以SOR理論探討社群網站之社群性與可用性對使用者購買意圖之影響─以Facebook為例

The influence of sociability and usability in social Network Site on user intention based on SOR Theory：The Empirical Study of Facebook

張馨云(Sin-Yun Jhang)

指導教授 ： 李家瑩

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2016年)

摘要

隨著資訊科技的普及，社群網站能提供使用者線上資訊交流、交友和娛樂的互動平台，因此，人們也漸漸習慣使用社群網站來進行社交活動，進而造就社群商務的崛起。Facebook為目前全球發展最成功也最具代表性的社群網站，除了既有的社交功能外，更進一步成為商業行銷之新平台，其中以粉絲專頁最具前瞻性，使用者會透過粉絲專頁進行資訊分享、討論甚至是產生購買行為或意圖。
過去研究相關文獻大多從科技接受模式、社群支持理論及社群存在理論來探討消費者使用社群商務網站的意圖，然而並未同時將社群觀點以及網站品質等因素納入考慮。因此，本研究以SOR(Stimulus-Organism-Response)理論為基礎，探討社群網站的社群性與可用性，對於社群網站使用者之信任影響，進而促進社群網站購買意圖。此外，由於使用者之人格特質差異會影響社群性及可用性與信任之間關係，因此本研究更進一步將人格特質作為干擾變數。
有鑑於形成社群性及可用性構念之因素眾多，本研究運用層級程序分析法(Analytic Hierarchy Process, AHP)，萃取社群性與可用性關鍵因素，並且採用問卷調查法來驗證研究架構，以網路問卷的方式針對曾經在Facebook中分享、瀏覽甚至是購買的使用者為主要研究對象，總共回收327份有效問卷。本研究結果發現，社群網站社群性與可用性分別對信任有顯著正向的影響，而社群網站的信任對購買意圖亦有顯著正向的影響。另外，在人格特質的干擾效果，本研究結果顯示，具有外向性人格特質的使用者在社群性及可用性與信任間接沒有顯著干擾效果；具有友善性人格特質的使用者在社群性與信任間具有正向顯著干擾效果，而具有低友善性人格特質的使用者在可用性與信任間具有負向顯著干擾效果；此外，具有低經驗開放性人格特質的使用者在社群性與信任間具有負向干擾效果，而具有經驗開放性人格特質的使用者在可用性與信任間具有正向干擾效果。最後，依據研究結果提出了相關的結論與建議之參考。

關鍵字

社群商務 ； 社群性與可用性 ； 信任 ； 購買意圖 ； 人格特質

並列摘要

With the popularization of information technology, social networking sites provide a platform for users for exchanging information, making friends and entertainment. People are used to connect other people with social networking sites, leading to the rise of the social commerce. Facebook is the most successful and representative social network site in the whole world. In addition to social interaction functions, it can be regarded as a marketing tool for the business. For example, users use fan page to share and discuss product information and even purchase the products.
Previous studies have applied technology acceptance model, social support theory and social presence theory to investigate consumers’ behavior intention on social commerce sites. However, few studies discuss both social and quality perspectives of social commerce sites. Based on the SOR theory, this study investigated the influences sociability and usability of social commerce sites on the users’ trust, which further impacts on purchase intentions. Besides, this study also explored the moderating effects of personality traits on the relationship between sociability/usability and trust.
Because the factors constructing sociability and usability have not been identified, this study adopted Analytic Hierarchy Process (AHP) to extract the key factors for sociability and usability. This study further used questionnaires to verify research framework by collecting data from 327 respondents who have ever use Facebook to share product information, and even purchase products. The findings showed that the sociability and usability of social networking sites significantly and positively impact trust respectively. Trust of social networking sites significantly and positively affect users’ purchasing intention. With regard to the moderating effect of personality traits, the finding showed that extraversion has no signigicant and positive influence on the relationship between sociability/usability and trust. And, agreeableness has a significant and positive influence on the relationship between sociability and trust. Agreeableness has a significant and negative effect on the relationship between usability and trust. Besides, openness to experience negatively moderates the influence of sociability on trust. Openness to experience positively moderates the influence of usability on trust. The research finding would provide managerial implications for online firms to exercising online marketing strategies on the social commerce sites.

並列關鍵字

Social commerce sites ； Sociability ； Usability ； Trust ； Purchasing Intention ； Personality

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