| Summary: | 碩士 === 國立交通大學 === 資訊管理研究所 === 105 === Due to the linking and adhesion in social networks, people are usually getting to visit Facebook day by day, and this causes Facebook to become one of the world’s web portal with the highest traffic. Due to the high popularity of Facebook, this will attract sellers to open stores on Facebook. According to the experience of student studying in Taiwan, it is clear that the purchase frequency of Malaysian students through Facebook is significantly higher than the purchase frequency of Taiwanese students through Facebook, what causes this phenomenon?
In this study, a model based on Relationship Quality Model is built, with personal behavior as a factor. This study is targeted to users from Malaysia and Taiwan who had experience on Facebook Commerce, and totally 200 valid sample data collected through the online platform. Moreover, these sample data are executed through the statistical analysis by the SEM model. Finally, the conclusion and suggestions are provided.
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