| 摘要: | 虛擬商店為商業全球化下之重要產物及趨勢，服飾從業人員如何利用虛擬技術，刺激消費者購買意圖，儼然成為企業重要關注議題。本研究目的為探究消費者線上 3D 虛擬服飾商店之知覺價值、信任、關係承諾、購買意願及口碑推薦之間之關係。
本研究方法係以曾經於網路平台購買服飾品牌之台灣消費者為研究對象，並採用網路問卷與紙本問卷蒐集資料，其中抽樣方式為便利抽樣，總共回收 352 份問卷，刪除無效問卷後，共計獲得 296 份有效問卷。接著，利用SPSS 進行樣本敘述性統計分析及信度分析，最後亦利用 AMOS 進行驗證性因素分析與結構方程式分析，以洞悉消費者線上 3D 虛擬服飾商店之知覺價值、信任、關係承諾、購買意願與口碑推薦之間之關係。
實證結果發現，功能、社會、認知與條件價值對信任皆為顯著正向影響，進而顯著正向影響口碑推薦；功能、情感、社會及條件價值對關係承諾皆為顯著正向影響，進而顯著正向影響購買意願與口碑推薦；信任對關係承諾為顯著正向影響。然而，情感價值與信任之間及認知價值與關係承諾之間皆無顯著正向影響。根據上述之結果發現，研究意涵、限制與未來研究方向亦呈現於本論文中。
Virtual store is an important product and trend of business globalization. How to make use of virtual technology in the apparel industry to motivate consumers' purchase intention has become an important concerns of enterprises. The purpose of this study aims to explore the relationships among consumers' perceived value, trust, relationship commitment, purchase intention, word-of-mouth recommendation in an online 3D vir- tual fitting room.
As for the research methodology, this study takes Taiwanese consumers who had purchased apparel brands online as the research objects, and also uses web-based ques- tionnaires and paper-and-pencil questionnaires to collect data. The sampling method is convenient sampling. A total of 352 questionnaires are collected and 296 valid ques- tionnaires are received after deleting the invalid questionnaires. Descriptive statistics and reliability analysis are conducted via SPSS and confirmatory factor analysis and structural equation model are conducted via AMOS to gain insight into the relationships among the perceived value, trust, relationship commitment, purchase intention and word-of-mouth recommendation in an online 3D virtual fitting room.
The empirical results show that function, society, cognition, and conditional value all have a significant and positive effect on trust, and in turn, significantly and positively affects word-of-mouth recommendation. Functional, emotional, social, and conditional value all have a significant and positive effect on relationship commitment, and in turn, significantly and positively affects purchase intention and word-of-mouth recommenda- tion.Trust has a significant and positive effect on relationship commitment. However, emotional value has no significant effect on trust, and cognitive value also has no significant effect on relationship commitment. Finally, according to these findings, the re- search implications, limitations and future research directions are also presented in this paper. |
