社群媒體業者只能提供社群服務嗎? 隨著科技發展，社群媒體業者已具備大量使用者優勢進而發展電子商務。自從網路社群媒體興起後，人們的日常生活已經與其密不可分，龐大的使用人數吸引了廣告商與業者的加入，讓平台出現許多商機，截至2014年，美國電子商務規模估計將來到三千億美元，大約是九兆新台幣，社群平台業者也了解到電子商務的發展潛力，逐漸開始著手發展電子商務，未來，社群與電子商務整合式的平台將是一大趨勢。本研究企圖探討社群媒體業者進入電子商務之潛力，以了解使用者未來使用社群媒體平台購買商品的意圖。首先了解社群媒體與電子商務相關文獻，Facebook目前已開始著手計畫進入電子商務市場，因此選擇以Facebook作為研究參考對象，了解Facebook進軍電子商務領域的相關做法，並回顧廣告價值與理性行為理論之文獻，建立模型並分析Facebook未來進軍電子商務市場之消費者接受度。本研究使用問卷調查法，以廣告態度與理性行為理論為基礎模型建立問卷問項，調查台灣使用者對於社群與電子商務整合平台之接受度與使用意圖，再進一步透過統計方法分析歸納結果，期望研究發現能成為未來有意進軍電子商務市場之社群媒體業者的參考依據。

Is social media operator only can provide community service? With advances in technology, social media operator already has a large number of users, and it can use this advantage to develop electronic commerce. Since the rise of the Internet community, people's daily life has been inextricably linked with its. A large number of users attracted advertisers and industry to join, so there were create many business opportunities. Until 2014, the estimated size of US e-commerce will come to three hundred billion US dollars, which is about nine trillion Taiwan dollars. Social media operators have understood the potential of e-commerce, and gradually began to develop e-commerce. Future, community and e-commerce integrated platform will be a major trend. This study attempts to explore the potential of social media into the e-commerce industry, to understand users purchase intent through the social media platform in the future. First, understand social media and e-commerce related literature, Facebook has begun planning to enter the e-commerce market, therefore chosen it as a research subject, to understand its practices. Then, review the theory of reasoned action and advertising value, model and analyze consumer acceptance of Facebook into e-commerce market in the future. This study used questionnaires to collect user’s attitude about Facebook advertisement. To understand Taiwan’s user acceptance about community and e-commerce integrated platform, and further analyzed and summarized results via statistical methods. Expect study’s found can become a reference for social operators which intends to enter e-commerce market.

一、 中文部分
[1] 張琳，「面對社群媒體我該做什麼」，中國文化大學推廣教育部，高雄，2011年。
[2] 陳順宇，多變量分析，華泰文化事業，台北市，2005年。
[3] 李志宏，「組織公民行為意圖影響因素之研究－以兩岸資訊從業人員為例」，國立中央大學資訊管理研究所博士論文，2000年。
[4] 曾孟蘭，「消費者對行動廣告態度之研究」，國立中山大學傳播廣理研究所碩士論文，2002年。
[5] 葉俊麟，「以計畫行為理論與科技接受模型來探討智慧型手機的購買決策」，國立中央大學管理學院高階主管企管碩士論文，2011年。

二、 英文部分
[6] Ajzen, I., & Fishbein, M, Understanding Attitudes and Predicting Social
Behavior., New Jersey., Prentice-Hall, 1977;1980.
[7] Ajzen, I., “Perceived Behavioral Control, Self-Efficacy, Locus of Control, and
the Theory of Planned Behavior”, Journal of Applied Social Psychology, 32,
pp.665-683, 2002.
[8] Bagozzi, R. P., & Yi, Y, “On the Evaluation of Structural Equation Models”,
Journal of the Academy of Marketing Science, 16(1), pp.74-94, 1988.
[9] Bamberg, S., Ajzen, I. & Schmidt, P, “Choice of Traval Mode in the Theory of
Planned Behavior: The roles of Past Behavior, Habit, and Reasoned Action”,
Basic and Applied Social Psychology, 25(3), pp.175-187, 2003.
[10] Bartos, Rena, And Theodore Dunn, Advertising and Consumers：New
Perspectives, New York：American Association of Advertising Agencies, 1974.
[11] Bauer, Rayond A., and Stephen A. Greyser, Advertising in America Consumer
View, Boston, MA：Harvard University, 1968.
