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系統識別號 U0026-2101202002110000
論文名稱(中文) The Effect of Cultural Dimensions on the Relationship between Facebook Live Streaming Shopping and Consumer Engagement
論文名稱(英文) The Effect of Cultural Dimensions on the Relationship between Facebook Live Streaming Shopping and Consumer Engagement
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 108
學期 1
出版年 109
研究生(中文) 海欣
研究生(英文) Munkhtsetseg Tumursukh
學號 RA6077028
學位類別 碩士
語文別 英文
論文頁數 51頁
口試委員 召集委員-李國榮
口試委員-林彣珊
指導教授-温敏杰
中文關鍵字 none 
英文關鍵字 Online shopping  Live streaming shopping  Perceived shopping value  Cultural dimensions  Consumer engagement 
學科別分類
中文摘要 none
英文摘要 Intensively increasing usage of live streaming shopping is a popular topic to debate and make a discussion. Prior studies have proven that shopping experience could provide the utilitarian and hedonic shopping value. In addition to those values, the symbolic value is included in this study. During the last decades, small and medium-sized enterprises using social media live streaming functions as a marketing, and advertising tool. The social media is giving more opportunity to the consumers to engage with brands, exchange and share the information with each other about their experiences with the brand and organization through the reviews or WOM. Prior studies about the cross-cultural comparison have proved the significant influence of cultural dimensions on social relationships and consumers’ online behavior. Therefore, this study is selected the two fundamental dimensions to test the moderating effect.
論文目次 TABLE OF CONTENTS
ABSTRACT I
ACKNOWLEDGEMENTS I
TABLE OF CONTENTS I
LIST OF TABLES I
LIST OF FIGURES I
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Online Shopping. 1
1.1.2 Social Media Live Streaming. 2
1.2 Research Objectives and Contribution. 4
1.3 Research Structure. 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 Hofstede’s Cultural Dimensions Theory. 6
2.2 Consumer Engagement. 7
2.3 Perceived Shopping Value. 8
2.3.1 Utilitarian Shopping Value. 8
2.3.2 Hedonic Shopping Value. 9
2.3.3 Symbolic Shopping Value. 10
2.4 Moderating Effect of the Cultural Dimensions. 10
2.4.1 Masculinity / Femininity. 10
2.4.2 Collectivism / Individualism. 11
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 13
3.1 Research Model. 13
3.2 Research Constructs Definition. 14
3.3 Research Construct Measurements. 14
3.3.1 Perceived Shopping Value 14
3.3.2 Consumer Engagement 15
3.3.3 Cultural Dimensions 15
3.4 Summary of Hypotheses. 17
3.5 Data Collection and Sampling. 18
3.6 Research Data Analysis Procedure. 18
3.7 Pilot Test Result. 19
CHAPTER FOUR RESEARCH RESULTS 22
4.1 Descriptive Analysis. 22
4.1.1 Characteristic of Respondents. 22
4.1.2 Descriptive Analysis of Questionnaire Items. 23
4.2 Common Method Bias. 24
4.3 Confirmatory Factor Analysis (CFA). 25
4.4 Structural Equation Modeling (SEM). 28
4.5 Moderating Effect of Cultural Dimension. 29
4.5.1 Moderating Effect on the Relationship Between Utilitarian Shopping Value and Consumer Engagement. 30
4.5.2 Moderating Effect on the Relationship Between Hedonic Shopping Value and Consumer Engagement. 31
4.5.3 Moderating Effect on the Relationship Between Symbolic Shopping Value and Consumer Engagement. 33
CHAPTER FIVE CONCLUSION AND SUGGESTION 36
5.1 Research Conclusion. 36
5.2 Theoretical and Managerial Implications. 38
5.4 Research Limitations and Suggestions. 38
REFERENCES 40
APPENDICES 43
Appendix 1: Research Questionnaire Design 43
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