網站特性和使用者心流：商品熱門程度的調節作用

Abstract

隨著網際網路與搜尋技術的發展，心流（flow）作為一種高度沉浸與專注的心理狀態，對消費者的線上搜尋體驗具備關鍵的影響。研究顯示，網站特性是影響心流體驗的重要因素。然而，主流與利基商品消費者在搜尋行為上的差異，是否會導致網站特性對心流體驗帶來不同程度的影響，仍有待進一步討論。具體而言，利基商品消費者相較於主流商品消費者對商品有明確偏好，而有更強的動機使用網站提供的功能找到符合其需求的商品。因此，本研究旨在探討購買不同熱門程度商品的消費者，在搜尋產品相關資訊時，網站特性對心流體驗的影響是否存在顯著差異，並假設相較於主流商品消費者，網站特性對利基商品消費者的心流體驗有更強的正向效果。本研究聚焦於 Hoffman and Novak（1996）研究中提出的三個作為心流前因的網站特性：技能與挑戰的平衡（balance between skill and challenge）、互動性（interactivity）及遠端臨場感（telepresence），並透過四個面向：時間扭曲（time distortion）、專注沉浸（focused immersion）、享樂感（enjoyment）和好奇心（curiosity）來衡量心流體驗。透過問卷調查，本研究發現，網站特性對心流體驗的影響在利基商品消費者中具有更顯著的正向效果，且此效應在特定的心流前因與面向中尤為顯著。具體而言，網站特性的三個前因中，技能與挑戰的平衡對心流體驗無顯著影響，網站互動性（interactivity）對增強享樂感（heightened enjoyment）具有顯著的正向影響，而遠端臨場感（telepresence）則正向影響好奇心（curiosity）。後兩者對心流體驗的影響在利基商品消費者中相較於熱門商品消費者有更強的正向效果。此研究發現支持主流與利基商品消費者在網站特性對心流體驗的影響存在差異的假設，為理論與實務帶來貢獻。

With the advancement of search technologies, the concept of flow, an immersive psychological state, has become a critical factor in shaping consumers' online search experiences. While research has shown that website characteristics significantly influence flow, it remains unclear how these effects differ between niche and mainstream consumers. Specifically, niche consumers with specific product preferences are more motivated to use website features to find products that fully meet their needs. The study investigates whether website characteristics influence flows differently for consumers searching for products of various levels of popularity, and hypothesizes that website characteristics have a stronger positive effect on flow for niche consumers than mainstream consumers. The study focuses on three website characteristics identified as flow antecedents in Hoffman and Novak’s (1996) research: balance between skill and challenge, interactivity, and telepresence, and measures flow through four dimensions: time distortion, focused immersion, heightened enjoyment, and curiosity. Results from a questionnaire survey indicate that website characteristics have a more significant impact on niche consumers’ flow experience in specific flow antecedents and dimensions. Among the three antecedents examined, the balance between skill and challenge does not significantly affect the flow experience. In contrast, interactivity positively influenced enjoyment, and telepresence enhanced curiosity. These positive effects are stronger among niche consumers compared to mainstream consumers. The findings support the hypothesis that website characteristics influence the flow experiences of mainstream and niche product consumers differently, contributing to both theoretical understanding and practical applications in consumer behaviors.