Explore the Influencing Community Trust of Facebook on Purchase Intention — The Mediation Effect of Online Word-of-Mouth and Message Trust
碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === Because of the network effect and scale effect, micro-blog virtual community is rapid growth. It holds many features for the social characteristics of the user requirements, so the resulting large amount of users to join and build up a dense social network....
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| Format: | Others |
| Language: | zh-TW |
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2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/477dc9 |
| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === Because of the network effect and scale effect, micro-blog virtual community is rapid growth. It holds many features for the social characteristics of the user requirements, so the resulting large amount of users to join and build up a dense social network. As consumers make purchasing decisions are usually more dependent on sources of informal or interpersonal communication, word of mouth on consumer decision will have a greater impact. This study is focused on the micro-blog virtual community trust to do a complete structural analysis of general. Explore the influence of virtual community trust on purchase intention by the online Word-of-Mouth and message trust.In this study, the questionnaire has targeted Facebook users, and it used 540 received questionnaires from to analyze it with AMOS. The result show that community trust increase purchase intention through the online Word-of-Mouth and message trust.
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