| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 101 === Due to the development of Internet and the rise of social networking sites, more and more people purchase necessary via Internet because of the convenience and the immediacy of the Internet. Besides, the construction of social networking sites, the distance peoplehas been shortening. Before shopping on Facebook, those who want to buy products meeting their needs have to gather related information in advance by in-depth comparison, and then to pick out the products that meet their needs. The main purpose of this study was to investigate the influence from motivation for Taiwan consumers’ pressing “like” in Facebook on consuming behaviors.
This study is result of purposive sampling. With issuing a network questionnaire method to understand the questionnaire of its design for that the influence about consumers will at Facebook special page according to great motive to his consumption behavior ,and once pressed the great stamp to carry on a survey in the Facebook special page except for Taiwan, totally pass by 600 questionnaires, and take back efficacious of 396 questionnaires. Efficaciously recovery rate was about 66%, among them 96 of questionnaires have bought from Facebook special page. Another of 300 questionnaires have been pressed the great stamp but never buy it.
Carry on analysis by this sample. This research conclusion is induced as follows:
1.The degree of product involvement has a significant positive influence on Big-five personality traits.
2.Big-five personality traits has significant and positive influence on consumer behavior.
3.Involvement degree has a significant influence on consumer behavior.
4.Big-five personality traits has a mediating effect between consumer product involvement and consumer behavior.
End of this study, doing by conclusion and management meaning that the origin studies thorough study, and present concrete research contribution and suggestion to consult and deliberate by providing.
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