Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/111318| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 管郁君 | zh_TW |
| dc.contributor.advisor | Eugenia Y. Huang | en_US |
| dc.contributor.author | 施惟棣 | zh_TW |
| dc.contributor.author | Shih, Wei Ti | en_US |
| dc.creator | 施惟棣 | zh_TW |
| dc.creator | Shih, Wei Ti | en_US |
| dc.date | 2017 | en_US |
| dc.date.accessioned | 2017-07-24T04:01:56Z | - |
| dc.date.available | 2017-07-24T04:01:56Z | - |
| dc.date.issued | 2017-07-24T04:01:56Z | - |
| dc.identifier | G0104356007 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/111318 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 資訊管理學系 | zh_TW |
| dc.description | 104356007 | zh_TW |
| dc.description.abstract | 社群媒體迅速普及，連帶社群商務益發受到重視。本研究藉助S-O-R模型，期能以建立使用者之行為模式觀點的架構探討社群商務參與意圖。本研究中，欲探討營造社會臨場感的關鍵技術性特質對於社會臨場感的影響，進而對於促成參與意圖的效果，並瞭解媒體豐富性的調節作用。本研究蒐集相關文獻，並設計問卷、透過大量樣本進行研究模型驗證。\n本研究共回收1218份有效問卷，並透過最小平方法(PLS)進行有效樣本之實證分析。研究結果發現，感知社交性是營造社會臨場感的關鍵技術性特質；同時，臨場感對參與意圖也有顯著的正向影響。即在社群平台上的社交氛圍、能與好友們社交互動，是最能使人感受到身歷其境的臨場感，也最能使人產生社群商務的參與意圖。\n根據研究結果，本研究建議發展社群商務的過程中，在建置社群平台時，需要考量的技術性特質應特別著力於社交性內涵，如此是能產生社會臨場感，以及愈能促成社群商務參與意圖。 | zh_TW |
| dc.description.abstract | Social media is well widespread, so is Social Commerce. With the use of the S-O-R Model, this study expects to establish a comprehensive structure to investigate the social commerce intention. This research proposes a view on the effect of technological features and social presence on social commerce. This study intends to identify the key technological features which enhance the perception of social presence. Furthermore, we intend to understand whether social presence contributes to the social commerce intention and the moderating effect of the media richness. We collected relevant literature, designed the questionnaire and validated the research model. A total of 1218 valid samples were collected to validate the research model.\nThe result shows that perceived sociability is the key technological feature that leads to the perceived social presence, and social presence positively impacts social commerce intention. The analysis results imply that by making a great effort to enhance users` perceived social presence, social platform marketers can expect fruitful business result. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1\n第一節 研究背景 1\n第二節 研究動機 5\n第三節 研究目的與問題 7\n第二章 文獻探討 10\n第一節 社群商務 10\n第二節 S-O-R模型 18\n第三節 技術性特質 20\n第四節 社會臨場感 24\n第五節 社群商務參與意圖 26\n第六節 媒體豐富性 28\n第三章 研究方法 32\n第一節 研究架構 32\n第二節 研究假說 33\n第三節 操作型定義 37\n第四節 研究設計 43\n第五節 前測 45\n第四章 資料分析 52\n第一節 資料收集 52\n第二節 樣本結構分析 53\n第三節 信度及效度檢測 55\n第四節 測量模式分析 61\n第五節 結構模式分析 64\n第六節 假說檢定分析 71\n第七節 討論 75\n第五章 結論與建議 76\n第一節 研究結論 76\n第二節 管理意涵 83\n第三節 研究建議 87\n第四節 研究限制 89\n第五節 未來研究方向 90\n參考文獻 91\n網路資源 91\n中文文獻 92\n英文文獻 93\n附錄：正式問卷內容 104 | zh_TW |
| dc.format.extent | 2241329 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G0104356007 | en_US |
| dc.subject | 社群商務 | zh_TW |
| dc.subject | S-O-R 模型 | zh_TW |
| dc.subject | 技術性特質 | zh_TW |
| dc.subject | 社會臨場感 | zh_TW |
| dc.subject | 媒體豐富性 | zh_TW |
| dc.subject | Social commerce | en_US |
| dc.subject | S-O-R Model | en_US |
| dc.subject | Technological features | en_US |
| dc.subject | Social presence | en_US |
| dc.subject | Media richness | en_US |
| dc.title | 以S-O-R模型探討社群商務參與意圖 | zh_TW |
| dc.title | Investigating social commerce intention based on S-O-R model | en_US |
| dc.type | thesis | en_US |
