Understanding Consumer Behavior in Social Commerce

• Main Authors: CHEN, WEI-CHE, 陳緯哲
• Other Authors: CHEN, WEN-KUO
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/qcjyem

碩士 === 朝陽科技大學 === 企業管理系 === 107 === People can express their thoughts, feelings, and experiences through social media. Nowadays, social media become so popular, research focus on exploring the motivations of individuals to use social media to explain user acceptance and usage intentions. Further, it is necessary to run back over the purpose of people pursue when using social media. Nowadays, personal self-disclosure in social media has become a common phenomenon. This study proposes a research framework to investigate the contributing factors (communication, information, and entertainment), and inhibitory factors (privacy concerns) that affect self-disclosure. In addition, online community well-being is seen as having a significant influence on individual self-disclosure and purchase intention. This study develops a framework which describes the motivations and buying intentions of social media users and provides a set of guidelines to help researchers and social media vendors to understand how to let users interested in social media buying.