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博碩士論文 etd-0711121-181101 詳細資訊
Title page for etd-0711121-181101
論文名稱
Title
探討中立性技巧對棄標意圖、自尊之影響
Explore the impact of neutralization techniques on non-paying bid behavior and self-esteem
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
87
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2021-07-28
繳交日期
Date of Submission
2021-08-11
關鍵字
Keywords
臉書直播拍賣、中立性技巧、棄標、腦波、實驗法
Facebook Live Streaming Auction, Neutralization Techniques, Non-Paying the Bid, EEG, Experimental Methods
統計
Statistics
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The thesis/dissertation has been browsed 292 times, has been downloaded 0 times.
中文摘要
隨著資訊科技的快速進步,各種類型的社群媒體也隨之興起,臉書是台灣使用率最高的社群媒體,在臉書開放直播功能後,商家也看到商機並通過直播銷售他們的產品。直播過程中觀眾可以即時留言、與直播主持人互動讓觀眾立即向主持人提問,藉由通過更直接、更便利的方式,讓消費者提升購買產品意願,但消費者的棄標行為常常會損失直播主以及其他觀眾得權益。過去研究發現行為態度和中立性技巧可能會導致消費者做出不道德的行為,且在消費者做出不道德的行為後會產生出罪惡感及自尊的下降。因此,本研究以中立性理論為基礎,並將中立性技巧分為兩個類別(否認差異行為型、否認責任型),探討究竟是哪一些原因會影響棄標意圖,以及哪一些原因會影響消費者棄標後的自尊。研究結果顯示在消費者棄標行為前主要是受到棄標態度及否認差異行為型的中立性技巧所影響,消費者棄標行為後主要是受到罪惡感及否認責任型的中立性技巧所影響。
Abstract
Facebook is the most widely used in Taiwan. After Facebook opened the live broadcast function, retailers began sell their products through live broadcast. During the live broadcast, the audiences can send a message, can interact with the broadcaster, and can ask the broadcaster questions immediately. Through a more direct and convenient way, customers may increase their willingness to buy products. However, consumers' behavior of non-paying bids often loses the benefits of broadcasters and other audiences. Past studies have found that behavioral attitudes and neutralization techniques may cause consumers to make unethical behaviors. After consumers make unethical behaviors, they will feel guilty and decrease their self-esteem. Therefore, this study based on the theory of neutralization, and divides neutralization techniques into two categories (denying deviation behavior and denying responsibility). Exploring the factors that affect the intention of non-paying the bid, and the factors affect the self-esteem of consumers after they don’t pay the bid. The research results show that before consumers won’t pay the bid, they are affected by the attitude and “denying deviation behavior” of the neutralization techniques. After the consumer don’t pay the bid, they are affected by denying responsibility and guilt of the neutralization techniques.
目次 Table of Contents
論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
1.1. 研究背景 1
1.2. 研究動機與目的 2
1.3. 研究流程 4
第二章 文獻探討 6
2.1. 直播 6
2.1.1 直播串流平台 6
2.1.2 臉書直播拍賣 11
2.2. 中立性理論 12
2.2.1 理論來源 12
2.2.2 中立性理論相關研究 13
2.2.3 後續提出的中立性技巧 19
2.3. 信息類型 25
2.4. 神經資訊科學 26
2.5.1 腦電波 26
第三章 研究設計與方法 31
3.1. 研究架構與假說 31
3.1.1 棄標態度影響棄標意圖 32
3.1.2 中立性技巧調節棄標態度與棄標意圖 33
3.1.3 中立性技巧正向影響棄標意圖 34
3.1.4 罪惡感影響自尊 35
3.1.5 中立性技巧調節罪惡感與自尊 36
3.1.6 中立性技巧正向影響自尊 37
3.2. 變數的測量 38
3.2.1 中立性技巧 38
3.2.2 其他構面變數 43
3.3. 實驗設計 45
3.3.1 分組 45
3.3.2 實驗方式 45
3.3.3 前測 47
3.3.4 正式實驗 48
第四章 資料分析與討論 52
4.1. 樣本基本資料描述 52
4.2. 信效度分析 54
4.2.1 棄標行為前信效度 55
4.2.2 棄標行為後信效度 56
4.3.平均數及標準差 57
4.3.1 情境操弄問卷平均數及標準差 57
4.3.2 中立性技巧腦波數值平均數及標準差 58
4.3. 假說檢定 59
4.3.1 驗證消費者棄標態度對棄標意圖之影響 60
4.3.2.驗證中立性技巧對棄標態度與棄標意圖之調節效果 61
4.3.3 驗證中立性技巧對棄標意圖之直接影響 61
4.3.4 驗證棄標行為後罪惡感對自尊之影響 62
4.3.5.驗證中立性技巧對消費者罪惡感與自尊之調節作用 62
4.3.6 驗證中立性技巧對自尊之直接影響 63
4.4. 腦波數值分析 63
4.4.1 棄標行為前後中立性技巧類別專注度 63
4.4.2 棄標行為前後不同信息類型專注度 65
第五章 結論與建議 67
5.1. 研究結論 67
5.2. 學術貢獻 68
5.3. 實務貢獻 69
5.4. 研究限制與未來建議 69
參考文獻 70
附錄一 實驗說明書 76
附錄二 研究參與者同意書 77
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