當全球社群網站使用人口已超過五分之一以上的人每月至少登入社群網站一次,導致消費者的購買決策極容易受到社群網站中意見領袖或是朋友意見等口碑訊息的影響。因此吸引許多企業瞄準社群商務,利用社群網站來推廣產品、線上對話、蒐集消費者的想法、與建立口碑等。為能瞭解影響消費者接受社群商務之因素,本研究以期望確認理論為基礎,結合口碑、信任等影響因素,探討影響社群商務網站持續使用意願與口碑傳播意願之影響因素。研究模式包含「資訊系統接受後持續採用模式」中的四個構面「認知有用性」、「確認」、「滿意度」、「持續使用意願」,再加入了「社群口碑訊息」、「信任」及「口碑傳播意願」等三個構面。本研究採用調查研究法,以網路問卷進行調查,共回收242份,有效問卷為217份。以SPSS與smartPLS 2.0統計軟體進行研究資料之敘述性統計分析與假設檢定。研究結果顯示: (1).網路社群商務的「社群口碑訊息」顯著影響「信任」。 (2).網路社群商務的「確認」顯著影響「滿意度」與「認知有用性」。 (3).網路社群商務的「信任」顯著影響「持續使用意願」。 (4).網路社群商務的「滿意度」顯著影響「持續使用意願」與「口碑傳播意願」。
When the global social commerce users more than one-fifth of the population has a monthly log in at least once a community site, resulting in consumers' purchasing decisions extremely vulnerable community opinion leaders and friends websites opinions reputation messages. The study models, "A Post-Acceptance Model of IS Continuance" including four dimensions "Perceived Usefulness", "Confirmation", "Satisfaction", "Continuance Intention" and then added three dimensions "Social-WOM", "Trust" and "WOM Communication". This study uses questionnaire survey, based on the sample of, 242 questionnaires were and 217 completed questionnaires were deemed valid. And get following conclusions: (1) Social commerce "Social-WOM" has significant impact on "Trust." (2) Social commerce "Confirmation" has significant impact on "Satisfaction" and "Perceived Usefulness". (3) Social commerce "Trust" has significant impact on "Continuance Intention". (4) Social commerce "Satisfaction" has significant impact on "Continued Intention" and "WOM Communication".