| 摘要: | 因為消費者購物行為的改變與社交網絡服務的普及，社群購物(social shopping)儼然成為 電子商務的一種新型態。此電子商務的新模式導源於社交網絡(social networking，例如， 臉書、推特與噗浪)與購物(shopping)之結合，幫忙消費者找尋他們感興趣之產品資訊與 協助他們做購買決策。近年來，已見社群購物於台灣的快速成長，可是，此成長亦已出 現許多相關交易之問題，例如，沒有運送或運送錯誤項目。因此，消費者與公司二者之 間的關係品質(relationship quality)，亦即滿意(satisfaction)、承諾(commitment)與信任 (trust)，儼然已成為影響社群購物公司成功之重要因素。然而，於社群購物，很少研究 有探究關係品質對於消費者購買意圖(purchase intention)之影響。因此，本計畫的目的為 於社群購物，探究關係品質對於消費者購買意圖之中介效果。再者，本計畫亦探究社群 購物之網站品質(website quality)，即系統、資訊及服務品質，對於關係品質與購買意圖 之影響。於研究方法方面，本計畫之研究對象為網路使用者，以網路問卷之調查方式蒐 集資料，接著利用結構方程模式(structural equation modeling; SEM)以檢測網站品質、關 係品質及購買意圖三個變數間之因果關係，以及利用迴歸分析(regression analysis)確認關 係品質之中介效果。最後，根據實證的結果，本計畫期能貢獻予社群網站經營者瞭解增 進社群購物之網站品質將有助於建立良好的關係品質與增加消費者之購買意圖。另外， 本計畫亦期能貢獻予社群網站經營者洞悉為增加消費者於社群購物之購買意圖，關係品 質亦是一個重要因子。
(二) English abstract Social shopping has emerged as a new type of e-commerce as the change of consumer shopping behavior and the popularity of social network services. This new model of e-commerce resulted from the combination of social networking (e.g., Facebook, Twitter, and Plurk) and shopping, helps consumers to find product information of interest to them and support them in making shopping decisions. Recent years have observed the fast growth of social shopping in Taiwan, but this growth has involved several transaction-related questions, for example, no delivery and the delivery of wrong items. Thus, the relationship quality (i.e., satisfaction, commitment, and trust) between consumer and firm has become a significant factor in the success of social shopping firms. However, little research has explored the impact of relationship quality on the consumers’ purchase intention in social shopping. Hence, this project aims to investigate the mediating effect of relationship quality on purchase intention in the context of social shopping. Furthermore, this project also aims to investigate the impact of website quality (i.e., system, information, and service quality) of social shopping on relationship quality and purchase intention. In the area of research methodology, Internet users are included in our survey, and the data is collected by using Internet questionnaire. Next, this project tests the causal relationships between website quality, relationship quality, and purchase intention by using structural equation modeling and identifies the mediating effect of relationship quality by using regression analysis. Finally, according to the experimental results, this project expects to contribute to the insight of website managers of social shopping as regards the improvement of website quality of social shopping will help build a good relationship quality and increase consumers’ purchase intention. Furthermore, this project also expects to contribute to the insight of website managers of social shopping as to how to increase consumers’ purchase intention in social shopping, relationship quality is also an important factor. |
