Understanding Facebook Commerce Customer Experience
碩士 === 國立中山大學 === 國際經營管理碩士學程 === 103 === Commerce on Facebook is constantly getting popular in the age of high social media penetration. Besides being fans of well-known brands, consumers already get used to be part of various shopping groups on Facebook. However, there is little research has been d...
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| Format: | Others |
| Language: | en_US |
| Published: |
2015
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| Online Access: | http://ndltd.ncl.edu.tw/handle/ztfwzp |
| Summary: | 碩士 === 國立中山大學 === 國際經營管理碩士學程 === 103 === Commerce on Facebook is constantly getting popular in the age of high social media penetration. Besides being fans of well-known brands, consumers already get used to be part of various shopping groups on Facebook. However, there is little research has been done on purchase intention on Facebook shopping groups. Indeed customer experiences on Facebook commerce can explain why growing number of customers prefer to make purchase in social networking sites.
The research model introduces the relationship among customer experience, trust, and involvement with Facebook shopping group and intention to make a purchase from Facebook shopping group. Sample consist of 224 active Facebook shoppers provides support for the relationships among constructs. Partial Least Square (PLS) analysis was used to test the proposed model.
The study outcome demonstrates the importance of trust in making purchase decision on Facebook shopping group. Furthermore, greater involvement with Facebook shopping group increases the level of trust that leads to purchase intention. Thorough analysis results in theoretical and managerial implications of research model.
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