查詢結果分析
相關文獻
- 產品有用與產品易用 孰者為重?
- 運動健身俱樂部數位轉型對消費者知覺價值與購買意願之影響
- 抖音短影音平臺Tik Tok之知覺有用性與知覺易用性對消費者購買意願的影響
- 數位學習特性對學習滿意度之影響--探討學習知覺之中介效果
- 知覺易用性、知覺有用性與社會影響的交互作用對網路學習效率之研究
- 技職院校學生對數位學習系統使用感受與行為之研究--以科技接受模式為基礎
- 國小學童從事Wii與XBOX-360 KINECT運動型遊戲之科技接受模式差異研究
- 結合科技接受模式與計畫行為理論探討參與Wii運動型遊戲之行為意圖
- 個人創新和知覺樂趣性對智慧型手機使用者的態度和行為意圓之影響
- 科技接受模式影響大學生網路購買運動商品行為
頁籤選單縮合
題 名 | 抖音短影音平臺Tik Tok之知覺有用性與知覺易用性對消費者購買意願的影響=The Effect of Perceived Tik Tok Usefulness and Perceived Tik Tok Ease of Use on Purchase Intention |
---|---|
作 者 | 劉嘉雯; 郭岱姿; 李昭慧; 林均棻; | 書刊名 | 管理資訊計算 |
卷 期 | 8:特刊2 2019.08[民108.08] |
頁 次 | 頁151-160 |
分類號 | 496.34 |
關鍵詞 | Tik Tok抖音短影音平臺; 知覺有用性; 知覺易用性; 購買意願; Tik Tok; Perceived usefulness; Perceived ease of use; Purchase intention; |
語 文 | 中文(Chinese) |
中文摘要 | 近年短影音平臺崛起成為現代人閒暇之餘消磨時間、接收新訊息的管道,目前一款APP為抖音短影音平臺(Tik Tok)很受歡迎,隨著行動網路廣泛使用及人手一支手機、一台平板電腦方便隨時觀看線上影音,使得影音平臺上的影片愈來愈多元化或更具教學性,也包括創意、文化、教學或食衣住行育樂等,出現了許多Tik Tok創作者可藉由經營自己的影音平臺而獲得來自世界各地粉絲的青睞;也有許多品牌開始嘗試透過Tik Tok與創作者合作,以商品置入等方式來銷售產品,連帶著從商品置入到影響消費者的購買意願,因此,本研究旨在探討Tik Tok知覺有用性與知覺易用性對消費者購買意願的影響。本研究以觀賞Tik Tok的閱聽者作為研究對象,探討Tik Tok知覺有用性與知覺易用性對消費者購買意願的影響。本研究針對回收之177份有效問卷進行敘述性統計分析、相關分析、因素分析、信度分析及廻歸分析等。研究結果顯示:Tik Tok知覺有用性會正向影響消費者購買意願;且Tik Tok知覺易用性會正向影響消費者購買意願。最後,根據研究結果提出管理意涵及後續研究建議。 |
英文摘要 | In recent years, short video platforms have been a place for people to spend their leisure time and a major channel to receive new information. Tik Tok, a mobile application serving as a short video platform, has been highly popular; the wide use of mobile internet and the prevalence of smartphones enable people to watch online videos at any time. This also has caused the videos on such platforms to be increasingly diverse or instructional, with topics including creativity, culture, food, clothing, houses, transportation, sports, and entertainment. Numerous video creators have attracted a great fandom worldwide by managing their own video platforms. Numerous brands have attempted to collaborate with video creators through Tik Tok, using the marketing technique of product placement to increase consumers’ purchase intention. Moreover, studies have indicated that perceived usefulness and perceived ease of use positively influences consumers' willingness to purchase. A total of 200 questionnaires were administered and 177 valid questionnaires were returned, for a valid response rate of 88.5%. The empirical results are as follows: (1) perceived usefulness has a significant positive impact on the consumer purchase intention; (2) perceived ease of use has a significant positive impact on the consumer purchase intention. According to these results, managerial implications and suggestions for future studies were proposed. |
本系統中英文摘要資訊取自各篇刊載內容。