線上購物的享樂價值：網路零售商店形象對消費者情緒反應與購買意圖之影響─以服飾網站為例

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林鈺音(Yu-Yin Lin) 查詢紙本館藏

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資訊管理學系

論文名稱

線上購物的享樂價值：網路零售商店形象對消費者情緒反應與購買意圖之影響─以服飾網站為例
(The Hedonic Value of Online Shopping: The Effects of E-image on Customer’s Emotional Responses and Purchasing Intention-Apparel Website as an Example)

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摘要(中)

網際網路的發達改變了我們的生活。在台灣，網路購物已經成為一種趨勢，且除了實體店面的購物管道外，越來越多的消費者喜愛在網路上購物。對消費者來說，享樂要素已成為上網購物很重要的因素之一。近年來，消費者雖上網搜尋資訊以利完成任務或例行工作，但其更喜愛逗留於網路世界，尋找樂趣並享受生活。因此，本研究採用 Mehrabian & Russell‟s (1974) 刺激-機制-反應架構，探討網路零售商網站形象對網路購物之享樂價值的影響，並以消費者情緒反應為中介變數，探討其對消費者購買意圖之影響。
本研究參照 Jeong, Fiore, Niehm & Lorenz (2009) 針對享樂價值與消費者情緒反應提出本研究之研究架構。本研究採用實驗設計，並選擇大學部之學生作為本研究之研究對象，共回收有效樣本274份。本研究採用 SPSS 17.0 及 AMOS 18.0 進行資料分析與假設檢定。本研究之結果發現：(1)零售商網站形象對網路購物的享樂價值有正向且顯著之影響；(2)線上購物之享樂價值對於消費者之情緒反應具正向且顯著之影響；(3)消費者之情緒反應對於購買意圖有顯著之影響。此外，本研究之結果亦可提供網路零售業者發展網站時一有用之參考資訊，幫助零售業者建立更佳優越之零售商店網站形象，且提供消費者適宜之產品評估與檢視方式，以滿足消費者之需求。

摘要(英)

Internet is changing almost every aspect of our daily lives. In Taiwan, Internet shopping has become a trend, and most of customers have online shopping experiences. Hedonic values have begun to be recognized as important elements of online shopping (Burke, 1999; Hoffman and Novak, 1996). Recently, customers who always stay on the Internet are likely to have fun rather than complete tasks. Hence, this present study adopted Mehrabian and Russell‟s (1974) S-O-R framework and tried to work out the impact of an online retailer‟s website image on hedonic values of online shopping, and use of emotion as a mediator to know its impact on consumer‟s purchase intention.
The study refers to the model of Jeong et al. (2009) regarding hedonic value and emotional responses, and this study adopted it to develop research framework. This study has selected students as the research subject. This study employed an experimental design with 274 valid responses, and those responses were analyzed using AMOS to examine the structural estimation model. Significant hypothesized paths were found between E-image, hedonic value (enjoyment, escapism, and esthetic), emotional responses, and purchasing intention. The findings of this study will provide useful information that online retailers can use to develop a more superior e-image and thus satisfy consumer needs for adequate product evaluation in Internet shopping.

關鍵字(中)

★ 情緒量表
★ 購買意圖
★ 網路零售商店形象
★ 享樂價值

關鍵字(英)

★ Purchase intention
★ Hedonic value
★ E-image
★ PAD

論文目次

1. INTRODUCTION ........................................................................................................................... 1
1.1 RESEARCH BACKGROUND ........................................................................................................ 1
1.2 RESEARCH MOTIVATION .......................................................................................................... 3
1.3 RESEARCH PURPOSES ............................................................................................................... 5
1.4 OVERVIEW OF CHAPTERS......................................................................................................... 6
2. LITERATURE REVIEW ............................................................................................................... 7
2.1 RESEARCH FRAMEWORK ......................................................................................................... 8
2.2 E-IMAGE ................................................................................................................................... 9
2.3 HEDONIC VALUE ..................................................................................................................... 12
2.3.1 The Effect of E-image on Enjoyment ............................................................................... 13
2.3.2 The Effect of E-image on Escapism .................................................................................. 15
2.3.3 The Effect of E-image on Esthetic .................................................................................... 16
2.4 EMOTIONAL EXPERIENCES .................................................................................................... 18
2.4.1 The Effect of Hedonic Value on Customers’ Emotional Responses ................................ 19
2.4.2 The Effect of Customers’ Emotional Responses on Purchase Intention ......................... 20
3. RESEARCH METHODOLOGY ................................................................................................. 23
3.1 STIMULUS SELECTION AND MANIPULATION ......................................................................... 23
3.1.1 Product Selection ............................................................................................................... 23
3.1.2 The Stimulus Websites Development and Manipulation .................................................. 23
3.2 PRETEST ................................................................................................................................. 25
3.3 EXPERIMENT PROCEDURE ..................................................................................................... 26
3.4 MEASURES .............................................................................................................................. 27
3.4.1 Shopping Enjoyment ......................................................................................................... 27
3.4.2 Escapism ............................................................................................................................ 27
3.4.3 Esthetic ............................................................................................................................... 28
3.4.4 Pleasure and Arousal ......................................................................................................... 28
3.4.5 Purchase Intention ............................................................................................................ 29
3.5 DATA COLLECTION AND ANALYSIS METHOD ........................................................................ 30
3.5.1 Sample Description ............................................................................................................ 30
3.5.2 Validity and Reliability ....................................................................................................... 30
3.5.3 Research Hypotheses Testing ............................................................................................ 32
4. ANALYSIS AND RESULTS ......................................................................................................... 33
4.1 PRETEST ANALYSIS ................................................................................................................. 33
4.2 SAMPLE DESCRIPTION ............................................................................................................ 34
iv
4.3 VALIDITY AND RELIABILITY ................................................................................................... 36
4.3.1 Validity ............................................................................................................................... 38
4.3.2 Reliability ........................................................................................................................... 39
4.4 CAUSAL MODEL ANALYSIS ..................................................................................................... 40
4.4.1 Model Testing ..................................................................................................................... 40
4.4.2 Hypotheses Testing ............................................................................................................ 41
4.5 FURTHER ANALYSIS ................................................................................................................ 43
5. DISCUSSION AND MANAGERIAL IMPLICATION .............................................................. 45
5.1 CONCLUSION ........................................................................................................................... 45
5.2 MANAGERIAL IMPLICATIONS ................................................................................................. 47
5.3 RESEARCH LIMITATIONS AND FURTHER RESEARCH ............................................................. 49
REFERENCES ..................................................................................................................................... 51
APPENDIX: QUESTIONNAIRE ........................................................................................................ 61
APPENDIX: EXPERIMENT DESIGN ............................................................................................... 66

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指導教授

李小梅(Li Shau-Mei Wang)

審核日期

2010-7-5

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