近幾年來,由於社群媒體的興起,例如Facebook、Instagram與Twitter等,提供了更便利、即時性的服務,使得許多企業利用了社群媒體與消費者作為互動,建立企業自家本身的品牌形象及口碑,進而激勵消費者對企業上的購買行為,推展成至今之社群商業模式。為了能夠瞭解社群商務如何透過社群媒體促使消費者對企業商品上的購買意願,本研究彙整過去學者們對社群商務所提出的各項關鍵因素,並且使用刺激-有機體-反應為基礎框架,來探討「網路口碑」、「網路互動性」、「信任」、「資訊採用模式」、「購買意願」等五大構面。本研究方法採用的是量化研究之問卷調查法,以Facebook粉絲專頁之消費者為受測對象,隨機發放網路問卷及紙本問卷進行研究資料的蒐集,最後回收之有效問卷600份。使用SPSS 21與SmartPLS 3.0統計軟體進行各構面之敘述性統計、測量與結構模式分析以及假說的驗證。本研究結果顯示:(1)「網路口碑」對「資訊有用性」、「資訊採用」與「信任」皆具有正向的影響;(2)「網路互動性」對「資訊採用」具有正向的影響;(3)「資訊採用」與「信任」對「購買意願」亦有正向的影響;(4)「資訊有用性」、「資訊採用」與「信任」對「口碑傳播」亦皆有正向的影響。
The rise of new social media channels during the last few years has offered fertile ground to provide a more convenient, immediate services, such as Facebook, Instagram, Twitter and so on. So that many companies use the social media to interact with consumers, build brand image and word-of-month, and then encourage consumer’s purchase behavior, to promote the social commerce. In order to understand how the social commerce encourages consumers to buy companies products through social media, this study integrates the key factors that past scholars have put forward on social commerce, and uses stimulus-organism-response (S-O-R) as a research framework for exploring online word-of-month, internet interaction, trust, information adoption model, purchase intention. Research data were collected from Facebook fan page users who have shopping experience in social commerce via online questionnaire and paper questionnaires. We conduct data analysis with partial least squares using SPSS 21.1 and SmartPLS 3.0 statistical software. Research results show that online word-of-month has a significant impact on information usefulness, information adoption and trust; internet interaction has a significant impact on information adoption; information adoption and trust have a significant impact on purchase intention. Similarly, information adoption and trust have a significant impact on word-of-month communication.
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