探討社群資訊對於消費者購買手錶品牌行為意圖之影響

Facebook 風靡網路世界，已成為社群媒體的領導品牌。臺灣使用人數有 50%的使用者曾在 Facebook 上搜尋、購買或銷售產品，而透過 Facebook朋友們的推薦，有 22%的使用者曾經實際購買商品（甘偉中，2014）。本研究主要探討購物時不同的資訊與同儕影響的調節是否會影響到購買行為。因此，本研究希望透過資訊採用對消費者購買手錶品牌行為意圖影響之研究，以了解社群資訊對消費者購買手錶品牌行為意圖之現況，以及資訊採用對消費者購買手錶品牌行為意圖之影響效果。

關鍵字

來源可信度；先前信念；推薦一致性；同儕影響；資訊採用；計畫購買；衝動購買；購買意圖

並列摘要

Facebook has become a leading brand in social media. 50% of users in Taiwan have searched, purchased or sold products on Facebook, and 22% of users have actually purchased goods through Facebook friends' recommendation (GanWeizhong, 2014). This study focuses on whether different information and peer-to-peer adjustments during shopping will affect purchase behavior. Therefore, this study hopes to use the research on the influence of consumers' intentions on the purchase of watch brands through information, to understand the community information use intentions of consumers to buy watch brands, and the effect of information on consumers' intention to purchase watch brands.

並列關鍵字

Source Credibility ； Prior Beliefs ； Recommendation consistency ； Peer Influence ； Information Adoption ； Plan Purchase ； Impulse Purchase ； Purchase Intention