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系統識別號 U0026-1507201416313600
論文名稱(中文) Me 世代性格特徵對消費者社會化程序與網路社群內容分享: 以社會比較與預期情緒為干擾變數
論文名稱(英文) Generation Me Trait and Consumer Socialization Process on Content Sharing in SNSs: Social Comparison and Anticipated Emotions as Moderators
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 102
學期 2
出版年 103
研究生(中文) 沈翊安
研究生(英文) Yi-An Shen
學號 R66011111
學位類別 碩士
語文別 英文
論文頁數 151頁
口試委員 指導教授-張心馨
口試委員-陳素文
口試委員-謝佩璇
中文關鍵字 消費者社會化理論  社會比較  預期情緒  內容分享行為 
英文關鍵字 Consumer Socialization Theory  Social Comparison  Anticipated Emotions  Content Sharing Behavior 
學科別分類
中文摘要 Me世代消費者的性格特徵被學者視為是高自我價值評估(self-worth evaluation )、高外控特質(externality of locus of control)、高神經敏感度(neuroticism),以及低社會認同需求(low need for social approval)的族群。此族群性格的特徵,一般來說較自我中心且不輕易分享他人的內容,然而此族群是社群網絡分享內容的高度使用者。因此,本研究以消費者社會化理論(consumer socialization theory)為研究基礎,探討Me世代消費族群對社群網絡數位內容與他人分享之行為研究,並檢測Me世代消費族群的性格特徵對社會化程序(含規範性社會影響與資訊性社會影響)之影響。此外,社會比較(social comparison)與預期情緒(anticipated emotions)對Me世代消費族群於網絡分享內容行為是否具有干擾效果。研究以網路問卷進行。正式問卷共回收401份有效問卷,資料分析採結構方程模式(SEM)與競爭模型(Competeing Model)。研究結果指出,Me世代消費者性格特徵是有效的消費者社會化理論的前置因子,對社會影響有顯著影響力,而社會影響對消費者態度也都會有正向影響。除此之外,態度對內容分享行為有顯著影響力。至於社會比較與預期情緒對消費者社會化過程的干擾能力都被證實。此研究認為,即便Me世代消費者有高度個人化的特質,其受到消費者社會化程序的影響仍然十分顯著。
英文摘要 Generation Me are people with traits such as high self-worth evaluation, lower need for social approval, externality of control, and neuroticism. These traits make Generation Me consumers more self-centered, less likely to agree and share contents other people shared. However, Generation Me is the most active users of social networking sites and content sharers. Therefore, why Generation Me consumers are willing to share contents received through social networking sites is the major issue of this study. The study adopts consumer socialization theory as research basis to examine whether traits of Generation Me will be weaken by the influences from consumer socialization process thus more willing to share digital contents posted. The current study also hypothesizes that social comparison and anticipated emotions moderates content sharing behavior of Generation Me. By using internet-base questionnaire, 401 valid online questionnaires were collected, and analyzed with SEM and Competing Model. The results suggest Generation Me traits are valid antecedents of consumer socialization theory, it has influences on social influences, social influences have significant effects on attitudes, and attitudes have direct effects on content sharing behavior. The moderators, social comparison and anticipated emotion are both proven to have moderating power on consumer socialization process. This study suggests, even though Generation Me demonstrate individualized characteristics, they are still influenced by the process of consumer socialization.
論文目次 Table of Contents
ABSTRACT……………………………………………………...…………….……. I
ACKNOWLEDGEMENT…………………………………………………………. III
TABLE OF CONTENTS….……………………………………………………….. IV
LIST OF TABLES……………………………………………………………….…. VII
LIST OF FIGURES………………………………………………………………… VII

CHAPTER ONE INTRODUCTION……...………………………………..……... 1
1.1. Research Background and Motivations………………………...……... 1
1.2. Research Objectives………………………………………….………... 8
1.3. Research Process…………………………………………….…............ 9

CHAPTER TWO LITERATURE REVIEW………………………………..……. 11
2.1. Consumer Socialization Theory…………………………….……............ 12
2.2. Antecedents- Generation Me Traits…………………………….……...... 18
2.2.1. Self-worth Evaluation: Self-esteem and Narcissism………….….. 21
2.2.2. Need for Social Approval………………………………….…..… 25
2.2.3. Externality of Locus of Control…………………....…………..… 28
2.2.4. Neuroticism………………………………………..…….……...... 32
2.3. Social Influence From Peer Communication………………….…..…..... 37
2.4. Attitudes- Content Attitude and Product Attitude…………….….…...…. 41
2.5. Content Sharing In Social Networking Sites……………………..……... 43
2.6. Moderators: Social Comparison and Anticipated Emotions………...…... 46
2.6.1. Social Comparison- Projection and Introjection…………………. 46
2.6.2 Anticipated Emotions………………………………….……...…... 48
2.7. Hypothesis Development……………………………...............………… 50
2.7.1. Self-worth Evaluation and Social Influence…………………....... 50
2.7.2. Need for Social Approval and Social Influence……………......... 52
2.7.3. Externality of Locus of Control and Social Influence…………… 53
2.7.4. Neuroticism and Social Influence………………………………... 54
2.7.5. Social Influences and Attitudes…………………………...……... 56
2.7.6. Attitudes and Content Sharing Behavior…...……………...…..... 58
2.7.7. Moderating Effect: Social Comparison……..……………...……. 59
2.7.8. Moderating Effect: Anticipated Emotions……………………… 64

