相似的人在臉書上發佈的遊記溝通效果較好──涉入與社交情境的調節效果

Enhanced Communication Effect of Travel Notes Similar Facebook Users Post--Involvement and Social Context as Moderators

本研究共進行兩個2×2的因子設計，分別探討Facebook發文者來源相似性與涉入程度，以及Facebook發文者來源相似性與社交情境對購買意圖的影響。研究結果如下：（1）來源相似性高組的購買意圖顯著高於來源相似性低組。（2）高涉入組的購買意圖顯著高於低涉入組。（3）來源相似性和涉入程度對購買意圖有顯著的交互作用，亦即高涉入時，來源相似性對購買意圖無顯著影響，而低涉入時，來源相似性高組的購買意圖顯著大於來源相似性低組。（4）來源相似性和社交情境對購買意圖有顯著的交互作用，亦即在離線的情況下，來源相似性高組的購買意圖顯著大於來源相似性低組，而在線上的情況下，來源相似性對購買意圖無顯著影響。

The study conducted two 2×2 factorial designs to investigate the effect of resource similarity and level of involvement of Facebook users on purchase intention and the effect of resource similarity and social context of Facebook users on purchase intention. The results are presented below. First, the purchase intention of high resource similarity is significantly greater. Second, the purchase intention of high-involvement is significantly greater. Third, resource similarity and involvement level have a significant interactive effect on purchase intention. Essentially, for high involvement level, resource similarity has no significant effect on purchase intention, while for low involvement level, the purchase intention of high resource similarity is significantly greater. Fourth, resource similarity and social context have a significant interactive effect on purchase intention. Essentially, in the offline context, the purchase intention of highly similar Facebook users is significantly greater, while in the online context, resource similarity has no significant effect on purchase intention.