社群商務網站購物意願之研究

The Study of Purchase Intention on the Social Commerce Website

許向肜(Hsiang-Jung Hsu)

指導教授 ： 曾繁絹

長榮大學/資訊暨工程學院/資訊管理研究所/碩士(2009年)

摘要

Web2.0概念的興起，創造了新興的網路商業模式，也就是將購物與社群進行整合的新趨勢–社群商務。根據「2007年台灣網友行為與B2C消費發展趨勢」調查中顯示，有79%消費者在購物前會參考網友的推薦、評價來決定購物決策。這是由於在網路世代消費者對訊息「真實性」的重視，相對於企業所提供的正式來源(如廣告)，其口碑的可靠度更高。在社群商務中，消費者透過與社群間的聯繫來獲取商品資訊，不僅降低了知覺風險，還能藉由他人評價來評估商品的體驗價值，來決定購買意願，以上特點都是傳統電子商務所缺乏的。目前社群商務在國內外已相當盛行，然而相關之研究相當缺乏，期許透過本研究能提供網站經營者參考。
本研究透過網路問卷進行調查，取得有效問卷219份，採用PLS(partial least square) 統計多變量分析方法進行模式分析與驗證。發現在社群商務網站上，成員之間的關係強度與口碑提供者之專業程度對網路口碑的搜尋程度有正向影響，此外，口碑提供者之專業程度也對成員間的關係強度造成影響。本研究並進一步發現，網路口碑不僅能有效降低消費者的知覺風險，還能提供體驗價值，進而促使消費者購買商品。

關鍵字

社群商務；關係強度；網路口碑；知覺風險；體驗價值

並列摘要

As the implementation of web 2.0 has developed practically, a new mode of commercial network － social commerce is emerging. Several studies have discussed the importance of integration of online shopping and social network. The effectiveness arises due to the consumers making much of “authenticity” of information more than formal source by industry such as advertisement. Consumers usually refer to the recommendation and evaluation of products and then make the purchasing decision. The above-mentioned characteristics are all scarce to e-commerce. Social commerce has already famous at present, but relevant research is quite scarce. We expect that the results of this research would be useful to the manager of e-commerce and website management.
The purpose of this study is to explore the relationships among the six research constructs: tie strength, information sender’s expertise, electronic word-of-mouth, the consumer’s perceived risk, experiential value and purchase intention. Operational definitions about the six constructs mentioned above will be developed through intensive literature review, and a questionnaire is going to be designed afterwards, analyzed by PLS of Multivariate Analysis, based on 219 effective questionnaires. The research results demonstrate that tie strength and information sender’s expertise have significantly positive influences on electronic word-of-mouth. Information sender’s expertise significantly influences tie strength. Electronic word-of-mouth positively and significantly influences consumer’s perceived risk and experiential value. And experiential value has significantly positive influences on purchase intention.

並列關鍵字

social commerce；strength of ties；electronic word-of-mouth；perceived risk；experiential value

參考文獻

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