数据加载中.....
|
请使用永久网址来引用或连结此文件:
https://nccur.lib.nccu.edu.tw/handle/140.119/120586
|
题名: | 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 |
作者: | 楊仁凱 Yang, Jen-Kai |
贡献者: | 洪為璽 季延平 Hung, Wei-Hsi Chi, Yen-Ping 楊仁凱 Yang, Jen-Kai |
关键词: | 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 |
日期: | 2018 |
上传时间: | 2018-10-17 11:37:42 (UTC+8) |
摘要: | 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 |
參考文獻: | 中文部分 蔡文仁(民102)。線上購物環境與消費者特徵對網路衝動性購買影響之研究。東方學報。 吳明隆(民96)。SPSS 統計應用學習實務: 問卷分析與應用統計。臺北市:知城圖書。
英文部分 Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York, 28, 35-37. Aaker, D. A.(1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102–120. Abdolvand, M. A., & Andervazh, L.(2011). Investigating customer perceived value in custom services, 4. Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., & Morimoto, M.(2003). Effects of media formats on emotions and impulse buying intent. Journal of Information Technology, 18(4), 247–266. Ahn, T., Ryu, S., & Han, I.(2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263–275. Aladwani, A. M., & Palvia, P. C.(2002). Developing and validating an instrument for measuring user-perceived web quality. Information & Management, 39(6), 467–476. Allérès, D.(1990). Luxe–: stratégies-marketing. Economica. Arnold, M. B. (1960). Emotion and personality. New York, NY, US: Columbia University Press. Bagozzi, R. P., & Burnkrant, R. E.(1979). Attitude Organization and the Attitude- Behavior Relationship, 17. Baker, J. (1986). The role of the environment in marketing services: The consumer perspective. The services challenge: Integrating for competitive advantage, 1(1), 79-84. Bauer, R. A. (1960). Consumer behavior as risk taking. In Proceedings of the 43rd National Conference of the American Marketing Assocation, June 15, 16, 17, Chicago, Illinois, 1960. American Marketing Association. Baker, B., Grewal, & Levy.(1992). An_experimental_approach_to_ma.pdf. Bellizzi, J. A., & Hite, R. E.(1992). Environmental color, consumer feelings, and purchase likelihood. Psychology and Marketing, 9(5), 347–363. Berthon, P., Pitt, L., Parent, M., & Berthon, J.-P.(2009). Aesthetics and Ephemerality: Observing and Preserving the Luxury Brand. California Management Review, 52(1), 45–66. Biel, A. L. (1992). How brand image drives brand equity. Journal of advertising research, 32(6), 6-12. Bitner, M. J.(1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior: Harcourt College Publishers. Boyd, T. C., & Mason, C. H. . (1999). The Link between Attractiveness of 「Extrabrand」 Attributes and the Adoption of Innovations. Journal of the Academy of Marketing Science, 27(3), 306–319. Carlos Fandos Roig, J., Sanchez Garcia, J., Angel Moliner Tena, M., & Llorens Monzonis, J.(2006). Customer perceived value in banking services. International Journal of Bank Marketing, 24(5), 266–283. Chang, H.-J., Eckman, M., & Yan, R.-N.(2011). Application of the Stimulus- Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233–249. Cheng, F. F., Wu, C. S., & Yen, D. C. (2009). The effect of online store atmosphere on consumer`s emotional responses–an experimental study of music and colour. Behaviour & Information Technology, 28(4), 323-334. Choi, J., & Lee, K.(2003). Risk perception and e‐shopping: a cross‐cultural study. Journal of Fashion Marketing and Management: An International Journal, 7(1), 49–64. Corbitt, B. J., Thanasankit, T., & Yi, H.(2003). Trust and e-commerce: a study of consumer perceptions. Electronic Commerce Research and Applications, 2(3), 203–215. Cox, D. F., & Rich, S. U.(1964). Perceived Risk and Consumer Decision-Making: The Case of Telephone Shopping. Journal of Marketing Research, 1(4), 32. David A. Griffith, & Robert F. Krampf .(1998). An Examination of the Web-Based Strategies of the Top 100 U.S. Retailers. Journal of Marketing Theory and Practice, 6(3,) Davis, D. F., Golicic, S. L., & Marquardt, A. J.