本研究旨在探討Facebook粉絲專頁中瀏覽者之追隨現象、信任轉移、資訊揭露以及購買決策各變數的關係，並以實證分析驗證信任轉移在追隨以及購買決策間是否具中介效果、業務配置文之資訊揭露亦是否對追隨現象與信任轉移間造成干擾效果。本研究對象以台灣有參與Facebook粉絲專頁之網購經驗者為主，採用便利抽樣與滾雪球抽樣法收集資料，採網路問卷為主，回收問卷600份，有效問卷549份，有效問卷回收率為91.5％。本研究在經由敘述性統計分析、信效度分析、相關分析、迴歸分析以及差異性分析後，研究結果顯示：(1) 追隨與購買決策間具有正向關係；(2) 追隨與信任轉移間具有正向關係；(3) 信任轉移與購買決策間具有正向關係；(4) 信任轉移對追隨與購買決策之關係具有部分中介效果；(5) 資訊揭露對追隨與信任轉移之關係具有干擾效果。

The purpose of the research is to survey the relationships among the atmosphere of following fan pages , trust transference, information disclosure and purchase decision. It also proved the mediating effects of trust transference between follow and purchase decision, and the moderating effects of information disclosure between follow and trust transference by Empirical Analysis. Through convenience sampling and snowball sampling, the proposed model was empirically evaluated using survey data collected from 549 Taiwanese consumers who has followed fan pages on Facebook about their perception of online shopping. The valid response rate is 91.5%. In this study, data analysis methods include descriptive statistical analysis, reliability and validity analysis, correlation analysis, regression analysis and analysis of the differences. The results showed that: (1) there is a significant positive relationship between follow and purchase decision; (2) there is a significant positive relationship between follows and trust transference; (3) there is a significant positive relationship between trust transference and purchase decision; (4) trust transference has partial mediating effects between follow and purchase decision; (5) information disclosure has moderating effects between follow and trust transference.

內容目錄
封面內頁
簽名頁
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
謝誌 　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
圖目錄　　．．．．．．．．．．．．．．．．．．．．． viii
表目錄 ．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究動機與背景．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．． 3
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　粉絲專頁追隨現象．．．．．．．．．．． 6
　　第二節　　信任轉移．．．．．．．．．．．．．．．．． 11
第三節 業務配置文之資訊揭露．．．．．．．．．．． 16
第四節 購買決策行為．．．．．．．．．．．．．．． 21
第五節 變數間之關係與假設．．．．．．．．．． 25
第三章　　研究方法．．．．．．．．．．．．．．．．． 31
　　第一節　　研究架構．．．．．．．．．．．．．．． 31
　　第二節　　樣本與資料收集．．．．．．．．．．．． 32
第三節 變數定義與衡量工具．．．．．．．．．． 33
第四節 資料分析方法．．．．．．．．．．．．． 39
第四章　　資料分析與結果．．．．．．．．．．．．．． 41
　　第一節　　敘述性統計分析．．．．．．．．．．．． 41
　　第二節　　信效度分析．．．．．．．．．．．．．． 47
第三節 相關分析．．．．．．．．．．．．．． 54
第四節 迴歸分析．．．．．．．．．．．．．．． 57
第五節　　差異性分析．．．．．．．．．．．．．．． 64
第六節　　研究假設結果彙整．．．．．．．．．．． 69
第五章　　結論與建議．．．．．．．．．．．．．．．． 70
　　第一節　　研究結論．．．．．．．．．．．．．．． 70
　　第二節　　管理實務之意涵．．．．．．．．．．．． 71
第三節 研究限制與建議．．．．．．．．．．．． 73
參考文獻．．．．．．．．．．．．．．．．．．．．．． 76
附錄　　 研究問卷．．．．．．．．．．．．．．．．． 96

















圖目錄
圖 2-1 業配文資訊揭露之例．．．．．．．．．．．．．．．18
圖 2-2 網路社群影響消費者購買決策流程．．．．．．．． 24
圖 2-3 追隨與購買決策之現象．．．．．．．．．．．．．．26
圖 3-1 研究架構圖．．．．．．．．．．．．．．．．． 31
圖 3-2 問卷圖文．．．．．．．．．．．．．．．．．． 37



表目錄
表 4- 1 樣本基本特性分析表(N =549)．．．．．．．．．． 42
表 4- 2 追隨題項分析表(N =549) ．．．．．．．．．．． 44
表 4- 3 資訊揭露題項分析表(N =549) ．．．．．．．．． 46
表 4- 4 信任轉移題項分析表(N =549) ．．．．．．．．．．46
表 4- 5 購買決策題項分析表(N =549) ．．．．．．．．．．47
表 4- 6 追隨信效度分析表(N =549)．．．．．．．．．． 49
表 4- 7 追隨信效度分析表(刪除第5題)．．．．．．．．．． 51
表 4- 8 信任轉移信效度分析表(N =549)．．．．．．．．． 52
表 4- 9 購買決策信效度分析表(N =549)．．．．．．．．． 53
表 4- 10 本研究變數相關係數表．．．．．．．．．．．．． 54
表 4- 11 獨立樣本檢定．．．．．．．．．．．．．．．．． 56
表 4- 12 ETA係數分析．．．．．．．．．．．．．．．．．． 57
表 4- 13 追隨對購買決策之迴歸分析表．．．．．．．．．． 58
表 4- 14 追隨對信任轉移之迴歸分析表．．．．．．．．．．．59
表 4- 15 信任轉移對購買決策之迴歸分析表．．．．．．．．．60
表 4- 16 信任轉移對追隨與購買決策之中介效果分析表．．． 62
表 4- 17 資訊揭露對追隨與信任轉移之干擾效果分析表．．． 63
表 4- 18 性別對各構面之差異性分析表．．．．．．．．．． 65
表 4- 19 年齡對各構面之差異性分析表．．．．．．．．．． 65
表 4- 20 教育程度對各構面之差異性分析表．．．．．．． ． 66
表 4- 21 職業對各構面之差異性分析表．．．．．．．．．． 67
表 4- 22 月收入對各構面之差異性分析表．．．．．．．．． 68
表 4- 23 研究假設驗證結果．．．．．．．．．．．．．．． 69

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