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| 題 名 | 別人的觀感重要嗎?社會風險於女性泳裝消費者知覺價值與購買意願關係之調節效果=Do Others' Thoughts Matter? The Moderating Effect of Perceived Social Risk on Online Swimsuit Purchase Behavior of Female Consumers |
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| 作 者 | 黃才芸; 鄭志富; 曾國峰; | 書刊名 | 人文社會學報. 國立臺灣科技大學 |
| 卷 期 | 20:2 2024.06[民113.06] |
| 頁 次 | 頁129-154 |
| 分類號 | 496.34 |
| 關鍵詞 | 知覺風險; 形成型指標; 客觀理論; 偏最小平方法; Perceived risk; Formative indicator; Objectification theory; Partial least squares; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 近年「藍色經濟」興起,從事潛水、衝浪等海洋運動參與者逐年遞增,其中最不可或缺的泳裝需求與銷量大幅提升,消費者於社群平台上購買泳裝之趨勢亦逐年成長。女性消費者更是泳裝市場的主要消費者,本研究欲探討女性消費者於社群平台上購買泳裝時所感受的社會觀感與壓力,是否會影響其感知的商品價值與購買意願,故以知覺社會風險為調節效果進行驗證。本研究透過社群平台蒐集167份問卷,過去曾於網路上購買泳裝的女性消費者,並採用結構方程模式中之偏最小平方法方程模型(PLS-SEM)來對本研究之研究假設進行驗證。研究發現:(一)知覺價值對購買意願有顯著正向影響;(二)知覺社會風險對購買意願有負向且顯著之影響;(三)知覺社會風險可以調節知覺價值與購買意願之關係。此發現說明女性消費者所感知的社會風險會影響其感知的購買意願,尤在高互動性之社群平台。爰此,業者除提升商品本身之價值外,應建立相關的社群來提升女性消費者之社會支持,進而提升消費者購買意願。 |
| 英文摘要 | In the past few years, the "Blue economy" trend has flourished, with said trend being more people involved in water sports recreational activities, which is conducive to the sale of swimsuits. In addition, consumers especially female consumers prefer to purchase swimsuits on social commerce platforms. The aim of this research is to explore whether the social perception or image of women affects their purchase intention on social platforms. Researchers collected survey data from 167 female consumers who bought swimsuits on social commerce. Secondly, the team carried out data analysis using the Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the hypothesis model. The results of this study are as follows: (1) Perceived values can positively affect purchase intention. (2) Perceived social risk negatively affects purchase intention. (3) Perceived social risk significantly moderates the relationship between perceived value and purchase intention. As a result, we discovered that reducing social risk can increase female consumers' purchase intention, especially when they perceived the swimsuit to be of a higher value. We suggest that swimsuit films both increase the quality of their products and concretize the social connection with their customers as that very connection can increase social support and consumers' purchase intention. |
本系統中英文摘要資訊取自各篇刊載內容。