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    Title: Instagram使用者商品資訊搜尋與購買意圖影響因素之探討
    Exploring Factors of Searching and Purchasing Intention in Instagram Shopping
    Authors: 張筠靄
    Chang, Yun-Ai
    Contributors: 白佩玉
    Bai, Pei-Yu
    Chang, Yun-Ai
    Keywords: Instagram
    Social Commerce
    Stimulus-Organism-Reaction theory
    Customer Experience Path (5A)
    Information-seeking Behavior
    Purchase Intention
    Utilitarian and Hedonism
    Tie Strength
    Information Diagnostic
    Date: 2020
    Issue Date: 2021-01-04 11:32:08 (UTC+8)
    Abstract: Instagram為年輕網絡使用者中著名的社交平台,近年來Instagram為提供更多元的平台服務,於社交平台中提供許多社交商務功能,提供大型品牌商、中小型電商、個人賣家皆可以在Instagram上架設企業帳號、發佈產品貼文、推播廣告,讓消費者在Instagram上蒐集產品資訊並產生購買意圖。本研究以刺激(Stimulus)-心理機制(Organism)-反應(Reaction)理論模型為基礎,透過文獻回顧及9場深度訪談,歸納在社交商務環境下,Instagram之社交與購物功能對消費者顧客體驗路徑的影響因素。
    Instagram is a well-known social platform among young Internet users. In recent years, Instagram has provided more diversified platform services, including social commerce functions on its platform. New social commerce functions, including setting up corporate accounts, posting product posts, and pushing advertisements to allow consumers to collect product information on Instagram and generating purchase intentions that available to large brands, small and medium-sized e-commerce companies, and individual sellers are finely set up on Instagram.
    This research is based on the Stimulus-Organism-Reaction theoretical model. Through literature review and 9 in-depth interviews, it is summarized in the social business environment that Instagram`s social commerce function impact the consumer experience influencing factors of the New Customer Path (5A).
    This study found that the external stimuli created by Instagram shopping functions and users` social behaviors include "content characteristics of posts", "strength of links between users", and "customized ads." External stimuli will prompt consumers to produce different psychological mechanisms, which will affect consumers` information-seeking behavior or purchase intentions. Under external stimuli, consumers will have diverse psychological mechanisms, including flow, utilitarian and hedonistic, and information diagnosticity. The research`s discussion and result look forward to as a reference for platforms, brands, and businesses to optimize customer experience path (5A) for their Instagram viewers.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107363087
    Data Type: thesis
    DOI: 10.6814/NCCU202001816
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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