資訊採用模式對購買意願與品牌忠誠度之影響-以線上品牌社群為例

在現代生活中，人們除了碰面聊天，也能透過網際網路和即時通訊軟體來達成溝通。當社群媒體(Facebook、Mobile 01、Twitter等)出現後，大眾便開始將個人的資訊、照片或是生活中所遭遇的點點滴滴發布於此，促進人與人之間的交流。本研究將以資訊採用模型 (Information Adoption Model, IAM) 為基礎，探討社群使用者對於接收到的網站品質或資訊來源可信度，是否對其購買意願以及品牌忠誠度有影響。研究方法為量化研究之調查法，採用網路問卷系統蒐集研究資料，回收樣本250份，有效樣本222份。使用SPSS 20.0 與SmartPLS 3.0等統計軟體進行資料分析、信效度檢定與假設檢定。研究結果顯示，在品牌社群中，「資訊有用性」會正向影響「購買意願」這假設不成立外，其餘假設皆顯示具有顯著正向影響關係。最後討論研究限制，以及未來研究建議。

關鍵字

品牌社群；資訊採用模型；購買意願；品牌忠誠度；網站品質

並列摘要

Nowadays, in addition to meet and chat face to face, people also could use internet and instant messaging to keep communicated. When later social media (Facebook, Mobile 01, Twitter, etc.) suddenly emerges, people begin to use social media to announce their personal information, photos or life stories. These cause to promote the communication among people. In this study, Information Adoption Model (IAM) is applied to discuss influences of the web quality and information source reliability on social medias users’purchase intention and brand loyalty. This study was based on investigation of quantitative research. The research data were collected by the online questionnaire system. 250 samples were collected, and 222 samples were valid. The data were analyzed and tested on reliability, content validity and hypothesis with SPSS 20.0 and SmartPLS 3.0 statistical software. The research results are summarized. In the brand community, information usefulness does not show significant effects on purchase intention, but other hypotheses are verified. In the end, research limitations and recommendations for future research are provided.

並列關鍵字

Brand Community ； Information Adoption Model (IAM) ； Purchase Intention ； Brand Loyalty ； Web Quality

參考文獻

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國際替代計量

資訊採用模式對購買意願與品牌忠誠度之影響-以線上品牌社群為例

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