簡易檢索 / 詳目顯示

研究生: 高興東
Gao, Xing-Dong
論文名稱: 以享樂購物動機探討 Z 世代對於盲盒的購買意願
Exploring Generation Z's Willingness to Buy Blind Boxes with Hedonic Purchasing Motivation
指導教授: 施人英
Shih, Jen-Ying
口試委員: 施人英
Shih, Jen-Ying
何宗武
Ho, Tsung-Wu
江艾軒
Chiang, Ai-Hsuan
口試日期: 2023/07/27
學位類別: 碩士
Master
系所名稱: 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 68
中文關鍵詞: 盲盒經濟Z 世代SOR 模型享樂購物動機購買意願消費者忠誠度
英文關鍵詞: Blind Box Economy, Generation Z, SOR Model, Hedonic Purchase Motivation, Purchase Intention, Consumer Loyalty
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202301122
論文種類: 學術論文
相關次數: 點閱:220下載:42
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 隨著盲盒經濟(Blind Box Economy)的蓬勃發展,對其流行的原因和機制進行深 入研究變得至關重要。本研究旨在探討 Z 世代對於盲盒的購買意願,以 S-O-R 模型為 基礎設計研究框架,聚焦於探討享樂購物動機對於其購買態度、購買意願以及忠誠度 的影響。本研究透過問卷調查法於 2023 年 7 月 8 日至 7 月 15 日於線上發放問卷,共 收集 461 份盲盒消費者的樣本,篩選符合研究年齡的樣本 310 份,有效樣本共 288 份,並利用統計分析方法進行處理和檢驗。
    在資料分析的結果中,研究驗證了 Z 世代在購買盲盒時受到了享樂購物動機的影 響。具體來說享樂購物動機的六個構面:冒險、滿足感、角色、社交、價值、創意購 物動機對於 Z 世代在購買盲盒時的購買態度產生了正向影響。這表明,Z 世代在購買 盲盒時更加關注購物過程中的愉悅感受,如新奇感、刺激感等,而這些愉悅感受會促 使他們對盲盒產生更積極的購買態度。
    此外,研究結果還揭示,享樂購物動機對 Z 世代的購買意願和忠誠度產生了間接 影響。具體而言,享樂購物動機通過中介變數「購買態度」對消費者的購買意願和忠 誠度產生了正向影響。這意味著,Z 世代在購買盲盒時,愉悅感受所帶來的積極購買 態度會間接地促使他們更傾向於持續購買盲盒,並增加對特定品牌或產品的忠誠度。
    綜上所述,本研究揭示了 Z 世代在購買盲盒時受到享樂購物動機影響的情況。這 些研究結果有助於品牌和盲盒從業者更好地理解 Z 世代的消費行為特點,並為盲盒市 場的推廣和品牌建設提供了有價值的參考。

    As the Blind Box Economy (BBE) is booming, it is important to conduct an in-depth study on the causes and mechanisms of its popularity. This study aims to investigate Generation Z's willingness to purchase Blind Boxes. The research framework is based on the S-O-R model, which focuses on the influence of hedonic purchasing motives on their attitudes, willingness to purchase, and loyalty to Blind Boxes. In this study, a total of 461 samples of blind box consumers were collected through a questionnaire survey method by distributing the questionnaires online from July 8 to July 15, 2023, and 310 samples were screened to meet the age of the study, with a total of 288 valid samples, which were processed and examined by using statistical analysis methods.
    In the results of the data analysis, the study verified that Generation Z is influenced by hedonic shopping motives when purchasing blind boxes. Specifically, the six components of hedonic purchasing motivation: adventure, satisfaction, role, socialization, value, and creative purchasing motivation positively influenced Generation Z's purchasing attitudes when purchasing blind boxes. This suggests that Generation Z is more concerned with the pleasurable feelings during the shopping process, such as novelty and excitement, when purchasing blind boxes and that these pleasurable feelings will lead to a more positive purchase attitude toward blind boxes.
    In addition, the study also reveals that hedonic shopping motives have an indirect effect on the purchase intention and loyalty of Generation Z. Specifically, hedonic shopping motives have an indirect effect on the purchase intention and loyalty of Generation Z. In addition, hedonic shopping motives have an indirect effect on the purchase intentions of Generation Z. Specifically, hedonic shopping motives positively influenced consumers' purchase intention and loyalty through the mediator variable "purchase attitude". This implies that the positive purchase attitudes associated with the enjoyment of purchasing blind boxes indirectly motivate Generation Z to continue purchasing blind boxes and increase their loyalty to a particular brand or product.
    Taken together, this study reveals how Generation Z is influenced by hedonic shopping motives when purchasing blind boxes. These findings help brands and blind box practitioners better understand the characteristics of Generation Z's consumer behavior, and provide a valuable reference for blind box marketing and branding.

