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題名 跨文化消費者於社群媒體線上購買行為差異（以台法消費者為例）
Studying of Social Media Users Social Commerce Behavior In Terms Of Culture Difference: The Case Of French & Taiwanese users作者 曾毓
Yu, Tseng貢獻者 吳文傑
Wu, Jack
曾毓
Yu, Tseng關鍵詞 線上購物
社群商務
社會媒體行銷
線上行為
文化差異
online shopping
social commerce
social media marketing
online behavior
cultural difference日期 2020 上傳時間 3-Aug-2020 17:46:06 (UTC+8) 摘要 During the past decade, Information technology has drastically transformed the way how people interact and communicate with each other. There’s a new era of social media which constantly shaping abundant communities without geographical boundaries which can also bridge the connection or transaction among the business like E-commerce platform, which also known as Social-commerce. This research is aiming to discover how social media becomes one of the channels that enterprises choose to build the relation with customers and in what extent of difference in terms of online purchase intentions and the cultural difference. It is believed that social media facilitates social interaction among customers, leading to more opportunities to buy. This study offers literature review to explain the concept of social commerce, the application of Hofstede’s culture dimension theory and the findings after conducting semi-constructive interview with French and Taiwanese to see the difference when comes to online purchase intentions with the possible factors that might affect the results. While further analyzing the possible causations, interestingly, we found that because of the rise of digitalization and globalization, the cultural difference in this studies was not a significantly impact on consumer behavior. 參考文獻 1. Brandtzæg, P.B, 2010. Towards a unified Media-User Typology (MUT): a meta-analysis and review of the research literature on media-users typologies. Computers in human behavior 26 (5), 940-956.2. Celeste See-Pui Ng, 2012, Examining The Cultural Difference In The Intention To Purchase In Social Commerce3. Christy Ashley , Tracy Tuten, (2014) Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement4. Esteban Ortiz-Ospina (2019): The rise of social media5. Green, C., 1999. Ethnic evaluations of advertising: interaction effects of strength of ethnic identification, media placement and degree of racial composition. Journal of Advertising 28 (1), 49-646. Hendriks, F., Zourids, S, 1999. Cultural biases and new media for the public domain: Cui Bonn. In: Thompson, M., Grendstad, G., selle P. (Eds.), Cultural Theory as Political Science. Routledge, London, pp. 121-1377. Henry Burrell (2020) Facebook Shops: How and when can I sell on Facebook and Instagram?8. Hofstede, G., Hofstede, G. J., 2011. Dimensions of national cultures.9. Hui Zhang (2019), On the development trend of cross-border E-commerce in China under the trend of International E-commerce (Statista)10. J. Clement, 2019, Social commerce - Statistics & Facts11. Kiera Abbamonte (2018) Social Commerce For Retail: What Is It and 3 Examples of Retailers Doing it Well12. 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), 5e14.13. M. Mäki, T. Toivola (2019) GLOBAL ECOMMERCE DEVELOPMENT – JOINING THE RESOURCES OF UNIVERSITIES AND ENTERPRISES FOR NEW MARKETS14. Mardsen, P. (2010). Social commerce: Monetizing social media. Hamburg, Germany:Syzygy Deutschland Gmbh.15. Parise, S., and Guinan, P. J (2008). Marketing using Web 2.0. In R. Sprague (ed.), Proceedings of the 41st Hawaii International Conference on System Sciences, Hawaii, HI(January, 2008) IEEE Computer Society Press, Washington, DC16. Paul M. Leonardi, Marleen Huysman, Charles Steinfield (2013) Enterprise Social Media: Definition, History, and Prospects for the Study of Social Technologies in Organizations 17. Sanjukta Pookulangara, Kristian Koesler, 2011. Cultural influence on consumers’ usage of social networks and it’s impact on online purchase intentions18. Schwarz, M., Thompson, M., 1990. Divided We Stand: Redefining Politics, Tech- nology and Social Choice. Harvester Wheatsheaf, New York.19. Social media marketing trend in Asia 201920. Wang, C. N., and Zhang, P. (2012) The evolution of social commerce: the people management, technology, and information dimensions. Communications of the Association for Information Systems, 1–23.21. We Are Social and Hootsuite’s 2019 Global Digital report 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933014資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107933014 資料類型 thesis dc.contributor.advisor 吳文傑 zh_TW dc.contributor.advisor Wu, Jack en_US dc.contributor.author (Authors) 曾毓 zh_TW dc.contributor.author (Authors) Yu, Tseng en_US dc.creator (作者) 曾毓 zh_TW dc.creator (作者) Yu, Tseng en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-Aug-2020 17:46:06 (UTC+8) - dc.date.available 3-Aug-2020 17:46:06 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2020 17:46:06 (UTC+8) - dc.identifier (Other Identifiers) G0107933014 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131042 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 107933014 zh_TW dc.description.abstract (摘要) During the past decade, Information technology has drastically transformed the way how people interact and communicate with