戰利品購物與線上購物狂歡節投入：探討資訊性誘因與社會影響之中介

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王思茹(Szu-Ju Wang) 查詢紙本館藏

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企業管理學系

論文名稱

戰利品購物與線上購物狂歡節投入：探討資訊性誘因與社會影響之中介
(Sport shopping and online shopping carnival engagement: Moderated by informational incentives and social influence)

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摘要(中)

過去研究多針對消費者的功利性與享樂性的購物動機進行探討，近期有學者利用動機目標理論解釋消費者的購物動機來源，提出全新購物類型-戰利品購物。本研究也將探討羊群行為在線上購物狂歡節投入之影響，根據Sun (2013)之羊群效應(Herd Behavior)觀點，分別探討資訊性誘因及社會影響對戰利品購物與線上購物狂歡節投入間之中介效果。
透過以參與線上購物狂歡節之消費者為樣本，共回收有效問卷328份進行統計分析。通過實證研究發現消費者的羊群行為背後的資訊性誘因在戰利品購物與線上購物狂歡節投入間扮演著中介的角色；同時羊群行為背後的社會影響也中介戰利品購物與線上購物狂歡節投入之間的關係。最後根據研究結果提出討論、管理意涵、研究限制與未來研究建議，提供後續研究參考及方向。

摘要(英)

In the past, the research focused on the utilitarian and hedonic shopping motives of consumers. Recently, some scholars use the achievement goal theory to explain the source of consumers′ shopping motivation and propose a new shopping segment - sports shopping. This study will also explore the impact of herd behavior on online shopping carnival engagement, based on Sun′s (2013) Herd Behavior perspective, exploring the mediation of informational incentives and social influence between sports shopping and online shopping carnival engagement.
Through the sample of consumers participating in the online shopping carnival, a total of 328 valid questionnaires were collected for statistical analysis. The result shows that information incentives and social influence behind the consumer′s herd behavior act a mediated role between sports shopping and online shopping carnival engagement. The implications of the findings, limitations, future research directions and reference, and managerial implications are discussed.

關鍵字(中)

★ 戰利品購物
★ 線上購物狂歡節
★ 資訊性誘因
★ 社會影響

關鍵字(英)

論文目次

摘要 VI
abstract VII
誌謝 VIII
目錄 IX
圖目錄 VI
表目錄 VII
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究流程 3
第二章文獻探討 5
2-1 線上購物狂歡節（Online Shopping Carnival） 5
2-1-1 線上購物狂歡節的出現與發展 5
2-1-2 定義 6
2-1-3狂歡節理論 7
2-1-4線上購物狂歡節現象 7
2-2 線上購物狂歡節行為 8
2-2-1 定義 8
2-2-2 線上購物狂歡節投入行為 8
2-3 戰利品購物(Sports Shopping) 9
2-3-1 定義 9
2-3-2 成就目標理論 10
2-3-3 任務導向的目標 11
2-3-4 以自尊為導向的目標 11
2-3-5以社會認同為導向的目標 12
2-4 資訊性誘因(informational incentives) 13
2-4-1羊群行為(herd bahavior) 13
2-4-2資訊性誘因定義 13
2-4-3資訊性誘因相關理論 14
2-5社會影響(social influence) 15
2-5-1定義 15
2-5-2社會影響相關理論 16
2-5-3資訊性誘因與社會影響之關係 17
第三章研究方法 21
3-1 研究架構 21
3-2 研究樣本 21
3-3 研究工具 22
3-4 研究步驟 23
第四章研究結果 27
4-1 樣本描述性統計 27
4-2 信度分析 29
4-3 變項之相關性 29
4-4 效度分析及模型配適度檢定 31
4-5 階層迴歸分析 34
第五章討論與建議 40
5-1 研究討論 40
5-2 管理意涵 43
5-3 研究限制與未來建議 44
5-4 研究結論 46
參考文獻 59
附錄：研究問卷 59

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指導教授

杜秉叡

審核日期

2019-7-29

推文