    中文摘要 I ABSTRACT II 目錄 IV 表目錄 VI 圖目錄 VII 第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究問題 4 1.3 研究目的 5 1.4 研究流程 6 第二章 文獻探討 9 2.1 享樂購物動機發展 9 2.2 消費者購買態度、購買意願與忠誠度 14 2.3 SOR理論 18 第三章 研究方法 21 3.1 研究架構與設計 21 3.2 研究假設 22 3.3 問卷設計與數據回收方法 23 3.4 問卷調查對象 24 3.5 變量操作性定義與衡量 24 3.6 資料分析方法 31 第四章 資料分析 34 4.1 敘述性統計分析 34 4.2 各構面因素分析與信效度分析 40 4.3 結構模型分析與假說檢定 46 第五章 結果與建議 50 5.1 研究結論 50 5.2 管理意涵 52 5.3 研究限制與未來研究方向 54 參考文獻 55 附錄一 Z世代盲盒消費者購買意願調查問卷 64

    中文文獻
    國盛證券. (2022, June 23). 全球化視野下,潮玩出海空間、格局、業務模式深度探討——潮玩 盲盒系列報告四. 證券研究報告 | 行業專題研究. https://pdf.dfcfw.com/pdf/H3_AP202206231574252269_1.pdf
    閆幸,吳錦峰. 盲盒顧客體驗對消費者重覆購買意願的影響[J]. 中國流通經濟,2021,35(7):85-95. DOI:10.14089/j.cnki.cn11-3664/f.2021.07.009.
    25歲以下「Z世代」大軍進職場 你真的懂他們嗎?|天下雜誌. (不詳). 天下雜誌. 讀取於 2023年7月19日, 從 https://www.cw.com.tw/article/5097733
    李琪,王璐瑤, & LI Qi W. L. (2016). 基於ABC態度模型的消費者重覆購買意願研究. 商業研究, 58(11), 17.
    盲盒經濟洞察報告:2024年盲盒市場規模或達300億. (2020, 十二月 18). https://finance.sina.com.cn/tech/2020-12-18/doc-iiznezxs7635716.shtml
    英文文獻
    Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions. Journal of Marketing, 65(1), 71–89. https://doi.org/10.1509/jmkg.65.1.71.18132
    Akram, U., Junaid, M., Zafar, A. U., Li, Z., & Fan, M. (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational? Journal of Retailing and Consumer Services, 63, 102669. https://doi.org/10.1016/j.jretconser.2021.102669
    Alam, M. M. D., Babu, M. M., Noor, N. A. M., Rahman, S. A., & Alam, M. Z. (2020). Millennials’ preference of hedonic value over utilitarian value: Evidence from a developing country. Strategic Change, 29(6), 649–663. https://doi.org/10.1002/jsc.2380
    Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
    Atulkar, S., & Kesari, B. (2017). Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of Retailing and Consumer Services, 39, 23–34. https://doi.org/10.1016/j.jretconser.2017.06.013
    Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644–656. https://doi.org/10.1086/209376
    Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–behavior relationship. Journal of Personality and Social Psychology, 37(6), 913–929. https://doi.org/10.1037/0022-3514.37.6.913
    Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environment decisions. Journal of Retailing, 68, 445–460.
    Bergkvist, L., Hjalmarson, H., & Mägi, A. W. (2016). A new model of how celebrity endorsements work: Attitude toward the endorsement as a mediator of celebrity source and endorsement effects. International Journal of Advertising, 35(2), 171–184. https://doi.org/10.1080/02650487.2015.1024384
    Bollen, K. A. (1989). Structural Equation Models with Observed Variables. 收入 Structural Equations with Latent Variables (頁 80–150). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781118619179.ch4
    Chang, H.-J., Eckman, M., & Yan, R.-N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: The role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233–249. https://doi.org/10.1080/09593969.2011.578798
    Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. Scopus. https://doi.org/10.1177/0092070394222001
    Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.2307/3172866
    Ekawati N., Yasa N., Kusumadewi N., & Setini M. (2021). The effect of hedonic value, brand personality appeal, and attitude towards behavioral intention. Management Science Letters, 11(1), 253–260.
    Escobar-Rodríguez, T., & Carvajal-Trujillo, E. (2013). Online drivers of consumer purchase of website airline tickets. Journal of Air Transport Management, 32, 58–64. https://doi.org/10.1016/j.jairtraman.2013.06.018
    Fei, M., Tan, H., Peng, X., Wang, Q., & Wang, L. (2021). Promoting or attenuating? An eye-tracking study on the role of social cues in e-commerce livestreaming. Decision Support Systems, 142, 113466. https://doi.org/10.1016/j.dss.2020.113466
    Fiore, A. M., & Kim, J. (2007). An integrative framework capturing experiential and utilitarian shopping experience. International Journal of Retail & Distribution Management, 35(6), 421–442. https://doi.org/10.1108/09590550710750313
    Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.2307/3150980
    Hirschman, E. C. (1980). Innovativeness, Novelty Seeking, and Consumer Creativity. Journal of Consumer Research, 7(3), 283–295.
    Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132–140. https://doi.org/10.1086/208906
    Irani, N., & Hanzaee, K. (2011). The effects of Iranian consumers’ buying tendencies on utilitarian and hedonic shopping value. African Journal of Business Management, 5. https://doi.org/10.5897/AJBM11.257
    Jang, S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22, 416–432. https://doi.org/10.1108/09596111011035981
