探討虛實環境體驗對消費者購買意圖之影響

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題名:	探討虛實環境體驗對消費者購買意圖之影響 Impacts of Oline and Offline Experiences on Consumer Purchase Intention
作者:	施定閎 Shih, Ding-Hung
貢獻者:	經營管理學系
關鍵詞:	虛擬社群平台;實體環境;購買意圖;認知涉入 Online community platform;Offline environment;Purchase intention;Cognitive involvement
日期:	2021-06-30
上傳時間:	2022-10-31 05:37:38 (UTC+0)
出版者:	亞洲大學
摘要:	虛擬社群平台對於消費者購買意圖有一定的影響力。隨著網際網路越來越普及化、行動裝置也越來越方便，消費者可以方便快速在虛擬社群平台上找到他人的經驗分享或是評論甚至是商品的資訊等等，虛擬社群的影響成為消費者購買意圖過程中的重要一個部分。因此本研究之目的乃由消費者在虛擬社群平台上購物的角度出發，探討虛擬社群平台上提供的資訊與實體環境給予的資訊差異是否對消費者意圖是具有影響力的，本研究再針對虛實整合公司的消費過的消費者進行問卷調查，蒐集120份有效問卷。資料分析結果顯示：虛擬社群體驗會正向影響認知涉入、實體環境體驗會正向影響認知涉入、虛擬社群體驗會正向影響購買意圖、實體環境體驗會正向影響購買意圖、認知涉入會正向影響購買意圖，最後會根據實證結果提出研究發現及實務意涵，並建議後續研究以及研究方向。 Online community platforms have a certain amount of impact on consumer purchase intentions. With the increasing popularity of the Internet and convenience of mobile devices, consumers can easily and quickly learn about other's experiences, their reviews, and even product information on online social media platforms. Accordingly, the impact of online communities has become an important influencing factor of consumer purchase intention. This study, therefore, aims to investigate whether the difference between the information provided on online community platforms and that in an offline environment impacts consumer purchase intention on online community platforms. To this end, 120 valid questionnaires were completed by consumers who have purchased from companies that engaged in a click-and-mortar business. Data analysis revealed that both online community experience and offline physical experience positively impact cognitive involvement; both online community experience and offline physical experience positively impact purchase intention; and cognitive involvement positively impacts purchase intention. Lastly, research and practical implications of the present findings are highlighted, and follow-up research directions are proposed.
顯示於類別:	[經營管理學系 ] 博碩士論文

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