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研究生： 林玉蘭
Chotimapruek, Waranuch
論文名稱： Online Impulse Buying in Business to Consumer (B2C) Social Commerce: An Experiment Study of Facebook Users in Thailand
Online Impulse Buying in Business to Consumer (B2C) Social Commerce: An Experiment Study of Facebook Users in Thailand
指導教授： 陳正忠
Chen, Jeng Chung
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 107
外文關鍵詞： Facebook, Facebook page, Electronic word of mouth, People like, Information quality, Picture of product presentation, Impulsiveness, Urge to buy impulsively, Latent state trait theory (LST)
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    • This experiment study provides understanding the interplay between environmental characteristics and individual inherent trait on urge to buy impulsively in term of online social network site context. By following the Latent state trait theory (LST), the study applies people like, information quality, and picture of product presentation as environment characteristic, impulsiveness as an individual inherent trait, and link to urge to buy impulsively. Our finding indicated that impulsiveness, information quality, and picture of product presentation have direct effect on urge to buy impulsively. In addition, this study also found the interplay between information quality, and picture of product presentation on urge to buy impulsively. Our findings not only help researcher understanding what is the most important factors that can induce consumer to do impulse buying in social network site context, but also help social commerce practitioner in developing better in their strategy.

    TABLE OF CONTENTS ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VIII LIST OF FIGURES X CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.2 Research Objectives and Contributions. 4 1.3 Research Project and Scope of Study. 5 1.4 Research Procedure. 6 1.5 Research Structure. 7 CHAPTER TWO LITERATURE REVIEW 8 2.1 Theoretical Background. 8 2.1.1 Impulse Buying. 8 2.1.2 Social Network Site. 10 2.1.3 Social Commerce. 11 2.1.4 Latent State Trait Theory. 13 2.2 People Like. 16 2.2.1 Electronic Word-Of-Mouth. 16 2.3 Information Quality. 17 2.4 Picture of Product Presentation. 19 2.5 Impulsiveness. 19 2.6 Urge to Buy Impulsively. 20 2.7 Interrelationship among Research Constructs. 21 2.7.1 Relationship between Like and Urge to Buy Impulsively. 21 2.7.2 Relationship between Information Quality and Urge to Buy Impulsively. 22 2.7.3 Relationship between Picture of Product Presentation and Urge to Buy Impulsively. 23 2.7.4 Relationship between Internet Users’ Impulsiveness and Urge to Buy Impulsively. 25 2.7.5 Interaction of Impulsiveness and Each of Environmental Characteristic (People Like, Information Quality, Picture of Product Presentation) on Urge to Buy Impulsively. 25 2.8 Control Variables. 27 2.8.1 Age. 27 2.8.2 Monthly Income, Monthly Spending Budget, Employment Status, and Educational Attainment. 27 CHAPTER THREE RESEARCH DESING AND METHODOLOGY 28 3.1 Conceptual Framework. 28 3.2 Definition of Variables. 29 3.3 Summary of Hypotheses. 30 3.4 Research Design. 30 3.5 Manipulation Check. 31 3.5.1 Manipulation Check for People Like. 31 3.5.2 Manipulation Check for Information Quality. 32 3.5.3 Manipulation Check for Picture of Product Presentation. 32 3.6 Stimuli Development. 33 3.7 Experimental Procedures. 35 3.8 Sampling Plan. 38 3.9 Impulsiveness. 39 3.10 Urge to Buy Impulsively. 39 3.11 Personal Information of the Respondents. 40 3.12 Experiment Location. 40 3.12.1 Introduction to Thailand. 40 3.13 Data Analysis Procedure. 42 3.13.1 Descriptive Statistical Analysis. 42 3.13.2 Factor Analysis. 42 3.12.3 Reliability and Validity Test. 42 3.13.4 Analysis of Variance (ANOVA). 42 3.13.5 Regression Analysis. 43 CHAPTER FOUR RESEARCH RESULTS AND FINDINGS 44 4.1 Data Collection. 44 4.2 Characteristic of the Respondents. 45 4.3 Independent Sample T-Test. 47 4.4 Descriptive Statistics. 48 4.5 Confirmatory Factor Analysis. 50 4.6 Reliability and Validity Test. 52 4.7 Manipulation Check in Main Experiment. 53 4.7.1 Manipulation Check for People Like. 53 4.7.2 Manipulation Check for Information Quality. 53 4.7.3 Manipulation Check for Picture of Product Presentation. 54 4.8 K-Means Cluster Analysis. 54 4.9 Findings: Hypothesis Testing. 55 4.9.1 Analysis of Variance (ANOVA) among Research Variables. 55 4.10 Regression Analysis. 61 CHAPTER FIVE CONCLUSIONS 64 5.1 Research Discussion and Conclusions. 64 5.1.1 Theoretical Implications. 65 5.1.2 Managerial Implications. 68 5.2 Research Limitation and Suggestion for Future Research. 68 REFERENCES 70 APPENDICES 77 Appendix 1: Questionnaire for the Main Experiment (English Version). 77 Appendix 2: Questionnaire for the Main Experiment (Thai Version). 84 Appendix 3: Actual Facebook Page (Facebook Store) 91 Appendix 4: Example of stimuli 1- with high information quality–with professional and attractive design (high) –with people like (high) 92 Appendix 5: Example of stimuli 2- with high information quality– with professional and attractive design (high) –without people like (low) 93 Appendix 6: Example of stimuli 3- with high information quality– with unprofessional and unattractive design (low) –with people like (high) 94 Appendix 7: Example of stimuli 4- with high information quality– with unprofessional and unattractive design (low) –without people like (low) 95 Appendix 8: Example of stimuli 5- with low information quality– with professional and attractive design (high) –with people like (high) 96 Appendix 9: Example of stimuli 6- with low information quality– with professional and attractive design (high) –without people like (low) 97 Appendix 10: Example of stimuli 7- with low information quality– with unprofessional and unattractive design (low) –with people like (high) 98 Appendix 11: Example of stimuli 8- with low information quality– with unprofessional and unattractive design (low) –without people like (low) 99 Appendix 12: Main experiment website of this study 100 Appendix 13: Descriptive Statistics 101 Appendix 14: K-Means Clusters 105 Appendix 15: Independent Sample T-test 106

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