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題名 公司運用社群媒體行銷對員工之影響：SSO之觀點
The Impact of Social Media Marketing on Employees: SSO Perspective作者 童一葉
Tong, Yiye貢獻者 洪為璽
Hung, Wei-Hsi
童一葉
Tong, Yiye關鍵詞 情境崩解
SSO
科技特徵
社群媒體行銷
留任意願
Context collapse
SSO
technology characteristics
social media marketing
intention to stay日期 2020 上傳時間 3-八月-2020 17:37:01 (UTC+8) 摘要 近年來，社群媒體憑藉其擁有的廣大用戶人數、高度觸及率以及快速傳播資訊的能力，越來越普遍被用於公司行銷中。公司依靠社群媒體使用者間已建立的聯繫來發生信息的交互來建立並傳播公司產品形象與價值。許多公司要求員工發布關於公司產品的文章或分享產品及活動訊息至員工個人社交網路中，進而使員工產生一些負面影響。過去關於社群媒體行銷的研究中主要集中於公司形象、品牌、顧客關係、口碑等的優化，多以公司或是消費者角度出發，而對於公司員工進行社群媒體行銷的心裡壓力影響研究較為缺乏。本研究從SSO觀點，透過科技特徵、員工心理壓力而導致的負擔，逐步探討對於員工留任意願的影響。其中社群媒體科技特徵分為情境崩解、匿名性、出席性以及動態性；員工壓力包含隱私疑慮、角色衝突、工作超載以及工作不安感；員工負擔表現為情緒耗竭；結果包含工作滿意度以及留任意願。本研究向曾在公司中通過微信朋友圈為公司進行行銷之員工發放問卷，共蒐集問卷563份，其中有效問卷521份。經過研究分析，得到以下結論：社群媒體的情境崩解會影響員工隱私疑慮、角色衝突、工作超載；社群媒體的匿名性會影響員工隱私疑慮、角色衝突；社群媒體的出席性會影響員工角色衝突、工作超載；社群媒體的動態性會影響員工角色衝突、工作超載、工作不安感；員工隱私疑慮、角色衝突、工作超載、工作不安感會影響員工情緒耗竭；員工情緒耗竭會影響員工工作滿意度、留任意願；員工工作滿意度會影響員工留任意願。本研究可供公司管理者以及員工更清楚的了解公司運用社群媒體行銷產生負面影響的過程，有利於未來公司決策的制定以及員工的心理調適。
In recent years, social media has become more and more commonly used in marketing due to its large number of users, high reach rate, and ability to quickly disseminate information. Companies rely on established contacts among social media users to establish and spread their product image and value. Many companies require employees to post articles or share information about companies’ products or activities on their personal social networks, which causes some negative effects on employees. Past studies on social media marketing mainly focused on the optimization of company image, brand, customer relationship, word-of-mouth, etc., from the perspective of the company or the consumer. However, research on the psychological stress impact of social media marketing on employees is lacking. This study gradually explores the impacts of technology characteristics, stress and strain on employees` intention to stay, from the perspective of stress-strain -outcome (SSO). The technology characteristics of social media include context collapse, anonymity, presenteeism and dynamic. The stress of employee is comprised of privacy concerns, role conflicts, work overload and job insecurity. The strain of employee is emotional exhaustion. The outcome of this study includes employees’ job satisfaction and intention to stay.In this study, questionnaires were distributed to employees who had experience on marketing via WeChat Moments. A total of 563 questionnaires were recovered, and 521 of them were valid. After analyzing, following conclusions are obtained: the context collapse of social media will affect privacy concerns, role conflicts, and work overload of employees; while the anonymity of social media will affect their privacy concerns and role conflicts. Furthermore, social media presenteeism will affect employees’ role conflicts and work overload; and social media dynamic will affect their role conflicts, work overload, and job insecurity. As employee privacy concerns, role conflicts, work overload, and job insecurity will affect employees’ emotional exhaustion; employee emotional exhaustion will then affect employees` job satisfaction and intention to stay. Finally, employees` job satisfaction will affect employees` intention to stay. 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國立政治大學
