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題名 社群網站上影響社群商務意願的因素調查
The Factors Influencing Social Commerce Intention on Social Network Sites
作者 林思妤
Lin, Sih-Yu
貢獻者 洪叔民
Horng, Shwu-Min
林思妤
Lin, Sih-Yu
關鍵詞 電子商務
社群網站
社群商務
社群商務意願
E-commerce
Social network sites
Social commerce
Social commerce intention
日期 2020
上傳時間 3-Aug-2020 18:41:16 (UTC+8)
摘要 在電子商務和社群網站的急速發展之下，衍生出了社群商務，也就是一種能夠讓使用者直接在社群網站上完成交易的行為。社群商務在近年來不斷成長，許多學者也開始研究這塊領域，然而到目前為止仍有許多有待探討的議題。過去研究均指出社群網站上有許多因素能夠影響使用者持續參與社群網站互動，然而隨著社群商務興起，這些因素是否也能連帶影響使用者的社群商務參與意願尚不清楚。基於此點，本研究旨在探討社群網站上有哪些因素會影響使用者的社群商務參與意願，並將此意願分為接收與給予行為，期望能透過此研究讓社群商務經營者以及其他管理者了解能夠如何經營在社群網站上的社群商務。
本研究透過問卷調查進行分析，共回收276份有效問卷，並經過分析後發現，資訊支持、情感支持、對社群網站商家的信任和認知有用性對於社群商務意願之接收行為有正向且顯著的影響，且利他行為、互惠性、結合型資本、資訊支持和對社群網站商家的信任對於社群商務意願之給予行為有正向且顯著的影響。另外，在比較此兩類社群商務意願後，發現在利他行為、知識自我效能和結合型資本對於給予行為之影響力較接收行為更顯著，而認知有用性則是對接收行為之影響力較給予行為更顯著。本研究也在後續針對此結論提出對於社群商務經營者和其他管理者的建議和後續可研究方向。
As e-commerce and social network sites thrive, social commerce, a hybrid combining the characteristics of e-commerce and social network sites, has appeared accordingly. Social commerce has grown rapidly since and researches on this subject boomed, but still, there are issues waiting to be explored. Researches pointed out that multiple factors can affect users’ intentions to interact with one another on social network sites. However, whether these factors also influence users’ intentions of using social commerce on social network sites remains unknown. Thus, this paper will examine the factors which influence social commerce intention in receiving and giving on social network sites.
This research is conducted via an online survey, and a total of 276 valid questionnaires are retrieved. Results showed that information support, emotion support, trust in merchants, and perceived usefulness have positive and significant effects on social commerce receiving intentions, while altruism, reciprocity, bonding capital, information support, and trust in merchants have positive and significant effects on social commerce giving intentions. Comparing the social commerce intentions of receiving and giving, we can see that altruism, knowledge self-efficacy, and bonding capital have greater effects on giving than receiving, while perceived usefulness showed otherwise. In the end, we provided management implications of the results for social commerce business owners and suggested further research topics.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107363012
資料類型 thesis
dc.contributor.advisor 洪叔民zh_TW
dc.contributor.advisor Horng, Shwu-Minen_US
dc.contributor.author (Authors) 林思妤zh_TW
dc.contributor.author (Authors) Lin, Sih-Yuen_US
dc.creator (作者) 林思妤zh_TW
dc.creator (作者) Lin, Sih-Yuen_US
dc.date (日期) 2020en_US
dc.date.accessioned 3-Aug-2020 18:41:16 (UTC+8)-
dc.date.available 3-Aug-2020 18:41:16 (UTC+8)-
dc.date.issued (上傳時間) 3-Aug-2020 18:41:16 (UTC+8)-
dc.identifier (Other Identifiers) G0107363012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131342-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 107363012zh_TW
