探討社群商務情境下消費者購買意圖影響因素之研究

A Study of Influential Factors on Purchase Intention in Social Commerce Context

蔡孟慈(MENG-TZU TSAI)

指導教授 ： 廖則竣

國立中正大學/管理學院/資訊管理學系/碩士(2016年)

摘要

隨著社群媒體的普及，電子商務與社群媒體結合創造出了新的商業模式，並且快速蓬勃發展成為趨勢。最近幾年許多企業紛紛投入社群之經營，傳統的電子商務是以商品為導向，而社群商務則是以人為本，特別注重人之間的交流。本研究整合先前學者所分散探討會影響社群商務使用者的重要因素，以社會支持代表社群商務的特色為出發點，並找出和使用者對社群之態度的關聯性，提出一個整合性的社群商務研究模式
本研究採用問卷調查法，蒐集到384份有效問卷，並以結構方程模式來驗證研究模式內各變數間的影響關係。研究結果顯示社會支持對社群信任及社群承諾有顯著的正向影響；社群信任對知覺風險有顯著的負向影響、對社群承諾與購買意圖有顯著的正向影響；知覺風險對購買意圖有顯著的負向影響；社群承諾對購買意圖有顯著的正向影響。研究結果對學術理論面與實務面都有良好的啟示。

關鍵字

購買意圖 ； 知覺風險 ； 社群承諾 ； 社群信任 ； 社會支持 ； 社群商務

並列摘要

According to the popularity of social media, a new type of e-commerce had been created. Business activities conducted through social media are called social commerce, and it becomes a trend in recent years. Many companies started to manage their own community on social media. The core operation of traditional e-commerce is product-oriented, whereas social commerce is human-oriented, which especially focus on the interaction between human. This research conform the important factors in social commerce context that had be separately investigated in prior studies. We investigate the relationship between social commerce characteristic and user’s attitude towards community, proposing an integrated model for social commerce.
This research adopted the questionnaire survey, collecting 384 valid questionnaires and used structural equation modeling to validate the influential relationship among the variables in the research model. The result of this research indicated: (1)social support has positive impact on trust in community and community commitment; (2) trust in community has negative impact on perceived risk, it also has positive impact on community commitment and purchase intention; (3) perceived risk has negative impact on purchase intention; (4) community commitment has positive impact on purchase intention. The results of the research on the aspect of academia and the aspect of management practice both had good implications.

並列關鍵字

Purchase Intention ； Perceived Risk ； Community Commitment ； Trust in Community ； Social Support ； Social Commerce

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