| Summary: | 碩士 === 南臺科技大學 === 行銷與流通管理系 === 107 === This study aims to explore the impact of texture value, network externality, network interaction and community identity on adhesion, and research questionnaires. For the members of Facebook's hand-made shopping community, the main purpose is to analyze the factors related to the impact of various adhesions. The study was distributed to members of the Handmade Materials Shopping Community, total of 549 questionnaires were distributed and 549 were collected and the effective questionnaire rate was 89.79%. In addition, no CMV was found in the thesis for effective samples. This research found that the texture value has a positive and significant impact on the network interaction. The network interaction has a positive and significant impact on the stickiness. The network externality has a positive and significant impact on the network interaction. The community Identity will positively mediation effect between the impact of texture value on network interactivity. Finally, based on the research results, recommendations and future research directions.
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