隨著資訊時代的進步，智慧型手機與行動網路的普及、人們生活習慣早已改變，許多商家也順應時代潮流，開始將商品大量的刊登在網路上販售。在生活逐步便利的情況下，消費者也開始面對資訊量超載的問題。而近年來疫情影響下，更是加速提高人類對於線上購物的依賴。而在虛擬的網際網路中，買賣雙方的溝通顯得更加重要，賣方無法直接和買方面對面介紹服務或產品，而買方也無法實際觸碰到商品。當消費著為了規避潛在風險，對於選擇評估產品時便會趨於謹慎。因此，本研究透過線上購物社群，探討消費者在網路選擇社群或產品時，最注重的是那些資訊？而網路賣家零售商業者，又該提供那些資訊？以及需要以何種方式正確地向消費者傳遞訊息。
本研究以訊號理論的框架，探討消費者在參與線上購物社群時，從接收到線上購物社群所傳遞的資訊，到產生正向態度，最後產生參與或購買產品的意圖的轉換過程。本研究採用了社群品質與產品品牌知名度作為研究變數，並以訊號可信度及產品知識做為調節變數，研究社群品質與產品品牌知名度，會不會對產品品質和社群態度產生正向影響，進而觀察正向的產品品質與社群態度，會不會對消費者在社群參與和購買意圖的決策中產生影響。透過理論與模型分析結果，最後提出結論及實務面之建議。

With the advancements in the digital era and the prevalence of smart phones and mobile networks, people's habits have long changed and many businesses have followed the emerging trends and started to post a large number of products for sale on the Internet. With the increasing convenience of life, consumers are also facing the problem of information overload. In recent years, the impact of the COVID-19 pandemic has accelerated the reliance on online shopping. In the virtual world, communication between buyers and sellers has never been more pivotal, as sellers are not able to introduce their services or products directly to buyers face to face and buyers are not able to physically touch the products. Consumers tend to be cautious when choosing products online in order to avoid potential risks. Therefore, this study examines what information consumers value most when choosing communities or products online through exploring online shopping communities. What information should online sellers and retailers provide? How should they properly convey their messages to consumers?
This study adopts the signaling theory as a framework to examine the transformation process of consumers' participation in online shopping communities, from receiving information from online shopping communities, to generating positive attitudes and finally generating intentions to participate or purchase products. In this study, community quality and product brand awareness were used as research variables and signal credibility and product knowledge were used as moderating variables to investigate whether or not community quality and product brand awareness have positive effects on product quality and community attitudes and then to observe whether or not positive product quality and community attitudes have effects on consumers' decisions on community participation and purchase intentions. Through the theoretical and modeling results, the final conclusions and practical recommendations are analyzed and presented.

目錄
論文審定書i
謝辭 ii
摘要iii
Abstractiv
圖次vii
表次viii
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的3
第三節 研究流程4
第二章 文獻探討5
第一節 線上社群5
第二節 社群品質9
第三節 產品品牌知名度16
第四節 訊號理論20
第三章 研究方法27
第一節 研究模型27
第二節 研究假說28
第三節 研究設計31
第四節 研究變數定義與衡量33
第四章 資料分析方法37
第一節 樣本資料分析37
第二節 衡量模型40
第三節 模型及假說驗證46
第五章 結論與建議48
第一節 研究結果48
第二節 學術貢獻50
第三節 實務貢獻51
第四節 研究限制及未來建議方向52
參考文獻53
附錄一 問卷社群示意63
附錄二 本研究正式問卷71

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