網路購物目標情境與人際虛擬經驗對社會臨場感與信任度的影響

The Impact of Online Shopping Goal and Interpersonal Virtual Experiences on Social Presence and Trust

本研究著重在人際虛擬經驗－角色代言人（專家形象、吸引形象）與資訊式同儕電子口碑（Peer），對於社會臨場感與信任度之影響；以筆記型電腦為實驗產品，並將購物目標類型視為干擾變項，欲了解不同人際虛擬經驗，對於不同購物目標情境下的消費者是否會產生不一樣的社會臨場感與信任度。研究結果顯示，專家形象、吸引形象角色代言人所產生的社會臨場感及信任度，皆高於資訊式同儕電子口碑。且在實用式購物目標情境下，專家式角色代言人呈現方式所產生社會臨場感與信任度皆大於吸引式角色代言人與資訊式同儕電子口碑；在享樂式購物目標情境下，吸引式角色代言人呈現方式所產生社會臨場感與信任度皆大於專家式角色代言人與資訊式同儕電子口碑。

In this study, we emphasize the impact of interpersonal virtual experiences including avatar (expert, attractive) and e-WOM on social presence and trust. The objectives of this study are recognized to discuss the moderating effect of shopping goal and the effects of interpersonal virtual experiences on customers' trust, social presence. The research results indicated that both of the expert avatar and attractive avatar have the greater social presence and trust than e-WOM. Besides, expert avatar has better persuasion effects under the utilitarian shopping situation; attractive avatar has better persuasion effects under the hedonic shopping situation.