臺灣博碩士論文加值系統

消費者的再購意願對購物廠商的獲利具有相當大的關連，近年來在社群的蓬勃發展下，人們已習慣在購物前先行參考社群所給予的評論及意見，並透過這些資訊完成他們的購物，由於人們對社群的依賴，已有越來越多的購物廠商願意去經營自己的購物社群或與其他購物社群進行合作，試圖透過消費者對社群建立的信任關係，進而提升自身的利潤，但社群信任對於消費者再購意願之間是否有關連卻尚未有研究深入了解，因此本研究提出一個研究模式來深入探討社群信任與再購意願之間的關係，希望透過本研究的結果，了解如何提升消費者對購物廠商的再購意願，以此提升購物廠商的利潤。本研究將社群信任分為「對購物廠商信任」及「對社群功能與整體信任」，影響信任的因素包含供應商特徵「感知專業」與社群效益「效益框架」。本研究以參與購物社群的民眾為研究對象，有效問卷共308份，並使用SmartPLS進行驗證。本研究的假說獲得支持，研究顯示人們參與購物社群後，「對社群功能與整體信任」為影響再購意願的關鍵因素。本研究並提出理論與實務意涵的討論。

Consumers' repurchase intentions have considerable correlation with the profitability of vendor. In recent years, under the vigorous development of the social, people have become accustomed to referencing comments and opinions given by the community prior to shopping, and through these information Their shopping, due to people’s dependence on the social, more and more vendor are willing to run their own social shopping or cooperate with other social shopping in an attempt to build a trust relationship with the community through consumers. In order to enhance their own profits, but the social trust has not yet been deeply studied about whether the consumers' repurchase affinities are related. Therefore, this theoretical proposes a research model to deeply discuss the relationship between social trust and repurchase intention. This theoretical divides social trust into "trust in vendors" and "trust in e-community." Factors that affect trust include supplier characteristics "Perceived expertise in order fulfillment" and social effectiveness "benefit frame." In this theoretical, people who participated in the social shopping were selected as the research subjects. There were 308 valid questionnaires and they were verified using SmartPLS. The hypothesis of this theoretical was supported. Research shows that after people participate in the social shopping “trust in e-community.” are the key factors affecting the repurchase intention. The theoretical and practical implications of these findings are discussed in this research.

目 錄
摘要 I
Abstract II
誌 謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第壹章 緒論 1
一、研究背景 1
二、研究動機 4
三、研究目的 6
四、研究範圍 7
五、論文結構 7
六、研究程序 8
第貳章、文獻探討 9
一、購物社群 9
二、再購意願 10
三、信任 12
(一)對購物廠商信任(Trust in vendor) 12
(二)對社群的功能及整體信任(Trust in e-community) 13
四、感知專業 14
五、效益框架 15
六、總結 16
第參章 研究方法與設計 17
一、研究模型及各變數說明 17
二、研究假說與模式推導 19
(一)「信任」與「再購意願」之間關係 20
(二)「供應商特徵」與「信任」之間關係 22
(三)「社群效益」與「信任」之間關係 24
三、研究變數之操作化定義及衡量 25
四、問卷設計與資料蒐集 28
五、統計方法 29
第肆章 資料分析 30
一、資料收集 30
二、資料分析與描述 35
(一)分析工具 35
(二)測量模式分析 36
(三)結構模式分析 41
第伍章 結論與建議 46
一、研究貢獻 46
二、研究限制與建議 46
三、結論 46
參考文獻 48
附錄 : 研究問卷 51

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