The Effects of Web Site Design and User Participation Perception on the E-Commerce of Social Networking Websites

• Main Authors: Feng-chi Chu, 朱峰麒
• Other Authors: Chyi Jaw
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/88049784392680278866

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 101 === The development of social networking services has given rise to a new e-commerce call social commerce and become an important platform in e‑commerce. To try to understand the user’s social interaction and social commerce intention in social networking services, we conducted an empirical study on Facebook to investigate how social factors such as social presence, social support and user engagement affect the user’s intention of future participation in social commerce. The results indicate that those factors have a decisive influence. According to the analysis, we found that social presence, social support and Web site aesthetics positively influence the user’s intention to use social commerce and to continue using a social networking site. These effects are found to be mediated by the user engagement between the user and the social networking services. In our findings not only help researchers explain why social commerce has become popular, but also benefit practitioners in developing better social commerce strategy.