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 significant effects 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 effects 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.