Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/138400


Title: Instagram社群電商平台品質對於消費者持續使用與衝動性購買之行為研究
The Effects of Social Commerce Platform Quality on Continuance Usage Intention and Impulse Buying Behavior: A Study of Instagram
Authors: 楊亞妮
Yang, Ya-Ni
Contributors: 陳憶寧
Chen, Yi-Ning
楊亞妮
Yang, Ya-Ni
Keywords: 自我呈現
社群電商
衝動性購買
IS 接受後持續採用模式
Instagram
Impulse buying
Instagram
Post-acceptance model of IS continuance
Self-presentation
Social commerce
Date: 2021
Issue Date: 2022-01-03 16:17:55 (UTC+8)
Abstract: 本研究以IS接受後持續採用模式為理論基礎,探究Instagram社群電商平台的哪些品質之因素會影響消費者的滿意度、持續使用意圖,與引發衝動性購買慾望。針對Instagram社群電商平台使用者進行線上問卷調查,共蒐集到598個有效樣本。研究結果發現平台效率、平台外觀、互動控制性確實會直接影響滿意度,及間接影響行為意圖,而使用者易用程度、平台導覽性、互動溝通性對滿意度及行為意圖沒有顯著影響。在行為信念方面,確認程度的影響效果最大,接著是自我呈現,且自我呈現在確認程度與滿意度間確實存在中介效果;此外,認知有用性對於行為意圖沒有顯著影響。

然而,使用者對於Instagram社群電商平台之績效評估為本研究的另一個重點,本研究結果顯示,使用者對於Instagram社群電商平台之績效評估為3.66分,表示對使用者來說Instagram社群電商平台之品質仍有改善空間。最後,根據研究結果推敲出社群電商趨勢下的消費者行為及需求,從五個面向提供實務建議予品牌選用Instagram電商類型作為行銷管道策略之依據,並提供給相關企業作為平台優化之參考。
This study uses a post-acceptance model of IS continuance as the theoretical basis to investigate which quality factors of the platform affect consumers' satisfaction and intention to continue using the social commerce platform Instagram, and trigger impulse buying. An online survey was conducted on Instagram users, and 598 valid samples were collected. This study found that efficiency, aesthetics, and perceived control have a direct impact on satisfaction and indirectly on behavioral intention. Usability, navigation, and interpersonality have no significant impact on satisfaction and behavioral intention. Regarding behavioral beliefs, confirmation degree has the highest effect, followed by self-presentation. Self-presentation has a mediating effect between confirmation degree and satisfaction. In addition, perceived usefulness has no significant impact on behavioral intention.

User evaluation of Instagram's performance is another focus of this study. The results show users rated Instagram's performance at 3.66, indicating that there is still room for improvement in its quality. Based on the results, the researcher deduced consumer behavior and needs under the trend of social commerce. Practical advice from five perspectives is proposed for brands to choose Instagram as their marketing channel strategy and for related companies to optimize their platforms.
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
108464002
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108464002
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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