| Summary: | 碩士 === 國立屏東大學 === 資訊管理學系碩士班 === 106 === This study aims to investigate how consumers’ experiences of online social networking and store environment influence their purchase intention with considering the role of consumers’ perceived value. The hypotheses proposed in our research model are tested using data from 204 respondents with partial least squares (PLS) path modelling. The results confirm that consumers’ experiences of online social networking and store environment have significantly positive influence on the consumers’ perceived value. The findings also indicate that the consumers’ perceived value have significantly positive influence the consumers’ purchase intention. However, this study found that consumers’ emotional value did not significantly affect the consumers’ purchase intention.
In the practical contribution, we found the online social networking and the store environment experience would affect consumers’ perceived value. It represents that firms can follow two ways, in the online social networking, they can grasp the way to consumer’s interaction.In the store environment, they can provide consumers a better service experience.If firms can grasp the direction of operations on the online social networking and the store environment experience, the firms will create competitive advantage and sustainable operation methods.
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