[12] Bentler,P.M., & Bonnett,D.G., “Significant Tests and Goodness of Fit in the
Analysis of Covariance Structure”, Psychological Bulletin, 88, pp.588-606,
1980.
[13] Bogart, L., Strategy in Advertising：Matching Media and Message to Markets
and motivations, 2nd ed. Lincolnwood, IL：NTC Business Books, 1990.
[14] Brackett, Luna k. & Carr, Benjamin N., “Cyberspace Advertising vs. Other
Media：Consumer vs. Mature Student Attitude.” Journal of Advertising Research, pp.23-32, September/October 2001.
[15] Celsi, Richard L., and Jerry C. Olson. “The Role of Involvement in Attention and
Comprehension Processes.” Journal of Consumer research, Vol.15, pp.212-224,
1998.
[16] Cohen, J. Statistical power analysis for the behavioral sciences. Hillsdale, NJ:
Lawrence Erlbaum,1988.
[17] Copper, J., “Commercial Clutter Skyrockets.” Broadcasting & Cable, Vol.14,
Feb 1994.
[18] Ducoffe, Robert H., “Advertising Value and Advertising On the Web,” Journal
of Advertising Research, pp.21-35, September/October 1996.
[19] Eighmey, John, “Profiling User Responses to Commercial Websites,” Journal of
Advertising Research, Vol.37: 3, pp59-66, 1997.
[20] Elliott, M.T. & Speck, P.S., “Consumer Perceptions of Advertising Clutter and
Its Impact across Various Media”, Journal of Advertising Research, pp.29-41,
Jan-Feb, 1998.
[21] Fazio, R.H., & Zanna, M.P. “Direct experience and attitude-behavior
consistency.”, Advances in experimental social psychology, In L. Berkowitz
(Ed),Vol. 14, pp.161-202, 1981.
[22] Fornell, C., and Larcker, D. F, “Evaluating Structural Equation Models with
Unobservable Variables and Measurement Error” Journal of Marketing Research, 18(1), pp.39-50, 1981.
[23] Galbraith, John K, The Affluent Society, Boston：Houghton Mifflin Company,
1956.
[24] Ha, Louisa & Litman, Barry.R , “Does Advertising Clutter Have Diminishing
and Negative Returns?” Journal of Advertising, Vol.16, pp.31-42, Spring 1997.
[25] Hu, L. T., & Bentler, P. M, “Cutoff Criteria for fit Indexes in Covariance
Structure Analysis: Conventional Criteria Versus New Alternatives”, Structural
Equation Modeling, 6(1), pp.1-55, 1999.
[26] James, William L. and Kover, Arthur J, “Observations：Do Overall Attitudes
Toward Advertising Affect Involvement With Specific Advertisements ?”
Journal of Advertising Research, pp.78-83, Sep/Oct 1992.
[27] Kalakota & Whinston, Electronic Commerce : A Manager’s Guide,
Addison-Wesley Professional; 1 edition, January 2, 1997.
[28] Kaplan & Haenlein, “Users of the world, unite! The challenges
andopportunities of Social Media”, Business Horizons, 53, pp.59-68, 2010.
[29] Lee, J. Cerreto, F. A. and Lee, J, “Theory of Planned Behavior and Teacher’s
Decisions Regarding Use of Educational Technology”, Educational Technology
and Society, 13(1), pp.152-164, 2010.
[30] Lord, Kenneth R., Myung-Soo Lee, and Paul L.Sause, “The Combined Influence Hypothesis：Central and Peripheral antecedents of Attitude toward the Ad,”
Journal of Advertising, Vol.24: 1, pp.73-85, 1995.
[31] Lutz, R.J. and et al., “The Role of Attitude Toward the Ad as a Mediator of
Advertising Effectiveness：A Test of Competing explanations,” Journal of
Marketing Research, vol.23, pp.130-143, May, 1986.
[32] Mackenzie, Scott B., and Richard J. Lutz, “An Empirical Examination of the
Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting
Context,” Journal of Marketing, Vol.53, pp.48-65, 1989.
[33] Mitchell, Andrew A. & Olson, Jerry C. “Are Product Attribute Beliefs the Only
Mediator of Advertising Effects on Brand Attitude?” Journal of Marketing
Research, Vol.18: 3, pp.318-332, 1981.
