緩解在社群商務中，快樂適應現象對社會結構、社會知覺價值和社會信任的影響

Abstract

noneThis thesis examines how social commerce constructs (SCCs), perceived social value (PSV), and trust affect hedonic adaptation (HA) in social commerce. It aims to address the theoretical gap in sustaining long-term consumer engagement on social commerce platforms by mitigating hedonic adaptation.A pilot study identified a vacation resort as the most suitable hedonic product for the main study. Participants were divided into high and low engagement groups to assess the impact of SCCs, PSV, and trust on HA. The manipulation check showed significant differences in engagement levels between the groups. Analysis revealed that high engagement participants had a higher hedonic response across all trials compared to low engagement participants. Regression results indicated that SCC1, SCC2, and SCC3 significantly alleviate HA, with SCC2 having the largest impact, followed by SCC1 and SCC3. PSV mediated the relationship between SCCs and HA, enhancing consumer engagement. Although trust positively influenced HA, its interaction with PSV did not significantly predict HA.These findings highlight the crucial role of SCCs and PSV in maintaining consumer engagement and satisfaction in digital contexts. The study provides insights for designing engaging social commerce platforms to mitigate hedonic adaptation, ensuring long-term success in the online retail environment.