| Summary: | 碩士 === 國立成功大學 === 企業管理學系 === 103 === Recent year, cosmetic and body care market in Taiwan is growing smoothly, and more and more male start to care about facial care. The potential market is promising. According to the survey, people usually get cosmetic information through online communities. Therefore, the objective of my study is to analyze what factors would affect the willingness to share knowledge or comments. And I take Urcosme as object of study. This study adopt descriptive statistics, factor analysis, reliability analysis, regression analysis and ANOVA.
The results showed that ease of communication and expectancy motivation would not influence share willingness. But in order to build relationship with other members, have confidence in what his/ her shares, quality control or status in community. Even because of the attachment of communities. Members would be willing to share. According to the results, the most important factors are instrumental, efficacy, quality control, status motivation and involvement.
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