(2008). Branding a B2B service: Does a brand differentiate a logistics service provider? Industrial Marketing Management, 37(2), 218–227. De Barnier, V., Falcy, S., & Valette-Florence, P.(2012). Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands. Journal of Brand Management, 19(7), 623–636. Donovan, R. J., & Rossiter, J. R.(1982). Store Atmosphere: An Environmental Psychology Approach., 25. Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A.(1994). Store atmosphere and purchasing behavior. Journal of retailing, 70(3), 283–294. Dowling, G. R., & Staelin, R.(1994). A Model of Perceived Risk and Intended Risk-Handling Activity. Journal of Consumer Research, 21(1), 119. Dubois, B., Czellar, S., & Laurent, G.(2005). Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries. Marketing Letters, 16(2), 115–128. Dubois, B., & Duquesne, P.(1993). The Market for Luxury Goods: Income versus Culture. European Journal of Marketing, 27(1), 35–44. Dubois, B., Laurent, G., & Czellar, S.(2001). CONSUMER RAPPORT TO LUXURY: ANALYZING COMPLEX AND AMBIVALENT ATTITUDES, 56. Ernst & Young. (2001). Despite dot.com woes, online retailing growth in ’00 confirmed by new Ernst & Young global study. Eroglu, S. A., Machleit, K. A., & Davis, L. M.(2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business research, 54(2), 177–184. Eroglu, S. A., Machleit, K. A., & Davis, L. M.(2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology and Marketing, 20(2), 139–150. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Floh, A., & Madlberger, M.(2013). The role of atmospheric cues in online impulse- buying behavior. Electronic Commerce Research and Applications, 12(6), 425–439. Forsythe, S. M., & Shi, B.(2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867–875. Gefen, D.(2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725–737. Grewal, D., Iyer, G. R., Gotlieb, J., & Levy, M.(2007). Developing a deeper understanding of post-purchase perceived risk and behavioral intentions in a service setting. Journal of the Academy of Marketing Science, 35(2), 250–258. Gummerus, J., Liljander, V., Pura, M., & van Riel, A.(2004). Customer loyalty to content‐based Web sites: the case of an online health‐care service. Journal of Services Marketing, 18(3), 175–186. Ha, S., & Stoel, L.(2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565–571. Ha, Y., & Lennon, S. J.(2010). Effects of site design on consumer emotions: role of product involvement. Journal of Research in Interactive Marketing, 4(2), 80–96. Hausman, A. V., & Siekpe, J. S.(2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5–13. Hsin Chang, H., & Wen Chen, S.(2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6), 818–841. Huang, A. H., Yen, D. C., & Zhang, X.(2008). Exploring the potential effects of emoticons. Information & Management, 45(7), 466–473. Hughes, G., & Fill, C.(2007). Redefining the nature and format of the marketing communications mix. The Marketing Review, 7(1), 45–57. Hui, Teo, & Lee.(2007). The Value of Privacy Assurance: An Exploratory Field Experiment. MIS Quarterly, 31(1), 19. Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. ACR Special Volumes. Jarvenpaa, S. L., Tractinsky, N., & Vitale, M.(2000). Consumer trust in an Internet store, 27. Kapferer, J.-N.(1997). Managing Luxury Brands. J.-N. Kapferer, J. Kernstock, T. O. Brexendorf, & S. M. Powell, Advances in Luxury Brand Management, 235–249. Cham: Springer International Publishing. Kapferer, J.-N.(1998). Why are we seduced by luxury brands? Journal of Brand Management, 6(1), 44–49. Kapferer, J.-N., & Bastien, V.(2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5–6), 311–322. Kaplan, L. B., Szybillo, G. J., & Jacoby, J.(1974). Components of perceived risk in product purchase: A cross-validation. Journal of Applied Psychology, 59(3), 287–291. Keller, K. L.(1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1. Kim, H., & Lennon, S. J.(2010). E‐atmosphere, emotional, cognitive, and behavioral responses. Journal of Fashion Marketing and Management: An International Journal, 14(3), 412–428. Kim, J., & Lennon, S. J.