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系統識別號 U0026-0212201922450200
論文名稱(中文) 情緒商數在SOR模型中對網路購買行為之影響
論文名稱(英文) The Influence of EI on online purchase behavior in SOR model
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 108
學期 2
出版年 109
研究生(中文) 王瑜彤
研究生(英文) Yu-Tung Wang
學號 R66051218
學位類別 碩士
語文別 英文
論文頁數 50頁
口試委員 指導教授-郭亞慧
口試委員-曾瓊慧
口試委員-陳芃婷
中文關鍵字 SOR 模型  情緒商數  線上購物行為  網頁內容  網頁設計  網頁操作  購物滿足  購物愉悅 
英文關鍵字 SOR model  emotional intelligence  online shopping behavior  e-store content  e-store design  e-store navigation  shopping enjoyment 
學科別分類
中文摘要 在現今社會中,網路行為已經比過去要更重要許多,因為人們開始習慣生活中的每一時刻都有網路存在。此外,購物行為也從以往傳統上的實體通路,漸漸有大比例的移轉至線上購物行為。在台灣,民眾尤其喜歡在網路上購買服飾衣物,因此,此研究將會聚焦於台灣的線上服飾產業,並且探討後續所提出的本文主要議題。
另一方面,不論學術界或商業界都一直試圖找出能夠影響消費者購買欲望的原因,因為購物行為是一件很複雜的事情。SOR模型是其中一個廣為人知的分析工具,但它在後續為人所詬病的是並未能將個人因素之不同充分考量進去模型裡面。此研究奠基於過去的文獻,並認為可以將情緒商數應用於模型中的並作為調節變數影響後續結果。再者,在這個研究中,有關線上購物環境的三個主要因素,分別是網頁內容、網頁設計以及網頁操作會一併討論。並使用結構方程模型(SEM) 以及多群組結構方程模型 (multi-group SEM)來做假說驗證的主要分析工具。驗證結果指出如下三個結論:
(1) 網頁內容 (e-store content)對於消費者獲得購物愉悅感(shopping enjoyment)及最終購物行為決策都有顯著性影響
(2) 網頁設計(e-store design)及網頁操作(e-store navigation) 並不能令消費者產生購物愉悅感(shopping enjoyment),也不會對最終購物行為決策產生顯著影響
(3) 情緒商數 (emotional intelligence) 對於SOR模型並不能在線上購物行為中有調節作用的產生
英文摘要 Recently, online behavior is much more important than the generation before, since people are using internet in their daily lives. Further, shopping behaviors are not only be limited in physical channels; online shopping behaviors are existing everywhere. In Taiwan, people especially tend to shop clothes online; as a result, this research were conducted in clothes industry of Taiwan and try to figure out the main issues which will be discussed later.
On the other hand, no matter academic or commercial area were always finding the reasons that could trigger consumers’ shopping desire. Stimulus-Organism-Response (SOR) model is one of the famous tools that used in this area. This model was discussed to be lack of considering the personal factors; therefore, this study applied emotional intelligence into the model and tested for its moderation effects. And online shopping environment were identified with three factors, which are e-store content, e-store design and e-store navigation in this research.
This study used structural equation modelling (SEM) and multi-group SEM to test for the hypothesis. And the results indicated that (1) e-store content would influence shopping enjoyment and final buying results (2) e-store design and e-store navigation do not have the influence on shopping enjoyment or final buying results (3) emotional intelligence do not have the moderation effects in SOR model in online shopping behaviors
論文目次 INTRODUCTION.........1
LITERATURE REVIEW AND HYPOTHESIS .........7
2.1 ENVIRONMENTAL STIMULI AND CONSUMER BEHAVIOR .........7
2.2. EMOTIONAL INTELLIGENCE (EI; EQ) .........15
2.3. RELATIONSHIP BETWEEN EI AND SOR MODEL .........18
RESEARCH METHODOLOGY .........22
3.1 SAMPLE .........22
3.2 VARIABLE DESCRIPTIONS .........23
3.3 PRE-TEST OUTCOMES .........28
RESULTS.........29
4.1 EXPLORATORY FACTOR ANALYSIS (EFA) ......... 29
4.2 CONFIRMATORY FACTOR ANALYSIS (CFA) .........30
4.3 STRUCTURAL EQUATION MODELLING (SEM) ...........33
4.4 MODERATION ANALYSIS - MULTIGROUP SEM .........37
DISCUSSION AND LIMITATION .........39
5.1 DISCUSSION .........39
5.2 RESEARCH CONTRIBUTIONS .........42
5.3 RESEARCH LIMITATIONS .........44
5.4 SUGGESTIONS OF FUTURE RESEARCH .........44
REFERENCES .........46
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