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題名 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
作者 張筠靄
Chang, Yun-Ai
貢獻者 白佩玉
Bai, Pei-Yu
張筠靄
Chang, Yun-Ai
關鍵詞 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
日期 2020
上傳時間 4-Jan-2021 11:32:08 (UTC+8)
摘要 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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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363087
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363087
資料類型 thesis
dc.contributor.advisor 白佩玉zh_TW
dc.contributor.advisor Bai, Pei-Yuen_US
dc.contributor.author (Authors) 張筠靄zh_TW
dc.contributor.author (Authors) Chang, Yun-Aien_US
dc.creator (作者) 張筠靄zh_TW
dc.creator (作者) Chang, Yun-Aien_US
dc.date (日期) 2020en_US
dc.date.accessioned 4-Jan-2021 11:32:08 (UTC+8)-
dc.date.available 4-Jan-2021 11:32:08 (UTC+8)-
dc.date.issued (上傳時間) 4-Jan-2021 11:32:08 (UTC+8)-
dc.identifier (Other Identifiers) G0107363087en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/133460-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 107363087zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 6

第二章 文獻回顧 7
第一節 社交商務(Social Commerce) 7
第二節 資訊搜尋行為(Information-seeking behavior) 11
第三節 行為意圖(Behavior intention) 14
第四節 S-O-R 理論 (Stimulus-Organism-Reaction theory) 16
第五節 消費者顧客體驗路徑(5A) 17

第三章 研究方法 22
第一節 研究工具 23
第二節 研究參與者 24
第三節 研究程序 27
第四節 研究情境 29

第四章 研究結果與分析 37
第一節 影響顧客體驗的外部刺激 38
第二節 影響顧客體驗的心理機制 43

第五章 結論與建議 52
第一節 研究結論 52
第二節 實務貢獻 54
第三節 研究限制與建議 56

參考資料 57		zh_TW
dc.format.extent 2924347 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363087en_US
dc.subject (關鍵詞) Instagramzh_TW
dc.subject (關鍵詞) 社交商務zh_TW
dc.subject (關鍵詞) 外部刺激-心理機制-反應理論zh_TW
dc.subject (關鍵詞) 顧客體驗路徑zh_TW
dc.subject (關鍵詞) 資訊搜尋行為zh_TW
dc.subject (關鍵詞) 購買意圖zh_TW
dc.subject (關鍵詞) 心流zh_TW
dc.subject (關鍵詞) 功利與享樂主義zh_TW
dc.subject (關鍵詞) 連結強度zh_TW
dc.subject (關鍵詞) 訊息診斷性zh_TW
dc.subject (關鍵詞) Instagramen_US
dc.subject (關鍵詞) Social Commerceen_US
dc.subject (關鍵詞) Stimulus-Organism-Reaction theoryen_US
dc.subject (關鍵詞) Customer Experience Path (5A)en_US
dc.subject (關鍵詞) Information-seeking Behavioren_US
dc.subject (關鍵詞) Purchase Intentionen_US
dc.subject (關鍵詞) Flowen_US
dc.subject (關鍵詞) Utilitarian and Hedonismen_US
dc.subject (關鍵詞) Tie Strengthen_US
dc.subject (關鍵詞) Information Diagnosticen_US
dc.title (題名) Instagram使用者商品資訊搜尋與購買意圖影響因素之探討zh_TW
dc.title (題名) Exploring Factors of Searching and Purchasing Intention in Instagram Shoppingen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202001816en_US