近年來電商平台經營隨著流量紅利的消逝，投入線上經營的品牌電商愈來愈多，網站導流與新客獲客的廣告成本日益升高，為因應這樣的局勢，社群電商以社群結合電商功能的新型態服務逐漸蓬勃發展。衍伸出使用社群媒體做為媒介，並以低成本、讓利的行銷策略來獲取新客與網站流量，藉由熱愛推薦的種子客戶去做推薦、分享甚至揪團，讓電商平台創造更多流量，這樣社交裂變的行銷方式逐漸成為品牌電商品牌獲客的新解方，也成為未來電商平台經營的決勝關鍵。
本研究為探討新型態消費者對一站式品牌社群電商平台的購買意願，設計線上實驗法的方式，以推敲可能性理論為研究模型，透過品牌網站提供的網頁產品內容豐富度代表論點品質(高/低)和來源可信度(親友口碑/網紅證言)等資訊來源共分為四組實驗組別，並加上社群活動中的涉入活動，模擬不同使用情境，來了解與推導產生品牌信任與購買意願的思考與決策歷程以及四種情境設定的結果分析。
研究結果驗證，新型態社群電商平台的訊息來源不會顯著影響消費者對品牌信任，但品牌信任度對購買意願兩者則有顯著的正向影響。而來源可信度中的親友口碑對品牌信任會高於網紅推薦的推導則獲得支持。潛在消費者透過涉入的參與行為中會帶動購買意願。最後，本研究也提出理論及實務意涵之建議，期望對未來相關研究以及領域發展都能有所貢獻。

This study explores the purchase intention of these new types of customers towards brands’ social commerce platforms. Online experimentation and the elaboration likelihood model are used as the research model. The argument quality (high/low) of the product content provided by the brand website and the reliability of the information source (word-of-mouth from friends and family/Internet celebrity testimony) is divided into four experiment groups. Activities with which the communities are involved are used with these four experiment groups to simulate different use scenarios. The objective is to understand the thinking and decision process associated with brand trust and willingness to make purchases during product promotion, and to analyze the results of the four scenarios.
The research results show that messages from the new type of social commerce platforms have a significant positive impact on consumer willingness to make purchases. Regarding information source reliability, information from friends/family word-of-mouth is perceived as more reliable than recommendations from Internet celebrities. Concerning participation by potential consumers, group purchases increase consumer willingness to make purchases. However, consumer review, community interaction, and sharing in communities do not have a significant interference effect on brand trust and willingness to make purchases. Finally, this study also provides theoretical and practical recommendations to contribute to future studies and development in the field.

論文審定書 i
摘 要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究方法與流程 6
第二章 文獻探討 7
第一節 推敲可能模式(Elaboration Likelihood Model) 7
一、中央路徑（Central Route） 11
二、周邊路徑（Peripheral Route） 11
三、涉入程度（Involvement） 12
四、論點品質 (Argument Strength) 13
五、來源可信度（Source Credibility） 13
第二節 社群電商 (Social Commerce) 14
第三節 品牌信任（Brand Trust） 16
第四節 購買意願（Purchase Intention） 17
第三章 研究方法 18
第一節 研究模型 18
第二節 研究假說 20
第三節 操作型定義 23
第四節 研究設計 24
一、研究對象 24
二、實驗情境與問卷設計 25
三、問卷設計 27
四、前測與資料蒐集 32
第四章 資料分析 33
第一節 樣本基本資料分析 33
第二節 衡量模型 35
一、信度分析(Reliability) 36
二、收斂效度分析(Convergent Validity) 38
三、區別效度分析(Discriminant Validity) 40
四、共線性分析(Multicollinearity) 42
五、共同方法偏誤(Common Method Bias) 43
第三節 結構模型與假說驗證 47
第五章 結論與建議 53
第一節 研究結果與建議 53
第二節 理論與實務意涵 55
一、研究理論面向 55
二、研究實務意涵 55
第三節 研究限制與未來研究方向 56
參考文獻 57
附錄:本研究正式問卷 65

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