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| Title: | 孤獨情緒對網路購物消費行為之影響
The effect of loneliness on online consumer behavior |
| Authors: | 陳逸城
Chan, Yat-Shing |
| Contributors: | 蘇威傑
Su, Wei-Chieh
陳逸城
Chan, Yat-Shing |
| Keywords: | 孤獨
情緒
網路購物
消費者行為
網路購物行為
新冠肺炎
Loneliness
Emotion
Online shopping
Online consumer behavior
Covid-19 |
| Date: | 2022 |
| Issue Date: | 2022-07-01 16:02:06 (UTC+8) |
| Abstract: | 隨著智慧型手機和社交媒體的泛濫，以及新冠肺炎（Covid-19）疫情的影響下，孤獨此一情緒從未如此頻繁地浮現於人前。然而，早在 Covid-19 疫情前，不少西方國家政府單位便已開始在近年投放大量社會資源用以解決孤獨感所衍生的社會及國民心理健康問題。根據台灣本土相關調查及研究亦發現，台灣社會似乎亦正面對與西方國家相似的「孤獨浪潮」。讓人憂慮的是，在Covid-19 疫情和相應防疫措施的衝擊下，極有可能更讓這蔓延全球的孤獨浪潮加劇和加速傳播。有鑑於此，有關孤獨情緒之心理學和社會學研究陸續出現，孤獨感對個人身心健康乃至社會的影響逐漸明朗。然而在商業及管理學門上，與孤獨情緒相關研究仍然有限。
本研究之目的為更了解具有孤獨情緒之消費者與未具有孤獨情緒之消費者，在日漸普及的網路購物形式上，其消費行為是否存在差異。為此，本研究設有四項研究問題：（1）孤獨情緒會否使消費者對網購行為或網購平台產生依附行為？（2）具孤獨情緒消費者會否具有在網購上消費更高金額的可能？（3）不具有孤獨情緒之消費者在網購動機上會否更加目標導向和理性？（4）針對具孤獨情緒消費者與網購族，網購平台或品牌商應如何調整行銷策略？
本研究透過網路問卷形式共蒐集 214 份具網路購物經驗者之有效樣本。經由五種分組方式進行分組後，各自進行獨立樣本 T 檢定統計分析。研究結果發現具孤獨情緒族群在網路購物依賴程度上顯著較一般族群為低。然而，具孤獨情緒族群由於價格敏感度較低，且進行網路購物之動機更不具目的性和理性，因此具孤獨情緒之消費者族群的確存在在網路購物上消費比一般族群更高金額的可能性。另外，本研究發現具有負面情緒者，以及受測者自身認定或認同孤獨感存在者，其對於行銷資訊的懷疑程度比一般族群更高。此外，本研究亦發現對於偏好使用網路購物的網購族以及因疫情而感到孤獨者而言，相對未具有網路購物偏好和未有因疫情而感到孤獨者，不論代言人類型為何都更偏好具有代言人之商品。而網購族明顯較非網購族更偏好線上專員文字客服及聊天機器人客服，尤其線上專員文字客服在所有族群中偏好程度最為突出，屬時下消費者之最優先選擇。最後，本研究針對以上研究結果提出實務上的建議與未來研究方向。
With the proliferation of smartphones, social media, and the Covid-19 pandemic, the emotion of loneliness has been more frequently emerging in peoples’ minds. In fact, before the Covid-19 pandemic, some Western government agencies had invested lots of social resources to resolve the social and national mental health problems caused by loneliness. Unfortunately, according to relevant surveys in Taiwan, it seems that Taiwanese society is also facing a similar “Wave of loneliness”. Given this, sociological and psychological studies on loneliness have appeared one after another, and the impact of loneliness on society, and even individual physical and mental health, has gradually become clear. However, in the field of business and management, research related to loneliness is still limited.
