value to affective and conative loyalty. This study collects 431 samples in total by using internet questionnaires. Analyzing upon 367 usable responses by SPSS22 and AMOS21 reveals that the measurement model has good reliability and validity. Based on the structural equation modeling, the result reveals that that the six hedonic shopping motivations have separately positive impact on emotional and social value. Emotional value has positive impact on affective loyal. Social value has negative impact on conative loyalty. The impact of emotional, social value on affective and conative loyalty is different from utilitarian value. By validating these assumptions, this research provides a marketing recommendation on e-commerce for the purpose of improving competitive advantage in intense competition industry.
