社交欲望與商務欲望對個人社交商務使用意圖的影響：多重社會影響路徑的觀點

The Influences of Social Desire and Commercial Desire on Social Commerce Intention: A Multiple Routes for Social Influence Perspective

近年來，社交網絡平台已開始嘗試提供商 務服務，轉型至社交商務平台。其最主要的目 的在於期望透過社會影響來改變消費者的購 物決策。然而，社會影響在社交商務中的角色 並不明確。亦鮮少有研究探討不同社會影響對 個人之社交欲望與商務欲望的可能影響。本研 究主要的目的在於以目標導向行為模式為基礎 ， 結合多重社會影響路徑的觀點，以 Facebook 為研究場域，探討主觀規範及社會認同如何影響 Facebook 使用者之社交與商務欲望，並進而了解不同欲望對社交商務使用意圖 的影響。本研究結果發現社會主觀規範及社會認同會正向影響Facebook使用者之社交欲望； 然而，僅有商務主觀規範會激發 Facebook 使用 者產生商務欲望，社會認同則無法提升個人的商務欲望。研究結果並揭露了相較於社交欲望， 商務欲望對 Facebook 使用者的社交商務使用 意圖有較大的影響力。最後則針對研究結果進 行討論與提出研究建議。

Recently, social networking sites have begun providing commercial services and transiting themselves to become a social commerce platform (SCP). The aim of SCP is to influence consumers’ purchase decision making process through social influence. However, the role of social influence on social commerce is unclear. Moreover, little research discusses the different effects of social influences on social desire and commercial desire. Based on Model of Goal-Directed Behaviour and multiple routes for social influence perspective, the aim of this study is to investigate the influence of subjective norm and social identity on social desire and commercial desire, as well as explore the impact of those two different types of desire on Facebook users’ social commerce intention. The results of this research revealed that social subjective norm and social identity significantly increase Facebook users’ social desire. However, only commercial subjective norm could evoke Facebook users’ commercial desire, rather than social identity. The results also showed that compared to social desire, commercial desire has more significant influence on Facebook users’ commercial intention. Finally, the discussions and suggestions were also proposed.