Internet線上shopping享樂模型相關因素之研究

A Study of the Relevant Factor of Hedonic Model on Internet Shopping

購物（shopping）在關於消費者行為的研究中被區別為功利型（utilitarian）與享樂型（hedonic）。不過在線上購物的環境裡，只有功利型購物較常被關注與探討。不過由於消費習慣的改變，現今線上商店也如同傳統零售業一樣開始關注於所提供的娛樂性，那麼線上購物應該也能創造出相對應的線上享樂價值，以此本研究希望建構出線上購物享樂模型，並進一步地了解線上商店所應注重以提升顧客享樂感受的重要因素。本研究以「產品特性」、「商店視覺呈現」與「商店印象」三構面來探討其對線上享樂購物的影響。採問卷調查方式進行研究，調查時間自九十六年四月十七日自九十六年五月十日止，有效樣本問卷為391份。研究結果發現，「產品特性」、「商店視覺呈現」與「商店印象」三構面對整體「線上購物享樂價值」構面皆具有顯著的正相關；同樣地，「產品特性」、「商店視覺呈現」與「商店印象」三構面分別對「享樂互動」、「享樂逃避」、「享樂娛樂」與「享樂視覺」四種線上購物享樂價值也都具有顯著的正相關。此外，由此三構面的組成因素對四種線上享樂感受個別的複迴歸分析結果指出，不同線上享樂感有其各自特別需要注意的關鍵因素與作法，以此發現提供給線上商店作為未來刺激顧客享樂購物感，並提高顧客購物慾望的參考。

“Shopping” has been distinguished into “utilitarian” type and “hedonic” type in the recent research of the consumer behavior and the utilitarian type was more concerned by people in the online environment. Because the change of shopping habit, the online stores start to concern about the entertainment element, just the same as the physical stores did, and it should make a new kind of hedonic shopping value in the online shopping environment. According to above, this research will define the model of online hedonic shopping and find out some factors that can improve the online customers’ hedonic feel to online store owners. This research surveys 391 samples to investigate the impact of online hedonic shopping. The finding of this research is the three constructs, product attribute, store visual element and store image, influencing on four online shopping hedonic value, hedonic interaction, hedonic escape, hedonic entertainment and hedonic visual. In addition, from the result of the respective analysis of the three constructs between the four kinds of online hedonic feeling, this research indicates that the four kinds of online hedonic feeling have it own points need to be noticed in each constructs. Consequently, the research results provide online stores a suggestion to build a more hedonic shopping environment in the future.