| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 101 === This research focuses on the influence of different types of social virtual product experience(SVPE) on social shopping value, which moderated by consumers’need for uniqueness (CNFU) and product types. In study 1, we can understand the types of social virtual product experience through intensive interview and focus group interview. The study 2 adopts the research results of study 1 to design the two types of website (c2c giving SVPE and b2c exchange SVPE), to examine the interaction between consumers’need for uniqueness, product types and social virtual product experience. The result found that: high- uniqueness consumers’ social shopping value and purchase intention for publicly consumed products are higher than low-uniqueness consumers on the situation of b2c exchange SVPE. In addition, low- uniqueness consumers’ social shopping value and purchase intention for publicly consumed products are higher than high-uniqueness consumers on the situation of c2c giving SVPE. Whether SVPE is exchange or giving, purchase intention is no difference for privately consumed products between high and low uniqueness consumers.
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