「家」一詞給予人們的感覺通常是溫暖的，傢俱對家來說，更是營造家庭功能與溫暖感受的重要元素。隨著電子商務的成熟，傢俱業亦開始發展線上通路，以開拓更寬廣的客源。近年來許多研究運用社會臨場感理論探討網站設計的溫暖與人性化程度及其影響，但多以擬真實驗探討為主，鮮少觸及產業實務與消費者的反應，尤其在家居產業上的理論應用更是付之闕如。有鑑於目前網路上眾多的傢俱網站線上行銷與呈現方式各有不同，本研究整合社會臨場感與口碑研究之理論觀點，以國內線上傢俱業的實際網站為刺激物，進行消費者問卷調查與PLS路徑檢定分析的實證研究。結果發現：一、社會臨場感對知覺品質與知覺價值具有正向影響；二、網路正面口碑對知覺品質具有正向影響；三、知覺品質與知覺價值能夠進一步正向影響品牌權益。本研究之進行釐清了社會臨場感與網路口碑效應對線上傢俱業品牌權益之影響路徑與方式，具體之學術與管理意涵亦在文末有所討論，並提出總體之建議。 Furniture in house is an important element to create family functions and warm feelings. With the maturity of e-Commerce, the furniture industry also begins to develop e-channels to acquire a broader customer base. In recent years, many studies using the social presence theory attempted to explore the degree of warmth and humanity for web design issues, however, most of them were based on LAB test and therefore rarely touched the real pictures of industry practices and consumer reactions. In this study, we integrates the theoretical views of the perceived social presence and word-of-mouth(WOM) to examine theirs effects upon perceived value, quality, and brand equity. Using domestic online furniture sites as context, a survey study was conducted. After a path analysis with PLS, the empirical testing results showed: 1. the perceived social presence has positive impacts upon perceived value and quality; 2. WOM has positive impact on the perceived quality; 3. perceived quality and perceived value have positive effects on brand equity. This study preliminarily clarifies the path effects among the research variables. Academic and managerial implications are discussed and final suggestions are provided as well.
