| Summary: | 碩士 === 國立臺北商業大學 === 企業管理系碩士班 === 105 === The purpose of this study is to explore the effecting factors of consumers' browsing and purchasing behavior on the mobile community, and to extend our research content in combination with the literature of service innovation and e-commerce. In the past, The purpose of the presupposition is divided into pertinence and exploration on the online consumer's behavior, and the perceived value of the browsing is divided into utility and exploration based on the presence or absence of the presupposition. The present study combines the important concepts of consumer behavior, such as the user experience into the study of influencing factors, these facets will promote the development of new type of services, leading to consumer behavior, to build an integrated research model.
In this study, there are 225 valid questionnaires for Taiwan users who used mobile phone community website. We used SmartPLS to analyze the structural equation model. As a result, a hypothetical search support hypothesis without presuppositions.Two studies have found that: (1) "Exploratory Browsing" will have a positive impact on "purchasing behavior" through and "service innovation" through perceived value. (2) "Targeted Browsing" will have a positive impact on Service Performance by the perceived utility value, and finally make recommendations to the academic and practical industry based on the findings.
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