| Summary: | 碩士 === 國立臺北科技大學 === 服務與科技管理研究所 === 100 === With the development of electronic commerce, the social network sites become more popular, in addition to users as a communication platform, now the social network sites extend another difference sites, we call that online social shopping sites, it help consumers make decisions related to the purchase.
This study is based on EKB model of consumer decision making, we could find that consumers in making decisions when purchasing behavior, ask for friends or strangers online to make decisions become more frequently.
Therefore, this study will use three methods to research this question, the first method is case study method, perhaps to make difference the online social shopping site for consumers to buy according to their impact decision-making process, and the role of classification; the second method and third method is in-depth interviews method and focus group approach, when do these two methods, we will use the online social shopping orientation scale to research, it may help this study to social shopping sites and online consumers make purchasing decisions have a better understanding.
In this study, we hopes to make classification of the social network sites, one class is just the social oriented, another class is the shopping oriented, and the other class is the social shopping, now our study classified these three directions, expected to find more classification. And in this study, we consider the online consumer to make decision in the Internet will follow the EKB model, but they may affected to social media and product type, then do some difference decision process of the EKB model, this is why we use the social shopping orientation scale to increase this study.
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