The Study of Repurchasing Behavior of Social Commerce with Trust - A Community Fan Page in Taiwan

Abstract

With the rapid growth of the Internet relevant research on social commerce is an emerging topic of discussion in the past decade such as Facebook fan pages and Sina Weibo sales businesses Social commerce refers to the activities on the Internet platform by users in the social environment or related activities that are affected by others The activities include demand recognition pre-purchase middle- and post-purchase stages With the rapid spread of social media fresh products can be used to achieve effective sales channels through social commerce to avoid the destruction of commodities due to characteristics such as perishability seasonality and timeliness In this study we will use the Stimulus-Organism-Response (SOR) model to explore how interactions feedback and recommendations (S in SOR) between Facebook fan pages and consumers can affect individual trust in businesses (O in SOR) and how the resulting trust can change the consumer’s repurchase intension (R in SOR) The analysis method is to distribute surveys through the online platform and collect 412 valid questionnaires from Facebook users for structural equation modeling (SEM) analysis to obtain acceptable reliability and validity The conclusion of this study found that the recommendation and feedback in the technical characteristics effectively support the positive development that affects trust and consumers' willingness to repurchase is positively affected by the recommendation behavior Finally this study discusses the theory and management significance

Date of Award	2020
Original language	English
Supervisor	Tai-Yue Wang (Supervisor)