| dc.relation.reference | 網路資源\n1. 李紹唐 (2014)。做社群商務就對了！【線上論壇】。取自 https://www.bnext.com.tw/article/33036/BN-ARTICLE-33036\n2. 創市際市場研究顧問公司 (2016年6月)。「社群網站的使用行為」調查報告（雙週刊第67期）。取自 http://www.ixresearch.com/wp-content/uploads/report/InsightXplorer%20Biweekly%20Report_20160715.pdf\n3. 資策會 (2011)。「臺灣寬頻網路使用調查報告」。取自 http://www.twnic.net.tw/download/200307/1101d.pdf\n4. 資策會產業情報研究所 (2011)。「數位生活型態」萬人大調查。取自 https://mic.iii.org.tw/micnew/IndustryObservations_PressRelease02.aspx?sqno=264\n5. 模範市場研究顧問公司 (2014)。「Facebook臺灣消費者線上行為調查」調查報告。取自 http://www.slideshare.net/yuanping/facebook-36279879\n6. 羅之盈 (2014)。做社群商務，把生意做大！。【線上論壇】。取自 https://www.bnext.com.tw/article/33366/BN-ARTICLE-33366\n7. Facebook (2015)。2015年最新Facebook統計數據。取自 https://www.smartm.com.tw/article/373733cea3\n8. Facebook (2016)。Facebook官方資料。取自 http://newsroom.fb.com/company-info/\n9. Joshua Topolsky. (2015)。Facebook超越Google，成為媒體網站最大流量來源。The Wall Street Journal。取自 http://feed.wordcorp.net/blog/post/facebook-over-google\n10. KEPIOS (2016)。2015年全球數字化年度研究報告。取自 https://read01.com/6BaQBN.html\n11. L.Indvik. (2013). The 7 Species of Social Commerce.Mashable.com. Retrieved from http://mashable.com/2013/05/10/social-commerce-definition/#qV9AE_fYREqH\n12. Steel, E. (2007). Where E-Commerce Meets Chat, Social Retailing Gains Traction. Wall Street Journal. Retrieved from http://www.online.wsj.com/article/SB119612230607104594.html\n13. Tedeschi, B. (2006). Like shopping? Social networking? Try social shopping. The New York Times, 11. Retrieved from http://www. nytimes.com/2006/09/11/technology/1 lecom.html\n\n中文文獻\n1. 吳政峯（民100）。以社會臨場感觀點探討訊息豐富性對口碑回應之影響。2011 TOPCO崇越論文大賞。\n2. 梁定澎（民101）。資訊管理理論。新北市：前程文化。\n3. 陳燕玲（民96）。電腦中介傳播下的社會臨場感與信任關係。「第四屆數位創世紀學術與實務研討會」，國立政治大學數位文化行動研究室，台北。\n4. 劉又禎（民100）。影響社交網站的持續使用意願之因素-由關係觀點之社會臨場感探討（未出版之碩士論文）。國立高雄大學，高雄市。\n英文文獻\n1. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.\n2. Animesh, A., Pinsonneault, A., Yang, S. B., & Oh, W. (2011). An odyssey into virtual worlds: exploring the impacts of technological and spatial environments on intention to purchase virtual products. MIS Quarterly-Management Information Systems, 35(3), 789.\n3. Arora, R. (1982). Validation of an SOR model for situation, enduring, and response components of involvement. Journal of Marketing Research, 19(4), 505-516.\n4. Baker, Julie, Grewal, Dhruv, & Parasuraman, Ananthanarayanan. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.\n5. Ball, D., Coelho, P. S., & Vilares, M. J. (2006). Service personalization and loyalty. Journal of Services Marketing, 20(6), 391-403.\n6. Barsky, E., & Purdon, M. (2006). Introducing Web 2.0: social networking and social bookmarking for health librarians. Journal of the Canadian Health Libraries Association/Journal de l`Association des bibliothèques de la santé du Canada, 27(3), 65-67.\n7. Bezjian-Avery, A., Calder, B., & Iacobucci, D. (1998). New media interactive advertising vs. traditional advertising. Journal of Advertising Research, 38, 23-32.\n8. Bodensteiner, W. D. (1970). Information channel utilization under varying research and development project conditions: an aspect of inter-organizational communication channel usage (Doctoral dissertation, Springfield, Va) Retrieved from National Technical Information Service.\n9. Brunswik, E. (1939). Probability as a determiner of rat behavior. Journal of Experimental Psychology, 25(2), 175.\n10. Brunswik, E. (1952). The conceptual framework of psychology. Psychological Bulletin, 49(6), 654-656.\n11. Buckley, P. G. (1991). An SOR Model of the Purchase of an Item in a Store. NA-Advances in Consumer Research, 18.\n12. Carey, J. (1989). Interactive media. International encyclopedia of communications. New York, N.Y: Oxford University Press.\n13. Carlson, J. R., & Zmud, R. W. (1999). Channel expansion theory and the experiential nature of media richness perceptions. Academy of Management Journal, 42(2), 153-170.