    Jin, B., & Kim, J.-O. (2003). A typology of Korean discount shoppers: Shopping motives, store attributes, and outcomes. International Journal of Service Industry Management, 14(4), 396–419. https://doi.org/10.1108/09564230310489240
    Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. https://doi.org/10.1177/002200275800200106
    Lascu, D.-N., & Zinkhan, G. (1999). Consumer Conformity: Review and Applications for Marketing Theory and Practice. Journal of Marketing Theory and Practice, 7(3), 1–12. https://doi.org/10.1080/10696679.1999.11501836
    Leavitt C., & Walton J. (1975). Development of a Scale For Innovativeness. ACR North American Advances, NA-02. https://www.acrwebsite.org/volumes/5781/volumes/v02/NA-02/full
    Liu, Y., Cai, L., Ma, F., & Wang, X. (2023). Revenge buying after the lockdown: Based on the SOR framework and TPB model. Journal of Retailing and Consumer Services, 72, 103263. https://doi.org/10.1016/j.jretconser.2023.103263
    Lutz, R. J. (1975). Changing Brand Attitudes Through Modification of Cognitive Structure. Journal of Consumer Research, 1(4), 49–59. https://doi.org/10.1086/208607
    McAlister, L., & Pessemier, E. (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer Research, 9(3), 311–322. https://doi.org/10.1086/208926
    Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology (頁 xii, 266). The MIT Press.
    Menon, S., & Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the internet shopping experience. Journal of Retailing, 78(1), 31–40. https://doi.org/10.1016/S0022-4359(01)00064-1
    Mvondo, G. F. N., Jing, F., & Hussain, K. (2023). What’s in the box? Investigating the benefits and risks of the blind box selling strategy. Journal of Retailing and Consumer Services, 71, 103189. https://doi.org/10.1016/j.jretconser.2022.103189
    Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311–336. https://doi.org/10.1016/S0022-4359(97)90021-X
    Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
    Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research. Journal of Marketing, 58(1), 111–124. https://doi.org/10.2307/1252255
    Pentecost, R., Donoghue, S., & Thaichon, P. (2019). Emerging from my youth – intra-cohort segmentation. International Journal of Retail & Distribution Management, 47(5), 571–588. https://doi.org/10.1108/IJRDM-06-2018-0113
    Rayburn, S. W., & Voss, K. E. (2013). A model of consumer’s retail atmosphere perceptions. Journal of Retailing and Consumer Services, 20(4), 400–407. https://doi.org/10.1016/j.jretconser.2013.01.012
    Salancik, G. R., & Pfeffer, J. (1978). A Social Information Processing Approach to Job Attitudes and Task Design. Administrative Science Quarterly, 23(2), 224–253. https://doi.org/10.2307/2392563
    Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing, 27(9), 19–35. https://doi.org/10.1108/03090569310043179
    Solomon, M., Bamossy, G., & Askegaard, S. (2002). Consumer Behaviour: A European Perspective. Edinburgh Gate: Pearson Education Ltd, 36–49.
    Spears, N., & Singh, S. (2004). Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues and Research in Advertising, 26, 53–66. https://doi.org/10.1080/10641734.2004.10505164
    Tauber, E. M. (1972). Why Do People Shop? Journal of Marketing, 36(4), 46–49. https://doi.org/10.2307/1250426
    Thaichon, P., & Quach, T. N. (2015). The relationship between service quality, satisfaction, trust, value, commitment and loyalty of Internet service providers’ customers. Journal of Global Scholars of Marketing Science, 25(4), 295–313. https://doi.org/10.1080/21639159.2015.1073419
    Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50–66. https://doi.org/10.1086/321947
    To, P.-L., Liao, C., & Lin, T.-H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27, 774–787. https://doi.org/10.1016/j.technovation.2007.01.001
    Urbach, N., & Ahlemann, F. (2010). Structural Equation Modeling in Information Systems Research Using Partial Least Squares. Journal of Information Technology Theory and Application (JITTA), 11(2). https://aisel.aisnet.org/jitta/vol11/iss2/2
    Webster, J., Trevino, L. K., & Ryan, L. (1993). The dimensionality and correlates of flow in human-computer interactions. Computers in Human Behavior, 9(4), 411–426. https://doi.org/10.1016/0747-5632(93)90032-N
    Xu, X., Wu, J.-H., & Li, Q. (2020). What Drives Consumer Shopping Behavior in Live Streaming Commerce. Journal of Electronic Commerce Research. https://www.semanticscholar.org/paper/What-Drives-Consumer-Shopping-Behavior-in-Live-Xu-Wu/b830deec429a34e33cd387932e267ffb54daa920
    Yuen, E. F. T., & Chan, S. S. L. (2010). The effect of retail service quality and product quality on customer loyalty. Journal of Database Marketing and Customer Strategy Management, 17(3–4), 222–240. Scopus. https://doi.org/10.1057/dbm.2010.13

    下載圖示
    QR CODE