社群網站的資訊豐富度與品牌知名度對消費者購買意願之影響

A Study of Analyzing the Impact of Information Richness and Brand Awareness on Purchase Intention

陳信宏(Shin-Horng Chen)；林志鴻(Chih-Hung Lin)；馮秋蓉(Chiu-Jung Feng)

社群網站 ； 臉書 ； 資訊豐富度 ； 品牌知名度 ； 購買意願 ； community website ； Facebook ； information richness ； brand awareness ； purchase intention

Electronic Commerce Studies

17卷1期（2019 / 03 / 31）

53 - 83

繁體中文

近十年來，社群網站特別是臉書的快速崛起與發展，讓採取傳統行銷模式的實體店家紛紛開始轉型，以至於如何在網路上利用臉書的協助以取得商機，已是許多實體店家的重要課題。為此，本論文之研究目的在於分析：當業者利用臉書銷售產品時，網站內容的資訊豐富度，以及網站的品牌知名度對於消費者的購買意願是否有所影響？本研究採取準實驗法之方式，以真實店家所經營之臉書社群網站為研究情境，於實驗過程中，對看過網站內容的消費者進行問卷調查，並以SPSS統計分析軟體進行量化資料分析。由分析結果得知，店家之臉書社群網站的資訊豐富度與品牌知名度對消費者的購買意願具有顯著影響。同時，品牌知名度對於網站之資訊豐富度與消費者的購買意願之間，亦存在中介效果。本研究之分析結果可提供業者在制定網路行銷策略之參考。

With the blooming development of networks and social media, the marketing strategy has changed. It is important for companies to get more commercial opportunities on Internet. The study analyzes the influence of information richness and brand awareness on purchase intention on Facebook website. The quasi-experimental design is used to get the feedback from questionnaire with actual conditions on Facebook. The results are analyzed with SPSS. The conclusion of the research is information richness and the brand awareness have positive impact on purchase intention of customers. Moreover, the brand awareness also has mediation effect on it. The results of the research could be considered as a reference to formulate the marketing strategy for companies.

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