臺灣博碩士論文加值系統

近年來社群媒體的發展與進步，改變許多消費者接收資訊的管道和購買方式，而在社群媒體大量出現了許多開箱影片，消費者不僅先透過網際網路取得產品資訊，更會到社群媒體上觀看網路紅人拍攝使用產品的使用心得及實際效果的影片，使消費者可以參考產品的資訊與喜愛度，來決定是否有購買意願。本研究以刺激-有機體-反應(S-O-R)為基礎框架，探討消費者對於社群媒體開箱影片的「網路口碑」、「品牌形象」、「資訊品質」、「信任」、「知覺價值」以及「購買意願」等六大構面。本研究方法採用量化研究之問卷調查法，以觀看美食開箱影片之消費者為受測對象，以網路發放問卷進行研究資料之蒐集，總共回收300份問卷，有效問卷248份。使用SPSS 20.0與SmartPLS 3.0統計軟體進行各構面之敘述性統計、測量模式分析、結構模式分析以及假說驗證。本研究結果顯示：(1)「網路口碑」對「信任」具有正向的影響；(2)「品牌形象」對「信任」與「知覺價值」均具有正向的影響；(3)「資訊品質」對「信任」與「知覺價值」均具有正向的影響；以及 (4)「信任」與「知覺價值」對「購買意願」均具有正向的影響。根據研究結果建議未來企業若想提高消費者對美食開箱影片之商品的購買意願，能與拍攝影片經營者合作舉辦限量抽獎活動，使消費者免費體驗商品後，對商品的購買意願將會進而提高。

In recent years, based on the development and progress of social media, many consumers have changed the channels for receiving information and the way they buy. However, a lot of unboxing videos have appeared on social media, it also allows consumers to go to social media to watch online celebrities' videos on the experience and actual effects of using the product to understand the product's information and love, so that consumers can decide whether they want to buy. This research uses the stimulus-organism-response (SOR) as the basic framework to further explore consumers' total of six aspects including online word-of-mouth, brand image, information quality, trust, perceived value, purchase intention. In this study, the questionnaire survey method of quantitative research is used as the research method, and consumers who watch the unpacking videos of gourmet are the subjects of the test. We conduct data analysis with partial least squares using SPSS 20.0 and SmartPLS 3.0 statistical software. Research results show that online word-of-mouth has a significant impact on trust; brand image has a significant impact on trust and perceived value; information quality has a significant impact on trust and perceived value; trust and perceived value have a significant impact on purchase intention. According to the research results, the author believes that if future companies want to increase consumers' willingness to buy unboxing videos of gourmet products, they can cooperate with film shooting operators to hold limited draws. This will allow consumers to experience the product for free, increasing their willingness to purchase the product and increasing their favorable attitude towards the product.

摘要...................i
Abstract...............ii
誌謝...................iii
目錄...................iv
表目錄.................vii
圖目錄.................ix
第一章 緒論................1
1.1 研究背景與動機..........1
1.2 研究目的...............3
1.3 研究流程...............4
第二章 文獻探討.............5
2.1 社群媒體................5
2.2 S-O-R 理論............6
2.3 網路口碑................8
2.4 品牌形象................10
2.5 資訊品質................11
2.5.1 資訊品質衡量指標...................12
2.5.2 資訊品質相關研究文獻...................13
2.6 信任...................13
2.7 知覺價值................15
2.8 購買意願................17
2.8.1 購買意願之定義...................17