The purpose of this study is to better understand consumer behavior with loneliness emotion. To this end, this study has four research questions: (1) Will loneliness make consumers attach to online shopping or online shopping platforms? (2) Will consumers with loneliness have the potential to spend a higher amount on online shopping? (3) Will consumers who do not have loneliness be more goal-oriented and rational in their online shopping motives? (4) How should online shopping platforms or brands adjust their marketing strategies for lonely consumers and online shoppers?
This study contends that the online shopping dependence of the loneliness group was significantly lower than that of the general group. However, the loneliness group is less sensitive to price, and the motivation for online shopping is less rational, the lonely consumers indeed have the potential to spend more money on online shopping. In addition, this study found that people with negative emotions, and those who identified themselves with loneliness, were more skeptical of marketing information. Finally, this study also found that customers who prefer to shop online (online shoppers) and those who feel lonely due to the epidemic, they are more prefer to purchase merchandise with a spokesperson. Furthermore, online shoppers prefer online text customer service and chatbot customer service more than non-online shoppers. Finally, this study puts forward practical suggestions and future research directions based on the above research results. |
| Reference: | 一、書籍
1. Hertz, N. (2020). The Lonely Century: Coming Together in a World That’s Pulling Apart. Hodder & Stoughton.
二、期刊論文
1. Cacioppo, J. T., Hawkley, L. C., Crawford, E., Ernst, J. M., Burleson, M. H., Kowalewski, R. B., Malarkey, W. B., Van Cauter, E., & Berntson, G. G. (2002). Loneliness and health: Potential mechanisms. Psychosomatic Medicine, 64(3), 407-417.
2. Chen, N., Jiao, J. J., Fan, X., & Li, S. K. (2021). The Shape of Loneliness: The Relationship between Loneliness and Consumer Preference for Angular versus Circular Shapes. Journal of Business Research, 136, 612–629.
3. Das, S., Echambadi, R., Mccardle, M., & Luckett, M. (2003). The Effect of Interpersonal Trust, Need for Cognition, and Social Loneliness on Shopping, Information Seeking and Surfing on the Web. Marketing Letters, 14(3), 185–202.
4. Éthier, J., Hadaya, P., Talbot, J., & Cadieux, J. (2006). B2C web site quality and emotions during online shopping episodes: An empirical study. Information & Management, 43(5), 627–639.
5. Gerst-Emerson, K., & Jayawardhana, J. (2015). Loneliness as a public health issue: The impact of loneliness on health care utilization among older adults. American Journal of Public Health, 105(5), 1013–1019.
6. Kawaf, F., & Tagg, S. (2017). The Construction of Online Shopping Experience: A Repertory Grid Approach. Computers in Human Behavior, 72, 222–232.
7. Lim, C., & Kim, Y. (2011). Older Consumers’ TV Home Shopping: Loneliness, Parasocial Interaction, and Perceived Convenience. Psychology & Marketing, 28(8), 763–780.
8. Richardson, T., Elliott, P., & Roberts, R. (2017). Relationship between Loneliness and Mental Health in Students. Journal of Public Mental Health, 16(2), 48–54.
9. Russell, D., Peplau, L. A., & Cutrona, C. E. (1980). The revised UCLA Loneliness Scale: Concurrent and discriminant validity evidence. Journal of Personality and Social Psychology, 39(3), 472–480.
10. Russell, D., Peplau, L. A., & Ferguson, M. L. (1978). Developing a measure of loneliness. Journal of Personality Assessment, 42(3), 290–294.
11. Xu, X. (2020). Examining the Role of Emotion in Online Consumer Reviews of Various Attributes in the Surprise Box Shopping Model. Decision Support Systems, 136, 1133–1144.
三、博士論文
1. Kim, J. (2017). Lonely Consumers: When, How, and Why Does Loneliness Influence Consumer Behavior? (Doctoral dissertation, Virginia Polytechnic Institute and State University). |
| Description: | 碩士
國立政治大學
國際經營與貿易學系
109351048 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109351048 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200684 |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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