each other. There’s a new era of social media which constantly shaping abundant communities without geographical boundaries which can also bridge the connection or transaction among the business like E-commerce platform, which also known as Social-commerce. This research is aiming to discover how social media becomes one of the channels that enterprises choose to build the relation with customers and in what extent of difference in terms of online purchase intentions and the cultural difference. It is believed that social media facilitates social interaction among customers, leading to more opportunities to buy. This study offers literature review to explain the concept of social commerce, the application of Hofstede’s culture dimension theory and the findings after conducting semi-constructive interview with French and Taiwanese to see the difference when comes to online purchase intentions with the possible factors that might affect the results. While further analyzing the possible causations, interestingly, we found that because of the rise of digitalization and globalization, the cultural difference in this studies was not a significantly impact on consumer behavior. en_US dc.description.tableofcontents 1. Introduction 11.1. Research background & motivation 11.2. Research Problem & hypothesis 11.3. Methodology 21.4. Framework 32. Literature Review 42.1. Social Commerce 42.1.1. Definition of Social Commerce 42.1.2. Scope & application of Social Commerce 62.2. Social Media 82.2.1. Definition of Social Media 82.2.2. Current development and challenge for social media in Europe & Asia 102.3. Culture difference in social commerce 112.3.1. The difference and impact 112.3.2. Buying intentions 133. Research Method 163.1. Interviewee Profile 163.2. Interview data analysis 164. Results & limitation 22Reference 25Appendix 27 zh_TW dc.format.extent 1635241 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107933014 en_US dc.subject (關鍵詞) 線上購物 zh_TW dc.subject (關鍵詞) 社群商務 zh_TW dc.subject (關鍵詞) 社會媒體行銷 zh_TW dc.subject (關鍵詞) 線上行為 zh_TW dc.subject (關鍵詞) 文化差異 zh_TW dc.subject (關鍵詞) online shopping en_US dc.subject (關鍵詞) social commerce en_US dc.subject (關鍵詞) social media marketing en_US dc.subject (關鍵詞) online behavior en_US dc.subject (關鍵詞) cultural difference en_US dc.title (題名) 跨文化消費者於社群媒體線上購買行為差異（以台法消費者為例） zh_TW dc.title (題名) Studying of Social Media Users Social Commerce Behavior In Terms Of Culture Difference: The Case Of French & Taiwanese users en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1. Brandtzæg, P.B, 2010. Towards a unified Media-User Typology (MUT): a meta-analysis and review of the research literature on media-users typologies. Computers in human behavior 26 (5), 940-956.2. Celeste See-Pui Ng, 2012, Examining The Cultural Difference In The Intention To Purchase In Social Commerce3. Christy Ashley , Tracy Tuten, (2014) Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement4. Esteban Ortiz-Ospina (2019): The rise of social media5. Green, C., 1999. Ethnic evaluations of advertising: interaction effects of strength of ethnic identification, media placement and degree of racial composition. Journal of Advertising 28 (1), 49-646. Hendriks, F., Zourids, S, 1999. Cultural biases and new media for the public domain: Cui Bonn. In: Thompson, M., Grendstad, G., selle P. (Eds.), Cultural Theory as Political Science. Routledge, London, pp. 121-1377. Henry Burrell (2020) Facebook Shops: How and when can I sell on Facebook and Instagram?8. Hofstede, G., Hofstede, G. J., 2011. Dimensions of national cultures.9. Hui Zhang (2019), On the development trend of cross-border E-commerce in China under the trend of International E-commerce (Statista)10. J. Clement, 2019, Social commerce - Statistics & Facts11. Kiera Abbamonte (2018) Social Commerce For Retail: What Is It and 3 Examples of Retailers Doing it Well12. 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), 5e14.13. M. Mäki, T. Toivola (2019) GLOBAL ECOMMERCE DEVELOPMENT – JOINING THE RESOURCES OF UNIVERSITIES AND ENTERPRISES FOR NEW MARKETS14. Mardsen, P. (2010). Social commerce: Monetizing social media. Hamburg, Germany:Syzygy Deutschland Gmbh.15. Parise, S., and Guinan, P. J (2008). Marketing using Web 2.0. In R. Sprague (ed.), Proceedings of the 41st Hawaii International Conference on System Sciences, Hawaii, HI(January, 2008) IEEE Computer Society Press, Washington, DC16. Paul M. Leonardi, Marleen Huysman, Charles Steinfield (2013) Enterprise Social Media: Definition, History, and Prospects for the Study of Social Technologies in Organizations 17. Sanjukta Pookulangara, Kristian Koesler, 2011. Cultural influence on consumers’ usage of social networks and it’s impact on online purchase intentions18. Schwarz, M., Thompson, M., 1990. Divided We Stand: Redefining Politics, Tech- nology and Social Choice. Harvester Wheatsheaf, New York.19. Social media marketing trend in Asia 201920. Wang, C. N., and Zhang, P. (2012) The evolution of social commerce: the people management, technology, and information dimensions. Communications of the Association for Information Systems, 1–23.21. We Are Social and Hootsuite’s 2019 Global Digital report zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202001083 en_US
