How Virtual Experience and Purchase Situations Affect Online Consumer Behavior: A Gender Perspective

虛擬經驗與購買情境線上購物行為的影響：一個性別差異的研究

10.6144/JIC.2016.0602.02

周怡均(Yi-Chun Chou)；林如森(Ju-Sen Lin)

消費者行為 ； 性別差異 ； 線上購物 ； 購買情境 ； 虛擬經驗 ； Consumer behavior ； Gender differences ； Online shopping ； Purchase situation ； Virtual experience

資訊傳播研究

6卷2期（2016 / 04 / 01）

27 - 50

英文

本文整合了兩份研究，以檢驗購買情境在虛擬經驗和線上購物行為之間所扮演的中介效果，並且比較男女兩性在此因果結構之差異。研究一以368份樣本並應用探索性因素分析，來決定虛擬經驗、購買情境、線上購物行為三份量表的因素結構。研究二則以1,092份樣本且應用驗證性因素分析來再度確認諸此量表的因素結構，並建構該本研究之假設模型。此一中介模型在本研究分析中獲得部分支持，性別差異的假設亦獲得證實。本研究結果可被學術界及實務界加以延伸，應用於預測在電子商務中，兩性對於特定刺激所產生的個別反應。

In this study, we examined the mediating effects of purchase situations between virtual experience and the online shopping behavior of consumers, and compared the mediation model of female consumers with that of male consumers. We combined two studies to test the proposed hypotheses. Study 1 involved using exploratory factor analysis to determine the appropriate scale structures in a sample of 368 participants, whereas Study 2 entailed using confirmatory factor analysis to confirm the established structures and to build mediation models for a sample of 1,092 participants. The results partially support the mediation hypotheses and confirmed the existence of different models for female and male consumers. The results can be used by practitioners and researchers to predict reliably how female and male consumers will respond to the stimuli of e-commerce.

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