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| Title: | 以S-O-R模型探討新精品電商對消費者購買意圖的影響
An Application of the S-O-R Model to Examine Factors Related with Customers’ Purchase Intention toward New Luxury E-commerce |
| Authors: | 楊仁凱
Yang, Jen-Kai |
| Contributors: | 洪為璽
季延平
Hung, Wei-Hsi
Chi, Yen-Ping
楊仁凱
Yang, Jen-Kai |
| Keywords: | S-O-R模型
新精品
電子商務
網站品質
網站品牌
網站氛圍
S-O-R model
New luxury
E-commerce
Website quality
Website brand
Website atmosphere |
| Date: | 2018 |
| Issue Date: | 2018-10-17 11:37:42 (UTC+8) |
| Abstract: | 中文摘要
隨著消費結構升級，消費者有了更多物質享受，也十分重視生活品質，消費者漸漸願意在自己認為值得的「新精品」上投資更多。新精品並非傳統頂級且只有少數人擁有的精品，它無稀少性、相對平價、品牌形象良好且是可以凸顯自身品味的產品或服務。隨著數位化時代的來臨，有關電子商務的議題已經研究了一段時間，精品產業一方面為了成長與創新，有些品牌選擇擁抱電商，另一方面為了維持其獨有的稀少性，部分品牌至今持續鞏固其零售店面，但有關新精品進入電商產業的研究卻是少之又少。本研究整理過去的文獻，以S-O-R模型，探討新精品品牌如何利用線上商店的環境去影響消費者的心理狀態，進而增加消費者對在線上的購買意圖。本研究以「網站品質」、「網站品牌」與「網站氛圍」作為線上環境中的刺激（Stimulus, S）當消費者受到上述環境刺激時，預期會產生「情緒喚起」與「知覺風險」的心理狀態變化（Organism, O）進而產生「購買意圖」的反應（Response ,R）。本研究共蒐集482份問卷，有效問卷473份，透過結構方程式模型分析結果後發現，網站品質無論對於消費者的情緒喚起及知覺風險皆無顯著影響，而網站品牌與網站氛圍皆會顯著正向影響消費者的情緒喚起，且對於知覺風險皆有顯著的負向影響，情緒喚起對於購買意圖有顯著的正向影響，而知覺風險對於購賣意圖則有顯著的負向影響。透過本研究結果可以提供網站設計者、品牌相關人員或創辦人未來可以對新精品品牌進入電子商務領域時，作為執行的參考，抑或作為檢視品牌目前線上商店的標準，讓企業未來在電子商務領域中，能找到影響消費者情緒及知覺風險的關鍵，成功提高消費者的購買意圖進而增加銷量，成功推廣新精品品牌。
關鍵字：S-O-R模型、新精品、電子商務、網站品質、網站品牌、網站氛圍
Abstract
With the trading-up, consumers have paid more attention and attached with great importance to the quality of life. Consumers are gradually willing to invest more in the new luxury goods that they think valuable. The new-luxury goods are affordable, good brand image and can highlight personal characteristic. In the digital age, the topic of e-commerce has been studied for some time. Some luxury brands choose to embrace e-commerce, and on the other hand, in order to maintain its scarcity, some brands have so far continue to maintain their retail stores. But research on new luxury goods entering the e-commerce industry is rare. This study adopts the S-O-R model to explore how new luxury brands can use the online store environment to influence consumers` psychological state, thereby increasing consumers` intentions to purchase online. In this study, "Website Quality", "Website Brand" and "Website Atmosphere" are used as incentives in the online environment (Stimulus, S). When consumers are stimulated by the above environment cues, they are expected to generate "emotional arousal" and "perceived risk". The change in mental state (Organism, O) in turn produces a "purchase intention" response (Response, R). A total of 482 questionnaires were collected in this study, and 473 valid questionnaires were analyzed. This study then performs the structural equation modeling analysis and verifies the suitability of models with samples, and verifies the relationship among the variables. The result shows that the quality of the website had no significant effect on the emotional arousal and perceived risk. Website brand and website atmosphere have significant and positive effect on emotional and arousal, while they have significant negative effect on perceived risk. Emotional arousal has a significant positive effect on purchase intention, while perceived risk has a significant negative effect on purchase intention. Through the results of this research, website designers, brand-related personnel or founders can be used as a reference for implementation when they enter the e-commerce field in the future, or as a standard for assessing the current online store of the brand. We can find the key to affecting consumers` emotional and perceived risks, successfully improve consumers` purchasing intentions and sales, and finally promote new luxury brands.
Keywords: S-O-R model, New Luxury, E-commerce, Website quality, Website Brand, Website Atmosphere |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363021 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105363021 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.MBA.084.2018.F08 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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