| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === The rapid development of internet prompts the rise of social networking sites, more and more commercial activities that affect consumer behavior of members take place on social networking sites.Members of the social networking will be satisfied and delighted,after find the information of viral marketing. And, consumers will be faced with many risks in the shopping process,The study attempted to explore the two variables on the degree of influence consumer delight and correlation.
The research uses the questionnaire survey procedure. The study distributed 360 questionnaires in Taoyuan , recycling effective questionnaire 300, the effective questionnaire recycling a rate 85.71%,Descriptive statistics, factor analysis, reliability analysis, t-test and regression analysis are used to analyze the data. the questionnaire information has confirmed after analytic method, obtains the following a conclusion :
(1)There were some negative relationships between viral marketing and perceived risk(performance risk, financial risk, time risk) ;
(2) There were some negative relationships between consumer delight and perceived risk(performance risk, financial risk, time risk) ;
(3) The perceived risk(performance risk, financial risk, time risk) had a partial mediator between varial marketing and consumer delight.
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