\n14. Carroll, B. (2008). Social shopping: a new twist on e-commerce. Furniture Today. Retrieved January 21, 2008, from http://www.furnituretoday.com/article/44463-Social_shopping_A_new_twist_on_e_commerce.php\n15. Chellappa, R. K., & Sin, R. G. (2005). Personalization versus privacy: An empirical examination of the online consumer’s dilemma. Information Technology and Management, 6(2), 181-202.\n16. Choi, J., Lee, H. J., & Kim, Y. C. (2011). The influence of social presence on customer intention to reuse online recommender systems: the roles of personalization and product type. International Journal of Electronic Commerce, 16(1), 129-154.\n17. Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 64-73.\n18. Daft, R. L., & Lengel, R. H. (1983). Information richness. A new approach to managerial behavior and organization design. In B. Straw & L. Cummings (Eds.), Research in Oganizational Behavior (pp. 191–223).\n19. Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554-571.\n20. Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150.\n21. Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Journal of Business Venturing 5, 177-189.\n22. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.\n23. Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of Business Research, 58(3), 387-396.\n24. Galbraith, J. R. (1977). Organization design. Addison Wesley Publishing Company.\n25. Gao, Q., Dai, Y., Fan, Z., & Kang, R. (2010). Understanding factors affecting perceived sociability of social software. Computers in Human Behavior, 26(6), 1846-1861.\n26. Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.\n27. Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424.\n28. Gunawardena, C. N., & Zittle, F. J. (1997). Social presence as a predictor of satisfaction within a computer‐mediated conferencing environment. American Journal of Distance Education, 11(3), 8-26.\n29. Hoelter, J. W. (1983). The analysis of covariance structures: Goodness-of-fit indices. Sociological Methods & Research, 11(3), 325-344.\n30. Holland, W. E., Stead, B. A., & Leibrock, R. C. (1976). Information channel/source selection as a correlate of technical uncertainty in a research and development organization. IEEE Transactions on Engineering Management, (4), 163-167.\n31. Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246-259.\n32. Jascanu, N., Jascanu, V., & Nicolau, F. (2007). A new approach to E-commerce multi-agent systems. The Annals of “Dunarea de Jos” University of Galati: Fascicle III Electrotechnics, Electronics, Automatic Control and Informatics, 8-11. 2007.\n33. Jee, J., & Lee, W. N. (2002). Antecedents and consequences of perceived interactivity: An exploratory study. Journal of Interactive Advertising, 3(1), 34-45.\n34. Jiang, Z., & Benbasat, I. (2007). Research note-investigating the influence of the functional mechanisms of online product presentations. Information Systems Research, 18(4), 454-470.\n35. Jiang, Z., Chan, J., Tan, B. C., & Chua, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1), 34.\n36. Juslin, P. N. (2000). Cue utilization in communication of emotion in music performance: relating performance to perception. Journal of Experimental Psychology: Human Perception and Performance, 26(6), 1797.\n37. Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.\n38. Kim, Young, & Srivastava, Jaideep. (2007). Impact of social influence in e-commerce decision making. Paper presented at the Proceedings of the ninth international Conference on Electronic Commerce.\n39. Komiak, S. Y., & Benbasat, I. (2006). The effects of personalization and familiarity on trust and adoption of recommendation agents. MIS Quarterly, 30(4), 941-960.