隨著現今社群網路與社群媒體的發展，出現了新的電子商務模式。社群商務為一種結合社群網路的特性的新興電子商務模式。此研究將實驗情境鎖定於Facebook上的線上團購活動，目的在於希望可以透過社群因素，來探討其對衝動性購買時情感的影響；此研究結合價值理論模型以及S-O-R模型來探索在理性與感性在形成衝動性購買意圖過程中的綜效。
此研究結果包含：(1) 當關係好的朋友在Facebook上開團時，確實會激起使用者的情感反應。(2) 發現在感性與理性的互動過程中，感性確實會扭曲理性對認知成本到認知價值的影響，並且加強認知價值對衝動購買意圖的效果。

With the rapid development of social media and social network, there has emerged a new form of electronic commerce. Social commerce is a new mechanism of e-commerce combine with the characteristic of social network. Our study focused in the context of online group activity on Facebook. In this study, we want to explore the effect of social factors on impulse buying intention. Besides, we combined with value-based model and S-O-R model to find out the interaction between ration and emotion during generating impulse buying intention.
Followings are our research result we found. First, we found out that emotional reactions would be aroused when user see their friend with strong tie operate online group buying on Facebook. Second, the interaction between ration and emotion, we found out that emotion could decrease the effect of perceived cost on perceived value. Also, the emotional reactions would strengthen the effect of perceived value on impulse buying intention.

中文摘要 i
Abstract ii
Chapter1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation 5
1.3 Research Purpose 7
Chapter2. Literature Review 9
2.1 Impulse Buying 9
2.2 Social Media and Social Commerce 13
2.3 Tie Strength in Social Network Sites 16
2.4 Value-based model 17
Chapter3. Research Model and Hypothesis Development 20
3.1 Research Model 20
3.2 Hypothesis Development 24
3.2.1 Social Factor 24
3.2.2 Emotional Status 26
3.3 Control variables 28
3.4 Operation Definition 29
Chapter4. Research Methodology and Data Collection 31
4.1 Experimental Design and Process 31
4.2 Measurement 34
4.3 Experimental System and Scenario Design 39
4.3.1 Experimental System 39
4.3.2 Scenario Design 39
4.4 Incentive Mechanisms 41
4.5 Pilot Test 42
4.6 Data Collection 43
Chapter 5 Data Analysis 44
5.1 Manipulation Check 44
5.2 Demographic Statistics 45
5.3 Measurement Validation 48
5.3.1 Reliability and validity 48
5.3.2 Formative Construct Validation 52
5.3.3 Common method variance 53
5.4 Hypothesis Testing 56
5.4.1 Testing the main effect of social factors 57
5.4.2 Testing the main effect of emotional reactions 58
5.4.3 Testing the moderating effect of emotional reactions 59
5.5 Discussion 62
5.5.1 Comparing the social factors in each condition 62
5.5.2 Comparing the effect of emotional reactions on impulse buying intention 65
Chapter 6 Conclusion 70
6.1 Summary 70
6.2 Implication 72
6.2.1 Theoretical implication 72
6.2.2 Practical implication 73
6.3 Limitation 74
6.4 Future Research 74
Reference 76
Appendix 82

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[1] http://betabait.com/the-impulse-shopping-fact-sheet/

[2] http://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/