Virtual Goods Shopping Behavior of Social Networking Sites'' Members

• Main Authors: Yu-ting Huang, 黃煜庭
• Other Authors: Echo Huang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/28351211799172083918

碩士 === 國立高雄第一科技大學 === 企業電子化研究所 === 100 === Due to the development of virtual community, we start to pay more attention on invisible value which cause a big revolution in economic. For gaining more profit, lots of companies transform their hardware products into virtual goods and think that how to provide more innovative service for web users. A recent research has found that transaction amount of virtual goods is in Asia, and an important issue came up that what could we do to cause users’ purchase intention of virtual goods. Former research discussed about purchase intention from user view point or game rules to realize consumers’ behaviors in MMORPG(Massive Multiplayer Online Role-Playing Game), however, there’s not so many research focused on social networking sites. Therefore, this study used the SOR model to discuss SNSs stimulation on members’ emotion and purchase intention of virtual goods. This study collected 215 effective questionnaires from the Internet and use SPSS 17, Amos 18 to test the hypotheses, the research found that: (1) Interactivity and identification of SNSs positively influenced trust and flow of SNSs members. (2) Trust and flow of SNSs members positively influenced purchase intention.