探討Facebook網路口碑與從眾行為對消費者購買行為之影響-以主觀規範為中介變數

The Influence of Word-of-Mouth and Conformity Behavior on Consumers' Shopping Behavior in Facebook -the Subjective Norm as the Mediating Variable

林昆翰(Lin Kun-Han)

指導教授 ： 王韻

國立屏東科技大學/管理學院/時尚設計與管理系所/碩士(2018年)

https://doi.org/10.6346/THE.NPUST.FDM.008.2018.A10

摘要

隨著現代網路科技的演進，社群網路興起，使得大眾對於社群媒體的依賴性提高，而近年來許多企業紛紛陸續經營社群媒體，使得社群媒體成為交易商品的重要平台之一，這也顯示了社群媒體逐漸地成為大眾消費管道的新選擇，因此探究社群網路上促進購買意圖之因素，已成為當前研究的一種趨勢。在此前景之下，本研究選擇以Facebook中的社群購物為例，探討Facebook中的社群購物之從眾行為、網路口碑、主觀規範及行為意圖之間的影響。採用問卷調查法，將有效問卷270份進行編碼、建檔，利用結構方程模型進行分析。以整體模式測量來看，其研究結果如下：一、從眾行為與網路口碑對主觀規範具有正向顯著影響。二、從眾行為對行為意圖無直接影響效果。三、網路口碑對行為意圖有顯著直接影響效果。四、主觀規範對從眾行為與行為意圖間關係具有正向的中介效果。五、主觀規範對網路口碑與行為意圖間關係具有正向的中介效果。六、主觀規範對行為意圖具有正向顯著影響。從眾行為在當今的台灣社會中，扮演著相當重要的個人行為影響因素，但在研究結果中顯示行為意圖未被從眾行為直接影響，反而是需要透過主觀規範，這個結果說明台灣消費者不會直接地受到社會中的從眾行為影響，反而是以親朋好友或長輩們的行為來做遵從。

關鍵字

Facebook ； 從眾行為 ； 網路口碑 ； 主觀規範 ； 行為意圖

並列摘要

With the development of modern network science and technology, the rise of social network, which makes the people's dependence on social media increased, and in recent years many enterprises have been running social media, making social media become one of the important platforms of trading commodities, which also shows that social media gradually become the new choice of mass consumption pipeline, Therefore, it has become a trend to explore the factors that promote the purchase intention in the Community network. In this context, the study chose to take social shopping in Facebook as an example to explore the effects of community shopping in Facebook, online word-of-mouth, subjective norms, and behavioral intent. The questionnaire was used to encode and document 270 valid questionnaires, and the structural equation model was applied to analyze them. Based on the overall model measurement, the results are as follows: first, conformity behavior and network Word-of-mouth have positive and significant influence on subjective norms. Secondly, conformity behavior has no direct effect on the intention of behavior. Third, the network Word-of-mouth has a significant direct effect on behavior intention. The subjective norm has positive mediating effect on the relationship between conformity behavior and behavior intention. Subjective norms have a positive mediating effect on the relationship between network Word-of-mouth and behavioral intention. Subjective norms have positive and significant effects on behavioral intentions. Conformity behavior plays a very important role in the society of Taiwan, but the result shows that the behavior intention is not directly influenced by the conformity behavior, but it needs the subjective criterion, which shows that Taiwanese consumers are not directly influenced by conformity behavior in society, Instead, the behavior of relatives and friends or elders to do compliance.

並列關鍵字

Facebook ； conformity behavior ； word-of-mouth ； subjective norms ； behavior intention

參考文獻

Bollen, K. A. (1989). Structural equations with latent variables. New York: Wiley.

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中文文獻

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