社群商務是一種以社交媒體為媒介的商務形式，它融合了線上和線下環境來販賣商品 。作為一種相對較新的 商務模式 ，社 群 商務在實踐中發展迅速，但在資訊系統學科中卻很少受到關注。 本研究探討 消費者是否會因為社群的品質而影響社群內商品的感知產品品質。 我們 以訊號理論為基礎， 探討供應商應該在社群上做出甚麼樣的努力 來確保發送給消費者的訊號 會讓他們覺得社群產品品質是好的。 我們採用了社群品質與產品品牌知名度作為主要的研究變數搭配調節變數訊號可信度 以及產品知識， 研究社群品質及產品品牌知名度會不會對感知產品品質有所影響 。
本研究採用實驗法與問卷法去進行調查， 研究結果 發現為社群品質對感知產品品質有正向影響，產品品牌知名度對感知產品品質有正向影響，而訊號可信度會正向調節 社群品質對感知產品品質的影響，產品知識會負向調節產品品牌 知名度 對感知產品品質的影響 ，且當社群品質跟產品品牌知名度都很高時，其一致性會影響感知產品品質也很高。

Social commerce is a form of business that uses social media as a medium. It combines online and offline environments to sell goods. As a relatively new business model, community business has developed rapidly in practice, but it has received little attention in the discipline of information systems. This study explores whether consumers will affect the perceived quality of products because of the quality of the community. Based on the signaling theory, we discuss what efforts suppliers should make in the community to ensure that the signals sent to consumers will make them feel that the quality of the community’s products is good. We use community quality and product brand awareness as the main research variables, and adjust the signal credibility of the variable signals and product knowledge to study whether the community quality and product brand awareness will affect the perceived product quality.
This study uses experimental methods and questionnaire methods to conduct investigations, and found that community quality has a positive impact on perceived product quality, product brand awareness has a positive impact on perceived product quality, and signal credibility will positively regulate the community quality and the perceived product quality, product knowledge will negatively regulate the impact of product brand awareness on the perceived product quality, and when the quality of the community and the brand awareness of the product are both high, the consistency will affect the perceived product quality.

論文審定書 i
摘要 ii
Abstract iii
圖次 v
表次 vi
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 社群商務 6
第二節 訊號理論 9
第三章 研究架構及方法 16
第一節 研究模型 16
第二節 研究假說 17
第三節 研究設計 22
第四章 資料分析 36
第一節 人口統計(Demographic Statistics) 36
第二節 測量驗證(Measurement Validation) 38
第三節 討論 48
第五章 結論 53
第一節 學術貢獻 53
第二節 實務意涵 54
第三節 研究限制與未來建議方向 55
參考文獻 57
附錄一 65
附錄二 66
附錄三 70

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