隨著電子商務的發展，如何成功達到虛實整合成為熱門議題。在台灣，有近7成的民眾在實體商店購買前會先在網路上查看商品。然而，購物網站上的資訊五花八門，店家及購物網站上應呈現什麼類型的資訊會讓消費者有興趣而投入於觀看，以及如何使消費者對產品資訊感到好奇而想進一步在實體商店試用，成為重要的課題。
本研究設計三種不同的產品價值(享樂、實用、社交價值)資訊呈現，期望了解不同的產品價值資訊是否可以讓使用者投入於線上的觀看當中，並好奇而產生線下的實際體驗意圖。本研究採用智慧型手機iPhone 6s 進行實驗的產品價值資訊設計，首先將iPhone 6s的產品價值分為享樂型價值、實用型價值、社交型價值，並採用李克特七點尺度衡量投入性、誘使性及購買意圖。實驗方法是在模擬的購物網站中分別呈現三種產品價值資訊。研究最終蒐集252份有效樣本，享樂價值的問卷有84份；實用價值的問卷83份，社交價值的問卷85份。分析方式採變異數分析(ANOVA)與結構方程式模型分析(SEM)，結果顯示，消費者最投入於觀看享樂價值的資訊，投入的程度明顯高於社交價值；消費者在實用型價值則具有最高的誘使性，實用型價值的誘使性明顯高於社交型價值；投入性對購買意圖沒有顯著影響，而誘使性對購買意圖有非常顯著的正向影響。

With the development of E-commerce in recent years, how to become a successful click-and-mortar retailer has attracted a lot of attention. In Taiwan, about 70% people tend to search the information online before they enter the offline retailing store. Therefore, how to creating online presentation aim to deliver a playful and holistic online product experience, an enticing presentation arouses consumers’ desire for further is an important issue.
Therefore, this study selects iPhone 6s as the product of research target and investigates the effects of three online product value presentation formats (hedonic, utilitarian, social value) on engaging online user and enticing them to pursue further product experiences offline.
In this study, the experimental design is related to three different types of product value. The remaining constructs are measured by Likert 7-Level scale. Experimental method is to design a simulation online shopping website, separately present three type of product value. Finally, total of 252 effective questionnaires were collected, and use ANOVA and structural equation modeling for data analysis. The results show that the hedonic value website design will lead to highest user engagement of all, Hedonic and utilitarian value website design lead to higher user engagement than social value design. Utilitarian value website design lead to highest enticement of all, utilitarian value website design lead to higher user enticement than social value design. The enticement of online product value presentations has the positive effect on purchase intention, but engagement of online product value presentations has no significant effect on purchase intention.

論文審定書 i
摘要 ii
Abstract iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機及目的 2
第三節 研究流程 4
第二章 文獻探討 5
第一節 產品價值呈現(Product value Presentation) 5
第二節 投入性(Engagement) 10
第三節 誘使性(Enticement) 12
第三章 研究方法 14
第一節 研究模型 14
第二節 研究假說 14
第三節 操作型定義 17
第四節 研究設計 17
第四章 資料分析 22
第一節 樣本基本資料分析 22
第二節 模型及假說驗證 25
第三節 結構方程式模型(SEM) 31
第四節 研究模型分析及假說結果 38
第五章 結論與建議 39
第一節 研究結果及發現 39
第二節 理論及實務意涵 42
第三節 研究限制及未來展望 43
參考文獻 44
【附錄一】產品價值網站呈現 49
【附錄二】正式問卷 58

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