Translated Titles

A Study to members of virtual community purchase in the website factors





Key Words

承諾信任理論 ; 購買意圖 ; 社群網站 ; 信任建立模型 ; Commitment-trust theory and Purchase intention. ; Trust-building model ; Community website



Volume or Term/Year and Month of Publication


Academic Degree Category




Content Language


Chinese Abstract

隨著網際網路的快速發展,社群網站已成為網路使用者最常拜訪的網路媒體之一,而社 群網站的規模也隨著環境的改變下,提供更多元的服務,以滿足使用者的需求,增加社群網 站獲利的管道。本研究將以資訊分享平台的虛擬社群,並具有線上購物功能為研究標的,整 合「信任建立模型」(Trust-Building Model)與「承諾-信任理論」(Commitment-Trust Theory)作 為研究架構,對社群成員於社群網站的購買意圖進行驗證。本研究共回收422 份問卷,經分 析之後,其研究結果如下:(一)「關係利益」、「共享價值」、「信任」皆會正向影響使用者對 社群網站的「承諾」;(二)「共享價值」、「網站聲譽」、「網站品質」皆正向影響使用者對社群 網站的「信任」,「感知風險」會負向影響使用者對社群網站的「信任」;(三)使用者對社群網 站的「承諾」、「信任」會正向影響使用者「依循網站提供的意見」;(四)「信任」、「依循網站 提供的意見」會正向影響使用者「在社群網站中的購買意圖」。期望該研究結果能提供社群網 站未來經營時的參考依據。

English Abstract

With the rapid development of Internet, virtual community have become Internet users one of the most frequently visited Internet media. As the environment changes, community sites provide more diverse services to meet the needs of the users and these services will increase the profit of community website. This study use Trust-building Model and combines with Commitment-trust theory as a research framework to explore what factors affect internet user’s purchase in the community sites. The study adopts information sharing of virtual community as experiment platform, and collects 422 Taiwanese samples from internet. After the analysis of structural equation model, main results are the followings: (1)Users’ relationship benefits, shared values and trust will significantly and positively affect users’ commitment to community site; (2)Users’ shared values, reputation of website, quality of website will significantly and positively affect their trust toward the community site, and users’ perceived risk will negatively affect users’ trust; (3) Users’ commitment and trust will positively affect the user follow the advice of site; (4) Users’ trust and they follow the advice of site will positive affect user purchase in the community site intention. The study results can be expected to provide the community site when the reference for future operations.