\n40. Kreijns, K., Kirschner, P. A., Jochems, W., & Van Buuren, H. (2007). Measuring perceived sociability of computer-supported collaborative learning environments. Computers & Education, 49(2), 176-192.\n41. Kumar, N., & Benbasat, I. (2006). Research note: the influence of recommendations and consumer reviews on evaluations of websites. Information Systems Research, 17(4), 425-439.\n42. Lee, E. J., & Nass, C. (2002). Experimental tests of normative group influence and representation effects in Computer‐Mediated communication. Human Communication Research, 28(3), 349-381.\n43. Leitner, Peter, & Grechenig, Thomas. (2009). Scalable social software services: towards a shopping community model based on analyses of established web service components and functions. Paper presented at the System Sciences, 2009. HICSS`09. 42nd Hawaii International Conference on.\n44. Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5-14.\n45. Liang, T. P., Ho, Y. T., Li, Y. W., & Turban, E. (2011). What drives social commerce: The role of social support and relationship quality. International Journal of Electronic Commerce, 16(2), 69-90.\n46. Liang, T. P., Chen, H. Y., & Turban, Efraim. (2009). Effect of personalization on the perceived usefulness of online customer services: a dual-core theory. Paper presented at the Proceedings of the 11th International Conference on Electronic Commerce.\n47. Lombard, M., & Ditton, T. (1997). At the heart of it all: The concept of presence. Journal of Computer - Mediated Communication, 3(2), 1-43.\n48. Malony, H. N. (1985). An SOR model of religious experience. Advances in the Psychology of Religion, 11, 113.\n49. Marsden, P. (2011). Commerce gets social: How your networks are driving what you buy. Social Commerce Today (January 6, 2011).\n50. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An Integrative Typology. Information Systems Research, 13(3), 334-359.\n51. McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 31(3), 29-42.\n52. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA: the MIT Press.\n53. Ng, C. S. P. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information & Management, 50(8), 609-620.\n54. Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. Psychometric Theory, 3(1), 248-292.\n55. Olbrich, R., & Holsing, C. (2011). Modeling consumer purchasing behavior in social shopping communities with clickstream data. International Journal of Electronic Commerce, 16(2), 15-40.\n56. Parise, Salvatore, & Guinan, Patricia J. (2008). Marketing using web 2.0. Paper presented at the Hawaii International Conference on System Sciences, Proceedings of the 41st Annual.\n57. Qiu, L., & Benbasat, I. (2005). An investigation into the effects of Text-To-Speech voice and 3D avatars on the perception of presence and flow of live help in electronic commerce. ACM Transactions on Computer-Human Interaction (TOCHI), 12(4), 329-355.\n58. Rice, R. E. (1992). Task analyzability, use of new media, and effectiveness: A multi-site exploration of media richness. Organization Science, 3(4), 475-500.\n59. Rice, R. E. (1993). Media appropriateness. Human Communication Research, 19(4), 451-484.\n60. Rice, R. E., Chang, S. J., & Torobin, J. (1992). Communicator style, media use, organizational level, and use and evaluation of electronic messaging. Management Communication Quarterly, 6(1), 3-33.\n61. Schwab, D. P. (1980). Construct validity in organization behavior. In B. M. Staw & L. L. Cummings (Eds.), Research in organizational behavior (Vol. 2, pp. 3-43). Greenwich, CT: JAI.\n62. Sheizaf Rafaeli, S. (1988). Interactivity: From New Media to Communication. Beverly Hill in Hawkins, Pingree, Wieman Edition.