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題名 影響蝦皮社群商務意圖之因素與受新冠肺炎之調整
The moderating role of COVID-19 on the factors influencing social commerce intention on Shopee.
作者 李俐瑩
貢獻者 洪叔民
李俐瑩
關鍵詞 新冠肺炎
蝦皮
電子商務
社群網絡
社群商務
Covid-19
E-commerce
Shopee
Social network sites
Social commerce
日期 2021
上傳時間 1-Jul-2021 21:35:06 (UTC+8)
摘要 在疫情之下，網路購物更為活絡，消費者在購買零售產品時轉往網路平台作為購物管道。因此各個電商平台為了吸引客戶，折扣優惠變成為他們的主要行銷手法。然而，價格戰在一個產業中並非好的現象，各電商平台皆開始思考該如何經營客戶，希望能真正將客戶留在自家平台上，而非靠低價格吸引到一群毫無黏著度的客戶。
在此次疫情下，有越來越多的民眾習慣使用「蝦皮」作為購物的管道。而蝦皮之所以能成為眾多民眾的習慣，除了折扣優惠外，近期也開始積極佈局社群的經營，以提升消費者在此社群商務平台的使用次數，希望消費者能藉由社群網絡的建置提升對該平台的黏著度。因此，本研究針對使用者對於社群商務平台的使用意圖進行深入探討，以提供蝦皮等電商平台抑或想透過社群網絡來經營電商平台、網路購物平台的業者，何種因素會真正提升社群商務意圖中的資訊接收與資訊給予兩行為。經過研究與驗證後，發現利他行為、互動性與服務內容品質此三項因素，對於接收行為有正向顯著的影響;而利他行為、資訊支持、易使用性和知識分享的樂趣此四項因素，對於給予行為有正向顯著的影響。
此外，在本研究中，亦加入另一項探討項目，想了解在新冠肺炎下，哪些因素會被社群商務的使用者放大，成為提升他們使用社群商務意圖的主因，經研究結果顯示，社會互動性為增進接收行為的因素，而聲譽與互惠性為增進給予行為的因素。綜合以上研究，社群商務經營者，可透過增進這些因素，進而提升使用者的使用意圖。
Under the epidemic situation of COVID‐19, online shopping has become more popular. In order to attract customers, various e-commerce companies use discount strategy. However, price wars are not a good phenomenon in an industry. Many e- commerce companies are beginning to think about how to manage customers, hoping to enhance their stickiness and engagement.
During COVID-19 pandemic, more and more people are accustomed to using "Shopee" as a shopping channel. The reason why Shopee has become a habit of people is not only discounts but also social community deploying to increase the consumers` usage. Therefore, this study will conduct an in-depth discussion on social commerce intention. And this study can be referred by those who are operating social commerce platform, enhancing the customer`s behavior of information receiving and information giving. After verification, it is found that the three factors of altruistic, interactive and service content quality have a positive and significant impact on the receiving behavior; and the four factors of altruistic, information support, ease of use and hedonic, have a positive and significant effect on giving behavior.
In addition, I added covid-19 as the moderator in this study. I want to know which factor will be amplified by users under COVID-19, and become the main reason for increasing their intention to use social commerce. The results show that social interaction enhances receiving behavior, while reputation and reciprocity are factors that enhance giving behavior. Based on the above research, social commerce operators can improve users` usage intention by enhancing these factors.
參考文獻 一、中文文獻
2020電商事件盤點　蝦皮如何搶占事業版圖(2020) 劉有耘https://www.ectimes.org.tw/?p=65713
2020年網購消費意向調查：疫情影響分析(2020)產業情報研究所(MIC)陳冠文分析師https://mic.iii.org.tw/aisp/Reports.aspx?id=PPT1091218-5
用創意翻轉社群！社群多角化策略大公開(2020)蝦皮大學https://university.shopee.tw/SellerExperience/3/328
後疫情時代，智慧商務發展趨勢與契機(2020)產業情報研究所(MIC) https://mic.iii.org.tw/aisp/Reports.aspx?id=PPT1091113-2
疫情促進電商產業巨變！蝦皮解密2021年台灣電商三大趨勢(2021)潘韜宇 https://tw.news.yahoo.com/%E7%96%AB%E6%83%85%E4%BF%83%E9%80%B2%E9%9B%BB%E5%95%86%E7%94%A2%E6%A5%AD%E5%B7%A8%E8%AE%8A%E8%9D%A6%E7%9A%AE%E8%A7%A3%E5%AF%862021%E5%B9%B4%E5%8F%B0%E7%81%A3%E9%9B%BB%E5%95%86%E4%B8%89%E5%A4%A7%E8%B6%A8%E5%8B%A2-082747739.html
電商經營者必學！SEO 優化教學(2021)林克威https://www.inside.com.tw/article/22305-seo-in-ec
新冠肺炎讓電子商務成為鎂光燈焦點(2020) Brian Solis;朱師右;洪可欣https://mic.iii.org.tw/aisp/Reports.aspx?id=CDOC20201020001
網購／電商市場如何迎接後疫情時代的到來(2020)蔡鴻賢https://www.sef.org.tw/files/6268/251CB301-014E-476D-AB4A-DA4B4C43ACE1.pdf
經濟部統計處-零售業統計調查https://www.moea.gov.tw/MNS/dos/home/Home.aspx
蝦皮 vs. PChome：商店街失敗的三個原因(2018)邱煜庭https://www.inside.com.tw/article/12844-why-pcstore-losed

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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)
108363075
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363075
資料類型 thesis
dc.contributor.advisor 洪叔民zh_TW
dc.contributor.author (Authors) 李俐瑩zh_TW
dc.creator (作者) 李俐瑩zh_TW
dc.date (日期) 2021en_US
dc.date.accessioned 1-Jul-2021 21:35:06 (UTC+8)-
