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研究生： 林少騫
Lin, Shao-Cian
論文名稱： 以推敲可能性模式探討臉書二手商店特性影響消費者回應動作：衝動性為干擾因素
An ELM model of Facebook Second-hand Marketplace Characteristics on Consumer Respond Action: Impulsiveness as a Moderator
指導教授： 張心馨
Chang, Hsin-Hsin
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系
Department of Business Administration
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 139
中文關鍵詞： 臉書二手商店 、推敲可能性模型 、衝動性 、產品類別
外文關鍵詞： Facebook second-hand marketplace, Elaboration Likelihood Model, impulsiveness, product types
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    • 隨著臉書使用率越來越高，加上「臉書二手商店」興起，消費者不但能在臉書分享各種資訊，還能進行二手商品交易。然而臉書二手商店貼文內容能否讓消費者產生正面態度並做出回應，取決於該貼文之特性與設計是否具資訊性與說服性。由於過去對於臉書二手商店相關議題之研究較為缺乏，故本研究採推敲可能性模型 (Elaboration Likelihood Model) 探討中央路徑因素（含資訊完整性、資訊精準性）與邊陲路徑因素（含貼文美感程度、貼文受歡迎程度）對於消費者回應行為，以及購買意圖的影響。另以採衝動性為調節變數，討論其對消費者態度與回應行為、購買意圖之間的干擾作用。研究以臉書二手商店貼文為基礎，依據娛樂性產品與功能性產品之情況設定了8種研究情境的貼文特性，以了解產品類別對於消費者態度與行為之差異。對象以使用過臉書二手商店之消費者進行調查，共收回了908份有效問卷，採變異數分析及結構方程模型進行檢測。分析結果顯示中央路徑與邊陲路徑皆對知覺說服性具顯著影響，而且中央路徑對知覺資訊性具顯著影響。知覺說服性、知覺資訊性、對貼文態度、回應行為與購買意圖之因果關係也具顯著效果；而高衝動性消費者傾向對貼文做出回應行為。此外，經由中央路徑之消費者傾向先回應貼文再產生購買意圖，而經由邊陲路徑之消費者則傾向對貼文有好感後再產生購買意圖。因此本研究建議臉書二手商店之賣家盡可能提供完整與精確的產品資訊，以提高消費者對貼文之好感。另也可提供具美感的產品照片或有趣的產品介紹，吸引消費者目光，進而對貼文採取回應行為。最後，本研究認為貼文之受歡迎程度是提高知覺說服性最重要因素之一。

    With the recent increasing usage of Facebook and the growing population using the Facebook second-hand marketplace, consumers not only can share product information but can also conduct commercial activities on Facebook. However, whether the post content induces people to take responsive actions or creates purchase intention depends on the informativeness and persuasiveness of the post. Since few previous studies have discussed issues related to conducting commercial activities on Facebook’s second-hand marketplace, in this study, the Elaboration Likelihood Model (ELM) is proposed as the research model to discuss the influence of central route factors (information completeness & information accuracy) and peripheral route factors (post aesthetics & post popularity) on consumer responses and purchase intention. In addition, it is tested whether impulsiveness plays a role as a moderator affecting consumer attitude and behavior.
    Eight scenarios were designed to test the influence of Facebook second-hand post characteristics on consumer responses and purchase intention, and each scenario was designed for hedonic and utilitarian products to compare differences in product type. The respondents were people who have had experience with using the Facebook second-hand marketplace. There were 908 valid questionnaires used to conduct an ANOVA analysis and SEM in this study. The results showed that both central and peripheral routes have a significant influence on perceived persuasiveness, but only the central route has a significant influence on perceived informativeness. The causal relationship among perceived informativeness, perceived persuasiveness, attitude toward post, response, and purchase intention was also significant. Moreover, impulsiveness was shown to have a significant moderating effect on consumer attitudes and responses. Furthermore, the study found that consumers who processed messages via the central route tend to respond to the post before the generation of purchase intention, but consumers who processed messages via the peripheral route generated purchase intention directly if they felt favorable toward the post.
    Therefore, it is suggested that Facebook second-hand marketplace sellers should provide messages about their products that are as complete and accurate as possible in order to enhance positive impressions of their posts, or they should provide an interesting introduction or aesthetic picture to attract the attention of consumers. Finally, the results of this study suggest that post popularity is the most important factor enhancing perceived persuasiveness.

