以網路購物為例探討媒介作為娛樂的功能__臺灣人文及社會科學引文索引資料庫

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題名：	以網路購物為例探討媒介作為娛樂的功能
書刊名：	中華傳播學刊
作者：	張卿卿
作者(外文)：	Chang, Ching-ching
出版日期：	2016
卷期：	29
頁次：	頁3-43
主題關鍵詞：	娛樂；媒體；傳播資料庫；網路購物；雙歧態度；Entertainment；Media；Taiwan Communication Survey；Online shopping；Ambivalent attitude
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:13

本研究從「享樂觀點」探討網路購物的享樂功能。以台灣傳播調查資料庫2013 全台面訪資料為基礎，研究結果顯示：一、網路購物者相較於非網路購物者，其上網娛樂動機較高；二、本研究耙梳出四大觀點的網路購物信念（「享樂觀點」、「經濟觀點」、「自由觀點」與「避險觀點」），並發現「享樂觀點」相關信念對於網路購物態度與網路購物行為的預測力最高；三、當「享樂觀點」信念與認知相關信念（「經濟觀點」、「自由觀點」與「避險觀點」）歧異度高時，會抑制網購態度。

以文找文

Drawing on the concept of hedonism determination, this paper explores the hedonic functions of online shopping. Data from the 2013 Taiwan Communication Survey revealed three critical findings. First, people who use the Internet for entertainment are more likely to shop online. Second, among the four perspectives (i.e., economy, free-ofconstraints, risk aversion, and hedonism), hedonism was the most accurate predictor of online shopping. Third, when affective beliefs (hedonismrelated beliefs) conflicted with cognitive beliefs derived from the economic, free-of-constraints, and risk aversion perspectives, people were less likely to shop online.

以文找文

期刊論文
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研究報告
1.	張卿卿、鄭宇庭、陶振超、杜素豪(2013)。台灣傳播調查資料庫第一期第二次調查計畫執行報告 (計畫編號：NSC 100-2420-H-004-049-SS3)。台北市：國立政治大學傳播學院。延伸查詢

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