資訊管理學系
107356042資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107356042 資料類型 thesis dc.contributor.advisor 洪為璽 zh_TW dc.contributor.advisor Hung, Wei-Hsi en_US dc.contributor.author (作者) 童一葉 zh_TW dc.contributor.author (作者) Tong, Yiye en_US dc.creator (作者) 童一葉 zh_TW dc.creator (作者) Tong, Yiye en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-八月-2020 17:37:01 (UTC+8) - dc.date.available 3-八月-2020 17:37:01 (UTC+8) - dc.date.issued (上傳時間) 3-八月-2020 17:37:01 (UTC+8) - dc.identifier (其他 識別碼) G0107356042 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/130984 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 107356042 zh_TW dc.description.abstract (摘要) 近年來，社群媒體憑藉其擁有的廣大用戶人數、高度觸及率以及快速傳播資訊的能力，越來越普遍被用於公司行銷中。公司依靠社群媒體使用者間已建立的聯繫來發生信息的交互來建立並傳播公司產品形象與價值。許多公司要求員工發布關於公司產品的文章或分享產品及活動訊息至員工個人社交網路中，進而使員工產生一些負面影響。過去關於社群媒體行銷的研究中主要集中於公司形象、品牌、顧客關係、口碑等的優化，多以公司或是消費者角度出發，而對於公司員工進行社群媒體行銷的心裡壓力影響研究較為缺乏。本研究從SSO觀點，透過科技特徵、員工心理壓力而導致的負擔，逐步探討對於員工留任意願的影響。其中社群媒體科技特徵分為情境崩解、匿名性、出席性以及動態性；員工壓力包含隱私疑慮、角色衝突、工作超載以及工作不安感；員工負擔表現為情緒耗竭；結果包含工作滿意度以及留任意願。本研究向曾在公司中通過微信朋友圈為公司進行行銷之員工發放問卷，共蒐集問卷563份，其中有效問卷521份。經過研究分析，得到以下結論：社群媒體的情境崩解會影響員工隱私疑慮、角色衝突、工作超載；社群媒體的匿名性會影響員工隱私疑慮、角色衝突；社群媒體的出席性會影響員工角色衝突、工作超載；社群媒體的動態性會影響員工角色衝突、工作超載、工作不安感；員工隱私疑慮、角色衝突、工作超載、工作不安感會影響員工情緒耗竭；員工情緒耗竭會影響員工工作滿意度、留任意願；員工工作滿意度會影響員工留任意願。本研究可供公司管理者以及員工更清楚的了解公司運用社群媒體行銷產生負面影響的過程，有利於未來公司決策的制定以及員工的心理調適。 zh_TW dc.description.abstract (摘要) In recent years, social media has become more and more commonly used in marketing due to its large number of users, high reach rate, and ability to quickly disseminate information. Companies rely on established contacts among social media users to establish and spread their product image and value. Many companies require employees to post articles or share information about companies’ products or activities on their personal social networks, which causes some negative effects on employees. Past studies on social media marketing mainly focused on the optimization of company image, brand, customer relationship, word-of-mouth, etc., from the perspective of the company or the consumer. However, research on the psychological stress impact of social media marketing on employees is lacking. This study gradually explores the impacts of technology characteristics, stress and strain on employees` intention to stay, from the perspective of stress-strain -outcome (SSO). The technology characteristics of social media include context collapse, anonymity, presenteeism and dynamic. The stress of employee is comprised of privacy concerns, role conflicts, work overload and job insecurity. The strain of employee is emotional exhaustion. The outcome of this study includes employees’ job satisfaction and intention to stay.In this study, questionnaires were distributed to