來源可信度與資訊品質對社交口碑意圖之影響

社交平台在近年來取得了非常快速的發展，隨著社交媒體的普及和移動互聯網的推廣，人們現在更容易通過社交媒體來了解商品和品牌，並直接從社交媒體平台上購買商品，這種趨勢被稱為社交媒體電子商務，也就是社交媒體上的電子商務活動。社交平台也因此得以快速發展，對於平台使用者而言什麼是會影響使用者SWOM的意圖？來源可信度、資訊品質？本文旨在探討來源可信度與資訊品質對社交口碑分享意圖之影響。探討來源可信度和資訊品質對社交平台社交口碑分享意圖是否有正向的影響。在近年的學術文獻中，有許多研究都著重於探討來源可信度和資訊品質對社交口碑影響。以往的研究比較提到口碑在消費者的購買決策中佔了很大的因素，這些研究主要集中在傳統口碑，對於社交口碑的研究相對較少。因此，本研究的目的在於探討來源可信度和資訊品質對對SWOM意圖之影響，並且提供實證研究的結果。本研究透過線上問卷，共回收222份有效問卷進行分析。研究結果顯示，在PLS的一階模型中，來源可信度、資訊品質會正向影響社交口碑意圖，同時也會負向影響認知風險；然而，認知風險中社會風險對於社交口碑則未達顯著影響。此外，我們進一步利用進階模型探討來源可信度、心裡抗拒對資訊品質對於社交口碑意圖的影響時發現，除了正向影響社交口碑意圖外，也會透過資訊品質過來增強社交口碑意圖。

關鍵字

社交商務；資訊品質；來源可信度；社交口碑

並列摘要

Social e-commerce has achieved very rapid development in recent years. With the popularization of social media and the promotion of mobile Internet, more and more people start to use social media for shopping. As a result, social e-commerce has developed rapidly. For platform users, what is the intention that will affect the user's SWOM? Source credibility, information quality? This paper aims to explore the influence of source credibility and information quality on social word-of-mouth sharing intention. To explore whether source credibility and information quality have a positive impact on social word-of-mouth sharing intentions on social platforms. In the academic literature in recent years, many studies have focused on the influence of source credibility and information quality on social word-of-mouth. Previous studies mentioned that word-of-mouth plays an important role in consumers' purchasing decisions. These studies mainly focus on traditional word-of-mouth, and there are relatively few studies on social word-of-mouth. Therefore, the purpose of this study is to explore the influence of source credibility and information quality on SWOM intentions and to provide the results of empirical research.