The Influence of Online Social Interaction Orientation and Self-Construal on the Effects of Social Virtual Product Experience

• Main Authors: Jia-Yun Lin, 林佳筠
• Other Authors: 耿慶瑞
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/4cd385

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.