現今網路社群媒體不僅影響到人們生活習慣，更改變了人們的購買行為，消費者不直接到商店購買產品而是上網選擇自己要買的產品。社群媒體已經成為廠商與消費者最重要的溝通管道。本研究以網路口碑、娛樂性、互動性、社群信任、知識分享、社群媒體效果、社群認同等變數來分析社群媒體如何影響到越南女性購買化妝品行為，並加以探討產品涉入程度、訊息來源可信度在影響越南女性利用社群媒體來進行線上購買化妝品行為之調節效果。本研究採用問卷調查方式並利用偏最小平方法(Partial Least Squares，PLS) 共發放268份，回收有效問卷257份。本研究之實證結果發現，社群媒體效果會到受網路口碑、互動性、娛樂性之正向之影響；社群媒體效果越高消費者之願意分享知識程度越高；而知識分享、社群信任、社群認同對消費者購買意圖有正向影響；資源來源可信度對於網路口碑、互動性，娛樂性與社群媒體效果之關係具有調節效果。 Today's online social media not only affects people's lifestyle, change people's buying behavior, consumers do not directly go to the store to buy the product instead buy products through online. Social media has become the most important communication channel between manufacturers and consumers. In this study, we analyzed how social media affected the purchase of cosmetics by women in Vietnam. The research framework is based on variables such as internet word-of-mouth, entertainment, interaction, community trust, knowledge sharing, social media effect, social identity and so on. This study further examines the level of credibility of information source impacts on Vietnamese women by social media influence for online purchase cosmetic behavior. A total of 257 valid questionnaires were collected and using Partial Least Squares (PLS) to analyze. The empirical results of this study found that the effect of social media would be positively influenced by online word-of-mouth, in addition, as higher of social media effect as much of the willingness of consumers to share knowledge. Group trust and community identity have a positive impact on consumers' intention to purchase. The credibility of resource sources has a regulatory effect on the relationship between online word of mouth, interactivity, entertainment and social media effects.