\n63. Shen, Jia, & Eder, Lauren. (2009). Determining factors in the acceptance of social shopping websites. Paper presented at the Proceedings of the 15th Americas Conference on Information Systems.\n64. Shin, D. H. (2013). User experience in social commerce: in friends we trust. Behaviour & Information Technology, 32(1), 52-67.\n65. Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. New York: Wiley.\n66. Sinha, R. R., & Swearingen, K. (2001, June). Comparing Recommendations Made by Online Systems and Friends. Proceeding on the Second DELOS Network of Excellence Workshop on Personalisation and Recommender Systems in Digital Libraries, 106.\n67. Slama, M. E., & Tashchian, A. (1987). Validating the SOR paradigm for consumer involvement with a convenience good. Journal of the Academy of Marketing Science, 15(1), 36-45.\n68. Stephen, A. T., & Toubia, O. (2010). Deriving value from social commerce networks. Journal of Marketing Research, 47(2), 215-228.\n69. Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93.\n70. Suh, K. S. (1999). Impact of communication medium on task performance and satisfaction: an examination of media-richness theory. Information & Management, 35(5), 295-312.\n71. Swanson, E. B. (1987). Information channel disposition and use. Decision Sciences, 18(1), 131-145.\n72. Tam, K. Y., & Ho, S. Y. (2005). Web personalization as a persuasion strategy: An elaboration likelihood model perspective. Information Systems Research, 16(3), 271-291.\n73. Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of web personalization on user information processing and decision outcomes. MIS Quarterly, 30(4), 865-890.\n74. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.\n75. Walther, J. B. (1992). Interpersonal effects in computer-mediated interaction a relational perspective. Communication Research, 19(1), 52-90.\n76. Weick, K. E. K. E. (1969). The social psychology of organizing (No. 04; HM131, W3.). Michigan: McGraw-Hill.\n77. Weisberg, J., Te`eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e-commerce: The mediation of social presence and trust. Internet Research, 21(1), 82-96.\n78. Wigand, Rolf T, Benjamin, Robert I, & Birkland, Johanna LH. (2008). Web 2.0 and beyond: implications for electronic commerce. Paper presented at the Proceedings of the 10th International Conference on Electronic Commerce.\n79. Williams, E. (1977). Experimental comparisons of face-to-face and mediated communication: A review. Psychological Bulletin, 84(5), 963.\n80. Wolf, B. (2005). Brunswik’s original lens model. University of Landau, Germany, 9.\n81. Xia, L., & Bechwati, N. N. (2008). Word of mouse: the role of cognitive personalization in online consumer reviews. Journal of Interactive Advertising, 9(1), 3-13.\n82. Xu, D. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9-19.\n83. Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017-1030.\n84. Zhang, P., & Wang, C. (2012). The evolution of social commerce: an examination from the people, business, technology, and information perspective. Communications of the AIS (CAIS). 31, 105-127\n85. Zhou, L., Zhang, P., & Zimmermann, H. D. (2013). Social commerce research: An integrated view. Electronic Commerce Research and Applications, 12(2), 61-68. | zh_TW |
| item.cerifentitytype | Publications | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| item.openairetype | thesis | - |
| item.fulltext | With Fulltext | - |
| item.grantfulltext | restricted | - |
| Appears in Collections: | 學位論文 | |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| 600701.pdf | 2.19 MB | Adobe PDF2 | View/Open |
Google ScholarTM
Check
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.