臺灣博碩士論文加值系統

由於社群媒體的興起，人們開始將個人的資訊、照片或是生活上的遭遇發布在社群媒體當中，改變了人與人之間的互動方式。而社群媒體不僅發布資訊的頻率較高、內容較為豐富，更重要的是可以與消費者進行互動、交流，也因如此，有越來越多的消費者主動透過社群媒體關注品牌或找尋購物相關資訊，使得企業日益重視社群行銷。因此，本研究為探討社群媒體中之消費者購買意願與網路口碑傳播意願之影響因素，結合網路互動性與資訊採用模式發展研究架構，並建立研究假設。採用量化研究之調查法，以曾經使用社群媒體之消費者為研究對象，透過網路問卷蒐集研究資料。排除無效問卷後，回收之有效問卷共計230份。回收資料以SPSS 20.0 與SmartPLS 3.0統計分析軟體進行描述性統計、信效度分析與研究假設檢定。研究結果發現：(1)在社群行銷中之「論點品質」與「網路互動性」對「資訊有用性」具正向之影響；(2)消費者認知之「資訊有用性」則對「資訊採用」與「網路口碑傳播意願」具正向影響；以及(3)「資訊採用」也正向影響消費者之「購買意願」與「網路口碑傳播意願」。

Over the past few year social media has becoming popular and has changed people''s lives. Companies established page through social media to encourage consumers sharing their experiences and interacting with each other and to increase sales and customer purchasing intention. Therefore, this study aims to investigate the impact factors of purchase intention and online word-of-mouth communication intention in social media. A research model was developed to integrate social interaction and information adoption model for understanding the relationships among consumer information adoption, purchase intention, and online word-of-mouth communication intention. Research subjects were who have experience with using social media platforms. This study used the questionnaire survey method and collected research data from social media users. Collected data were analyzed using the Partial least squares method to examine all research hypotheses. The results show that argument quality and social interaction have positive effects on information usefulness, information usefulness has a positive effect on information adoption and online word-of-mouth communication intention, information adoption has a positive effect on purchase intention and online word-of-mouth communication intention are substantiated.

摘要..............................i
Abstract.........................ii
誌謝............................iii
目錄.............................iv
表目錄..........................vii
圖目錄...........................ix
第一章 緒論.......................1
1.1 研究背景與動機................1
1.2 研究目的......................2
1.3 研究流程......................3
第二章 文獻回顧...................5
2.1 社群行銷......................5
2.2 資訊採用模式..................6
2.3 網路互動性....................9
2.4 購買意願.....................10
2.5 網路口碑傳播意願.............12
第三章 研究方法..................15
3.1 研究架構.....................15
3.2 研究假設.....................15
3.3 理論型定義與衡量問項.........17
3.4 研究對象與問卷設計...........20
第四章 資料分析..................22
4.1 前測分析.....................22
4.2 敘述性統計分析...............23
4.3 測量模式分析.................28
4.3.1 信度與效度檢定.............30
4.3.2 變數之相關與區別效度.......31
4.4 結構模式分析.................34
第五章 結論與建議................38
5.1 實證結果.....................38
5.2 學術貢獻.....................39
5.3 實務貢獻.....................40
5.4 研究限制.....................41
5.5 未來建議.....................41
參考文獻.........................42
附錄.............................53
Extended Abstract................57
簡歷(CV).........................62

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