dc.description.abstract (摘要) 在電子商務和社群網站的急速發展之下，衍生出了社群商務，也就是一種能夠讓使用者直接在社群網站上完成交易的行為。社群商務在近年來不斷成長，許多學者也開始研究這塊領域，然而到目前為止仍有許多有待探討的議題。過去研究均指出社群網站上有許多因素能夠影響使用者持續參與社群網站互動，然而隨著社群商務興起，這些因素是否也能連帶影響使用者的社群商務參與意願尚不清楚。基於此點，本研究旨在探討社群網站上有哪些因素會影響使用者的社群商務參與意願，並將此意願分為接收與給予行為，期望能透過此研究讓社群商務經營者以及其他管理者了解能夠如何經營在社群網站上的社群商務。
本研究透過問卷調查進行分析，共回收276份有效問卷，並經過分析後發現，資訊支持、情感支持、對社群網站商家的信任和認知有用性對於社群商務意願之接收行為有正向且顯著的影響，且利他行為、互惠性、結合型資本、資訊支持和對社群網站商家的信任對於社群商務意願之給予行為有正向且顯著的影響。另外，在比較此兩類社群商務意願後，發現在利他行為、知識自我效能和結合型資本對於給予行為之影響力較接收行為更顯著，而認知有用性則是對接收行為之影響力較給予行為更顯著。本研究也在後續針對此結論提出對於社群商務經營者和其他管理者的建議和後續可研究方向。		zh_TW
dc.description.abstract (摘要) As e-commerce and social network sites thrive, social commerce, a hybrid combining the characteristics of e-commerce and social network sites, has appeared accordingly. Social commerce has grown rapidly since and researches on this subject boomed, but still, there are issues waiting to be explored. Researches pointed out that multiple factors can affect users’ intentions to interact with one another on social network sites. However, whether these factors also influence users’ intentions of using social commerce on social network sites remains unknown. Thus, this paper will examine the factors which influence social commerce intention in receiving and giving on social network sites.
This research is conducted via an online survey, and a total of 276 valid questionnaires are retrieved. Results showed that information support, emotion support, trust in merchants, and perceived usefulness have positive and significant effects on social commerce receiving intentions, while altruism, reciprocity, bonding capital, information support, and trust in merchants have positive and significant effects on social commerce giving intentions. Comparing the social commerce intentions of receiving and giving, we can see that altruism, knowledge self-efficacy, and bonding capital have greater effects on giving than receiving, while perceived usefulness showed otherwise. In the end, we provided management implications of the results for social commerce business owners and suggested further research topics.		en_US
dc.description.tableofcontents 中文摘要 I
英文摘要 II
目次 III
表次 V
圖次 VI
第一章 緒論 1
第一節　研究背景及動機 1
第二節　研究問題和目的 2
第二章 文獻探討 4
第一節　社群網站使用相關的個人因素 4
第二節　影響社群網站使用的社會因素 6
第三節　心流 8
第四節　信任 8
第五節　服務品質 9
第六節　科技接受度 10
第三章 研究方法 11
第一節 研究架構和發展假說 11
第二節 研究方法與對象 20
第三節 問卷設計與內容 20
第四章 分析結果 23
第一節 描述性統計分析 23
第二節 信度與效度分析 25
第三節 假說檢驗 31
第五章 結論與建議 40
第一節 結論 40
第二節 研究限制與建議 41
第三節 管理意涵 42
第四節 未來研究建議 46
參考文獻 47		zh_TW
dc.format.extent 1488618 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107363012en_US
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 社群網站zh_TW
dc.subject (關鍵詞) 社群商務zh_TW
dc.subject (關鍵詞) 社群商務意願zh_TW
dc.subject (關鍵詞) E-commerceen_US
dc.subject (關鍵詞) Social network sitesen_US
dc.subject (關鍵詞) Social commerceen_US
dc.subject (關鍵詞) Social commerce intentionen_US
dc.title (題名) 社群網站上影響社群商務意願的因素調查zh_TW
dc.title (題名) The Factors Influencing Social Commerce Intention on Social Network Sitesen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202000744en_US