| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 107 === Along with the advancement of Internet, community websites played an important role in our life. Therefore, many business try to expand their territory by managing community websites. Moreover, Facebook(FB) is a good way for businessmen to approach their goals.
The purpose of this study is to explore the factors affecting consumers to shopping on FB trading communities and their purchase intention by analyzing perceived risk, information richness and consumption value of FB trading communities. Hope it would be helpful to businessmen on their management in the future.
The resercher aimed at the consumers who have the experience of shopping on FB trading communities, and living in Changhua County. Including online survey and paper questionaires, there’re 450 subjects with 344 valid responses; the rate of return is 76.4%. Data were analyzed by the methods of descriptive statistics, Independent-Sample T Test, One-way ANOVA, Pearson's product-moment correlation coefficient and Multiple regression analysis method.
The conclusions obtained from this analysis are as follows:
1. Perceived ease of use and perceived usefulness have positive effects on the choice of FB trading communities and purchase intention.
2. Perceived risk has negtive effects on the choice of FB trading communities and purchase intention.
3. Information richness has positive effects on the choice of FB trading communities and purchase intention.
4.Consumption value has positive effects on the choice of FB trading communities and purchase intention.
5. Perceived ease of use has positive effects on perceived usefulness.
6. Making a choice FB trading communities after considering perceived ease of use, perceived usefulness, perceived risk, information richness and consumption value has positive effects on purchase intention.
|
|---|
