隨著資訊科技、網際網路的蓬勃發展，社群媒體已然成為生活中的一部分，傳統行銷的方式已不能趕上網際網路上的汰換速度，企業該如何運用社群行銷有效的提升消費者之購買意願為現今一大課題。
   本研究欲探討社群行銷、社群網絡及購買意願三個變項之間及其各構面間的關係，再深入探究社群網絡在社群行銷與購買意願之間是否具有中介效果。
本研究採用 SPSS 為資料分析工具，總計回收 448 份問卷，扣除無效問卷 150 份，有效 問卷共 298 份。透過迴歸分析驗證，得到以下之結論:
一、社群行銷及其四個構面會正向影響社群網絡及其兩個構面。
二、社群網絡及其兩個構面會正向影響購買意願。
三、社群行銷及其四個構面會正向影響購買意願。
四、社群網絡及其兩個構面在社群行銷及其四個構面與購買意願間具有部分中介效果。

With the progress of science of technology, the fast development of internet, Social Media is a part of our lives, the way of traditional marketing can’t catch up with the speed of replacement on the internet. Nowadays, how to use Social Media to boost consumers’ Purchase Intention is one of the important lesson for enterprises.
  The main purpose of this study is to explore the relationship among Social Media Marketing, Social Networks, Purchase Intention, and all of their models. Besides, delve into Social Networks and it’s models have mediating effect 
between Social Media Marketing and Purchase Intention or not.
  This study uses SPSS as a tool for data analysis. 448 questionnaires were collected, collected 298 effective samples and 150 ineffective samples, the regression analysis of data used in this study, the conclusion is below:
1. Social Media Marketing and its’ models have positive impacts on Social Networks and its’ models.
2. Social Networks and its’ models have positive impacts on Purchase Intention.
3. Social Media Marketing and its’ models have positive impacts on Purchase Intention.
4. Social Networks and its’ models have partial mediation effect between Social Networks and its’ models and Purchase Intention.

