影響社群網站成員電子商務購買意圖之研究

A Study on E-commerce Purchase Intention of Social Media User

張奕樵(Yi-chiao Chang)

指導教授 ： 范懿文 ； 蘇雅惠

國立中央大學/管理學院/資訊管理學系/碩士(2015年)

摘要

社群媒體業者只能提供社群服務嗎? 隨著科技發展，社群媒體業者已具備大量使用者優勢進而發展電子商務。自從網路社群媒體興起後，人們的日常生活已經與其密不可分，龐大的使用人數吸引了廣告商與業者的加入，讓平台出現許多商機，截至2014年，美國電子商務規模估計將來到三千億美元，大約是九兆新台幣，社群平台業者也了解到電子商務的發展潛力，逐漸開始著手發展電子商務，未來，社群與電子商務整合式的平台將是一大趨勢。本研究企圖探討社群媒體業者進入電子商務之潛力，以了解使用者未來使用社群媒體平台購買商品的意圖。首先了解社群媒體與電子商務相關文獻，Facebook目前已開始著手計畫進入電子商務市場，因此選擇以Facebook作為研究參考對象，了解Facebook進軍電子商務領域的相關做法，並回顧廣告價值與理性行為理論之文獻，建立模型並分析Facebook未來進軍電子商務市場之消費者接受度。本研究使用問卷調查法，以廣告態度與理性行為理論為基礎模型建立問卷問項，調查台灣使用者對於社群與電子商務整合平台之接受度與使用意圖，再進一步透過統計方法分析歸納結果，期望研究發現能成為未來有意進軍電子商務市場之社群媒體業者的參考依據。

關鍵字

電子商務 ； 社群媒體 ； 廣告價值 ； 理性行為理論 ； Facebook ； 社群商務

並列摘要

Is social media operator only can provide community service? With advances in technology, social media operator already has a large number of users, and it can use this advantage to develop electronic commerce. Since the rise of the Internet community, people's daily life has been inextricably linked with its. A large number of users attracted advertisers and industry to join, so there were create many business opportunities. Until 2014, the estimated size of US e-commerce will come to three hundred billion US dollars, which is about nine trillion Taiwan dollars. Social media operators have understood the potential of e-commerce, and gradually began to develop e-commerce. Future, community and e-commerce integrated platform will be a major trend. This study attempts to explore the potential of social media into the e-commerce industry, to understand users purchase intent through the social media platform in the future. First, understand social media and e-commerce related literature, Facebook has begun planning to enter the e-commerce market, therefore chosen it as a research subject, to understand its practices. Then, review the theory of reasoned action and advertising value, model and analyze consumer acceptance of Facebook into e-commerce market in the future. This study used questionnaires to collect user’s attitude about Facebook advertisement. To understand Taiwan’s user acceptance about community and e-commerce integrated platform, and further analyzed and summarized results via statistical methods. Expect study’s found can become a reference for social operators which intends to enter e-commerce market.

並列關鍵字

e-commerce ； social media ； advertising value ； Theory of Reasoned Action (TRA) ； Facebook ； community business

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