dc.date.available 1-Jul-2021 21:35:06 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2021 21:35:06 (UTC+8)-
dc.identifier (Other Identifiers) G0108363075en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136028-
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) 108363075zh_TW
dc.description.abstract (摘要) 在疫情之下，網路購物更為活絡，消費者在購買零售產品時轉往網路平台作為購物管道。因此各個電商平台為了吸引客戶，折扣優惠變成為他們的主要行銷手法。然而，價格戰在一個產業中並非好的現象，各電商平台皆開始思考該如何經營客戶，希望能真正將客戶留在自家平台上，而非靠低價格吸引到一群毫無黏著度的客戶。
在此次疫情下，有越來越多的民眾習慣使用「蝦皮」作為購物的管道。而蝦皮之所以能成為眾多民眾的習慣，除了折扣優惠外，近期也開始積極佈局社群的經營，以提升消費者在此社群商務平台的使用次數，希望消費者能藉由社群網絡的建置提升對該平台的黏著度。因此，本研究針對使用者對於社群商務平台的使用意圖進行深入探討，以提供蝦皮等電商平台抑或想透過社群網絡來經營電商平台、網路購物平台的業者，何種因素會真正提升社群商務意圖中的資訊接收與資訊給予兩行為。經過研究與驗證後，發現利他行為、互動性與服務內容品質此三項因素，對於接收行為有正向顯著的影響;而利他行為、資訊支持、易使用性和知識分享的樂趣此四項因素，對於給予行為有正向顯著的影響。
此外，在本研究中，亦加入另一項探討項目，想了解在新冠肺炎下，哪些因素會被社群商務的使用者放大，成為提升他們使用社群商務意圖的主因，經研究結果顯示，社會互動性為增進接收行為的因素，而聲譽與互惠性為增進給予行為的因素。綜合以上研究，社群商務經營者，可透過增進這些因素，進而提升使用者的使用意圖。		zh_TW
dc.description.abstract (摘要) Under the epidemic situation of COVID‐19, online shopping has become more popular. In order to attract customers, various e-commerce companies use discount strategy. However, price wars are not a good phenomenon in an industry. Many e- commerce companies are beginning to think about how to manage customers, hoping to enhance their stickiness and engagement.
During COVID-19 pandemic, more and more people are accustomed to using "Shopee" as a shopping channel. The reason why Shopee has become a habit of people is not only discounts but also social community deploying to increase the consumers` usage. Therefore, this study will conduct an in-depth discussion on social commerce intention. And this study can be referred by those who are operating social commerce platform, enhancing the customer`s behavior of information receiving and information giving. After verification, it is found that the three factors of altruistic, interactive and service content quality have a positive and significant impact on the receiving behavior; and the four factors of altruistic, information support, ease of use and hedonic, have a positive and significant effect on giving behavior.
In addition, I added covid-19 as the moderator in this study. I want to know which factor will be amplified by users under COVID-19, and become the main reason for increasing their intention to use social commerce. The results show that social interaction enhances receiving behavior, while reputation and reciprocity are factors that enhance giving behavior. Based on the above research, social commerce operators can improve users` usage intention by enhancing these factors.		en_US
dc.description.tableofcontents 摘要I
Abstract II
目次IV
圖次VI
表次VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與目的 4
第三節 研究流程 5
第二章 文獻探討 7
第一節 社群電子商務 7
第二節 社群商務意圖(SCI) 8
第三節 影響SCI之因子 9
第四節 疫情對社群商務的影響 12
第三章 研究方法 13
第一節 研究架構與假說 13
第二節 研究對象與方法 26
第三節 問卷設計 26
第四章 分析結果 29
第一節 敘述統計 29
第二節 信效度結果 31
第三節 假說檢驗 37
第四節 迴歸分析 44
第五章 結論與建議 50
第一節 研究結論 50
第二節 管理意涵 51
第三節 研究限制 56
參考文獻 57		zh_TW
dc.format.extent 1500016 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363075en_US
dc.subject (關鍵詞) 新冠肺炎zh_TW
dc.subject (關鍵詞) 蝦皮zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 社群網絡zh_TW
dc.subject (關鍵詞) 社群商務zh_TW
dc.subject (關鍵詞) Covid-19en_US
dc.subject (關鍵詞) E-commerceen_US
dc.subject (關鍵詞) Shopeeen_US
dc.subject (關鍵詞) Social network sitesen_US
dc.subject (關鍵詞) Social commerceen_US
dc.title (題名) 影響蝦皮社群商務意圖之因素與受新冠肺炎之調整zh_TW
dc.title (題名) The moderating role of COVID-19 on the factors influencing social commerce intention on Shopee.en_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻
2020電商事件盤點　蝦皮如何搶占事業版圖(2020) 劉有耘https://www.ectimes.org.tw/?p=65713
2020年網購消費意向調查：疫情影響分析(2020)產業情報研究所(MIC)陳冠文分析師https://mic.iii.org.tw/aisp/Reports.aspx?id=PPT1091218-5
用創意翻轉社群！社群多角化策略大公開(2020)蝦皮大學https://university.shopee.tw/SellerExperience/3/328
後疫情時代，智慧商務發展趨勢與契機(2020)產業情報研究所(MIC) https://mic.iii.org.tw/aisp/Reports.aspx?id=PPT1091113-2
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dc.identifier.doi (DOI) 10.6814/NCCU202100620en_US