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    Title: 美妝心得分享網路平台行動商務對消費者購買意願影響之研究
    Other Titles: Effects of cosmetic sharing experience on purchase intention
    Authors: 葉思瑜;Yeh, Shih-Yu
    Contributors: 淡江大學企業管理學系碩士在職專班
    李月華;Lee, Yueh-Hua
    Keywords: 平台特性;自我揭露;商業意圖;可信度;行動商務;購買意願;Platform Feature;self-disclosure;Intentions to Sell;Credibility;Mobile Commerce;Purchase Intention
    Date: 2013
    Issue Date: 2014-01-23 14:03:57 (UTC+8)
    Abstract: 根據許多相關研究發現,消費者在購物前會參考網路上的口碑;而在行動商務方面,消費者僅需透過行動裝置掃瞄即可得到需要的資訊,這種「主動進行搜尋」的動作可能使消費者藉由立即的誘因影響其購買意願。而以產品購買風險來說,化妝品屬於高度購買風險,消費者在作決策時會使用其他人的評價來推論產品品質。因此,本研究擬透過化妝品心得分享入口網站-URCOSME平台探討「美妝心得分享網路平台特性」、「訊息傳遞者自我揭露程度」、「訊息接受者感受商業意圖」對消費者之「購買意願」的影響。同時探討消費者接收到來自行動裝置上LBS訊息服務及APP上網查口碑的資訊刺激,對其購買意願的影響。
    本研究利用「雪球抽樣」的方式,透過線上問卷進行問卷的發放,一共收回156份有效問卷,並針對回收的資料進行描述性統計、因素分析、信度分析、相關分析及迴歸分析,最後根據實證之結果提出主要研究結論如下:
    1.網路平台特性越多、訊息傳遞者自我揭露程度越高、訊息接收者感受商業意圖越低對於美妝心得分享網路平台可信度有顯著的正向影響。
    2.在可信度與行動商務交互作用時,可信度及可信度×適地性服務對購買意願無顯著影響,而可信度×資訊交換對購買意願則有顯著的正向影響。
    According to many studies found that consumers will search electronic word-of-mouth before they purchase goods. For the mobile commerce, consumers only need to via their mobile devices can get information they need. The active search behavior may influence their purchase intention by this immediate incentive. Moreover, due to cosmetics belong to high purchase risk, consumers will gather relevant information when they make purchase decision. Therefore, this study will explore the effect of platform feature, self-disclosure and intentions to sell on purchase intention via Urcosme platform. In the meanwhile, it will also explore the impact on purchase intention when consumer received the LBS promotion message and APP information from mobile devices.
    This research used snow ball sampling and through online survey to collect the questionnaire. Total of 156 valid copies were received. According to the collected data, it is analyzed into descriptive statistics, factor analysis, reliability analysis, correlation analysis and regression analysis. Based on the last empirical results, the main conclusions are as follows:
    1.The more platform feature and self-disclosure, the more credibility. Besides, the lower intentions to sell can generate better credibility.
    2.When credibility and mobile commerce interact, the more credibility × information exchange can generate better purchase intention; however, no effect on credibility and credibility × LBS.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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