臉書線上購買行為的比較—以台灣和馬來西亞為例

Abstract

基於社群網路的連接與黏著性，人們越來越習慣每天造訪臉書，而這也造成臉書成為擁有全世界最高流量的入口網站之一。基於臉書的普及化，這也吸引了許多賣家紛紛在臉書開設店家。根據學生在台灣求學的經驗，馬來西亞的同學在臉書購買的次數明顯高於台灣同學，是什麽原因造成這個現象呢？ 本研究以關係品質模式（Relationship Quality Model）為主架構，加入個人使用的因素，建立整體研究模型。本研究以馬來西亞和台灣具有臉書商務使用經驗者為研究對象，透過網路平台收集樣本資料，總計回收了200份有效問卷。本研究使用結構方程模式（SEM）來做進一步的假設檢定，並歸納出研究結論及建議。

Due to the linking and adhesion in social networks, people are usually getting to visit Facebook day by day, and this causes Facebook to become one of the world’s web portal with the highest traffic. Due to the high popularity of Facebook, this will attract sellers to open stores on Facebook. According to the experience of student studying in Taiwan, it is clear that the purchase frequency of Malaysian students through Facebook is significantly higher than the purchase frequency of Taiwanese students through Facebook, what causes this phenomenon? In this study, a model based on Relationship Quality Model is built, with personal behavior as a factor. This study is targeted to users from Malaysia and Taiwan who had experience on Facebook Commerce, and totally 200 valid sample data collected through the online platform. Moreover, these sample data are executed through the statistical analysis by the SEM model. Finally, the conclusion and suggestions are provided.