Loading...
|
Please use this identifier to cite or link to this item:
https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/52244
|
| Title: | 臺灣地區網路消費者購物決策因素研究─以社會及心理學取向 |
| Other Titles: | A study on the influential factors at the internet shopping decision making process in Taiwan ─ the social-psychological approach |
| Authors: | 吳明鳳;Wu, Ming-fong |
| Contributors: | 淡江大學大眾傳播學系碩士班
黃振家;Huang, Jenn-jia |
| Keywords: | 線上購物/網路購物;網路品牌;購物決策;網路消費者;on-ling shopping/internet shopping;e-brand;purchase decision;web customers |
| Date: | 2010 |
| Issue Date: | 2010-09-23 17:19:53 (UTC+8) |
| Abstract: | 本研究發現許多探討網路購物因素的相關文獻，大多偏重在網路消費者個人影響因素，比如：消費者特性、人格特質、行為特質、涉入程度、風險態度等，忽略網路消費者處於實體社會中，仍會受到實體社會環境的影響，缺乏針對網路消費者社會及心理影響因素的探討。本研究透過深度訪談方式，針對網路消費者進行購物決策的相關研究，以品牌的社會、心理層面為考量因素，探討線上購物品牌在消費者作購物決策時的重要性，及網路品牌如何促發網路消費者購買動機，進而影響其購物決策，希望藉由本研究結果作為電子商務品牌經營者在經營電子商務及虛擬通路時的參考依據。
本研究將以心理及社會角度出發，討論網路消費者的購物決策因素時，強調必須要將社會情境及個人心理因素納入討論，並藉由認知不和諧理論(Cognitive dissonance theory)、沈浸理論(Flow theory)及社會認知理論(social cognitive theory ,SCT)為理論基礎，利用此三個理論探討人們使用網路的核心概念，剖析網路消費者於購物決策的不同階段之心理過程，及社會因素層面如何影響網路消費者的購物決策，進而了解網路品牌的力量如何於高風險的網路虛擬世界中，促發網路消費者的購物動機，網路品牌運作的機制如何影響網路消費者的購物決策，並藉此鞏固網路消費者的品牌忠誠度，增加網站品牌的競爭優勢。
本研究經訪談後，從五個問題意識去深入探討後發現：
(一) 對網路消費者來說，網路購物決策過程是認知與矛盾拔河的過程，也是達成購物目標的控制過程，此過程中「時間性的掌控」對於消費者來說是重要考量的因素。
(二)當品牌使用成為一種網路習慣，購物前品牌作用產生於慣性，購物中品牌作用發生於可信度的鞏固，購物後品牌的服務便決定於滿意，而網站的「品牌定位」、「品牌形象」便是購物決策過程中評估網站的過濾器。
(三)對網路消費者來說，網路購物決策過程是自我設定任務的過程，也是達成購物目標的控制過程，及掌控技巧與挑戰的過程。
(四)網路媒體特性具有「自我效能」展現的場域，網路購物決策過程，是消費者自我效能「能力評估」的過程，當網路購物任務難度超越自我效能的能力，消費者會以「品牌」做為評估考量的準則。若網路購物任務失敗或不如預期，自我效能的「能力評估」會指向對網站的評估錯誤。
(五)影響網路消費者購物決策因素是一個循環的過程，參考他人的品牌體驗是為一種「替代性經驗」，也是自己品牌經驗累積的過程。虛擬社會關係、虛擬社群以及實體世界中的人際關係與品牌經驗都會影響購物決策因素。
The research found that many relatively literatures of discussing online shopping factors usually emphasize personal influence factors of internet consumers such as consumer characteristics, personalities, behavior characteristics, involvement, risk attitude, and so forth. These literatures ignore that internet consumers are still influenced by real social environment and lack the discussion with respect to social and psychology influence factors of internet consumers. The research carries out the relative study for online purchasing decision of internet consumers by means of in-depth interview to discuss the importance of online shopping brand name to the shopping decision made by consumers based upon social and psychology perspectives of brand names and how to promote purchase motivation of internet consumers and the influence of shopping decision. The research result will be hopefully taken as a reference for e-commerce operators while operating e-commerce and virtual channels.
Accordingly, the research will be started upon the psychology and society perspectives to discuss the shopping decision factors of online consumers. The most important thing is that social contexts and personal psychology factors must be contained for discussion. Cognitive dissonance theory, flow theory and social cognitive theory are utilized to discuss the core concept associated with internet used by people, analyze the psychology process with respect to shopping decision of online consumers on different stages, and consider how the social factors influence the shopping decision made by online consumers. The shopping motivation of online consumers pushed ahead by the power of online brands in the virtual world with high risk can be further understood, and the shopping decision of online consumers influenced by the system of online brands can be considered as well, thereby strengthening the brand loyalty of online consumers and increasing the competition advantage of online brands.
After deeply interviewing with online consumers, the research found five issues:
(I)Online shopping decision is a process between cognition and contradiction and is a control process of achieving the shopping goal. “Timing control” is an important factor with respect to online consumers.
(II)When the utilization of brand becomes an online behavior, the brand name effect will form inertia prior to shopping. The creditability is solidified during the shopping, and the satisfaction relies on the service of brand after shopping. “ Brand positioning” and “brand image” of web sites are filters for evaluating these web sites during the online shopping decision..
(III)For online consumers, online shopping decision is a process of self-setting a mission, a process of achieving the shopping goal, and a process of skill and challenge handling as well.
(IV)Internet media has a field for “self-efficacy”. The process of online shopping decision is a process for “capability evaluation” of self-efficacy. When the mission difficulty of online shopping exceeds the ability of self-efficacy, consumers will use “brands” as a principle for evaluation and consideration. If online shopping fails, the “capability evaluation” of self-efficacy will take the website evaluation as a mistake.
(V)Shopping decision influenced by online consumers is a circulation. Brand experiences referred by others are a “vicarious experience” and a process of accumulating the experience of self-brands. Virtual social relationship, virtual communities, and interpersonal relationship and brand experiences in the real world may influence online shopping decisions |
| Appears in Collections: | [大眾傳播學系暨研究所] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML | 466 | View/Open |
|
All items in 機構典藏 are protected by copyright, with all rights reserved.
|
