| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理系電子商務碩士班 === 106 === Modern people tend to be convenient and fast, make online shopping prosperous. Users are increasingly relying on virtual communities to solve problems in their lives. They will follow the advice of others before acting. What kind of factors that affect purchase intention and let people seek advices on virtual communities? This study takes the bonding and bridging social capital as the cores of the structure, and also proposes social motivation views to understanding users online purchase intention in virtual community. The targets are the people who have used the groups of virtual community, use online questionnaires to collect relevant opinion. There are 333 valid questionnaires were collected from the questionnaire , the results found that (1) bridging social capital and bonding social capital have a positive effect on purchase intention (2) vertical motivation and horizontal motivation have a positive effect on bridging capital and bond capital.
Keywords: Purchase Intention, Bonding Social Capital, Bridging Social Capital, Vertical Social Motivation, Horizontal Social Motivation
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