虛擬經驗透過購買情境影響消費行為：產品差異的比較

The Influence of Virtual Experience and Purchase Situation on Consumer Behavior in Online Shopping: A Product Category Issue

10.6144/JIC.2014.0501.06

梁朝棟(Chao-Tung Liang)；周怡均(Yi-Chun Chou)

消費行為 ； 線上購物 ； 產品種類 ； 購買情境 ； 虛擬經驗 ； Consumer behavior ； Online shopping ； Product category ； Purchasing situation ； Virtual experience

資訊傳播研究

5卷1期（2014 / 10 / 01）

89 - 102

繁體中文

本研究檢視，購買情境對虛擬經驗影響消費行為的中介效果，並驗證不同產品間（服飾vs.3C）的差異。本研究以兩個系列研究來達成所設研究目標，研究一就335樣本，以探索性因素分析來決定本研究量表的適切性；研究二以1,056樣本，就研究量表的因素結構再度驗證，並進行不同產品間，互異結構模型的建構。本研究部分支持購買情境對虛擬經驗影響消費行為的中介假設，亦證實服飾與3C產品消費者在此中介模型的差異，此一差異主要顯現在消費需求和市場趨勢兩項因素上。

In this study, we examine the mediating effects of purchasing situations between virtual experience and consumer behavior of online shopping, and compare the mediation model of clothing consumers with that of computer, communication, and consumer electronics (3C) consumers. We combined 2 studies to test the proposed hypotheses. Study 1 consisted of exploratory factor analysis (EFA) to determine the most appropriate scale structures in a sample of 335 participants, followed by confirmatory factor analysis (CFA) in Study 2 to confirm the established structures and determine the mediation models for a sample of 1,056 participants. The results partially supported the mediation hypotheses and assured the existence of different models in clothing and 3C consumers. The differences between these consumers are closely associated with product categories, consumer needs, and market trends.

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