Exploring of Consumers'' Continuance Intention-base on Service Science for Social Network Shopping

• Main Authors: Chia-Pin Lee, 李嘉彬
• Other Authors: Szu-Yuan Sun
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/09621044465079386397

碩士 === 國立高雄第一科技大學 === 資訊管理系企業電子化碩士班 === 101 === There is a new mode to send messages among modern while the Social Network rising and social activities generalization, virtual community (e.g., Facebook) changes to a newer social form. The center of the study is to discuss the extrinsic and intrinsic motivation of virtual community and if the service value and service quality will influence the customers satisfaction and the intention of customer that social network shopping under Facebook. On the other hand, discussing that if utilitarian value and hedonic value will influence affective commitment, and then influence the intention of customer that social network shopping under Facebook. The study used survey research the object of study is the members of Facebook and the users who have used the group to social network shopping. There are 300 copies of effective questionnaires and using Structure Equation Model to proof Confirmatory factor analysis and the hypotheses. The research result demonstrates that all hypotheses are valid except for the hypothesis of affective commitment influenced by utilitarian value positively. And it shows that service quality will increase by service value, both of customers satisfaction and extrinsic and intrinsic motivation also will influence the intention of customer that social network shopping under Facebook.