The Impact of Purchased Intention between Consumption Value and Social Network Experience－Mediating by Engagement

• Main Authors: Kai-xiamg Sun, 孫凱翔
• Other Authors: Shu-chiung Lin
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/sxrtn6

碩士 === 大同大學 === 資訊經營學系(所) === 105 === With the development of ICT, Interpersonal interactions can become more frequent through the Internet to create an interactive business model and social commerce that facilitates transactions by interacting with each other. The emergence of social commerce continues to be discussed by academics and practitioners expecting it to bring better performance. However, many companies want to development social commerce, but it is a challenge how to operate. So when the business wants to implement the business model of social commerce, what factors they need to consider? Therefore, this study explores the relationship among consumption values (functional value, social value, emotional value, epistemic value and conditional value), social network experience (pragmatic value, sociability value, usability value, and hedonic value), engagement (functional engagement, emotional engagement, and communal engagement) and purchase intention through the environment of social commerce. This study also tests the indirect effect of engagement among consumption value, social network experience and purchase intention. This study used a quantitative analysis, and collected the questionnaires from an online platform – MySurvey. The questionnaires aimed at the people who have the experiences of online shopping and shopping will be affected by others and totally employed 286 valid participants with analyzing by partial least squares (PLS). The results show that consumption value and social network experience are the main reason for customer shopping on social commerce, and social network experience and engagement showed a significant relationship. But consumers don’t want to communicate with others about the goods they want to buy based on privacy in the social commerce environment, so consumption value and engagement are not significant. Consumers are also concerned about the false comments on the Internet in recent years, so the results didn’t show a striking mediating effect. Finally, according to the results of this study, we proposed some academic and practical implications, limitations and directions for future research.