| 摘要: | 本研究採用問卷調查法，以LINE及Facebook使用者為研究對象，共發放320份問卷，有效問卷280份，其中有203人有在Facebook網站購買商品，故分析問卷為203份，以SPSS-25版本進行統計分析，研討結論如後：一、年齡與資訊品質、商品資訊、情感價值有顯著差異影響關係，其中以60歲以上年齡層消費者比40-49歲年齡層消費者注重商品情感上的價值。二、教育與賣家回應資訊有顯著差異影響關係，其中以高中(職)消費者比專科或大學消費者注重網站賣家回應資訊。三、網站資訊品質與消費者知覺風險、知覺價值及網路口碑間呈現顯著關係。四、消費者知覺風險、知覺價值及網路口碑與購買意願間呈現顯著關係。五、以消費者知覺風險、網路口碑及知覺價值等3個做為中介變數，對於資訊品質與購買意願之間，都存在部分中介；其中以知覺價值影響消費者較為明顯。六、網路口碑會干擾網路資訊品質與消費者知覺價值之間關係。七、依上述分析為網路消費者受到Facebook網站影片、圖片、文字等影響吸引時，當消費者感受網站風險存在時，當有網路口碑干擾時，對於消費者而言對於消費者購買意願不高；相對的，當消費者感受網站商品價值時，將會提高購買意願，當有網路口碑干擾時，對於消費者而言是會提高消費者感受商品價值，將會影響後續購買行為。 最後依研究結果提出建議Facebook網站能增設消費者交易平台及商家網站由網路消費者給予評價，讓消費者可以選擇良好商家,俾提供社群平台及未來研究之參考。
This study adopts the questionnaire survey method and takes LINE and Facebook users as the research objects. A total of 320 questionnaires and 280 valid questionnaires are distributed. Among them, 203 people have purchased goods on the Facebook website. Therefore, the analysis questionnaire is 203, based on SPSS-25 Statistical analysis of the version, the conclusion of the discussion is as follows:1.Age and information quality, product information, and emotional value have significantly different influence relationships. Among them, consumers over 60 years of age pay more attention to the emotional value of products than consumers of 40-49 years old.2. There is a significant difference between education and seller response information. Among them, high school (vocational) consumers pay more attention to website seller response information than college or university consumers.3. There is a significant relationship between website information quality and consumers' perceived risk, perceived value, and online reputation.4. There is a significant relationship between consumers' perceived risk, perceived value, online word of mouth, and purchase intention.5. Taking consumer perception risk, Internet word-of-mouth, and perceived value as intermediary variables, there is a partial intermediary between information quality and purchase intention; among them, perceptual value affects consumers more obviously.6. Internet word-of-mouth will interfere with the relationship between Internet information quality and consumer perceived value.7. According to the above analysis, when online consumers are attracted by the influence of Facebook website videos, pictures, texts, etc., when consumers feel the risk of the website exists, and when there is Internet word-of-mouth interference, it is for consumers to purchase intentions Not high; on the other hand, when consumers feel the value of the goods on the website, they will increase their willingness to buy. When there is Internet word-of-mouth interference, it will increase consumers' perception of the value of the goods for consumers, which will affect subsequent purchase behavior. Finally, based on the research results, it is suggested that the Facebook website can add consumer trading platforms and merchant websites to be evaluated by online consumers, so that consumers can choose good merchants, so as to provide a social platform and reference for future research. |
