隨著電子商務的發展，網路購物不斷推陳出新，透過社群結合購物的社群購物網站能夠帶來大量的人氣和無限的商機。本研究目的在於調查影響消費者在社群購物網站的購買意願影響因素。
本研究採用網路問卷調查，經篩選過後有效問卷為316份，使用SPSS分析資料，共得到三個因素，根據迴歸分析，結果顯示認知互動會對購買意願有顯著正向的影響；認知價值會對購買意願有顯著正向的影響；而認知風險對購買意願沒有顯著的影響。根據調查結果，提供給業者了解消費者的需求，進行調整產品種類，提高消費者的購買意願。
With the development of e-commerce, online shopping continues to innovate. Through the combine of social community with shopping, social shopping websites bring lots of popularity and unlimited business opportunities. The purpose of this research is to investigate the factors that affect consumers' purchase intention in the social shopping websites.
This study uses internet survey and 316 valid questionnaires are selected. Using the SPSS to analyze the data and comes out three factors. According to the regression analysis, the result showed that perceived interactivity and perceived value have significant positive impacts on consumers' purchase intention, and perceived risk has no significant influence. This result can for business to provide the needs, adjust the product varieties, and improve consumers' purchase intention.
