Barutcu & Tomas(2013)認為愈來愈多企業開始運用Facebook、Twitter and YouTube等社群媒體與目標客群做溝通、建立品牌參與度。Ananda, Hernández-García , & Lamberti(2016)指出企業使用社群媒體行銷活動的策略，能夠影響消費者的行為。而消費者對社群媒體平台上的行銷活動內容，將會採取中央或周圍路徑去思考，最終展現出購買行為或是對該品牌、商品產生信任感。
本研究以台灣自創網路服飾新品牌PAZZO為個案，探討PAZZO積極地運用社群媒體平台執行行銷活動的過程中，是否會影響消費者的購買意願及信任，然而消費者在觀察到PAZZO在社群媒體平台所提供的資訊內容之後，可能偏好中央或周圍思考路徑，這是否會進而對其購買意願及信任有不同的影響。綜合上述，本研究針對PAZZO社群媒體行銷活動內容對其消費者購買意願、信任之影響，以及訊息論點品質可能產生的調節作用進行探討。
本問卷採用立意抽樣的方式進行調查，最終收回300份有效問卷，並以敘述性分析、項目分析、信度分析、探索性因素分析、迴歸分析、層級迴歸分析、T檢定以及變異數分析來驗證各研究假說，結果如下：
1.	社群媒體行銷對消費者購買意願有正向顯著影響。
2.	社群媒體行銷對消費者信任有正向顯著影響。
3.	訊息論點品質在社群媒體行銷對消費者購買意願之影響上無顯著調節作用。
4.	中央路徑在社群媒體行銷對消費者購買意願無顯著調節作用。
5.	周圍路徑在社群媒體行銷對消費者購買意願無顯著調節作用。
6.	訊息論點品質在社群媒體行銷對消費者信任有顯著調節作用。
7.	中央路徑在社群媒體行銷對消費者信任有正向顯著調節作用。
8.	周圍路徑在社群媒體行銷對消費者信任無正向顯著調節作用。
9.	不同的人口變項的消費者在社群媒體行銷、訊息論點品質、購買意願、消費者信任上有部分顯著差異。
   最後本研究提供一些管理應用觀點給企業管理者與行銷單位作為參考，包括應強化社群媒體行銷之功能，如此可有效提升消費者之購買意願與信任感；又如強化中央路徑之訊息提供，亦可提升消費者之信任感。綜合而言，期望管理者善用社群媒體行銷活動與中央路徑之訊息，以在如PAZZO此類快速流通的服飾品牌市場上能締造佳績，擴大市場獲利。

Barutcu & Tomas (2013) believes that more and more companies are using social media such as Facebook, Twitter and YouTube to communicate with target cunsumer and build brand participantion. Ananda, Hernández-García, & Lamberti (2016) pointed out that companies' strategies of using social media for marketing can influence consumer behaviors.
     This study is based on Taiwanese new online clothing brand PAZZO. It will explore whether PAZZO will influence consumers' willingness to purchase intentions and trust in the process of actively using social media platforms to execute marketing activities. However, after observing the information content provided by PAZZO on the social media platform, consumers will have different influences on their purchase intention and trust after taking the central or peripheral thinking path. Based on the above, this study explores the possible role of the PAZZO social media marketing activities on their purchase intentions, trust, and the quality of the message arguments.
     This questionnaire was conducted by means of purpose sampling. Finally, there are 300 valid questionnaires were collected. And by implementing descriptive analysis, item analysis, reliability analysis, exploratory factor analysis, regression analysis, hierarchical regression analysis, t-test and ANOVA, the result of this study can be concluded as the following:
1.	There is a significantly positive influence on consumers’ purchase intention by social media marketing.
2.	There is significantly positive influence on consumers’ trust by social media marketing.
3.	There is no moderating effect of ELM on the influence coming from social media marketing on consumers’ purchase intention.
4.	There is no moderating effect of central route on the influence coming from social media marketing on consumers’ purchase intention.
5.	There is no moderating effect of peripheral route on the influence coming from social media marketing on consumers’ purchase intention.
6.	There is a partial moderating effect of ELM on the influence on consumers’ trust coming from social media marketing.
7.	There is a positive moderating effect of central route on the influence on consumers’ trust coming from social media marketing.
8.	There is no moderating effect of peripheral route on the influence on consumers’ trust coming from social media marketing.
9.	There are partial significant differences on social media marketing activities, purchase intentions, trust, and the quality of the message arguments by some demographic variables.
     Finally, this study provides some management application perspectives for business managers and marketing units. They have to strengthen the function of social media marketing, so that it can enhance consumers’ purchase intention and trust, and furthermore if they strengthened the providing messages of central route, it can also enhance the trust of consumers. Above all, it is expected that managers will make good use of social media marketing activities and central route information. In this way, managers can achieve great results in the fast-distributing apparel brand market like PAZZO and expand the market profit.