(2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model. Journal of Research in Interactive Marketing, 7(1), 33–56. Kim, M., & Lennon, S.(2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology and Marketing, 25(2), 146–178. Kim, S., & Stoel, L.(2004). Dimensional hierarchy of retail website quality. Information & Management, 41(5), 619–633. Kraft, P., Rise, J., Sutton, S., & Røysamb, E.(2005). Perceived difficulty in the theory of planned behaviour: Perceived behavioural control or affective attitude? British Journal of Social Psychology, 44(3), 479–496. Ladhari, R., Brun, I., & Morales, M.(2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27(4), 563–573. Lazarus, R. S., & Lazarus, R. S. (1991). Emotion and adaptation. Oxford University Press on Demand. Lazarus, R. S. (1998). The stress and coping paradigm. Fifty years of the research and theory of RS Lazarus: An analysis of historical and perennial Issues, 182-220. Liang, T.-P., & Lai, H.-J.(2002). Effect of store design on consumer purchases: van empirical study of on-line bookstores, 14. Lim, N.(2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce Research and Applications, 13. Lorenzo, C., Gomez, M. A., & Molla, A.(2007). Website design and e-consumer: effects and responses. International Journal of Internet Marketing and Advertising, 4(1), 114. Lu, H.-P., & Hsiao, K.-L.(2010). The influence of extro/introversion on the intention to pay for social networking sites. Information & Management, 47(3), 150–157. McKinney, L. N. (2004). Creating a satisfying internet shopping experience via atmospheric variables. International Journal of Consumer Studies, 28(3), 268-283. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press. Mummalaneni, V.(2005). An empirical investigation of Web site characteristics, consumer emotional states and on-line shopping behaviors. Journal of Business Research, 58(4), 526–532. Murray, K. B., & Schlacter, J. L.(1990). The Impact of Services versus Goods on Consumers’ Assessment of Perceived Risk and Variability, 15. Negash, S., Ryan, T., & Igbaria, M.(2003). Quality and effectiveness in Web-based customer support systems. Information & Management, 40(8), 757–768. Nueno, J. L., & Quelch, J. A.(1998). The mass marketing of luxury. Business Horizons, 41(6), 61-61. Oh, J., Fiorito, S. S., Cho, H., & Hofacker, C. F.(2008). Effects of design factors on store image and expectation of merchandise quality in web-based stores. Journal of Retailing and Consumer Services, 15(4), 237–249. Pavlou, Liang, & Xue .(2007). Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective. MIS Quarterly, 31(1), 105. Phau, I., & Prendergast, G.(2000). Consuming luxury brands: the relevance of the ‘rarity principle’. Journal of Brand Management, 8(2), 122–138. Kotler, P.(1973). Atmospherics as a marketing tool. Journal of retailing, 49(4), 48-64. Poddar, A., Donthu, N., & Wei, Y.(2009). Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. Journal of Business Research, 62(4), 441–450. Ramayah, T., Lee, J. W. C., & Mohamad, O.(2010). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54(12), 1419–1427. Ranganathan, C., & Ganapathy, S.(2002). Key dimensions of business-to-consumer web sites. Information & Management, 39(6), 457–465. Richard, M.-O.(2005). Modeling the impact of internet atmospherics on surfer behavior. Journal of Business Research, 58(12), 1632–1642. Romaniuk, J., & Sharp, B.(2003). Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, 11(3), 218–229. Roselius, T.(1971). Consumer Rankings of Risk Reduction Methods. Journal of Marketing, 35(1), 56. Roy, A., & Tai, S. T. C.(2003). Store Environment and Shopping Behavior: The Role of Imagery Elaboration and Shopping Orientation. Journal of International Consumer Marketing, 15(3), 71–99. Sautter, P., Hyman, M. R., & Lukosius, V.