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題名 | 探討LINE貼圖顧客知覺價值和衝動性購買行為--以人際影響力為調節=Exploring Customer Perceived Value and Impulsive Buying Behavior of LINE Stickers: Moderated by Interpersonal Influence |
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作 者 | 吳洛羚 ; 曾清枝; | 書刊名 | International Journal of Systematic Innovation |
卷期 | 7:4 2022.12[民111.12] |
頁次 | 頁67-83 |
分類號 | 496.34 |
關鍵詞 | LINE貼圖; 刺激-有機體-回應模型; 環境刺激; 知覺價值; 衝動性購買行為; 人際影響力; LINE sticker; Stimulus-organism-response model; S-O-R model; Environmental stimuli; Perceived value; Impulsive buying behavior; Interpersonal influence; |
語文 | 中文(Chinese) |
DOI引用網址 | 10.6977/IJoSI.202212_7(4).0005 |
中文摘要 | 手機通訊軟體的盛行讓彼此之間的溝通更加多元化,同時也漸漸融入了彼此的生活中。其中,LINE生動風趣的貼圖普遍受到大眾所喜愛,且能帶來的商機非常龐大。消費者在購買LINE貼圖的過程中,是否可能會受到貼圖廣告或降價促銷等影響,而產生衝動性購買行為,是一個值得去研究的議題。因此,本研究目的以刺激-有機體-回應(S-O-R)模型為架構,探討手機通訊軟體LINE使用者的知覺價值(功利和享樂價值)如何影響他們在LINE社群互動背景下的衝動性購買行為。另外,本研究也將人際影響作為調節因素,並檢定其對消費者知覺價值與其衝動性購買行為之間相關性的影響。本研究透過各社群媒體,如FB和LINE等,共蒐集到354份有效樣本。分析結果顯示顯示LINE貼圖的可攜性、視覺吸引力會正向顯著影響消費者內在心理層面的享樂價值和功利價值的感受,進而正向顯著影響消費者的衝動性購買行為,另外,因LINE貼圖存在個人偏好問題較無法被他人左右,所以人際影響力在知覺價值與衝動性購買行為之間並無調解作用。 |
英文摘要 | The prevalence of mobile communication software has made the communication between each other more diversified and gradually integrated into each other's life. Among them, LINE's vivid and funny stickers are generally loved by the public, and the business opportunities it can bring are huge. Whether consumers may be affected by sticker advertisements or price promotions in the process of purchasing LINE stickers, which may lead to impulsive buying behavior, is a topic worthy of study. Therefore, the purpose of this study is to use the stimulus-organism-response (S-O-R) model as the framework to explore how the perceived value (utilitarian and hedonic value) of users of the LINE affects their impulse buying behavior in the context of LINE community interaction. In addition, this study also uses interpersonal influence as a moderator and examines its impact on the correlation between consumers' perceived value and their impulsive buying behavior. This study collected a total of 354 valid samples through various social media, such as FB and LINE. The analysis results show that the portability and visual appeal of LINE stickers will positively and significantly affect consumers' feelings of hedonic value and utilitarian value at the inner psychological level, and then significantly affect consumers' impulse buying behavior. Stickers have a personal preference problem and are less able to be controlled by others, so the interpersonal influence has no mediating effect between perceived value and impulsive buying behavior. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。