目錄	I
表目錄	III
圖目錄	V
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	8
第三節 研究流程	9
第二章 文獻探討	10
第一節 社群媒體行銷活動之定義與相關研究	10
第二節 購買意願之定義與相關研究	15
第三節 訊息論點品質之定義與相關研究	19
第四節 消費者信任度之定義與相關研究	23
第五節 各變項之間的相關研究	26
第三章 研究方法	29
第一節 研究架構	29
第二節 研究假設	30
第三節 研究工具	31
第四節 研究對象與範圍	37
第五節 資料分析	37
第四章 研究結果	39
第一節 問卷回收與樣本資料分析	39
第二節 項目分析、信度分析與因素分析	43
第三節 研究假設驗證	54
第四節 不同人口統計變項在各變項之差異分析	70
第五節 假設驗證及人口統計變項結果彙整	86
第五章 研究結論、討論及建議	91
第一節 研究結論與討論	91
第二節 管理意涵	93
第三節 研究限制及未來研究建議	94
參考文獻	96
附錄 問卷	105
表⽬錄
表3-1 本研究整理之社群媒體⾏銷衡量⼯具 32
表3-2 本研究整理之購買意願衡量⼯具33
表3-3 本研究整理之訊息論點品質衡量⼯具 34
表3-4 本研究整理之消費者信任衡量⼯具 36
表4-1 本研究整理之樣本資料次數分配表41
表4-2 本研究整理之項⽬分析表44
表4-3 本研究整理之各構⾯Cronbach’s a值45
表4-4 本研究整理之各構⾯KMO 值與Bartlett 球形檢定48
表4-5 社群媒體⾏銷之因素分析與信度分析 49
表4-6 購買意願之因素分析與信度分析51
表4-7 訊息論點品質之因素分析與信度分析52
表4-8 消費者信任之因素分析與信度分析53
表4-9 各變項之相關係數表54
表4-10 各變項與⼈⼝統計變項之間之相關係數表55
表4-11 社群媒體⾏銷對購買意願之迴歸分析表56
表4-12 社群媒體⾏銷對信任之迴歸分析表57
表4-13 訊息論點品質在社群媒體⾏銷對購買意願影響之調節作⽤分析表 59
表4-14 中央路徑在社群媒體⾏銷對購買意願影響之調節作⽤分析表61
表4-15 周圍路徑在社群媒體⾏銷對購買意願影響之調節作⽤分析表63
表4-16 訊息論點品質在社群媒體⾏銷對消費者信任影響之調節作⽤分析表 65
表4-17 中央路徑在社群媒體⾏銷對消費者信任影響之調節作⽤分析表67
表4-18 周圍路徑在社群媒體⾏銷對消費者信任影響之調節作⽤分析表69
表4-19 不同性別者在各變項之差異分析70
表4-20 不同年齡在各變項之差異分析71
表4-21 不同教育程度在各變項之差異分析72
表4-22 不同職業在各變項之差異分析74
表4-23 不同居住地在各變項之差異分析76
表4-24 不同每⽉所得薪資在各變項之差異分析77
表4-25 哪個社群媒體平台得知PAZZO 此題項在各變項之差異分析79
表4-26 是否曾經購買過PAZZO 商品此題項在各變項之差異分析 81
表4-27 ⼀次在PAZZO 購買商品的價格此題項在各變項之差異分析82
表4-28 購買PAZZO 商品的時間距今此題項在各變項之差異分析84
表4-29 假設驗證結果彙整表86
表4-30 ⼈⼝變項對各研究變項之結果彙整表87
圖⽬錄
圖1-1 2010 年⾄2012 年研究消費者對網路評論的信任度5
圖1-2 本研究流程圖9
圖2 購買決策過程15
圖3 本研究架構圖29

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