2.8.2 購買意願影響因素之相關研究.............17
第三章 研究方法................20
3.1 研究架構.......20
3.2 研究假說.......21
3.3 研究變數之操作型定義.....................23
3.4 研究對象............26
3.5 問卷設計............26
3.6 資料處理與分析................27
第四章 資料分析..........29
4.1 前測分析............29
4.2 敘述性統計分析........28
4.3 測量模式分析........34
4.3.1 信度分析................36
4.3.2 效度分析................36
4.4 結構模式分析.........40
第五章 結論與建議................44
5.1 實證結果................44
5.2 學術貢獻................45
5.3 實務貢獻................46
5.4 研究限制................47
5.5 未來研究建議...............47
參考文獻................48
附錄.....................63
Extended Abstract..........67

中文文獻：
王婉如(2017)。應用S-O-R模式探討社群商務中購買意願與口碑傳播之影響因素-以Facebook粉絲專頁為例。國立虎尾科技大學資訊管理系碩士班碩士論文。
王文宣(2013)。消費者對企業社會責任的知覺與企業品牌形象、品牌態度及購買意圖的關聯模式-以星巴克為例。國立勤益科技大學企業管理系碩士論文。
王舒瑱(2010)。外部線索、知覺價值、口碑與信任關係之研究-以網路爆紅美食為例。國立屏東商業技術學院行銷與流通管理學系碩士論文。
王正信(2014)。信任，品牌形象與科技接受模型理論關係之研究─以GOMAJI。國立高雄應用科技大學財富與稅務管理系碩士論文。
尹思哲(2007)。Web2.0大引爆。台北天窗出版社:1-15。
李谷蕙(2017)。旅館網站之資訊品質、視覺美感與知覺易用性對線上消費者購買意圖之影響。中國文化大學觀光事業學系觀光休閒事業在職專班碩士論文。
李坤展(2010)。品牌形象、知覺品質、知覺價值、購買意願及消費行為關係之研究─以捷安特為例。國立臺灣師範大學運動與休閒管理研究所碩士論文。
李訓易(2015)。網路口碑與知覺價值對購買意願關係之研究 – 以使用行動應用程式(APP)為例。亞東技術學院運籌管理研究所碩士論文。
李冠佑(2016)。美食部落格行銷策略於體驗行銷、知覺價值、信任及購買意願之應用-以台南小吃為例。南臺科技大學餐旅學系碩士論文。
吳冠輩(2017)。網購3C產品的口碑、知覺價值對購買意願之影響。大葉大學管理學院在職專班碩士論文。
邱瑋珍(2004)。品牌形象與品牌態度對購買意願之影響研究。淡江大學國際貿易學系國際企業學碩士論文。
林嫦紘(2011)。美食部落格對網路消費者購買意願之影響。國立勤益科技大學企業管理學系碩士論文。
留淑芳(2003)。網路口耳相傳訊息特性及接收者行為特質對態度形成之影響。國立台灣大學商學研究所博士論文。
胡政源(2006)。品牌管理-品牌價值的創造與經營。新北市:新文京。
陳志維(2013)。品牌形象、網路口碑與購買意願之研究。中國文化大學商學院國際企業管理學系碩士論文。中國文化大學國際企業管理學系碩士論文。
陳仲豪(2010)。網路社群口碑傳播行為研究--以mobile01網站「開箱文」為例。中國文化大學新聞學系碩士論文。
陳寬裕(2018)。結構方程式模型分析實務：SPSS與SmartPLS的運用。五南圖書出版股份有限公司。
連峻毅(2015)。服務品質、商店形象、知覺價值、信任與涉入程度對購買意願的影響─以Outlet購物中心為例。國立屏東大學行銷與流通管理學系碩士論文。
游鎮嘉(2011)。Facebook運動品牌粉絲團使用者網路口碑、運動產品涉入與購買決策關係之研究。國立臺灣師範大學體育學系碩士論文。
黃婉玲(2014)。網路口碑對台灣觀光旅館營運業績之影響。國立東華大學運籌管理學系研究所碩士論文。
黃彥超(2013)。社群媒體行銷與消費者信任關係之研究-以Facebook為例。中國文化大學國際企業管理學系碩士論文。
黃欣怡、陳宜棻(2012)。部落格的傳播魔力：探討旅遊部落格訊息對購買意願之影響力。中華傳播學刊，(24)，243-279。
彭念慈(2012)。網路口碑與從眾行為對知覺價值與團購意願關係之研究。嶺東科技大學國際企業研究所碩士論文。
廖則峻、江志卿(2005)。網站服務品質、顧客滿意度及後續行為意圖之探討:以網路購物為例。管理與系統，12(1)，23-47。
蔡耀庭(2013)。知覺價值、品牌形象、信任與購買意願關係研究：以智慧型手機產品為例。國立成功大學經營管理學位學程碩士論文。
蔡佩勳(2014)。知覺價格、品牌形象、商店形象對知覺價值與購買意願之關係研究-以西班牙服務品牌ZARA為例。國立中山大學企業管理學系碩士論文。
蕭于瑄(2014)。探討部落格信任與態度之前置因素對購買意願的影響。東海大學國際經營與貿易學系碩士論文。
劉韻如(2018)。網路口碑、知覺價值、與消費者行為意圖關係之研究-以網路旅遊社群為例。亞洲大學休閒與遊憩管理學系在職專班碩士論文。
劉惠雯(2010)。推薦型部落格之資訊品質、易瞭解性以及易尋找性對使用者的持續使用意圖之影響—以美食部落格為例。中原大學資訊管理研究所碩士論文。
盧縉梅(2008)。時尚品牌行銷模式之研究。國立臺灣師範大學設計研究所在職進修碩士論文。
蘇宜亭(2015)。品牌形象、知覺價值、知覺品質對購買意願影響之研究。健行科技大學企業管理系碩士論文。
謝錦堂(2013)。消費者知覺風險與知覺價值對購買意圖之影響:社群網站服務之實證研究。電子商務研究，11(4)，431-451。

英文文獻：
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888-918.
Anderson, J. C., & Gerbing, D. G. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103, 411-423.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 32(7), 1177-1190.
Antoci, A., Bonelin, L., Paglieri, F., Reggiani, T., & Sabatini, F. (2019). Civility and trust in social media. Journal of Economic Behavior & Organization, 160, 83-99.
