隨著網際網路的發展,消費者對於產品的相關訊息容易且方便取得,虛擬社群成立越趨普遍,其種類非常多元,社群成員們因某種興趣而集結在一起,成員間透過彼此資訊交換與討論,進而影響其交易行為。本研究主要目的在於探討虛擬社群意識造成訊息追隨的從眾行為對於線上美妝品購買意願的影響為何。因此,本研究以美妝虛擬社群使用者為主要研究對象,探討社群參與動機對於美妝品購買意願之影響,及透過社群成員資訊分享與交流後形成之規範性影響從眾行為分別進行探討社群認同、社群歸屬與社群信賴對於美妝品購買之意願,本研究最後再提出性別與上網頻率當作干擾變數,探討其干擾效果與影響購買意願之程度差異。本研究利用網路及紙本問卷方式來收集樣本,並使用SEM來進行實證結果分析與驗證,其研究結果顯示,假設全部成立,且變數之間關係呈現正向顯著。
The vast development and use of the Internet has made it possible for consumers to get easy access to news regarding products. The hypothesized social group establishment has hastened universally, its type is extremely multidimensional. The social group members build up because of intense interest in corresponding website which results in information exchanges and the discussions between the members. Then affects its transaction behavior. This research main purpose in the discussion virtual sense of community is to create an understanding of the herd behavior which the news follows regarding the influence online beauty products purchase and their intention. Therefore, this research take the beauty products hypothesized social group user as the main object of study. The discussion social group participation motive influence regarding the beauty products purchase intention, and after the penetration social group member information share and the exchange forms the regulated influence following the herd behavior to carry on the discussion social group identification, belongings and trust separately intention of regarding the beauty products purchase, the final of this research proposed the sex and the surfer frequency regard intervening variable, discusses its interference effect and degree of the influence purchase intention. This research interrogates the volume way using the network and the paper to collect the sample, and uses SEM to carry on the real diagnosis result analysis and the confirmation, its findings showed, the supposition establishes completely, and between the variable relates are also presents forward remarkable.