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作者:Richards Stephen Travis Manasseh
作者(英文):Richards Stephen Travis Manasseh
論文名稱:探討社群媒體上購買意願之影響因素:以在台灣之臉書為例
論文名稱(英文):Exploring factors that influence purchase intention on social media: A case of Facebook in Taiwan
指導教授:許芳銘
指導教授(英文):Hsu- Fang-Ming
口試委員:許瑋麟
吳怡菱
口試委員(英文):Hsu Wei Lin
Wu Yi Ling
學位類別:碩士
校院名稱:國立東華大學
系所名稱:資訊管理學系
學號:610835201
出版年(民國):109
畢業學年度:108
語文別:英文
論文頁數:52
關鍵詞(英文):purchase intentionF-commerceperceived riskstrustproduct evaluationhedonic value
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Electronic commerce (E-commerce) has continued to be the new trend for individual sellers as well as companies to connect with their customers and conduct business. The Internet offers the opportunity for sellers to interact with consumers and provide real-time purchasing options through social media websites. Despite the rapid growth of social media platforms, research regarding their effectiveness and usefulness in e-commerce remains limited. In recent years, the new concept of Facebook commerce (F-commerce) has emerged bringing a new paradigm shift, which enables social commerce and electronic commerce to become as one. The use of social media has become a successful avenue for small and large businesses to attract consumers and earn large revenue.

This study examined the factors that influence purchase intention on social media, with a focus on Facebook in Taiwan. The survey data were llected from Taiwanese nationals who have previous experience in using Facebook live to purchase items. Our results show that most consumers are concerned about the performance risk of items bought on social media. Furthermore, their intention to purchase items was indirectly influenced by financial risk.
1. Introduction
1.1 Research Background…………………………………………..1
1.2 Research Gap…………………………………………………...3
1.3 Objective of the Study………………………………………….3
1.4 Significance of the Study……………………………………….4
2. Literature Review
2.1 Live video streaming…………………………………………….5
2.2 Perceived risk…………………………………………………....7
Financial risk……………………...……………………………..9
Performance risk…………………………………...……………9
2.3 Trust…………………………………………………………….10
2.4 Product evaluation………………………………………………11
Perceived Value………………………………………………….11
Perceived competitive price……………………………………...12
Perceived quality……………………………………...…………13
2.5 Hedonic value……………………………………………………13
2.6 Purchase intention……………………………………………….14
3. Hypothesis development
3.1 Research model……………………..……………………………15
3.2 Hypotheses………………………………………………………16
Financial risk and Purchase intention………………………………..16
Performance risk and Purchase intention……………………………16
Financial risk and Trust……………………………………………...17
Performance risk and Trust………………………………………….17
Trust and Purchase intention…………………………………….......18
Trust and Perceived value……………………………………….......18
Perceived competitive price and Perceived value……………….......19
Perceived competitive price and Perceived quality………………….19
Perceived value and Purchase intention……………………………..19
Perceived competitive price and Purchase intention………………...20
Perceived quality and Purchase intention………………………........20
Hedonic value and Purchase intention……………………………….21
4. Research Methodology and Data Analysis
4.1 Research method and questionnaire design……………………...22
4.2 Data collection…………………………………………………...24
4.3 Sample characteristics……………………………………………26
4.4 Data Analysis…………………………………………………….27
4.5 Reliability and validity test…………………...………………….27
5. Results and Discussion
Findings…………………………………………………………..….31
6. Conclusion
6.1 Conclusion………………………………………………………37
6.2 Research implications…………………………………………...38
6.3 Limitations and future research………………....………………40
References………………………………………………………………...…41
Appendix…………………………………………………………………….48
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