| Summary: | 碩士 === 國立臺北商業技術學院 === 商學研究所 === 102 === By the popularization of the computer and the developing of the internet, to contribute many consumer-oriented virtual communities. The content of information provided by these communities do not like the content of corporate information which is provided for consumers. These content of information which is provided from consumers were spontaneous, so consumers are better able to convince the information content. However, recently the popularization of wireless network and mobile device, the service provided by virtual communities can’t satisfy consumers.At this time combining wireless network and mobile devices with virtual communities were began, called mobile communities, because it is often appeared in the form of App, also known as the mobile Communities App. This study investigate of mobile communities App ,and explore the underlying factors that influence consumer behavior of mobile communities App.
This study investigated the impact of perceived value, social influence on the relationship between desire. Through structural equation modeling analysis ,the study found the following point：maintaining interpersonal connectivity, social enhancement ,and entertainment value were also found positive effects on. Purposive Value, self-discovery, social enhancement ,and entertainment value were also found positive effects on social identity. Group norms on social identity showed a significant positive impact. Group norms on desires showed a significant positive impact. Social identity on desires showed a significant positive impact. In addition, through modification patterns found the impact of maintaining interpersonal connectivity, social enhancement on desires showed a significant positive impact. We conclude with a consideration of managerial and research implications of the findings and provide decision-making reference to the use of industry and future research.
|
|---|
