網路口碑、社群認同與知覺利益對網購意願之影響：以台灣區Facebook粉絲專頁為例

隨著網際網路的發展，網路社群網站在消費者線上購物行為中扮演逐漸重要的角色。本研究檢測消費者在網購時，網路口碑、知覺利益與社群認同對網購意願之影響力，透過文獻探討設計問卷量表並採用迴歸分析進行驗證，經由420個Facebook的網路購物者，得知網路口碑與知覺利益對網購意願有顯著正向影響，其次網路口碑會透過知覺利益、社群認同影響網購意願。此外，社群認同會干擾網路口碑對網購意願的影響效果。研究顯示在網購中透過網路口碑的提昇、知覺利益與社群認同的建立，以引導網購意願有其必要性。本研究試圖發掘在社群網站中網購意願之影響因素，以提供實務上之建議。

Following the development of internet, the internet community website has played an increasingly important role in consumers’ online shopping behavior. The study examines the influence of online word-of-mouth, perceived benefits, and community identification on online purchase intentions when consumers engage in online shopping. This study designs questionnaire scale through literature review, and adopts regression analysis to investigate 420 Facebook online shoppers to test our model. The results indicate that online word-of-mouth and perceived benefits have significantly positive effects on online purchase intentions, and online word-of-mouth affects online purchase intentions via perceived benefits and community identification. Besides, community identification has a moderating effect on the relationship between online word-of-mouth and online purchase intentions. Hence, it is necessary to enhance online word-of-mouth, and build perceived benefits and community identification to bring online purchase intentions. This study attempts to find out the influence factors on online purchase intentions in online community to provide some practical suggestions for making effective strategies.