隨著智慧型手機普及化，科技知識也成為消費者的必備。從生活用品到大型家電等設備用品，只需要到網路搜尋就可以進行比價，從下單至到貨不需要花太多的時間。由此可知，臺灣消費行為從實體店面逐漸被網路購物所取代，亦從數據中得知網路購物金額持續在成長中。顯示目前網路社群網購的重要性。然而，社群網站提供使用者一個互相交流與進行資訊的分享與傳遞之線上平台。
本研究認為以人際關係發展的社會臨場感，用於社群網站情境下是較合適且有必要的。社會臨場感中的情感連結，對於一個社群的形成是重要的。社群成員彼此會展現出認同、相互影響、相互支持與協助等行為。而這些行為是一種社群意識的表現，其會是促成持續使用的關鍵要素，進而提升再購意願。本研究旨在探討網路購物消費者參與網購社會臨場感、社群意識、社群體驗與社群購物之關係。研究結果顯示，社會臨場感中的共存感對社群購物呈正向顯著影響效果。最後，將本研究結果討論之意涵與針對未來研究提出建議。
Due to the popularization of smart phones, the technology know-how becomes essential to consumers. Everyone can search anything necessary on the shopping websites for price comparison, and online shopping does not take too much time from ordering to delivery. Therefore, the physical stores have been gradually replaced by online shopping, and the scale of online shopping continuously growing up. This also shows the importance of social shopping. However, social networking websites provide a platform for users to share and communicate with each other. This study found that the social presence developed based on human relationships is more appropriate and necessary in social networking websites. The emotional connection of social presence is important for the formation of online community. Members of the online community will show the recognition, the influence, the support, and the assistance to each other.
These behaviors are the expressions of the community awareness, and they are the key elements of continuously use and will increase the willingness to purchase. Therefore, the major issue in this work is to explore the relationship between social presence, community awareness, community experience and social shopping of consumers. The research results show that social presence has a positive and significant effect on social shopping. Finally, these results suggest the practical implications and the direction of future researches.
