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| Title: | Instagram使用者商品資訊搜尋與購買意圖影響因素之探討
Exploring Factors of Searching and Purchasing Intention in Instagram Shopping |
| Authors: | 張筠靄
Chang, Yun-Ai |
| Contributors: | 白佩玉
Bai, Pei-Yu
張筠靄
Chang, Yun-Ai |
| Keywords: | Instagram
社交商務
外部刺激-心理機制-反應理論
顧客體驗路徑
資訊搜尋行為
購買意圖
心流
功利與享樂主義
連結強度
訊息診斷性
Instagram
Social Commerce
Stimulus-Organism-Reaction theory
Customer Experience Path (5A)
Information-seeking Behavior
Purchase Intention
Flow
Utilitarian and Hedonism
Tie Strength
Information Diagnostic |
| Date: | 2020 |
| Issue Date: | 2021-01-04 11:32:08 (UTC+8) |
| Abstract: | Instagram為年輕網絡使用者中著名的社交平台，近年來Instagram為提供更多元的平台服務，於社交平台中提供許多社交商務功能，提供大型品牌商、中小型電商、個人賣家皆可以在Instagram上架設企業帳號、發佈產品貼文、推播廣告，讓消費者在Instagram上蒐集產品資訊並產生購買意圖。本研究以刺激(Stimulus)-心理機制(Organism)-反應(Reaction)理論模型為基礎，透過文獻回顧及9場深度訪談，歸納在社交商務環境下，Instagram之社交與購物功能對消費者顧客體驗路徑的影響因素。
本研究發現：Instagram購物功能和使用者社交行為所創造的外部刺激包括「貼文的內容特徵」、「使用者間的連結強度」、「客製化的廣告」。外部刺激會促使消費者產生不同的心理機制，進而影響消費者的資訊查找或購買意圖。在接受外部刺激下，消費者會產生不同的心理機制，包括「心流」、「功利與享樂主義」、「訊息診斷性」。研究結果將可作為平台、品牌、商家在優化Instagram顧客體驗路徑時之參考。
Instagram is a well-known social platform among young Internet users. In recent years, Instagram has provided more diversified platform services, including social commerce functions on its platform. New social commerce functions, including setting up corporate accounts, posting product posts, and pushing advertisements to allow consumers to collect product information on Instagram and generating purchase intentions that available to large brands, small and medium-sized e-commerce companies, and individual sellers are finely set up on Instagram.
This research is based on the Stimulus-Organism-Reaction theoretical model. Through literature review and 9 in-depth interviews, it is summarized in the social business environment that Instagram`s social commerce function impact the consumer experience influencing factors of the New Customer Path (5A).
This study found that the external stimuli created by Instagram shopping functions and users` social behaviors include "content characteristics of posts", "strength of links between users", and "customized ads." External stimuli will prompt consumers to produce different psychological mechanisms, which will affect consumers` information-seeking behavior or purchase intentions. Under external stimuli, consumers will have diverse psychological mechanisms, including flow, utilitarian and hedonistic, and information diagnosticity. The research`s discussion and result look forward to as a reference for platforms, brands, and businesses to optimize customer experience path (5A) for their Instagram viewers. |
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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)
107363087 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107363087 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202001816 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
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