- 學位論文
臉書打卡模式對商品購買意圖之影響-以女性消費者為例
The Influence of Facebook Check-in Types on Female Customer's Product Purchase Intention
摘要
近年來隨著網際網路快速的發展，臉書（Faceook）社群網路的崛起，台灣人喜歡臉書的程度是全球最高，也會被臉書上的廣告吸引而購買商品，已顛覆人們傳統的購買商品模式。臉書在無形之已形成另一種購買商品的媒介；而在購買商品意圖中，女性消費者對消費型態顯得更加重要。 本研究主要以女性消費者為施測對象，研究女性消費者在鞋子、美妝、服飾商品上之購買行為意圖是否與其臉書打卡模式有關聯。研究主要採用問卷調查法，以信度分析、變異數分析、敘述性統計分析等工具作分析。研究發現：（1）女性消費者統計變項對臉書打卡模式有不同程度之影響；（2）女性消費者商品購買意圖因年齡、婚姻狀態、職別、平均月收入，不同個人統計變項有顯著差異；（3）臉書打卡模式純地標、地標+文字描述、地標+文字與相片分享+回應中購買衣服、購買美妝、購買鞋子影響女性消費者商品購買意圖。透過研究以了解其臉書打卡模式與商品購買意圖的關聯性。 最後依據結論提出相關建議及見解，以供網路使用者作為參考依據，期對此議題能有所助益。
並列摘要
In recent years, the rapid development of the Internet has led to the emergence of Facebook, a social network that has revolutionized conventional communication channels and developed into a media platform for social connection. According to the recently published data, there may be nearly 10 million people in Taiwan that use FB frequently, equivalent to more than 10 people per day. To examine the effects of the female customers’ Facebook usage behavior on purchase intention, by employing various individual statistical variables, this study adopted a questionnaire survey method; descriptive statistics analysis, reliability analysis, analysis of variance, and a chi-square test are used to analyze the returned data. The analysis results indicated that: (1) the individual statistical variables of the sample respondents exhibited various levels of influence on female customers’ Facebook usage behavior; (2) the individual statistical variables of the sample respondents exhibited various levels of influence female customers’ Facebook usage behavior (3) the female customers’ Facebook usage behavior led to statistically significant differences in purchase intention This study generated conclusions and suggestions on the basis of the data analysis results to serve as a reference for parents, teachers, and students interested in this topic.