| Summary: | 碩士 === 輔仁大學 === 資訊管理學系 === 100 === With the emergence of social networking sites, social commerce has become popular and important. We investigate the factors affecting consumers’ purchase intention in social commerce, and analyze the effect of electronic word-of-mouth, marketing mix and community characteristics affects consumers' perceived value, which on their purchase intention. In addition, this study will clarify if different social media categories have different effects on consumers' perceived value. We examine the proposed research framework by conducting an empirical survey of 349 valid samples, use PLS to validate the model and the result shows that electronic word-of-mouth, marketing mix, and community characteristics such as informativeness and social identity have positive and significant impacts on the consumer's perceived value. The level of social presence and self-disclosure also affect the perceived value. This study can be beneficial for enterprises engaged in the social commerce.
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