(2004). E-Tail Atmospherics: A Critique of the Literature and Model Extension. J. Electron. Commerce Res., 5(1), 14–24. Schwartz, S. H.(1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. In Advances in experimental social psychology(Vol. 25, pp. 1-65). Academic Press. Schiffman, L. G., & Kanuk, L. L. (2000). Customer behavior. New Jersey: Seventh Edition, Prentice Hall, Upper Saddle River. Sheth, JN, & Parvatiyar, A.(2002). Evolving relationship marketing into a discipline. Journal of relationship marketing, 1(1), 3-16. Sherman, E., Mathur, A., & Smith, R. B.(1997). Store environment and consumer purchase behavior: mediating role of consumer emotions. Psychology and Marketing, 14(4), 361–378. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choices: Theory and applications. Silverstein, M. J., & Fiske, N.(2003). Luxury for the masses. Harvard business review, 81(4), 48-57. Silverstein, M. J., Fiske, N., & Butman, J.(2008a). Trading Up: The New American Luxury. Penguin. Silverstein, M. J., Fiske, N., & Butman, J.(2008b). Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them - Michael J. Silverstein, Neil Fiske, John Butman. Skinner, B. F.(1935). The Generic Nature of the Concepts of Stimulus and Response. The Journal of General Psychology, 12(1), 40–65. Smith, A. . (2007). An Inquiry into the Nature and Causes of the Wealth of Nations. Söderlund, M., & Öhman, N.(2005). Assessing behavior before it becomes behavior: An examination of the role of intentions as a link between satisfaction and repatronizing behavior. International Journal of Service Industry Management, 16(2), 169–185. Stone, R. N., & Grønhaug, K.(1993). Perceived Risk: Further Considerations for the Marketing Discipline. European Journal of Marketing, 27(3), 39–50. Swinyard, W. R.(1993). The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions. Journal of Consumer Research, 20(2), 271. Then, N. K., & DeLong, M. R.(1999). Apparel shopping on the web. Journal of Family and Consumer Sciences, 91(3), 65. Truong, Y., McColl, R., & Kitchen, P. J.(2009). New luxury brand positioning and the emergence of Masstige brands. Journal of Brand Management, 16(5–6), 375–382. Turley, L. W., & Milliman, R. E.(2000). Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence, 19. Van der Heijden, H.(2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40(6), 541–549. Vickers, J. S., & Renand, F.(2003). The marketing of luxury goods: An exploratory study–three conceptual dimensions. The Marketing Review, 3(4), 459–478. Vigneron, F., & Johnson, L. W.(1999). A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior, 1999(1), 17. Vigneron, F., & Johnson, L. W.(2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484–506. Vijayasarathy, L. R.(2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Information & Management, 41(6), 747–762. Wang, Y. J., Hernandez, M. D., & Minor, M. S.(2010). Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task. Journal of Business Research, 63(9–10), 935–942. Williams, R., & Dargel, M.(2004). From servicescape to “cyberscape”. Marketing Intelligence & Planning, 22(3), 310–320. Wolfinbarger, M., & Gilly, M. C(2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183–198. Wu, C.-S., Cheng, F.-F., & Yen, D. C.(2008). The atmospheric factors of online storefront environment design: An empirical experiment in Taiwan. Information & Management, 45(7), 493–498. Yeoman, I., & McMahon-Beattie, U.(2006). Luxury markets and premium pricing. Journal of Revenue and Pricing Management, 4(4), 319–328. Yoo, C., Park, J., & MacInnis, D. J.(1998). Effects of Store Characteristics and In- Store Emotional Experiences on Store Attitude. Journal of Business Research, 42(3), 253–263. |
描述: | 碩士 國立政治大學 企業管理研究所(MBA學位學程) 105363021 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0105363021 |
数据类型: | thesis |
DOI: | 10.6814/THE.NCCU.MBA.084.2018.F08 |
显示于类别: | [企業管理研究所(MBA學位學程)] 學位論文
|
文件中的档案:
档案 |
大小 | 格式 | 浏览次数 |
302101.pdf | 1405Kb | Adobe PDF2 | 2 | 检视/开启 |
|
在政大典藏中所有的数据项都受到原著作权保护.
|