| Summary: | 碩士 === 國立彰化師範大學 === 資訊管理學系所 === 105 === With the rapid development of internet, consumer buying behavior has shifted to Internet purchasing, creating an e-commerce boom. E-commerce, combined with social media and social network sites, has become a new business community: social commerce. The emergence of social commerce has resulted in the empowerment of users, as the Internet, and specifically Web 2.0, has transferred power from sellers to buyers. Through social commerce relationships, firms can enhance the purchase intention of consumers.
Our study used online questionnaires to collect data. A total of 414 valid samples were collected. SmartPLS was used to analyze the data. We find that (1) recommendations have a positive effect on satisfaction; (2) ratings and reviews have a positive effect on satisfaction and trust; (3) social support has a positive effect on satisfaction and trust; (4) satisfaction has a positive effect on trust and belonging; and (5) trust and belonging have a positive effect on purchase intention. Recommendations do not appear to have a positive effect on trust, satisfaction does not have a positive effect on purchase intention, and trust does not have a positive effect on belonging.
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