目錄 ------------------------------------------------------------------------------------------- I 
表目錄 ----------------------------------------------------------------------------------------III 
圖目錄 --------------------------------------------------------------------------------------- VI 
第一章 緒論-----------------------------------------------------------------------------------1
第一節 研究背景與動機 -------------------------------------------------------------------1 
第二節 研究目的 ----------------------------------------------------------------------------5 
第三節 研究問題 ----------------------------------------------------------------------------6 
第四節 研究架構與流程 -------------------------------------------------------------------7
第二章 文獻探討-----------------------------------------------------------------------------9
第一節 社群行銷 ----------------------------------------------------------------------------9 
第二節 社群網絡 -------------------------------------------------------------------------- 17 
第三節 購買意願 -------------------------------------------------------------------------- 22 
第四節 變數交互關係 -------------------------------------------------------------------- 25
第三章 研究方法 -------------------------------------------------------------------------- 27
第一節 研究架構 -------------------------------------------------------------------------- 27 
第二節 研究假設 -------------------------------------------------------------------------- 29 
第三節 變項操作定義與衡量 ----------------------------------------------------------- 34 
第四節 研究設計 -------------------------------------------------------------------------- 39 
第五節 資料分析方式 -------------------------------------------------------------------- 40
第四章 研究結果分析 -------------------------------------------------------------------- 43 
第一節 樣本結構分析 -------------------------------------------------------------------- 43
第二節 敘述統計分析 -------------------------------------------------------------------- 56
第三節 相關分析 -------------------------------------------------------------------------- 62 
第四節 信效度分析 ----------------------------------------------------------------------- 66 
第五節 卡方檢定 -------------------------------------------------------------------------- 68 
第六節 迴歸分析 -------------------------------------------------------------------------- 94
第五章 結論與建議------------------------------------------------------------------------108
第一節 研究結論 --------------------------------------------------------------------------108 
第二節 研究建議 --------------------------------------------------------------------------114 
第三節 研究限制 --------------------------------------------------------------------------119
中文參考文獻 ------------------------------------------------------------------------------120 
英文參考文獻 ------------------------------------------------------------------------------122 
日文參考文獻 ------------------------------------------------------------------------------127 
附錄 正式問卷------------------------------------------------------------------------------128
表 2-1-1 傳統行銷與網路行銷之比較---------------------------------------------------- 13 
表 2-3-1 其他學者對購買意願之定義---------------------------------------------------- 22 
表 3-3-1 社群行銷之操作性定義、問項-產品資訊------------------------------------ 35 
表 3-3-2 社群行銷之操作性定義、問項-產品價格------------------------------------ 35 
表 3-3-3 社群行銷之操作性定義、問項-產品通路------------------------------------ 36 
表 3-3-4 社群行銷之操作性定義、問項-產品推廣------------------------------------ 36 
表 3-3-5 社群網絡之操作性定義、問項-關鍵意見領袖------------------------------ 37 
表 3-3-6 社群網絡之操作性定義、問項-企業粉絲專頁------------------------------ 37 
表 3-3-7 購買意願之操作性定義、問項-企業粉絲專頁------------------------------ 38 
表 4-2-1 三大變項敘述統計表------------------------------------------------------------- 56 
表 4-4-1 有效樣本之信度分析表---------------------------------------------------------- 66 
表 4-4-2 有效問卷各構面之信度分析表------------------------------------------------- 66 
表 4-4-3 三個變項之 KMO 值表 ---------------------------------------------------------- 67 
表 4-4-4 各個構面之 KMO 值表 ---------------------------------------------------------- 67 
表 4-5-1 性別與最常使用的社群媒體之交叉分析表---------------------------------- 68 
表 4-5-2 性別與一天瀏覽該社群的次數之交叉分析表------------------------------- 69 
表 4-5-3 性別與一次使用該社群媒體的時間之交叉分析表------------------------- 69 
表 4-5-4 性別與因社群行銷而購買產品的次數之交叉分析表---------------------- 70 
表 4-5-5 性別與普遍在社群媒體上購買產品之類型之交叉分析表---------------- 71 
表 4-5-6 性別與最常關注關鍵意見領袖與之交叉分析表---------------------------- 72 
表 4-5-7 性別與是否會購買關鍵意見領袖所推薦產品之交叉分析表------------- 74 
表 4-5-8 性別與最常關注的企業粉絲專頁之交叉分析表---------------------------- 74 
表 4-5-9 性別與是否會購買企業粉絲專頁所推薦產品之交叉分析表------------- 76 
表 4-5-10 性別與不購買的原因之交叉分析表 ----------------------------------------- 76
表 4-5-11 年齡與最常使用的社群媒體之交叉分析表 -------------------------------- 78
表 4-5-12 年齡與一天瀏覽該社群的次數之交叉分析表 ----------------------------- 79
表 4-5-13 年齡與一次使用該社群媒體的時間之交叉分析表 ----------------------- 81
表 4-5-14 年齡與因社群行銷而購買產品的次數之交叉分析表 -------------------- 82
表 4-5-15 年齡與普遍在社群媒體上購買產品之類型之交叉分析表 -------------- 83
表 4-5-16 年齡與最常關注的關鍵意見領袖之交叉分析表 -------------------------- 85
表 4-5-17 年齡與是否會購買關鍵意見領袖所推薦產品之交叉分析表 ----------- 87
表 4-5-18 年齡與最常關注的企業粉絲專頁之交叉分析表 -------------------------- 88
表 4-5-19 年齡與是否會購買企業粉絲專頁推薦產品之交叉分析表 -------------- 90
表 4-5-20 年齡與不購買的原因之交叉分析表 ----------------------------------------- 91
表 4-6-1 社群行銷對社群網絡迴歸分析表---------------------------------------------- 94
表 4-6-2 社群網絡對購買意願迴歸分析表---------------------------------------------- 95
表 4-6-3 社群行銷對購買意願迴歸分析表---------------------------------------------- 96
表 4-6-4 社群網絡對社群行銷與購買意願的中介效果迴歸分析表---------------- 97
表 4-6-5 社群行銷四構面對關鍵意見領袖迴歸分析表------------------------------- 98
表 4-6-6 社群行銷四構面對企業粉絲專頁迴歸分析表------------------------------- 99
表 4-6-7 社群行銷四構面對購買意願迴歸分析表------------------------------------100
表 4-6-8 社群網絡兩構面對購買意願迴歸分析表------------------------------------101
表 4-6-9 關鍵意見領袖對產品資訊與購買意願的中介效果表---------------------102
表 4-6-10 關鍵意見領袖對產品價格與購買意願的中介效果表 -------------------102
表 4-6-11 關鍵意見領袖對產品通路與購買意願的中介效果表 -------------------103
表 4-6-12 關鍵意見領袖對產品推廣與購買意願的中介效果表 -------------------103
表 4-6-13 企業粉絲專頁對產品資訊與購買意願的中介效果表 -------------------104
表 4-6-14 企業粉絲專頁對產品價格與購買意願的中介效果表 -------------------105
表 4-6-15 企業粉絲專頁對產品通路與購買意願的中介效果表 -------------------105
表 4-6-16 企業粉絲專頁對產品推廣與購買意願的中介效果表 -------------------105
表 4-6-17 假設驗證彙整表 ----------------------------------------------------------------106
圖 1-4-1 研究架構-----------------------------------------------------------------------------7 
圖 1-4-2 研究流程圖--------------------------------------------------------------------------8 
圖 3-1-1 研究架構圖------------------------------------------------------------------------ 27

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