隨著網際網路的蓬勃發展許多服務應運而生，進而產生許多營利的策略。本研究從社群影響力的角度出發，目的是了解不同社群影響力的效果，進而探討推力和拉力的交互影響。結合購買意圖理論和目標-行為理論，蒐集了467份資料。結果包含(1)認同感不會影響壓力 (2)壓力不會影響需求。本研究的貢獻為擴展 Warshaw之理論至手機遊戲的情境中。

With Internet become more and more popular, there are many new service be published. There are many strategies to earn profit from market, and this study focus on perspective of social influence. The purpose of this research is to understand the effect on different social influence, and further, understand how the pull (desire) and push (pressure) interaction. This research combined Purchase Intension Model and Model of Goal-Behavior. Data collected from 467 users were analyzed using Partial Least Squares (PLS) approach. The result of this study includes: (1) Identification has no impact on pressure. (2) Pressure has no impact on needs. The contribution of this research is to extend Warshaw’s model under mobile game context.

CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research Purpose 2
CHAPTER 2 THEORETICAL FOUNDATION 5
2.1 Purchase intention model 8
2.2 Model of Goal-Directed Behavior 11
2.3 Social Influence 13
CHAPTER 3 RESEARCH MODEL AND HYPOTHESES DEVELOPMENT 15
3.1 Affordability 16
3.2 Accessibility 17
3.3 Needs 17
3.4 Pressure 19
3.5 Desire 19
3.6 Attitude 20
3.7 Emotion 21
3.8 Compliance 21
3.9 Identification 23
3.10 Internalization 24
CHAPTER 4 RESEARCH DESIGN 26
4.1 Measurement 26
4.2 Sampling and Data Collection 30
CHAPTER 5 DATA ANALYSIS 32
5.1 Demographic Analysis 32
5.2 Measurement Validation 33
5.2.1 Reliability and Validity 33
5.2.2 Common method variance 39
5.3 Hypotheses Testing 44
5.4 Discussion 46
CHAPTER 6 CONCLUSION 49
6.1 Contribution for Theory and Research 49
6.2 Contribution for Practice 50
6.3 Limitations and Future Research 51
REFERENCE 52
APPENDIX 61

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