社群網路服務（SNS）日益普及，其推出的送禮服務平台帶來新的場景影響，也使得收送禮者的考量和感受與傳統送禮體驗有所不同。然而，現有SNS的研究有限，且研究主要集中於送禮者的動機，未充分考慮收禮者對SNS禮物價值的看法。為了協助平台業者設計、開發更貼合禮物交換雙方需求的服務環境，使SNS禮物平台在龐大卻競爭激烈的送禮商機推出合適的差異化策略，本研究旨在探討影響收禮者滿意度與使用SNS平台送禮意圖的前因，為業者優化SNS送禮平台提供具體建議。
本研究開發一個探究收禮者滿意度與使用SNS送禮意圖前因的模型，該模型建基於社會交換理論並參考Larsen & Watson(2001)的送禮體驗模型，從收禮者的角度考察SNS禮物平台的特徵及其帶來的價值感受。研究整理了收禮者對禮物本身的感受與收禮過程體驗所感知的價值構面，並將其分類，「SNS禮物兌換和轉送限制」、「SNS禮物的非個人性」視為交換的負面結果，即為交換的「成本」；而「SNS收禮的便利性」、「SNS禮物的社會效用」、「SNS禮物的愉悅」、「SNS禮物的適當性」視為交換的正面結果，即交換的「收益」。
接著通過實證資料檢驗了這些前因對收禮者整體感知價值的影響，進一步探討感知價值是否影響收禮者的滿意度與使用SNS平台送禮的意圖，採量化問卷方式研究，共回收387份有效問卷。結果顯示，感知價值會正向影響收禮者滿意度與使用意圖，收禮者滿意度會正向影響使用意圖；且預期收益（即便利性、愉悅、社會效用、禮物的適當性）會透過感知價值的評估間接影響收禮者的滿意度與送禮意圖。本研究加深對於收禮者對SNS禮物平台價值的理解，也為SNS平台業者優化設計和營銷策略提供了具體建議。

The advent of Social Networking Services (SNS) has introduced new dynamics to gift exchange, yet research primarily focuses on the motivations of gift-givers, neglecting recipients' perspectives. This study addresses this gap by investigating the antecedents influencing recipients' satisfaction and their intention to use SNS gift platforms. Drawing from Social Exchange Theory and Larsen & Watson's gift-giving experience model, the research categorizes recipients' perceptions into positive ("benefits") and negative ("costs") outcomes.

Based on a quantitative survey of 387 valid responses, the study finds that perceived value positively impacts recipients' satisfaction and usage intention. Recipients' satisfaction also positively influences their intention to use SNS gift-giving platforms. Furthermore, expected benefits (convenience, pleasure, social utility, appropriateness of SNS gifts) indirectly affect recipients' satisfaction and intention to use these platforms through the evaluation of perceived value.

This study deepens our understanding of recipients' perceptions of SNS gift platforms' value and provides specific recommendations for optimizing design and marketing strategies. By addressing the needs of both gift-givers and recipients, SNS platform operators can enhance user experience and differentiate their services in a competitive market.

論文審定書 i
誌謝 ii
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 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 禮物與傳統送禮 6
第二節 社群網路服務與SNS送禮平台 13
第三節 社會交換理論 22
第四節 感知價值、滿意度與使用意圖 24
第五節 收禮者在SNS平台的感知價值 28
第三章 研究架構與研究方法 36
第一節 研究架構與假說 36
第二節 變數操作性定義與衡量方式 38
第三節 資料蒐集與分析工具 45
第四章 資料分析與研究結果 46
第一節 樣本結構分析 46
第二節 量測模型分析 54
第三節 敘述性統計分析 59
第四節 結構模型分析與假說驗證結果 66
第五章 研究結論與建議 71
第一節 研究討論與結論 71
第二節 研究貢獻與建議 75
第三節 研究限制與未來研究建議 80
參考文獻 82
附錄 92
附錄一：本研究問卷 92
附錄二：收禮者對LINE GIFT的改善建議 99

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