微網誌類型虛擬社群因為網路效應、規模經濟等原因而快速成長,此類虛擬社群因為匯聚了現下使用者所需的社交特點,所以造成大量的使用者加入,並建立起一個綿密人際網絡。由於消費者在做購買決策時通常較依賴非正式或人際溝通來源,口碑訊息對消費者決策將產生較大的影響。本研究針對目前甚少學者研究之微網誌類型虛擬社群信任結構做一完整概括性之分析,探討微網誌社群之信任因素藉由網路口碑與訊息信任對消費者購買意願產生之影響,本研究以Facebook使用者作為問卷發放對象,共回收540份有效樣本數,並以AMOS統計軟體進行實證研究,研究結果本研究所提出四個假說皆被支持,分別為社群信任與網路口碑有正向關係、社群信任與訊息信任有正向關係、網路口碑與購買意願有正向關係、訊息信任與購買意願有正向關係,實證結果證實社群信任可透過網路口碑與訊息信任提高顧客購買意願。
Because of the network effect and scale effect, micro-blog virtual community is rapid growth. It holds many features for the social characteristics of the user requirements, so the resulting large amount of users to join and build up a dense social network. As consumers make purchasing decisions are usually more dependent on sources of informal or interpersonal communication, word of mouth on consumer decision will have a greater impact. This study is focused on the micro-blog virtual community trust to do a complete structural analysis of general. Explore the influence of virtual community trust on purchase intention by the online Word-of-Mouth and message trust.In this study, the questionnaire has targeted Facebook users, and it used 540 received questionnaires from to analyze it with AMOS. The result show that community trust increase purchase intention through the online Word-of-Mouth and message trust.