Bagozzi, R. P. (1986). Principles of marketing management. Chicago, IL:Science Research Associates.
Biel, L. A. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6-12.
Biswas, A. (1992). The Moderating Role of Brand Familiarity in Reference Price Perceptions. Journal of Business Research, 25(3), 251-262.
Baka, V. (2016). The becoming of user-generated reviews: Looking at the past to understand the future of managing reputation in the travel sector. Tourism Management, 53, 148-162.
Barbara R. L., & Mitchell, V. W. (1990). Defining and Measuring the Quality of Customer Service. Marketing Intelligence & Planning, 8(6), 234-256.
Bloemer, J., & Ruyter, K. D. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499-513.
Bickart, B., & Schindler, R. M. (2001). Internet Forums as Influential Sources of Cousumer Information. Journal of Interactive Marketing, 15(3), 31-40.
Benbasat, I., & Wang, W. (2005). Trust in and adoption of online recommendation agents. Journal of the Association for Information Systems, 6(3), 72-101.
Chen, C. F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: evidence from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), 709-7171.
Chen, Y. S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
Campbell, L., & Diamond, W. D. (1990). Framing and sales promotions: the characteristics of a “Good Deal”. Journal of Consumer Marketing, 7(4), 25-31
Chang, T. Z., & Wildt. A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of Academy of Marketing Science, 22, 16-27.
Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in E-commerce: a preliminary investigation. Psychology and Marketing, 20(4), 323-347.
Chelminski, P., & Coulter, R. A. (2007). On market mavens and consumer self-confidence: a cross-cultural study. Psychology and Marketing, 24(1), 69-91.
Chiang, C. F., & Jang, S. C. (2007). The effects of perceived price and brand image on value and purchase intentions: leisure travellers' attitudes toward online hotel booking. Journal of Hospitality and Leisure Marketing, 15(3), 49-69.
Chen, C. F., & Tsai, M. H. (2008). Perceived value, satisfaction, and loyalty of tv travel product shopping: involvement as a moderator. Tourism Management, 29(6), 1166-1171.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
Chen, J., & Shen, X. L. (2015). Consumers’ decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64.
Chen, C. C., & Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249-1262.
Chen, C. C., & Chang, Y. C. (2018). What drives purchase intention on Airbnb? Perspectives of consumer reviews, information quality, and media richness. Telematics and Informatics, 35(5), 1512-1523.
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32.
Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: a literature analysis. Information & Management, 54(2), 204-217.