    中文摘要 I Abstract II 致謝 IV Table of Content V List of Tables VIII List of Figures IX CHAPTER ONE 1 INTRODUCTION 1 1.1 Research Background and Motivation 1 1.2 Research Objectives 6 1.3 Research Process 7 CHAPTER TWO 9 LITERATURE REVIEW & HYPOTHESES DEVELOPMENT 9 2.1 Facebook Second-hand Marketplace 9 2.2 Elaboration Likelihood Model 12 2.3. Central Route Factors 15 2.3.1. Information Completeness 16 2.3.2. Information Accuracy 17 2.4. Peripheral Route Factors 18 2.4.1. Posts Aesthetics 19 2.4.2. Post Popularity 21 2.5. Perceived Informativeness 22 2.6. Perceived Persuasiveness 23 2.7. Attitude toward post 24 2.8. Behavioral Action 25 2.8.1. Response 26 2.8.2. Purchase Intention 27 2.9. The Moderator- Impulsiveness 28 2.10. Conceptual Framework and Hypotheses Development 30 2.10.1. Central Route vs. Perceived Informativeness 32 2.10.2 Central Route vs. Perceived Persuasiveness 33 2.10.3. Peripheral Route vs. Perceived Informativeness 35 2.10.4. Peripheral Route vs. Perceived Persuasiveness 36 2.10.5 Perceived Informativeness & Perceived Persuasiveness vs. Attitude toward Post 38 2.10.6 Attitude toward Post vs. Response Action & Purchase Intention 39 2.10.7 Response Action vs. Purchase Intention 41 2.10.8 Moderator: Impulsiveness 42 2.10.9 Product Types 43 CHAPTER THREE 47 RESEARCHN DESIGN & METHODOLOGY 47 3.1 Definitions of Constructs and Hypotheses 47 3.1.1 Definition of Constructs 47 3.1.2 Summary of Hypotheses 49 3.2 Scenario and Questionnaire Design 50 3.2.1 Scenario Design 50 3.2.2 Questionnaire Design 54 3.3 Pilot Test 60 3.3.1 Manipulation check 61 3.3.2 Questionnaire check 62 3.4 Data Analysis Procedure 64 3.4.1 Demographic analysis 64 3.4.2 Confirmatory Factor Analysis 65 3.4.3 Reliability Analysis and Validity Analysis 65 3.4.4 Structural Equation Model 65 3.4.5 Independent Sample t-test 66 3.4.6 Analysis of Variance (ANOVA) 66 CHAPTER FOUR 67 DATA ANALYSIS & RESULTS 67 4.1 Data Collection and Demographic analysis 67 4.2 Descriptive Analysis 69 4.3 Measurement Model Analysis 70 4.3.1 Confirmatory Factor Analysis (CFA) 70 4.3.2 Reliability Analysis and Convergent Validity 74 4.3.3 Discriminant Validity Analysis 74 4.4 Manipulation Check 75 4.5 Hypotheses Testing 76 4.5.1 Effect of Central Route Factors and Peripheral Route Factors 77 4.5.1.1 Central Route vs. Perceived Informativeness & Perceived Persuasiveness 77 4.5.1.2 Peripheral route factors vs. Perceived Informativeness & Perceived Persuasiveness 78 4.5.2 Structural Equation Model 79 4.5.2.1 Perceived Informativeness & Perceived Persuasiveness vs. Attitude toward Post 80 4.5.2.2 Attitude toward Post vs. Response Action 81 4.5.2.3 Attitude Toward Post & Response vs. Purchase Intention 81 4.5.3 Effect of the control variables 84 4.5.4. Moderating Effect of Impulsiveness 84 4.5.5 The Influence of Product Types 86 4.5.6 Summary of Hypotheses 90 4.6 Post Hoc Analysis 90 CHAPTER FIVE 94 CONCLUSION & RECOMMENDATIONS 94 5.1 Discussion 94 5.1.1 Central Route vs. Perceived Informativeness (H1) 95 5.1.2 Central Route vs. Perceived Persuasiveness (H2) 96 5.1.3 Peripheral Route vs. Perceived Informativeness (H3) 97 5.1.4 Peripheral Route vs. Perceived Persuasiveness (H4) 98 5.1.5 Perceived Informativeness & Perceived Persuasiveness vs. Attitude toward Post (H5, H6) 100 5.1.6 Attitude toward Post vs. Response Action & Purchase Intention (H7, H8) 101 5.1.7 Response vs. Purchase Intention (H9) 102 5.1.8 Moderator: Impulsiveness (H10a, H10b) 103 5.1.9 Effect of Product Types (H11) 104 5.1.10 Differences between the Central Route and Peripheral Route 107 5.2 Theoretical Implications 109 5.3 Managerial Implications 111 5.4 Limitations and Directions for Future Research 116 References: 118 APPENDIX 1 129 APPENDIX 2 132

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