應用期望確認理論瞭解社群商務持續意圖：社群上朋友的觀點

Applying Expectation Confirmation Theory to Understand Social Commerce Continuance Intention: A Perspective of Friends on Social Media

游雯茹(Wen-Ju Yu)

指導教授 ： 洪新原

國立中正大學/管理學院/資訊管理學系/博士(2015年)

摘要

社群使用人口增加，社群商務亦持續蓬勃發展。然過去研究對於「社群媒體上的朋友」如何影響消費者社群商務的持續意圖，甚少深入探究。且未能清楚解釋社群商務活動(社群購物和社群參與)的持續意圖之互動關係。因此本研究試圖應用期望確認理論探討社群上朋友因素(社群資訊影響、人際信任、感知朋友知識)對於社群商務持續意圖的影響，及兩個社群商務活動持續意圖的互動關係。本研究採用問卷調查收，回收373份問卷，並使用結構方程模式驗證研究假說。分析結果顯示，社群上的朋友因素對於社群參與及社群購物的感知有用性、確認、滿意度及社群媒體參與及社群購物的持續意圖有直接和間接影響。其中，社群資訊影響的影響性及相關性高於人際信任及感知朋友知識的影響。且資料結果顯示社群購物持續意圖將直接且顯著的影響社群媒體參與的持續意圖。期望透過本研究結果能有助於未來學術研究及社群實務的發展。

關鍵字

社群資訊影響 ； 感知朋友知識 ； 人際信任 ； 社群購物 ； 社群媒體參與 ； 社群商務

並列摘要

This study tried applying expectation confirmation theory to explore how the friend factors (perceived friend’s knowledge, interpersonal trust, and social information influence) affect directly and indirectly on social commerce continuance intention, and further investigated the correlation between social media participation continuance intention and social shopping continuance intention. Total 373 valid respondents involved in this study through online survey. One of interesting findings were social shopping continuance intention having significant and positive influence on social media participation continuance intention. Moreover, this study also demonstrated three antecedents of related friend having directly and indirectly influence on confirmation, perceived usefulness, satisfaction, social media participation continuance intention and social shopping continuance intention, and social information influence were more effective than interpersonal trust and perceived friend’s knowledge.

並列關鍵字

Perceived Friend’s Knowledge ； Interpersonal Trust ； Social Shopping ； Social Media Participation ； Social Commerce ； Social Information Influence

參考文獻

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