| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 104 === The reason of rapid development of social media is because networks are developed. In addition, almost everyone has a smartphone nowsdays. So social media just like the bridge, it’s in order to connect and interactive between people. However, community platform is constantly innovated in the era of rapidly changing technology. Companies must think about how to use the community platform influence consumer decisions, so as to become loyal users. Therefore, this study observed phenomena, as the study motivation. And integrate the concept of social media richness, advertising effect and purchase intention of consumer to explore the relationship between them.
In this study, the questionnaire has targeted Facebook fan page users and it used 688 received questionnaires from to analyze it with AMOS and SPSS. The result shows that social media richness increase purchase intention through the advertising effect. And there is no interference between the advertising effect and purchase intention when website quality interfere.
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