「配」得「對」！「線上社群產品經驗」與「線上購物情境」：對稱促發效果的觀點

To Match Up! Online Community Product Experiences and Online Shopping Situations: The Perspective of Symmetric Priming Effects

本研究旨發展「線上社群產品經驗」概念與分類，並比較其在不同線上購物情境下之效果。透過便利抽樣，針對台灣使用Facebook的大學生族群進行問卷調查。「研究一」與「研究二」分別回收265份與1,125份有效問卷。「研究一」發展八類「線上社群產品經驗」，並發現「高心理距離虛擬社群產品經驗」與「低心理距離行動社群產品經驗」有較佳的說服效果（即：較高品牌態度、較低知覺風險、較高購買意圖）。「研究二」發現，「高心理距離虛擬社群產品經驗」搭配「高心理距離線上購物情境」、「低心理距離行動社群產品經驗」搭配「低心理距離線上購物情境」的組合有較佳的說服效果。此外，低「人際資訊影響敏感」、高「電腦媒介溝通恐懼」人格特質會干擾上述說服效果。

This study explored the conceptualization and categorization of online community product experiences, providing a comparison of their effects in the context of different online shopping situations (OSSs). Through convenience sampling, questionnaires were administered to university students in Taiwan who were or had been users of Facebook or Instagram. Studies 1 and 2 had 265 and 1,125 participants, respectively. Study 1 revealed that of the eight types of online community product experiences, high psychological distance virtual community product experience (PD-VCPE) and low psychological distance mobile community product experience (PD-MCPE) exhibited the strongest persuasive effects (i.e., a stronger brand attitude, lower perceived risk, and higher purchase intention than the other types). Study 2 indicated that combining high PD-VCPE with high psychological distance online shopping situations (PD-OSSs) led to stronger persuasive effects; combining low PD-MCPE with low PD-OSSs also produced greater persuasive effects. Moreover, low susceptibility to interpersonal information influence or high computer-mediated communication apprehension offset the positive persuasive effects of the aforementioned combinations.