社群媒體的大量使用引發社群商務的興起，成為電子商務的新子集。由於社群商務這個概念在印尼相對較新，人們對它的認識不如其它商業平台來得高。因此，品牌必須制定行銷策略，不僅是為了吸引顧客注意，也可提升顧客購買商品的意圖。先前的研究主要關注消費者行為與網路口碑對於購買意圖的影響，而探討資訊行為對於購買意圖的影響的相關研究數量相對較少。
因此，本研究旨在透過結合資訊接受模型與消費者行為因素，探討影響消費者在社群商務中購買意圖的重要因素，並測量其對社群媒體行銷活動效果程度的影響。本研究選擇社群商務領域，是因為對於印尼消費者來說是一個較新的概念，有許多可以探索的面向。
線上問卷的發送對象為印尼的社群商務消費者，共收集了 285 筆資料。本研究採用 PLS-SEM 方法分析資料，並測試所提出的模型。研究結果顯示社群媒體的口碑與廣告對購買意圖有顯著的影響。研究結果也支持本研究對於互動、口碑以及廣告之間流動的假設。研究結果也顯示認知風險、資訊品質以及資訊有用性對於社群媒體行銷的構念有所關聯。
本研究結果為影響社群商務消費者購買意圖的重要因素提供了新的見解，可作為指南用以策劃有效的行銷活動。

The massive adoption of social media has triggered the emergence of social commerce (s-commerce) as the new subset of e-commerce. As concept of social commerce is relatively new in Indonesia, the level of people’s awareness is not as high as other commerce platform. Therefore, brands have to develop marketing efforts that not only attract customers attention but also increase their intention to buy the products offered. Prior research mostly focusing on influence of consumer behavior and eWOM towards purchase intention, but number of research that examine the effect of information behavior on purchase intention is lower in comparison.
Therefore, current research aims to identify the important factors that impact users’ purchase intention in social commerce by combining information acceptance model with factors of consumer’s behavior to measure its impact towards the effectiveness of social media marketing activities. The social commerce field is chosen in this study because it is a relatively current concept among Indonesian users and therefore there are a lot of aspects that can be explored.
The online questionnaire was distributed to Indonesian social commerce users and there were 285 collected data in total. The data were then analyzed by utilizing PLS-SEM method and the proposed model was tested. The research’s results show that word of mouth and advertisement in social media have significant impact towards purchase intention. The results also supported the hypothesis regarding the flow of interaction, word of mouth, and advertisement in the current research context. The research result also shows the relations between perceived risk, information quality, and information usefulness towards social media marketing constructs.
Current research findings shed light on important aspects that will affect the purchase intention of social commerce users which can be utilized as guidelines to create an effective marketing campaign.

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