Deutsch, M. (1958). Trust and suspicion. The Journal of Conflict Resolution, 2(4), 265-279.
Davidson, A. R., & Jaccard, J. J. (1979). Variables that moderate the attitude–behavior relation: Results of a longitudinal survey. Journal of Personality and Social Psychology, 37(8), 1364-1376.
Donovan, R. J., & Rositer, J. R. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Dodds, W. B., & Monroe, K. B. (1985). The Effects of Brand and Price Information on Subjective Product Evaluations, Advances in Consumer Research. Advances in Consumer Research, 12(1), 85-90.
Dobni, D., & Zinkhan, G. M. (1990) In search of brand image: a foundation analysis. Journal of Advances in Consumer Reseach, 17(1), 110-119.
DeLone, W. H., & Mclean, E. R. (1992). Information System Success: The Quest for the Dependent Variable. Information System Research, 3(1), 60-95.
Doney, P. M., & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, 61, 35-52.
DeLone, W. H., & Mclean, E. R. (2003). The DeLone and McLean Model of Information System: A Ten-Year Update. Journal of Management Information System, 19(4), 9-30.
Donath, J., & Boyd, D. (2004). Public displays of connection. BT Technology Journal, 22(4), 71-82.
Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying online. Direct Marketing An International Journal, 3(1), 20-34.
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597-600.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3). 307-319.
Dellarocas, C., Zhang, X., & Awad, N. F. (2007). Exploring the Value of Online Product Reviews in Forecasting Sales: The Case of Motion Pictures. Journal of Interactive Marketing, 21(4), 23-45.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior, (8th ed.). New York: Dryder Press.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: a conceptual model and implications. Journal of Business Research, 54(2), 177-184.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology and Marketing, 20(2), 139-150.
Fishbein, M. & Ajzen, I. 1975. Belief, attitude, intention, and behavior: An introduction to theory and research.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
Fang, Y. H., & Li, C. Y. (2020). Leveraging sociability for trust building on social commerce sites. Electronic Commerce Research and Applications, 105.
Fang, B., Ye, Q., Kucukusta, D., & Law, R. (2016). Analysis of the perceived value of online tourism reviews: Influence of readability and reviewer characteristics. Tourism Management, 52, 498-506
Foroudi, P., Yu, Q., Gupta, S., & Foroudi, M. M. (2019). Enhancing university brand image and reputation through customer value co-creation behavior. Technological Forecasting and Social Change, 138, 219-227.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Goldsmith, R. E. (2006). Encyclopedia of E-Commerce, E-Government and Mobile Commerce. Idea Group Publishing.
Gelb, B. D., & Sundaram, S. (2002). Adapting to word of mouse. Business Horizons, 45(4), 21-25.
Gounaris, S., & Dimitriadis, S. (2003). Assessing service quality on the web: evidence from business-to-consumer portals. Journal of Services Marketing, 17(5), 529-548.
Gefen, D., & Straub, D. W. (2004). Consumer trust in b2c e-commerce and the importance of social presence: experiments in e-products and e-services. Omega, 32(6), 407-424.
Ghasemaghaei, M., & Hassnein, K. (2016). A macro model of online information quality perceptions: a review and synthesis of the literature. Computers in Human Behavior, 55, 972-991.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. A. (1998). The effect of store name, brand name, and price discount on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.
Hanson, W. A. (2000). Principles of Internet Marketing, South-Western College Pub Cincinnati. Ohio: South-Western College Publishing.
Huang, L. T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277-2283.
Henderson, S., & Gilding, M. (2004). I’ve never clicked this much with anyone in my life’: trust and hyperpersonal communication in online friendships. New Media & Society, 6(4), 487-506.
Hung, K. H., & Li, S. Y. (2007). The influence of eWOM on virtual consumer communities: Social capital, consumer learning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485-495.
Hair Jr, J. F., & Hult, G. T. M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Hair, J. F., Hult, G. T., Ringle, C., & Sarsedt, M. (2014). A Primer Least Squares Structural Equation Modeling (PLS-SEM). Washington, DC: Sage Publications.
IsIam, J. U., & Rahman, R. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96-109.
