服飾搭配社群人像訊息對資訊串聯影響之研究

The Effects of Different Portrait Images of Virtual Fashion Communities on Information Cascades

隨著虛擬社群的主題日新月異，以服飾搭配為主題的興起，藉由虛擬社群的機制，時尚潮流消費者能夠抓住當下流行趨勢，掌握最新的服飾搭配技巧，並分享自己的服裝風格。服飾搭配社群的內容主要是視覺上的，其中以人像為主的訊息更容易受到關注，並利用使用者的原生內容創造流行趨勢。此外，頻繁參與以及傳播訊息也會影響其他訊息接收者。通過這些訊息的影響，消費者會形成自己的行為或態度，影響了其他消費者的購買行為。本研究旨在探討服飾搭配社群中的人像呈現對資訊串聯之影響，以準實驗法進行，為2（表情：微笑、中性表情）×2（比例：全身、半身）雙因子組間設計，共四組實驗組合，依變項為資訊串聯，共120位研究對象。研究結果顯示，表情、比例對資訊串聯無顯著影響；人像、表情兩個變項的交互作用對對資訊串聯並無顯著影響。

With the rise of virtual communities, consumers can readily catch current trends, the latest coordination of outfits, and also share their own dressing styles. The content within these virtual fashion communities is mainly visual. Compared with other virtual communities, the image information presented, especially for portrait images, mainly focuses on the matching of outfits. With user-generated content, these images can induce popular trends of outfit accessorizing. Furthermore, frequent participation and message spreading influences the recipients of other messages. Through the influence of these messages, consumers often form their own behaviors or attitudes, which strongly influence the purchasing behavior of other customers. This study adopts the quasi-experimental method, which is a 2(facial expression: smile, expressionless) x 2(Portrait ratio: whole body, half body) experimental design, with a total of four experimental groups, according to the variable information cascades. The results of the study showed that: 1) facial expression has no significant effect on information cascades; 2) portrait ratio has no significant effect on information cascades; and 3) facial expression and portrait ratio have no interactive effect on information cascades.