[34] Mord, M.S. & Gilson, E., “Shorter Units：Risk-Responsibility-Reward,” Journal
of Advertising Research, Vol.25: 3, pp.9-19, 1985.
[35] Pavlou, P. A., & Fygenson, M. Understanding and predicting electronic
commerce adoption: An extension of the theory of planned behavior. MIS
Quarterly, 30(1), 115- 143,2006.
[36] Ramayah, T., Yusoff, Y. M., Jamaludin, N. and Ibrahim, A, “Applying the
Theory of Planned Behavior (TPB) to Predict Internet Tax Filing Intentions”,
International Journal of Management, 26(2), pp.272-284, 2009.
[37] Rotzoll, Kim, James E. Haefner, and Charles J. Sandage, “Advertising and the
Classical Liberal World View,” Advertising in Society, Roxanne Hovlan and
Gary Wilcox, eds. Lincolnwood, IL：NTC Publishing Group, 1989.
[38] Schudson, Michal, Advertising, The Uneasy Persuasion：Its Dubious Impact on American Society, New York：Basic books, 1984.
[39] Shappard, B.H., Hartwick, J., & Warsaw, P.R. “The theory of reasoned action: A meta-anaysis of past research with recommendations for modifications and
future research.” Journal of Consumer Research, Vol.15, pp.325-343, 1998.
[40] Shavitt, Sharon, Pamela Lowrey, and James Haffner, “Public Attitudes toward
Advertising：More Favorable Than You Might Think,” Journal of Advertising
Research, Vol.38:4, pp.7-22, 1998.
[41] Webb, P.H., “Consumer Initial Processing in a Difficult Media Environment,”
Journal of Consumer Research, Vol.6, pp.225-236, 1979.
[42] Zanot, E., “Public Attitudes Toward Advertising：The American Experience. ”
International Journal of Advertising, Vol.3, pp.3-15, 1984.

三、 網路部分
[43] 維京人酒吧：電子商務戰場硝煙四起，臉書最新武器Buy Button能否突破重圍，取自http://vikingbar.org/2014/09/%E9%9B%BB%E5%AD%90%E5%95%86%E5%8B%99%E6%88%B0%E5%A0%B4%E7%A1%9D%E7%85%99%E5%9B%9B%E8%B5%B7%EF%BC%8C%E8%87%89%E6%9B%B8%E6%9C%80%E6%96%B0%E6%AD%A6%E5%99%A8-buy-button-%E8%83%BD%E5%90%A6%E7%AA%81/。存取日期：2014/09/29。
[44] Statista.com：U.S. retail e-commerce sales 2010-2018 ，取自http://www.statista.com/statistics/272391/us-retail-e-commerce-sales-forecast/。存取日期：2014/09/29。
[45] 數位時代：Facebook電商團隊首度來台，點名四大目標族群， 取自http://www.bnext.com.tw/article/view/id/32735。存取日期：2014/09/29。
[46] 維基百科：社會化媒體，取自http://zh.wikipedia.org/wiki/%E7%A4%BE%E4%BC%9A%E5%8C%96%E5%AA%92%E4%BD%93。存取日期：2014/09/30。
[47] 維基百科：Facebook，取自http://zh.wikipedia.org/wiki/Facebook。存取日期：2014/10/01。
[48] 維基百科：O2O，取自http://zh.wikipedia.org/wiki/O2O。存取日期：2014/10/01。
[49] Rebuzz：社群商務 Social Commerce：如何靠你，以及你的朋友賺錢，取自http://rebuzz.tw/2012/10/social-commerce.html。存取日期：2014/10/01。
[50] Facebook for business：Testing a New Way for People to Discover and Buy Products on Facebook，取自https://www.facebook.com/business/news/Discover-and-Buy-Products-on-Facebook-Test。存取日期：2014/10/01。
[51] 維基百科：YouTube，取自http://zh.wikipedia.org/wiki/YouTube。存取日期：2014/10/02。
[52] 維基百科：Instagram，取自http://zh.wikipedia.org/wiki/Instagram。存取日期：2014/10/02。
[53] 中華民國電子商務年鑑 Taiwan Ecommerce YearBook，取自 http://2014ecommerce.blogspot.tw/search?updated-max=2014-11-12T18:45:00-08:00&max-results=7&start=6&by-date=false。取用日期：2014/10/02。