行動商務時代下虛擬社群網站之粉絲團的關係強度、知覺風險與商品購買意願間關係之研究

The Impact of Relationship Intensity among Facebook Users on Perceived Risk, And Purchase Intention of Products in a Virtual Community in the Mobile Commerce Time

近幾年來，民眾普遍常用的虛擬社群網站「臉書 （Facebook） 」已成為許多消費者與企業行動上網的首選，虛擬社群的成員更透過行動上網裝置在臉書上溝通與連結，使彼此間的關係更加緊密，使得參與活動的程度與向心力也大幅提升。本研究針對臉書成員在粉絲專頁與其他成員的互動和聯繫，以知覺風險作為中介變數，探討交易型虛擬社群三種關係強度面向（凝聚力、互動性、集中度）對成員在粉絲專頁中購買意願的影響效果。本研究透過問卷，取得398份有效問卷並進行分析，結果發現：（1） 交易型虛擬社群的凝聚力對知覺風險呈現負向相關；（2） 交易型虛擬社群的互動性對知覺風險呈現負向相關；（3） 交易型虛擬社群的集中度對知覺風險呈現負向相關；（4） 知覺風險對購買意願呈現負向相關；（5） 知覺風險在交易型虛擬社群與購買意願之間具有中介效果。

Recently, a virtual community named “Facebook” becomes popular as consumers and managers on the internet through mobile devices. Communications and connections on Facebook through mobile devices have tighten people’s relationships and improved participations of online campaigns. This study focused on investigating the relationships among relationship contents in transactional virtual community (cohesion, interaction, and focus), perceived risk, and purchase intention of products/ services on a Facebook fans page. 398 valid questionnaires were collected from a online survey and results showed that (a) cohesion of a transactional virtual community had a negative relationship with users’ perceived risk; (b) interaction of a transactional virtual community had a negative relationship with users’ perceived risk; (c) focus of a transactional virtual community had a negative relationship with users’ perceived risk; (d) users’ perceived risk had a negative relationship with purchase intention; (e) perceived risk played a mediating role between relationship contents in transactional virtual community and purchase intention.