Jacoby, J. (2002). Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior. Journal of Consumer Psychology, 12(1), 51-57.
Jang, S. C., & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: application of an extended mehrabian–russell model to restaurants. Journal of Business Research, 62(4), 451-460.
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word-of-mouth. Journal of the American Society for Information Science and Technology, 60(11), 2169-2188.
Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand Equity. Journal of Marketing, 57(1), 1-22.
Khalifa, A. S. (2004). Customer value: a review of recent literature and an integrative configuration. Management Decision, 42(5), 645-666.
Kamins, M.A., & Marks, L. J. (1991). The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands. Journal of the Academy of Marketing Science, 19(3), 177-185.
Kotler, P., & Scheff, J. (1997). Standing room only: Strategies for marking the performing arts. Harvard Business School Press.
Kiecker, P., & Cowles, D. (2002). Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth. Journal of Euromarketing, 11(2), 71-88.
Kim, H., & Niehm, L. S. (2009). The Impact of Website Quality on Information Quality, Value, and Loyalty Intentions in Apparel Retailing. Journal of Interactive Marketing, 23(3), 221-233
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
Kirtis, A. K., & Filiz, K. (2011). To be or not to be in social media arena as the most cost-efficient marketing strategy after the global recession. Procedia - Social and Behavioral Sciences, 24, 260-268.
Kim, S., & Park, H. (2013). Effect of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.
Kang, J. W., & Namkung, Y. (2019). The information quality and source credibility matter in customer’s evaluation toward food O2O commerce. International Journal of Hospitality Management, 78, 189-198.
Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile Internet: an empirical investigation. Decision Support Systems, 43(1), 111-126.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: the role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
Kim, Y., Sohn, D., & Choi, S. M. (2011). Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students. Computers in Human Behavior, 27(1), 365-372.
Kim, H. W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust? Electronic Commerce Research and Applications, 11(3), 241-252.
Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.
Kim, S. E., Lee, K. Y., Shin, S. I., & Yang, S. B. (2017). Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information & Management, 54(6), 687-702.
Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169-185.
Lu, H. P., & Hsiao, K. L. (2010). The influence of extro / introversion on the intention to pay for social networking sites. Information & Management, 47(3), 150-157.
Loureiro, S. & Ribeiro, L. (2011). The effect of atmosphere on emotions and online shopping intention: Age differentiation. Australian and New Zealand Marketing Academy Conference
Liao, C., Palvia, P., & Lin, H. N. (2006). The roles of habit and web site quality in e-commerce. International Journal of Information Management, 26(6), 469-483.
Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic commerce research and applications, 7(3), 341-352.
Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers' purchase intention. Electronic Commerce Research and Applications, 9(4), 346-360.
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: an empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829-837.
Lee, M. R., Yen, D. C., & Hsiao, C. Y. (2014). Understanding the perceived community value of Facebook users. Computers in Human Behavior, 35, 350-358.
Lu, B., Fan, W., & Zhou, M. (2016). Social presence trust, and social commerce purchase intention: An empirical research, Computers in Human Behavior, 56, 225-237.
Leung, X. Y., Bai, B., & Erdem, M. (2017). Hotel social media marketing: A study on message strategy and its effectiveness. Journal of Hospitality and Tourism Technology, 8(2), 239-255.
Lee, W. I., Cheng, S. Y., & Shih, Y. T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(4), 223-229.
Lederer, A. L., Maupin, D. J., Sena, M. P., & Zhuang Y. (2000). The technology acceptance model and World Wide Web. Decision Support Systems, 29(3), 269-282.
Liu, X., Zhang, Z., Law, R., & Zhang, Z. (2019). Posting reviews on OTAs: Motives, rewards and effort. Tourism Management, 70, 230-237.
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. The MIT Press.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: which “intenders” actually buy? Journal of Marketing Research, 29(4), 391-405.
Molla, A., & Licker, P. S. (2001). E-commerce Systems Success: An Attempt to Extend and Respecify the DeLone and McLean Model of IS Success. Journal of Electronic Commerce Research, 2(4), 131-141.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(1), 357-365.
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9), 919-925.
McClure, C., & Seock, Y. K. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53.
