在現今網路平台盛行的情況下，消費者從事網路購物的比例逐漸提升，然而，面對網路資訊的快速流通，許多消費者很容易受到廣告、評論影響而出現衝動購買行為，這樣的購物行為並不一定代表顧客往後仍然會成為忠實顧客。因此，本研究以從眾理論為基礎，探討平台涉入程度、個人沈浸、精準行銷、社會價值和顧客參與之間的關係，檢視個人沈浸在平台涉入程度與顧客參與之間的中介效果，以及精準行銷和社會價值的調節效果。

本研究採線上形式發放問卷，透過社群平台蒐集樣本，最後取得有效樣本共427 份，除透過信度分析、驗證性分析計算資料及模型的適配度外，也運用廻歸分析檢視變數間的關係。分析結果顯示，本研究的變數具有良好適配度，實證結果也顯示：(1) 消費者平台涉入程度與個人沈浸之間具有正向關係；(2) 個人沈浸和顧客參與之間具有正向關係；(3) 個人沈浸在消費者平台涉入程度與顧客參與之間具有中介效果；然而，(4) 精準行銷和社會價值的調節效果並不顯著。

根據分析結果顯示，消費者的平台涉入程度越高時，不僅對平台的認知程度更高，也會更關注平台的廣告及資訊，更沈浸於和平台的互動，提升顧客參與，做出推薦他人或分享給他人的舉動，這對企業進行網路行銷具有重要意義。本研究最後也提供了研界結果的理論和實務貢獻及未來的研究方向和建議，俾作為往後研究之參考。

With the thriving of online platforms, the proportion of consumers shopping online is steadily increasing. With the current state of information flow on the internet, many consumers are easily influenced by advertisements and reviews, leading to impulsive purchases.

Therefore, this study aims to explore the relationships among platform involvement, flow, precision marketing, social value, and customer engagement. Building on previous scholarly research, this study uses the Conformity theory to investigate the mediated effect of flow between platform involvement and customer engagement. It also examines the moderating effects of precision marketing and social value. In this study, a total of 427 valid samples were collected via social media, Reliability analysis and confirmatory factor analysis were conducted to assess the data and model fit, followed by regression analysis to understand the relationships among variables. The analysis results indicated that this study has good model fit.
The empirical results are as follows: (1) There is a positive relationship between platform involvement and flow; (2) There is a positive relationship between flow and customer engagement; (3) Flow have different moderating effects on the relationship between platform involvement and customer engagement.

According to the analysis results, the higher the level of platform involvement, the more attention they pay to the platform's advertisements and information, and the more easily they flow in browsing experience. This study also provides theoretical and practical contributions, as well as future research directions and suggestions, to serve as a reference for subsequent studies.

目 錄
論文審定書............................................................. i
誌 謝................................................. ii
中文摘要.......................................................... iii
Abstract ......................................................................... iv
目 錄................................................................. v
圖 次................................. vii
表 次..................................... viii
第一章 緒論............................................................... 1
第一節 研究背景與動機............................................................ 1
第二節 研究目的............................................................... 3
第二章 文獻探討.................................................. 4
第一節 從眾理論......................................................... 4
第二節 變數介紹................................................... 6
第三節 研究假說推導........................................... 13
第三章 研究方法................................................................ 17
第一節 研究架構............................................................. 17
第二節 資料蒐集方法與研究樣本...................................... 19
第三節 變數衡量工具................................................. 22
第四節 統計分析方法.......................................... 30
第四章 資料分析與結果..................................................... 32
第一節 模型檢測................................................... 32
第二節 相關分析.................................................... 34
第三節 假說檢定..................................................... 36
第五章 、結論與建議.................................................. 45
第一節 研究結論.................................................. 46
第二節 研究意涵.............................................................. 49
第三節 研究限制與未來研究方向................................ 51
參考文獻......................................................... 52
附錄一：問卷....................................................... 57

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