The Study of the Influence of the Information Sharing on Purchase Intention in Facebook－with Perceived Risk as Moderator Factor

• Main Authors: Chia-Min Li, 栗嘉敏
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/59037274235671814864

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 100 === Recently, the internet has become much more popular and common than decades ago and such channel has changed consumers purchasing habits. In fact, there are more consumers who use internet to receive the information that they need for specific products and services. For the past few years, online shopping and online group-buying action have been an important issue in consumer behavior of electronic commerce. Generally, it was considered that most online consumers would look over electronic word-of-mouth before online shopping in Taiwan. This study use four community factors (Message, Sender, Receiver and Interactive degree of relation) and Perceived Risk (Financial Risk, Performance Risk and Social Risk) to respectively discuss the correlation between these factors and Consumer Purchase Intention. The method used for this research is internet questionnaire, to understand about the influence of the advertising information sharing on Purchase Intention in Facebook. Last, the conclusion of this research study will provide some marketing strategy for enterpriseto manage community.