employees who had experience on marketing via WeChat Moments. A total of 563 questionnaires were recovered, and 521 of them were valid. After analyzing, following conclusions are obtained: the context collapse of social media will affect privacy concerns, role conflicts, and work overload of employees; while the anonymity of social media will affect their privacy concerns and role conflicts. Furthermore, social media presenteeism will affect employees’ role conflicts and work overload; and social media dynamic will affect their role conflicts, work overload, and job insecurity. As employee privacy concerns, role conflicts, work overload, and job insecurity will affect employees’ emotional exhaustion; employee emotional exhaustion will then affect employees` job satisfaction and intention to stay. Finally, employees` job satisfaction will affect employees` intention to stay. This research can provide company managers and employees with a clearer understanding of the negative impacts of using social media marketing, and conducive to companies’ future decision-making and employees` psychological adjustment. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與問題 6第三節 研究流程 7第二章 文獻探討 8第一節 社群媒體行銷 8第二節 壓力負擔結果模型 12第三節 科技特徵 13第四節 角色衝突與隱私疑慮 18第五節 工作超載與工作不安感 20第六節 情緒耗竭 22第七節 工作滿意度與留任意願 23第三章 研究方法 26第一節 研究架構 26第二節 研究假說 27第三節 變數操作型定義 34第四節 研究設計 37第四章 結果與討論 44第一節 問卷回收 44第二節 基本敘述統計 45第三節 信度分析 51第四節 效度分析 52第五節 結構方程式模式分析 57第六節 結果討論 60第五章 結論與建議 68第一節 研究結論 68第二節 研究貢獻與建議 70第三節 研究限制 72第四節 未來研究方向與建議 73參考文獻 74附錄 92 zh_TW dc.format.extent 2571220 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107356042 en_US dc.subject (關鍵詞) 情境崩解 zh_TW dc.subject (關鍵詞) SSO zh_TW dc.subject (關鍵詞) 科技特徵 zh_TW dc.subject (關鍵詞) 社群媒體行銷 zh_TW dc.subject (關鍵詞) 留任意願 zh_TW dc.subject (關鍵詞) Context collapse en_US dc.subject (關鍵詞) SSO en_US dc.subject (關鍵詞) technology characteristics en_US dc.subject (關鍵詞) social media marketing en_US dc.subject (關鍵詞) intention to stay en_US dc.title (題名) 公司運用社群媒體行銷對員工之影響：SSO之觀點 zh_TW dc.title (題名) The Impact of Social Media Marketing on Employees: SSO Perspective en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中國日報（2015年1月8日）。中國日報2014年度十大英語新詞。取自：http://world.chinadaily.com.cn/2015-01/08/content_19273961_6.htm百度百科（2010年3月16日）。朋友圈。取自：https://baike.baidu.com/item/%E6%9C%8B%E5%8F%8B%E5%9C%88/17341022吳明隆（2010）。問卷統計分析實務-SPSS操作與應用。重慶：重慶大學出版社。邱皓政(2006)。量化研究與統計分析。台北市：五南。洪珊菁(2013)。會診系統對醫師離職意願之影響-無所不在科技壓力之觀點（碩士論文）。國立中正大學。嘉義，台灣。陳品文(2017)。爸媽進軍IG 加還是不加？喀報，281。取自：https://castnet.nctu.edu.tw/castnet/article/12231?issueID=677陳順宇（2004）。多變量分析。台北：華泰書局。陳雲霞（2015）。微信營銷帶來的熟人經濟新模式。電子商務，7，33。陳寬裕（2018）。結構方程模型分析實務：SPSS與SmartPLS的運用。台中：五南圖書出版股份有限公司。孫晶（2019）。朋友圈營銷對用戶實際購買行為的影響探究。呼倫貝爾學院學報，27(3)，52-55。張琰、包小妹、吳鳳媛（2015）。微信朋友圈營銷的影響因素及策略。青年記者，33，74-75。游依庭（2015年7月）。在社群網站中來去自如的秘訣？情境崩解下的印象管理與隱私顧慮研究：分群行為。「中華傳播學會2015年年會」發表之論文，高雄市義守大學。楊小米（2015）。變味的微信朋友圈。人力資源，11，90-92。蔡婕（2016）。微信朋友圈營銷的營銷因素探討。現代經濟信息，21，323。劉景芝（2017）。述求方式、社交距離及好友評論對微信朋友圈關係營銷的影響（碩士論文）。取自中國知網。Abeza, G., O’Reilly, N., & Reid, I. 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