Mayer, R. C., Davis, J. H., & Schoorman, D. F. (1995). An integrative model of organizational trust. Academy of Management, 20(3), 709-734.
McKinney, V., Yoon, K., & Zahedi, F. M. (2002). The measurement of web-customer satisfaction: an expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315.
Mitchell, A., Gottfried, J., Kiley, J., & Matsa, K. E. (2014). Political polarization and media habits. Pew Research Center.
McKnight, D. H., Lankton, N. K., Nicolaou, A., & Price, J. (2017). Distinguishing the effects of B2B information quality, system quality, and service outcome quality on trust and distrust. The Journal of Strategic Information Systems, 26(2), 118-141.
Ng, S. P. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information & Management, 50(8), 609-620.
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S. & Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95-112.
Pettis, C. (1997). Challenge: Try Branding Unix. Marketing Computers, 17(4),68-70.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7 (3), 69-103.
Padgett, D., & Allen, D. (1997). Communicating experiences: a narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62.
Park, D. H., & Kim, S. (2008). The Effects of Consumer Knowledge on Message Processing of Electronic Word-of Mouth Via Online Consumer Reviews. Electronic Commerce Research and Applications, 7(4), 399-410.
Park, C. W., Jaworski, B. J., & Maclinnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135-145.
Park, D. H., Lee, J. & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International journal of electronic commerce, 11(4), 125-148.
Peng, L., Zhang, W., Wang, X. & Liang, S. (2019). Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement. Information & Management, 56(2), 317-328.
Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: the effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440-453.
Qiu, L., Lin, H., & Leung, A. K. (2013). Cultural differences and switching of in-group sharing behavior between an American (Facebook) and a Chinese (Renren) social networking site. Journal of Cross-Cultural Psychology, 44(1), 106-121.
Randall, G. (1997). A Practical Guide to Branding. New York: The Free Press.
Riesz, P. C. (1980). A major price-perceived quality study reexamined. Journal of Marketing Research, 17(2), 259-262.
Rotter, J. B. (1967). A New Scale for the Measurement of Interpersonal Trust. Journal of personality, 35, 651-665.
Reitz, A. R. (2012). Online Consumer Engagement: Understanding the Antecedents and Outcomes (Dissertation submitted in partial fulfillment of the requirements for the Degree of Doctor of Philosophy Colorado State University). Fort Collins, Colorado
Rosie, M. (2019). Local Consumer Review Survey. Bright Ideas.
Roldan, J. L., & Millan, A. L. (2000). Analysis of the information systems success dimensions interdependence: An adaptation of the DeLone & McLean’s model in the Spanish EIS field. BITWorld 2000. Conference Proceedings.
Ryu, K., Han, H., & Tim, T. H. (2008). The relationships among overall quick-causal restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308-322.
Silverman, G. (1997). How to Hamess the Awesome Power of Word-of-Mouth. Direct Marketing, 32-37.
Schiffman, W. L. & Kaunk, L. L. (2000). Consumer Behavior. New Jersey: Prentice-Hall.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
Sen, S., & Lerman, D. (2007). Why Are You Telling Me This? An Examination Into Negative Consumer Reviews on the Web. Journal of Interactive Marketing, 21(4), 76-94.
Saeed, K. A., Hwang, Y., & Yi, M. Y. (2003). Toward an Integrative Framework for Online Consumer Behavior Research: A Meta-Analysis Approach. Journal of Information & Management, 15(4), 1-26.
Sembada, A. Y., & Koay, K. Y. (2019). How perceived behavioral control affects trust to purchase in social media stores. Journal of Business Research, doi.org/10.1016/j.jbusres.2019.09.028.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
Shobeiri, S., Laroche, M., & Mazaheri, E. (2013). Shaping e-retailer’s website personality: The importance of experiential marketing. Journal of Retailing and Consumer Services, 20(1), 102.-110.
Shareef, M. A., Kapoor, K. K., Mukerji, B., Dwivedi, R., & Dwivedi, Y. K. (2020). Group behavior in social media: Antecedents of initial trust formation. Computers in Human Behavior, 105.
