台灣政府近來推動的新南向政策更驅使台灣經濟的動態發展，東南亞國家-特別是這個政策-為公司開闢出新的市場，增加外籍移工與海外人才的工作機會。因此，創新的商業模式不斷被提出，以吸引這些非台灣人進駐。此研究的目的是測量個人意圖進行社交商務的因子，以在台灣的印尼移工為受試樣本，用便利抽樣將網路問卷發給超過800名，共回收有效樣本206份。使用PLS 2.0 分析行為意圖與自變項(期望績效、期望努力程度、社會影響、便利條件)之間的相關，結果支持了我們的研究模型，確定Construct Attitude towards Technology是我們新的自變項，並對未來繼續研究的機會與管理意涵做討論。

Taiwanese government’s New Southbound Policy has driven Taiwan’s local business to become more dynamic. The expansion to South Eastern Asian countries – which is the main focus in this policy – creates new market for the firms and numerous job opportunities for immigrants and overseas talents. Hence new innovative business models have constantly proposed to attract non-Taiwanese to partake in this vibrant area. The purpose of this study is measuring contributing factors of individual’s intention doing social commerce. With Indonesian immigrants as the major target audience, the survey was distributed to over 800 individuals in Taiwan through convenience sampling. 206 participants are considered to be effective respondents and being included in the analysis. Smart PLS 2.0 is used to analyze the data and helps to interpret the correlation between behavioral intention to its independent variables which are performance expectancy, effort expectancy, social influence, facilitating conditions. The results obtained through analysis supported our research model. Construct Attitude towards Technology is confirmed to be the new dependent variable. This study also covered managerial implications which open the opportunity for future studies.

CHAPTER 1 INTRODUCTION 1
1.1 Background and Research Motivation 1
1.2 Research Questions 3
1.3 Expected Contribution 3
CHAPTER 2 LITERATURE REVIEW 5
2.1 Social Commerce 5
2.2 The proposed business model for Indonesian immigrants in Taiwan 7
2.3 Technology Adoption 9
2.3.1 Previous Theories 9
2.3.2 Unified Theory of Acceptance and Use of Technology (UTAUT) 9
2.4 Perceived Risk 12
CHAPTER 3 RESEARCH METHODOLOGY AND HYPOTHESES 16
3.1 Research Design 16
3.1.1 Questionnaire Design 16
3.1.2 Validation and Translation Process 17
3.1.3 Sampling 18
3.2 Research Hypotheses 20
3.3 Research Model 26
3.4 Peer Debriefing 27
CHAPTER 4 RESULTS AND DISCUSSION 28
4.1 Data Analysis 28
4.2 Participants (Population Distribution) 28
4.3 Reliability and Validity 30
4.4 Structural Model 35
CHAPTER 5 IMPLICATIONS FOR THEORY AND PRACTICE 39
5.1 Implications for Theory 39
5.2 Managerial Implications 39
CHAPTER 6 CONCLUSION 43
6.1 Key Limitations and Suggestions for Future Studies 43
6.2 Conclusion 45
REFERENCES 46
APPENDIX 50
Appendix A Final Questionnaire in Indonesian 50
Appendix B Survey Items and Demographics 56

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