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|Type of Document
||The Impacts of Social Commerce Design Model on Purchase Intention-A Case of Facebook President Starbucks Fan Page|
|Date of Defense
Social Commerce Design Model
||The social media marketing has been considered as important marketing strategies for enterprises in recent years. Facebook has been announced that the number of active Facebook users in Taiwan reached 15 million per month in the 2013, representing a roughly 65 percent penetration rate of the country’s population. Furthermore, the number of daily users in Taiwan also reached 11 million. According to the Facebook data, the Facebook is the platform that many users must visit every day which means people bring business. |
This study uses Facebook President Starbucks Fan Page as an example and the constructs a research mode based on the social commerce design model.
This study will discuss the platform design features that adopting members of Facebook President Starbucks Fan Page makes on purchase intention. Moreover, this study result will provide a valuable reference for business managers who are implementing Facebook President Starbucks Fan Page.
In this research study was analyzed by using Regression analysis and used Online-survey as a data collection tool. Subjects were members of Facebook President Starbucks Fan Page and the 351 valid copies got recovered. There are 4 hypothesis in this study. The main results are as followings:
(1) Individual has statistically significant effect with conversation.
(2) Conversation has statistically significant effect with community.
(3) Individual has statistically significant effect with community.
(4) Individual, conversation and community have statistically significant effect with purchase intention.
||Iuan-yuan Lu - chair|
Hsien-tang Tsai - co-chair
Tsuang Kuo - advisor
Indicate in-campus at 5 year and off-campus access at 5 year.|
|Date of Submission