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博碩士論文 etd-0605115-132759 詳細資訊
Title page for etd-0605115-132759
Understanding Facebook Commerce Customer Experience
Year, semester
Number of pages
Advisory Committee
Po-Wen Jeng
Date of Exam
Date of Submission
social marketing, social commerce, purchase intention, consumer behavior, f-commerce
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The thesis/dissertation has been browsed 5791 times, has been downloaded 58 times.


Commerce on Facebook is constantly getting popular in the age of high social media penetration. Besides being fans of well-known brands, consumers already get used to be part of various shopping groups on Facebook. However, there is little research has been done on purchase intention on Facebook shopping groups. Indeed customer experiences on Facebook commerce can explain why growing number of customers prefer to make purchase in social networking sites.

The research model introduces the relationship among customer experience, trust, and involvement with Facebook shopping group and intention to make a purchase from Facebook shopping group. Sample consist of 224 active Facebook shoppers provides support for the relationships among constructs. Partial Least Square (PLS) analysis was used to test the proposed model.

The study outcome demonstrates the importance of trust in making purchase decision on Facebook shopping group. Furthermore, greater involvement with Facebook shopping group increases the level of trust that leads to purchase intention. Thorough analysis results in theoretical and managerial implications of research model.
目次 Table of Contents
Acknowledgements ii
論文摘要 iii
Abstract iv
List of Tables vii
Table of Figures viii
Abbreviations ix
Chapter 1 Introduction 1
1.1 Background 1
1.2 Research Problem and Questions 3
1.3 Research Justification 4
1.4 Thesis Overview 6
Chapter 2 Theoretical Foundations and Model Development 8
2.1 Introduction 8
2.1 Social Commerce 8
2.1.1 Social Commerce Trends 8
2.1.2 Social Shopping 10
2.1.3 F-commerce 11
2.2 Purchase Intention 12
2.3 Trust in Social Commerce 13
2.4 Motivation Theories 15
2.5 Customer Experience in Online Environments 17
2.6 Conceptual Model and Research Questions 20
2.6.1 Cognitive Experiential State (CES) 20
2.6.2 Affective Experiential State (AES) 21
2.6.3 Involvement with Facebook shopping group 22
2.7 Conceptual Model and Research Question 23
2.6.1 Cognitive Experiential State (CES) 24
2.6.2 Affective Experiential State (AES) 25
2.6.3 Influence of Trust on Purchase Intention 25
2.6.4 The effect of Customer Experience in Facebook Shopping Group on Purchase Intention 26
2.6.5 Construct Measures 28
2.7 Chapter Conclusion 31
Chapter 3. Research Methodology and Design 33
3.1 Introduction 33
3.2 Adapted Methodology 33
3.3 Instrument Design 34
3.4 Data Collection 36
3.4.1 Instruments 36
3.4.2 Sample Data 37
3.5 Chapter Conclusion 37
Chapter 4. Data Analysis and Findings 39
4.1 Introduction 39
4.2 Data Analyses 39
4.3 Data Quality – Construct Validity and Reliability 40
4.4 Structural Equation Modeling (SEM) 43
4.5 Findings 44
Chapter 5. Discussion and Conclusions 50
5.1 Introduction 50
5.2 Discussion 50
5.3 Theoretical Contributions 53
5.4 Managerial Implications 55
5.5 Limitations and Future Research Directions 57
References 59
Appendix A 68
Appendix B 70
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