隨著人們對於網際網路的依賴，網路已成為生活中的不可或缺的一部分。許多人們在日常生活中所進行的事務也開始移轉至網路，改變了傳統的人際關係溝通模式，因而發展出各式各樣的的網路社群。尤其在消費行為上，透過社群購物已成為民眾消費的另一種選擇。在虛擬社群經營，不管任何人都可以在網路上建立專屬的虛擬社群。因此在眾多虛擬社群的激烈競爭情況下，虛擬社群該如何長久經營是重要的課題。
本研究以消費者接受及使用科技模型(Consumer Acceptance And Use Of Information Technology,UTAUT2)作為研究基礎架構，並加入新的因素-信任及調節變數-服務品質，研究消費者在Facebook拍賣型社群購物之行為。本研究利用網路問卷進行研究資料的蒐集，總計回收有效樣本數達到 235份，並且透過 SPSS16.0 和 PLS 2.0 進行資料分析，用以檢驗研究假說。研究結果發現，績效期望、付出期望、享樂動機、習慣為主要影響消費者社群購物行為意圖之因素，對於行為意圖與購物行為之間關係，服務品質有顯著的調節效果存在。

Social Shopping Network market is blooming but accompanied with competitions. Customers’ continued use of social shopping network is critical for the success of social shopping network managers. This study applies UTAUT2 as the research framework to identify the key determinants of social network shopping customers’ buying intention, and to explore the moderating effects of service quality on the proposed hypotheses as well. The research model is examined by analyzing valid empirical data collected among 235 Facebook social shopping network customers in Taiwan. The structural equation model is used for data analysis. The results suggest that service quality exerts moderating effects on the paths from buying intention to buying behavior. Performance expectancy, effort expectancy, hedonic motivation and habit have been found to be important predictors toward buying intention in Facebook social shopping network.

誌謝 I
中文摘要 II
Abstract III
目錄 IV
表 目 錄 V
圖 目 錄 VI
第一章緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第四節 論文結構 6
第二章文獻探討 7
第一節社群購物 7
第二節整合性科技接受模型(UTAUT)、消費者接受及使用科技模型(UTAUT2) 9
第三節信任 13
第四節服務品質 15
第三章研究方法 18
第一節研究架構 18
第二節研究假設 20
第三節研究變數之操作化 25
第四節研究設計 30
第四章 結果與分析 31
第一節樣本描述性統計分析 31
第二節問卷量表之信效度檢驗 35
第三節假說檢定 40
第五章結論與建議 42
第一節結論 42
第二節研究貢獻與管理意涵 45
第三節研究限制 47
第四節後續研究及建議 48
參考文獻 49
中文文獻 49
英文文獻 50
附錄一 問卷 55
附錄二 PLS 路徑分析圖 58
附錄三 Bootstrap 路徑分析圖 59

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