Topic Category 商學院 > 資訊管理研究所
社會科學 > 管理學
  1. Balasubramanian, S., & Mahajan, V. (2001). The economic leverage of the virtual community.
  2. Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer
  3. information. Journal of Interactive Marketing, 15(3), pp.31–40.
  4. virtual brand communities: A new paradigm in branding strategy. Journal of marketing
  5. Chatman, J. A. (1991). Matching people and organizations: Selection and socialization in
  6. Chin, W. W. (1998). The partial least squares approach for structural equation modeling.
  7. Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. The
  8. Journal of Marketing, 51(2), pp.11–27.
  9. relationships: An integrated model of privacy concerns, trust, and commitment. Journal
  10. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables
  11. antecedent factors. In Proceedings of the Fifth Americas Conference on Information
  12. Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The effects of customer satisfaction,
  13. relationship commitment dimensions, and triggers on customer retention. Journal of
  14. Hagel, J., & Armstrong, A. (1997). Net Gain, Expanding Markets through Virtual
  15. Harris, L. C., & Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a
  16. virtual community. Proceedings of the 7th WSEAS International Conference on
  17. Kaufman, H. F. (1959). Toward an interactional conception of community. Social Forces,
  18. Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57.
  19. Kim, Y., & Srivastava, J. (2007). Impact of social influence in e-commerce decision making.
  20. In Proceedings of the ninth international conference on Electronic commerce,
  21. pp.293–302.
  22. Liao, C., Palvia, P., & Lin, H. N. (2006). The roles of habit and web site quality in e-commerce.
  23. International Journal of Information Management, 26(6), pp.469–483.
  24. privacy, trust, and behavioral intentions in electronic commerce. Journal of Global
  25. Information Management, 12(1), pp.18–40.
  26. buyers: Trust in virtual communities and its effect on consumers' purchase intention.
  27. Electronic Commerce Research and Applications.
  28. not-for-profit sector: an extension and application of the commitment-trust theory.
  29. on intentions to transact with a web site: a trust building model. Journal of Strategic
  30. international conference on Information Systems, pp.555.
  31. users of market research: the dynamics of trust within and between organizations.
  32. Journal of Marketing Research, 29(3), pp.314–328.
  33. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing.
  34. the journal of marketing, 58(3), pp.20–38.
  35. Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination
  36. Nunnally, J. C. (1978). Psychometric theory. McGraw-Hill, New York.
  37. Preece, J. (2000). Online communities: Designing usability, supporting sociability. John Wiley
  38. Conference on Information Systems Applied Research, Nashville Tennessee, USA, v3,
  39. Rheingold, H. (2000). The virtual community: Homesteading on the electronic frontier. The
  40. MIT Press.
  41. Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in
  42. virtual communities. The Journal of Strategic Information Systems, 11(3-4),
  43. Vatanasombut, B., Igbaria, M., Stylianou, A. C., & Rodgers, W. (2008). Information systems
  44. continuance intention of web-based applications customers: The case of online banking.
  45. Wu, J. J., Chen, Y. H., & Chung, Y. S. (2010). Trust factors influencing virtual community
  46. Wu, J. J., & Tsang, A. S. (2008). Factors affecting members' trust belief and behaviour
  47. pp.115–125.
  48. Yap, L. X., & Bock, G. W. (2005). An empirical investigation of the effects of size on strength
  49. Thirteenth European Conference on Information Systems. Regensburg, Germany.
  50. 黃照貴、顏郁人(2009),以關係承諾觀點探討虛擬社群不同參與程度成員之行為。資訊
  51. 英文部分
  52. International Journal of Electronic Commerce, 5(3), pp.103–138.
  53. Casaló, L. V., Flavián, C., & Guinalíu, M. (2007). The influence of satisfaction, perceived
  54. reputation and trust on a consumer's commitment to a website. Journal of Marketing
  55. Communications, 13(1), pp.1–17.
  56. Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). Promoting consumer's participation in
  57. Communications, 14(1), pp.19–36.
  58. public accounting firms. Administrative Science Quarterly, 36(3).
  59. Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C
  60. of Business Research, 59(8), pp.877–886.
  61. Flanagin, A. J., & Metzger, M. J. (2007). The role of site features, user attributes, and
  62. information verification behaviors on the perceived credibility of web-based
  63. information. New Media & Society, 9(2), pp.319-342.
  64. and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3),
  65. 382–388.
  66. Fung, R. K., & Lee, M. K. (1999). EC-trust (trust in electronic commerce): Exploring the
  67. Systems, pp.517–519.
  68. Marketing, 69(4), pp.210–218.
  69. Communities. Boston: Harvard Business School Press. ISBN 0-87584-759-5.
  70. Hamman, R. (1997). Introduction to Virtual Communities Research and Cybersociology
  71. Magazine Issue Two. Cybersociology Magazine, 2.
  72. Hair, J.F. Jr. , Anderson, R.E., Tatham, R.L., & Black, W.C. (1998). Multivariate Data
  73. Analysis, (5th Edition). Upper Saddle River, NJ: Prentice Hall.
  74. study of online service dynamics. Journal of Retailing, 80(2), pp.139–158.
  75. Huang, E., & Yen, Y. (2008). Examine the importance of relationship commitment and trust in
  77. 38(1), pp.8–17.
  78. Leitner, P., & Grechenig, T. (2008). Collaborative Shopping Networks: Sharing the Wisdom
  79. of Crowds in E-Commerce Environments. BLED 2008 Proceedings, 21.
  80. Li, D., Browne, G. J., & Wetherbe, J. C. (2006). Why do internet users stick with a specific
  81. web site? A relationship perspective. International Journal of Electronic Commerce,
  82. 10(4), pp.105–141.
  83. Liu, C., Marchewka, J. T., & Ku, C. (2004). American and Taiwanese perceptions concerning
  84. Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce
  85. MacMillan, K., Money, K., Money, A., & Downing, S. (2005). Relationship marketing in the
  86. Journal of Business Research, 58(6), pp.806–818.
  87. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust
  88. Information Systems, 11(3-4), pp.297–323.
  89. McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial trust formation in new
  90. organizational relationships. Academy of Management Review, 23(3), pp.473–490.
  91. Menon, N. M., Konana, P., Browne, G. J., & Balasubramanian, S. (1999). Understanding
  92. trustworthiness beliefs in electronic brokerage usage. 在 Proceedings of the 20th
  93. Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and
  94. of the commitment-trust theory. European Journal of Marketing, 41(9/10),
  95. pp.1173–1202.
  96. Nunnally, J. C., & Bernstein, I. H. (1994). Psychometry theory. McGraw-Hill, New York.
  97. Chichester, UK.
  98. Rad, A. A., & Benyoucef, M. (2010). A Model for Understanding Social Commerce.
  99. n1511.
  100. pp.271–295.
  101. Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A
  102. cross-discipline view of trust. Academy of management review, 23(3), pp.393–404.
  103. Sethi, V., & Carraher, S. (1993). Developing measures for assessing the organizational impact
  104. of information technology: A comment on Mahmood and Soon's paper. Decision
  105. Sciences, 24(4), 867–877.
  106. Information & Management, 45(7), pp.419–428.
  107. members: A study of transaction communities. Journal of Business Research.
  108. intention in virtual communities. Behaviour & Information Technology, 27(2),
  109. of relationship and commitment in a virtual community. In Proceedings of the
  110. 中文部分
  111. 資策會(2006)。Web2.0網際網路創新服務推動計畫。
  112. 資策會(2010)。2010 年臺灣寬頻網路使用調查報告。
  113. Nielsen(2010)。影響消費者購物決策,口碑行銷力量大。取自:
  114. http://tw.cn.nielsen.com/news20100628.shtml
  115. 創市際市場研究顧問電子報(2010),ARO觀察社群網站使用狀況。取自
  116. http://news.ixresearch.com/?p=1915
  117. Alexa網站資訊公司(2010),台灣前百大網站調查。取自
  118. http://www.alexa.com/topsites/countries/TW
  119. 創市際市場研究顧問電子報(2009),ARO觀察: 時尚美容網站使用狀況。取自
  120. http://news.ixresearch.com/?p=951
  121. 74
  122. 創市際市場研究顧問電子報(2010),ARO觀察:3C類型網站使用狀況。取自
  123. http://news.ixresearch.com/?p=2596
  124. 管理學報,第十六卷,pp.57-81。
  125. 王存國. (1997). 資訊密度在組織特性與資訊科技角色間的中介性. 第八屆國際資訊管理
  126. 學術研討會論文集.
  127. 吳統雄. (1985). 態度與行為研究的信度與效度: 理論, 應用, 反省. 民意學術專刊, 74,
  128. 29–53.
Times Cited
  1. 李佳家(2013)。以網站信任為基礎探討網站體驗價值對成員使用社群網站之購買意願-以Facebook背包客棧粉絲團為例。樹德科技大學經營管理研究所學位論文。2013。1-89。