A Study on E-commerce Purchase Intention of Social Media User

• Main Authors: Yi-chiao Chang, 張奕樵
• Other Authors: 范懿文
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/96022056596739226429

碩士 === 國立中央大學 === 資訊管理學系 === 103 === Is social media operator only can provide community service? With advances in technology, social media operator already has a large number of users, and it can use this advantage to develop electronic commerce. Since the rise of the Internet community, people's daily life has been inextricably linked with its. A large number of users attracted advertisers and industry to join, so there were create many business opportunities. Until 2014, the estimated size of US e-commerce will come to three hundred billion US dollars, which is about nine trillion Taiwan dollars. Social media operators have understood the potential of e-commerce, and gradually began to develop e-commerce. Future, community and e-commerce integrated platform will be a major trend. This study attempts to explore the potential of social media into the e-commerce industry, to understand users purchase intent through the social media platform in the future. First, understand social media and e-commerce related literature, Facebook has begun planning to enter the e-commerce market, therefore chosen it as a research subject, to understand its practices. Then, review the theory of reasoned action and advertising value, model and analyze consumer acceptance of Facebook into e-commerce market in the future. This study used questionnaires to collect user’s attitude about Facebook advertisement. To understand Taiwan’s user acceptance about community and e-commerce integrated platform, and further analyzed and summarized results via statistical methods. Expect study’s found can become a reference for social operators which intends to enter e-commerce market.