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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 吳玲玲(Ling-Ling Wu) | |
| dc.contributor.author | Hui-Ching Chen | en |
| dc.contributor.author | 陳惠菁 | zh_TW |
| dc.date.accessioned | 2021-06-13T15:18:35Z | - |
| dc.date.available | 2014-08-17 | |
| dc.date.copyright | 2011-08-17 | |
| dc.date.issued | 2011 | |
| dc.date.submitted | 2011-08-11 | |
| dc.identifier.citation | Amichai-Hamburger, Y., Fine, A., and Goldstein, A. (2004). “The impact of internet interactivity and need for closure on consumer preference.” Computers in Human Behavior 20: 103-117.
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/37062 | - |
| dc.description.abstract | 網頁的互動性是重要的因子決定電子商務的成功，然而互動性的影響是繁雜的，需要視消費者的個人特性而定。本研究觀察網站互動性對消費者涉入以及社會臨場感的影響並進而影響消費者的口碑推薦、滿意程度和購買意願。而本研究使用意見領袖來當干擾變數，解釋消費者特性如何影響網頁互動性對涉入跟社會臨場感。另外本研究中的互動可分成三個子購面，包含了控制、溝通方向以及即時性，並將進一步觀察互動的三個子購面對涉入以及社會臨場感的影響是否都成立。本研究的管理意涵對電子商務銷售者以及對現行的網路互動研究有所貢獻 | zh_TW |
| dc.description.abstract | Website interactivity is widely regarded as an essential factor in deciding e-commerce success. However, research on the impact of interactivity has been mixed, and has been shown to depend on specific characteristics of the consumer. This study investigates the impact website interactivity has on user involvement, social presence, word-of-mouth, user satisfaction and purchase intention. Opinion leadership is adopted in this study to form a model that explains how the consumer characteristic moderates the relationships between interactivity, user involvement and social presence. Further, interactivity is decomposed into three sub-dimensions of control, direction of communication and synchronicity to investigate whether the proposed relationships hold true for the multi-faceted nature of interactivity. Our findings have major implications for e-commerce retailers and for the on-going research on the impact of website interactivity. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-13T15:18:35Z (GMT). No. of bitstreams: 1 ntu-100-R98725040-1.pdf: 1130728 bytes, checksum: 706c3521bcc7238c36a4a7173472d054 (MD5) Previous issue date: 2011 | en |
| dc.description.tableofcontents | Table of Contents
Abstract iii Table of Contents iv Table Index v Figure Index v 1. Introduction 1 2. Literature Review 5 2.1 Interactivity 5 2.1.1 Control 6 2.1.2 Direction of Communication 7 2.1.3 Synchronicity 8 2.2 Involvement 9 2.3 Social Presence 13 2.4 Word-of-Mouth, User Satisfaction and Purchase Intention 16 2.5 Opinion Leadership 20 3. Method 29 3.1 Experimental Design 29 3.2 Experimental Procedure 29 3.3 Stimuli 31 3.4 Measurement 33 3.5 Manipulation Check 34 3.6 Participants 35 4. Empirical Results 36 4.1 Reliability of Measure 36 4.2 Manipulation Check 40 4.3 PLS Analysis of Research Model 40 4.3.1 Overall Data 40 4.3.2 OL/Non-OL Data 42 5. Conclusion 45 5.1 Discussion 45 5.2 Managerial Implications 49 5.3 Limitations and Future Research 50 6. Reference 53 7. Appendix 62 7.1 Appendix A: Channel Description and Screenshots 62 7.2 Appendix B: Measurements 67 7.3 Appendix C: Manipulation Check 68 7.4 Appendix D: Participant Demographic Information 69 Table Index Table 3-1: The channels corresponding to the 8 interactivity levels 32 Table 3-2: Threshold values to categorize participants as OL/Non-OL/Invalid 34 Table 4-1: Two-sample K-S tests between students and non-students 36 Table 4-2: Convergent validity of the scale 37 Table 4-3: Construct validity and reliability of the scale 38 Table 4-4: Discrimination validity and reliability of the scale 39 Figure Index Figure 2-1: The Proposed Framework of the Research 28 Figure 4-1: Results of PLS Analysis for All Groups *p<.05, **p<.01 42 Figure 4-2: Results of PLS Analysis for OL Groups *p<.05, **p<.01 44 Figure 4-3: Results of PLS Analysis for Non-OL Groups *p<.05, **p<.01 44 | |
| dc.language.iso | en | |
| dc.subject | 互動 | zh_TW |
| dc.subject | 社會臨場感 | zh_TW |
| dc.subject | 使用者滿意度 | zh_TW |
| dc.subject | 口碑推薦 | zh_TW |
| dc.subject | 意見領袖 | zh_TW |
| dc.subject | User Satisfaction | en |
| dc.subject | Interactivity | en |
| dc.subject | Opinion Leadership | en |
| dc.subject | Involvement | en |
| dc.subject | Social Presence | en |
| dc.subject | Word-of-Mouth | en |
| dc.title | 互動程度對涉入跟社會臨場感的影響:以意見領袖程度為干擾變數 | zh_TW |
| dc.title | The Impact of Interactivity on Involvement and Social Presence: the Moderating Effects of Opinion Leadership | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 99-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 葉明義(Ming-Yih Yeh) | |
| dc.contributor.oralexamcommittee | 簡怡雯(Yi-Wen Chien) | |
| dc.subject.keyword | 互動,意見領袖,社會臨場感,口碑推薦,使用者滿意度, | zh_TW |
| dc.subject.keyword | Interactivity,Opinion Leadership,Involvement,Social Presence,Word-of-Mouth,User Satisfaction, | en |
| dc.relation.page | 69 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2011-08-11 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
| 顯示於系所單位： | 資訊管理學系 | |
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