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• Main Authors: Hsun Cheng, 鄭洵
• Other Authors: Shau-Mei Li
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/2nywca

碩士 === 國立中央大學 === 資訊管理學系 === 105 === By the popularization of the internet, online shopping becomes one of the important way in consumer’s purchase behavior. In recent years, there is a brand-new type of online shopping, called “internet surrogate shopping”. Surrogates provided all buying details through post on internet, online community or any other diverse platforms. The whole buying process will be online, hence, the interaction between consumer and surrogates occupy an essential position. Consumer has interest in what surrogates post, they ask and have more following actions, maybe pay for it or share to their friends. This study focuses on how the informativeness, relativeness, entertainment and interactivity of the post influence consumer attitude toword post, and go further, will explore the impact of the attitude on the purchase intention, forward intention and contact intention. Through online questionnaires, I get 213 valid sample from HelpBuy and e-shopping forum. The study result reveals that relevance, entertainment, and interactivity of the post will produce positive affect to consumer and their attitude to the post, and exactly, the consumer attitude to the post will also influence the purchase intention, forward intention and contact intention. In the end, according to this study, some suggestions and ideas could be provided to surrogates and the one who wants to get in this business: When the post can raise consumer’s interest or happiness, and when consumer can have great interactive experience in the community, consumer will have more positive attitude toward posts and will also have a significant positive impact on the consumer's intention to purchase, forward intention and contact intention.