Shareef, M. A., Dwivedi, Y. K., Kumar, V., Davies., G, Rana, N., & Baabdulah, A. (2018). Purchase intention in an electronic commerce environment: A trade-off between controlling measures and operational performance. Information Technology & People. ISSN: 0959-3845.
Soderholm, G. W., Bertsch, A., Sawe, E., Lee, D., Wolfe, T., Meyer, J., Engel, J., & Fatilua, U. N. (2018). Who trusts social media? Computers in Human Behavior, 81, 303-315.
Turel, O., Serenko, A., & Bontis, N. (2007). User acceptance of wireless short messaging services: deconstructing perceived value. Information & Management, 44(1), 63-73.
Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163.
Tien, D. H., Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238-249.
Verhagen, T., & Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: a model and empirical application. Information & Management, 48(8), 320-327.
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258-270.
WordSpy. (2007). Social media. Retrieved form http://www.wordspy.com/words/ socialmedia.asp
Williams, L. J., & Hazer, J. T. (1986). Antecedents and consequence of satisfaction and commitment in turnover models: A reanalysis using latent variable structural equation models. Journal of Applied Psychology, 71, 219-231.
Wirtz, J., & Lwin, M. O. (2009). Regulatory focus theory, trust, and privacy concern. Journal of Service Research, 12(2), 190-207.
Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30-39.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: a consumer socialization framework. Journal of Interactive Marketing, 26(4), 198-208.
Wang, J. J., Wang, L. Y., & Wang, M. M. (2018). Understanding the effects of eWOM social ties on purchase intentions: a moderated mediation investigation. Electronic Commerce Research and Applications, 28, 54-62.
Xiao, B., & Benbasat, I. (2011). Product-related deception in e-commerce: a theoretical perspective. MIS Quarterly, 35(1), 169-196.
Xie, K. L., So, K. K. F., & Wang, W. (2017). Joint effects of management responses and online reviews on hotel financial performance: a data-analytics approach. International Journal of Hospitality Management, 62, 101-110.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-26.
Zhang, T., Omran, B., & Cobanoglu, C. (2017). Generation Y’s positive and negative eWOM: use of social media and mobile technology. International Journal of Contemporary Hospitality Management, 29(2), 732-761.
Zha, X., Yang, H., Yan, Y., Liu, K., & Huang, C. (2018). Exploring the effect of social media information quality, source credibility and reputation on informational fit-to-task: Moderating role of focused immersion. Computers in Human Behavior, 79, 227-237.

參考資料：
Adgiz，(2019)。網紅行銷訣竅 | 三大影片策略讓您快速提升行銷效益。https://www.shutterstock.com/zh-Hant/blog/video-influencer-marketing-campaigns
Ipsos，(2019)。台灣人首選的影音平台是什麼?
https://www.ipsos.com/sites/default/files/ct/publication/documents/2019-10/n108_bht_taiwanese_turn_to_youtube_for_online_video_content.pdf
丁尹涵，(2018)。影響者行銷指南》5個與網紅合作方法解析，將流量轉為銷售量。https://www.smartm.com.tw/article/35333839cea3
中國電子商務言研究中心，(2016)。YouTube：網絡紅人”如何改變年輕人娛樂世界。http://big.hi138.com/jisuanji/wangluoyingxiao/201605/469359.asp#.XlIyJigzY2w
台灣網路報告-財團法人台灣網路資訊中心，(2019)。https://report.twnic.tw/2019/assets/download/TWNIC_TaiwanInternetReport_2019_CH.pdf
奇寶網路搜尋行銷，(2019)。影音浪潮來襲，選擇對的方式找到對的客戶！https://www.seoseo.com.tw/article_detail_692.html
凱絡媒體週報，(2020)。美食搜尋社群化 機會點大直擊。https://twncarat.wordpress.com/2020/01/02/%e7%be%8e%e9%a3%9f%e6%90%9c%e5%b0%8b%e7%a4%be%e7%be%a4%e5%8c%96-%e6%a9%9f%e6%9c%83%e9%bb%9e%e5%a4%a7%e7%9b%b4%e6%93%8a/#more-15369