在社交穿透性強的現代，臉書上的電子商務也跟著愈來愈受歡迎。消費者在使用臉書時，除了會加入某些已經有相當知名度的品牌的粉絲團，也會加入許多不同的線上購物社團。然而，有關於這些線上購物社團的消費傾向的研究並不多。臉書上的消費者的購物經驗，能夠解釋為什麼有愈來愈多的消費者在社交網路上購物的傾向。

本研究的模型主要在闡釋臉書上購物社團的消費者經驗、信賴程度和參與程度間的關係，還有消費者在購物社團消費的傾向。研究總共收集了224位臉書帳號的購物者樣本，以這些樣本所收集的資料來解釋不同因素間的關係。使用偏最小平方法(PLS)分析來測試研究模型。

研究的結果說明了在臉書購物社團的信賴程度影響購物行為的重要性。特別是，在購物社團裡參與程度愈多，會增加信賴程度，進而影響社團帳號的購物傾向。全面性的分析結果證實了研究模型在理論上及管理上的假設。

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.

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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