| 摘要: | 隨著網路的普及，網路購物變成消費者購買商品的重要管道之一。而近年來，一種新型態的網路購物方式——網路代購，消費者透過網站、拍賣、社群或是論壇等代購社團，向代購商提出商品或服務的購買需求；代購商會以貼文的形式提供商品細節與建議，當社團內的消費者看到產品貼文後，並對其感到興趣後，請求代購商幫忙進行代購行為，由此可見社團內的貼文在消費者和代購商之間的交流佔了很重要的一環。本研究藉由探討貼文的資訊性、相關性、娛樂性和互動性影響消費者對貼文態度的程度，並進一步探討貼文態度對購買意圖、轉傳意圖以及聯絡意圖之影響。
本研究透過網路問卷的方式，於 PTT 之 HelpBuy 版和 e-shopping版取得 213 份有效樣本。研究結果顯示貼文的「相關性」、「娛樂性」和「互動性」對消費者與貼文態度間有正面影響，而「資訊性」對消費者與貼文態度間並沒有顯著影響；此外消費者對貼文的態度皆會影響消費者的「購買意圖」、「轉傳意圖」與「聯絡意圖」。
最後提出本研究的實務建議，給代購業者和欲進入代購業的經營者一個參考依據：當代購社團內的貼文包含消費者感興趣的貼文時、貼文的內容可以帶給消費者愉悅的感覺時，或是消費者可以利用貼文與賣家和其他社團內的成員互動時，那麼消費者對社團內的貼文會有更正向的態度，也將促使消費者的購買意圖、轉傳意圖和聯絡意圖。;By the popularization of the internet, online shopping becomes one of the important way in consumer’s purchase behavior. In recent years, there is a brand-new type of online shopping, called “internet surrogate shopping”. Surrogates provided all buying details through post on internet, online community or any other diverse platforms. The whole buying process will be online, hence, the interaction between consumer and surrogates occupy an essential position. Consumer has interest in what surrogates post, they ask and have more following actions, maybe pay for it or share to their friends. This study focuses on how the informativeness, relativeness, entertainment and interactivity of the post influence consumer attitude toword post, and go further, will explore the impact of the attitude on the purchase intention, forward intention and contact intention.
Through online questionnaires, I get 213 valid sample from HelpBuy and e-shopping forum. The study result reveals that relevance, entertainment, and interactivity of the post will produce positive affect to consumer and their attitude to the post, and exactly, the consumer attitude to the post will also influence the purchase intention, forward intention and contact intention.
In the end, according to this study, some suggestions and ideas could be provided to surrogates and the one who wants to get in this business: When the post can raise consumer’s interest or happiness, and when consumer can have great interactive experience in the community, consumer will have more positive attitude toward posts and will also have a significant positive impact on the consumer′s intention to purchase, forward intention and contact intention. |
