| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 101 === The research focuses on the influence of different types of social virtual product experience (SVPE) on social shopping value, which moderated by online social interaction orientation and self-construal. 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 four types of website (c2c giving SVPE, c2c exchange SVPE, b2c giving SVPE and b2c exchange SVPE), to examine the interaction between online social interaction orientation, self-construal and social virtual product experience.
The results show that: an interdependence self-construal and high social interaction orientation consumer prefer c2c giving SVPE, as compared to others.An interdependence self-construal and low social interaction orientation consumer prefer c2c exchange SVPE, as compared to others. An independence self-construal and high social interaction orientation consumer prefer b2c giving SVPE. An independence self-construal and low social interaction orientation consumer prefer b2c exchange SVPE.
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