Effects of the Attraction of Social Networking Sites of Taiwan Toys on Consumers’ Purchase Intention

Abstract

The change in the original business model of social networking sites connects people in the world together and transfer social activity in real life onto networks that people could precede social activity without going out. It is the social model mostly expected by modern people. Nonetheless, such a behavior model slowly changes the marketing pattern of electronic commerce. The high standardization of model toys facilitates the use and assembly. Unlike clothing which needs to try on or food which could easily rot, e.g. agricultural products, toys are suitable for being sold on the Internet. Aiming at social networking site members of Taiwan toys, random sampling is used for distributing 420 copies of questionnaire in this study. Total 327 valid copies are retrieved, with the retrieval rate 78%. The research results conclude positive and signifi cant eff ects of 1.word-of-mouth on attraction of social networking sites and 2.attraction of social networking sites on purchase intention, as well as positive eff ects of 3.word-of-mouth on purchase intention. According to the results to propose suggestions, it is expected to help toy industry in Taiwan attract users participating in social networking sites with the characteristics of social networking sites to achieve the marketing objective.

Does Social Media Use Affect Consumers' Purchase Intention

“…Abdul Hafeez, Manzoor, and Salman [7] studied the restaurant industry in Karachi and concluded that social networking sites play an important role in shaping consumers' purchase intentions. Chen and Lin [4] adopted the method of random sampling in their research and distributed 420 questionnaires to members of social networking sites in the toy industry in Taiwan. A total of 327 efficient responses were retrieved, with a retrieval rate of 78%.…”

“…The aim of this study is to investigate how social networking site attractiveness affects Taiwanese toy customers' desire to purchase by utilizing social networking site attributes. Chen and Lin's [4] research on the toy industry in Taiwan shows that the attractiveness of social networking sites will affect consumers' purchase intention. These industry-specific studies highlight the versatility of social media as a tool to influence buying behavior across different industries.…”

“…The rise of platforms has the way we communicate and share information [4], blurring consumption. has adolescents participate than using means to express their preferences and showcase their.…”