Exploring Customer Purchasing Intention of Social Commerce Based on Theory of Planned Behavior Taking Facebook as an Example
| Autor: | Chen, Yi-Ting, 陳奕廷 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 New sales channels have prompted companies to develop new strategies for e-commerce. Social media is booming, and community business has become a hot topic in recent years as community sites mature. This study uses the theory of planned behavior to explore the purchase intentions of Facebook users on social networks, and then discusses whether electronic word of mouth influences the purchase intention of consumers in community business. In this study, a questionnaire survey was conducted and statistical analysis was performed using statistical software SPSS20. The research shows that: 1. Subjective norms, attitudes, and perceptual behavior control have a significant impact on purchase intentions. 2. Electronic word-of-mouth has a significant influence on purchase intention. 3. Subjective norms, attitudes, and perceived values significantly influence purchase intentions through electronic word-of-mouth. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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