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題名 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
作者 楊亞妮
Yang, Ya-Ni
貢獻者 陳憶寧
Chen, Yi-Ning
楊亞妮
Yang, Ya-Ni
關鍵詞 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
日期 2021
上傳時間 3-Jan-2022 16:17:55 (UTC+8)
摘要 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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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
108464002
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108464002
資料類型 thesis
dc.contributor.advisor 陳憶寧zh_TW
dc.contributor.advisor Chen, Yi-Ningen_US
dc.contributor.author (Authors) 楊亞妮zh_TW
dc.contributor.author (Authors) Yang, Ya-Nien_US
dc.creator (作者) 楊亞妮zh_TW
dc.creator (作者) Yang, Ya-Nien_US
dc.date (日期) 2021en_US
dc.date.accessioned 3-Jan-2022 16:17:55 (UTC+8)-
dc.date.available 3-Jan-2022 16:17:55 (UTC+8)-
dc.date.issued (上傳時間) 3-Jan-2022 16:17:55 (UTC+8)-
dc.identifier (Other Identifiers) G0108464002en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/138400-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 108464002zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 目次 i
表次 iv
圖次 v

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 6

第二章 文獻探討 7
第一節 社群電商平台的整體品質 7
一 社群電商 7
二 Instagram作為社群電商 8
三 影響社群電商平台品質之因素 11
（一）平台導覽性（Navigation）14
（二）平台效率（Efficiency）15
（三）平台外觀（Appearance）17
（四）平台互動性（Interactivity）18
（五）使用者易用程度（Usability）21
四 社群電商平台的整體品質與滿意度 22
第二節 期望確認理論（Expectation-Confirmation Theory）24
第三節 IS接受後持續採用模式 27
第四節 確認程度、認知有用性、滿意度與持續使用意圖之關聯 29
第五節 確認程度、自我呈現與滿意度之關聯 32
第六節 滿意度與衝動性購買之關聯 34
第七節 自我呈現作為中介變項 36

第三章 研究方法 37
第一節 研究架構與假設 37
第二節 變數操作型定義與衡量方式 39
一 各變數定義 39
二 問卷設計與量表 41
第三節 抽樣方式與研究對象 44
第四節 前測 45

第四章 資料分析 49
第一節 描述性統計分析 49
第二節 假設驗證 55
一 測量模式分析 55
二 結構模型及假說驗證 59
（一）配適度分析 59
（二）假設驗證與路徑分析 60
（三）路徑影響效果分析 67

第五章 結論與建議 71
第一節 研究結果與討論 71
一 敘述統計之結果 71
二 影響滿意度的關鍵因素 72
三 滿意度對持續使用意圖與引發衝動性購買慾望之影響 75
第二節 研究結論 78
第三節 理論與實務意涵 80
一 理論面 80
二 實務面 81
三 研究限制與未來研究建議 85

參考文獻 87
附錄問卷 99		zh_TW
dc.format.extent 3917769 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108464002en_US
dc.subject (關鍵詞) 自我呈現zh_TW
dc.subject (關鍵詞) 社群電商zh_TW
dc.subject (關鍵詞) 衝動性購買zh_TW
dc.subject (關鍵詞) IS 接受後持續採用模式zh_TW
dc.subject (關鍵詞) Instagramzh_TW
dc.subject (關鍵詞) Impulse buyingen_US
dc.subject (關鍵詞) Instagramen_US
dc.subject (關鍵詞) Post-acceptance model of IS continuanceen_US
dc.subject (關鍵詞) Self-presentationen_US
dc.subject (關鍵詞) Social commerceen_US
dc.title (題名) 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zh_TW
dc.title (題名) The Effects of Social Commerce Platform Quality on Continuance Usage Intention and Impulse Buying Behavior: A Study of Instagramen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202101741en_US