CHAPTER THREE RESEARCH AND METHODOLOGY…………………… 66
3.1. Measurement Development………………………………….……....... 66
3.2. Summary of Research Hypothesis…………………………….………… 67
3.3. Questionnaire Design……………………………………………………. 69
3.3.1. Construct Items………………………………………………...… 69
3.3.2. Other Measurement Items and Demographic Variables…………. 78
3.4. Pilot Test…………...………………………………………….………. 79
3.5. Data Analysis Procedures……………………………………………... 83
3.5.1. Descriptive Statistic Analysis………………………………...… 83
3.5.2. Factor Analysis…………………………………………………. 83
3.5.3. Reliability and Validity Test…………………………………… 83
3.5.4. Structural Equation Model……………………………………... 84
3.5.5. Competing Model for Moderating Effects……………………... 85

CHAPTER FOUR RESEARCH ANALYSES & RESULTS……………………. 86
4.1. Data Collection and Demographic Analyses……………….…………. 86
4.2. Descriptive Analysis…………………………………………………... 89
4.3. Measurement Model Analysis……………………………………….... 92
4.3.1. Confirmatory Factor Analysis (CFA)…………………….……. 92
4.3.2. Convergent Validity and Reliability Analysis…………………. 95
4.3.3. Discriminant Validity Analysis………………………………… 96
4.4. Hypothesis Testing……………………………………………………. 98
4.4.1. Structural Model Analysis……………………………………... 98
4.4.2. Post-hoc Analysis……………………………………………… 100
4.4.3. Competing Model………………………………………………. 104
4.4.4. Summary of Hypothesis Testing……………...………………... 108

CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS
5.1. Hypothesis Discussion………………………………………………... 110
5.1.1. The Antecedents- Personality Traits………….………………... 110
5.1.2. Discussion of Consumer Socialization Process………………... 115
5.1.3. Discussion of Social Comparison as Moderators……………… 116
5.1.4. Discussion of Anticipated Emotions as Moderators…………… 119
5.2. Theoretical Implications……………………………………………… 121
5.3. Managerial Implications…………………………………………….... 124
5.4. Limitations and Directions for Future Research……………………… 127
REFERENCE LIST…………………………………………………………….….. 131

APPENDIX
Appendix A: Full Questionnaire…………………………………………… 141
Appendix B: Path Diagram of Measurement Model for CFA……….…….. 147
Path Diagram of Measurement Model for CFA-Self-worth Evaluation……... 148
Path Diagram of Measurement Model for CFA-Neuroticism……..………… 149
Path Diagram of Measurement Model for CFA-Social Influences….……...... 150
. Path Diagram of Measurement Model for CFA-Attitudes…………………… 151










List of Tables
Table 1-1 Culture and Creative Industries Structure In Taiwan, 2010……...……... 3
Table 2-1 Application of Consumer Socialization Theory………………………… 14
Table 3-1 Definition of Each Variables and References…………...……..……..… 67
Table 3-2 Summary of Research Hypotheses………………………...………….... 68
Table 3-3 Preliminary Results of Reliability Analysis………………………...…... 80
Table 4-1 Respondent Characteristics……………………………………………... 87
Table 4-2 Descriptive Analysis of Scale Items.………………………………...…. 90
Table 4-3 Item-to-total and Confirmatory Factor Analysis………………………... 93
Table 4-4 Model Fit Index of Measurement Model………………………….......... 95
Table 4-5 Results of Convergent Validity and Reliability Analysis……….……… 96
1Table 4-6 Results of Discriminant Validity Analysis……………………………… 97
Table 4-7 Model Fit of SEM Full Model…………………………….…...……….. 98
Table 4-8 Results of SEM Path Analysis………………………………………….. 99
Table 4-9 Model Fit of SEM Full Model………………………………………….. 100
Table 4-10 Modification of Hypotheses……………………………………………... 102
Table 4-11 Results of SEM Path Analysis……..……………………………………. 103
Table 4-12 Moderating Effect of Social Comparison……………………………….. 106
Table 4-13 Moderating Effect of Positive & Negative Anticipated Emotion……….. 107
Table 4-14 Summary of Hypothesis Testing………………………………………… 108


List of Figures
Figure1-1 Research Procedures...………………………………………………….… 3
Figure2-1 Research Framework……….…………………………………………….. 12
Figure4-1 Result of SEM Full Model……….……………………………………….. 101
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