| 摘要: | 近年來，社群網站尤以臉書(Facebook)發展迅速，幾乎已成為許多人生活中的一部份，而Facebook社團設立的主要目的是因為這群成員他們有著共同的偏好、興趣或身份，隨著電子商務的發展，網路購物興起，社群網站中逐漸延伸交換、交易的行為，透過社群結合購物能產生龐大的人氣及商機。因此，本研究目的為審視推敲可能性模式(ELM)中之中央路徑思考模式與邊陲路徑思考模式對於Facebook購物社團態度與信任之影響，以及爾後對購買意願之影響。本研究使用網路問卷蒐集資料，最後，共計回收354份有效問卷作為研究分析所用。接著，本研究利用SPSS 21進行樣本敘述性統計分析及信度分析，同時亦利用AMOS 20進行驗證性因素分析、結構方程模式分析及假說檢定。本研究結果發現經由中央路徑之資訊品質、服務品質及邊陲路徑之貼文人氣及聲譽正向影響態度及信任，進而正向影響購買意願。本研究結果亦發現態度、信任於資訊品質、服務品質、貼文人氣及聲譽與購買意願之間具有部份中介效果。最後，根據本研究之結果發現，提供實務建議予社群社團經營者作為策略擬定之參考依據。
In recent years, social networking sites, especially Facebook, have developed rapidly and have almost become part of many people’s lives. The main purpose in establishing Facebook community is because the members in this group have common preferences, interests or identities. With the development of e-commerce and the rise of online shopping, the behaviors of exchange and transaction are gradually extended in social networking sites. Building the shopping habits in communities generates huge high popularity and creates more business opportunities. Therefore, the purpose of this study is to examine the influences of the central route and the peripheral route of Elaboration Likelihood Model (ELM) on the attitude and trust towards the Facebook shopping community, and the subsequent influence on purchase intention. This study used the online questionnaires to collect data and the total number of 354 valid questionnaires were collected for research analysis. Next, this study employed SPSS 21 to engage in the descriptive statistics and reliability analysis, while also using AMOS 20 for confirmatory factor analysis, structural equation model analysis and hypothesis testing. The results of this study find that the two dimensions of information quality and service quality of the central route, and the two dimensions of popularity and reputation of posts of peripheral route significantly and positively affect the consumers’ attitude and trust, which in turn, significantly and positively influence their purchase intention. The results of this study also find that attitude and trust have partial mediating effects on the relationships between information quality, service quality, post popularity, and reputation, as well as purchase intention. At last, based on the findings of this study, practical suggestions are provided to the managers of Facebook community to serve as a reference basis for strategy formulation. |
