Exploring the Influence of Online Word-of-Mouth on Purchase Intention: a Case of Online Shopping on Facebook Community Website

• Main Author: 郭忠泰
• Other Authors: 楊棠堯
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/vg5w8f

碩士 === 南臺科技大學 === 資訊管理系 === 106 === Today's community websites are not only providing community services, but have gradually evolved into multi-purpose websites and have been developed into e-commerce because of the large number of users. At present, almost a handy smart phone, no matter when and where you can enjoy the convenience of the network technology development brings convenience, community website operators also understand the potential of e-commerce, and gradually started to develop e-commerce, the future, the community An integrated platform with e-commerce will be a major trend. This study examines online shopping for the development of social networking sites as an attempt to explore the potential of social media outlets' online word-of-mouth into e-commerce to understand the consumer's intention to use the social media platform to buy goods. First of all, to understand the social networking sites and e-commerce literature, Facebook has now entered the e-commerce market, so choose Facebook as a research reference object to understand Facebook into the field of e-commerce practices and network literatures and rational behavior theory of literature , Build a model and analyze the consumer acceptance of Facebook into the e-commerce market. This study uses questionnaires to establish a questionnaire based on internet word-of-mouth and rational behavior theory. It investigates Taiwanese consumers' intent to accept and use the platform for community and e-commerce integration, and further analyzes the results of the induction through statistical methods , Expecting to find a reference for social media players who intend to enter the e-commerce market in the future. Keywords: e-Commerce, Social networking sites, Online Word-of-Mouth, Rational behavior