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題名 影響Instagram社群商意圖之因素與受新冠肺炎而調整之研究
Factors influencing Social Commerce Intention on Instagram and moderated by COVID-19
作者 李易勳
Lee, Yi-Hsun
貢獻者 洪叔民
Hong, Shu-Min
李易勳
Lee, Yi-Hsun
關鍵詞 電子商務
社群商務
新冠肺炎
E-commerce
Social commerce
Instagram
COVID-19
日期 2021
上傳時間 4-Aug-2021 16:37:03 (UTC+8)
摘要 電子商務與社群網站在隨著科技快速成長與民眾消費習慣改變趨勢中，衍伸出了一種結合兩者的概念「社群商務」，社群網站的用戶們可以直接在網站上完成交易的流程。其中，Instagram為社群商務成長最為明顯的社群網站之一，這個世界上最受歡迎的社交網絡近年來不斷的提供商家在平台上曝光產品的功能，越來越多的商家也利用Instagram作為推廣與販售產品的管道。本研究將探討在Instagram上會有哪些因素影響著用戶的社群商務意圖，也會將社群商務意圖的兩大要素接收與給予行為一併討論。除此之外，本研究也將新冠肺炎疫情作為潛在的干擾因素，欲了解在疫情衝擊民眾日常的情況下，是否會對原本影響社群商務意圖的因素產生干擾作用。
本問卷經由線上問卷發放，共收集了404份有效問卷 。透過統計分析結果發現橋接型社會資本、網站的服務內容品質、利他主義、對網站的信任、享受這五個因素對於 Instagram用戶的社群商務意圖以及接收和給予行為三個變數時皆有正向的影響。除此之外，本研究也發現新冠肺炎疫情會對社群商務意圖之給予行為的兩個影響因素網站服務的內容品質與傳遞品質產生干擾作用。最終，本研究也針對了統計分析的結論，對Instagram 經營者與利用Instagram進行社群商務的商家給予管理上的建議與未來可以繼續研究的方向。
With the rapid growth of technology and the changing trend of people`s consumption habits, a new concept, social commerce, was developed by combining e-commerce and social networking sites. Users of social networking sites can directly complete transactions on the site. Among them, Instagram is one of the social networking sites with the most conspicuous growth in social commerce. This most popular social network has continuously served as the platform of products exposure in recent years, along with more businesses joining the cyber community to promote and sell. This research explored factors that affect users` social commerce intentions on Instagram, and discussed the two major elements in social commerce intentions, receiving and giving. In addition, this study also took the COVID-19 pandemic as a potential confounder to understand whether it influences the factors that originally affect the community`s social commerce intentions during the pandemic.
This questionnaire was distributed online, and 404 valid questionnaires were collected. Through the statistical analysis, it was found that the five factors of bridging social capital, service content quality, altruism, trust toward service, hedonic are positively correlated with the three variables of Instagram users’ social commerce intention, receiving, and giving behaviors. On top of that, this study also found that the impact of the COVID-19 pandemic could moderate the content quality and delivery quality of website services, which are two factors affecting the social commerce intentions in giving. In the end, this research intended to utilize the conclusions of statistical analysis to provide management suggestions and directions for Instagram operators, businesses that use Instagram for social commerce, and further research in the future.
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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)
108363066
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363066
資料類型 thesis
dc.contributor.advisor 洪叔民zh_TW
dc.contributor.advisor Hong, Shu-Minen_US
dc.contributor.author (Authors) 李易勳zh_TW
dc.contributor.author (Authors) Lee, Yi-Hsunen_US
dc.creator (作者) 李易勳zh_TW
dc.creator (作者) Lee, Yi-Hsunen_US
dc.date (日期) 2021en_US
dc.date.accessioned 4-Aug-2021 16:37:03 (UTC+8)-
dc.date.available 4-Aug-2021 16:37:03 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2021 16:37:03 (UTC+8)-
dc.identifier (Other Identifiers) G0108363066en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136726-
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) 108363066zh_TW
dc.description.abstract (摘要) 電子商務與社群網站在隨著科技快速成長與民眾消費習慣改變趨勢中，衍伸出了一種結合兩者的概念「社群商務」，社群網站的用戶們可以直接在網站上完成交易的流程。其中，Instagram為社群商務成長最為明顯的社群網站之一，這個世界上最受歡迎的社交網絡近年來不斷的提供商家在平台上曝光產品的功能，越來越多的商家也利用Instagram作為推廣與販售產品的管道。本研究將探討在Instagram上會有哪些因素影響著用戶的社群商務意圖，也會將社群商務意圖的兩大要素接收與給予行為一併討論。除此之外，本研究也將新冠肺炎疫情作為潛在的干擾因素，欲了解在疫情衝擊民眾日常的情況下，是否會對原本影響社群商務意圖的因素產生干擾作用。
本問卷經由線上問卷發放，共收集了404份有效問卷 。透過統計分析結果發現橋接型社會資本、網站的服務內容品質、利他主義、對網站的信任、享受這五個因素對於 Instagram用戶的社群商務意圖以及接收和給予行為三個變數時皆有正向的影響。除此之外，本研究也發現新冠肺炎疫情會對社群商務意圖之給予行為的兩個影響因素網站服務的內容品質與傳遞品質產生干擾作用。最終，本研究也針對了統計分析的結論，對Instagram 經營者與利用Instagram進行社群商務的商家給予管理上的建議與未來可以繼續研究的方向。		zh_TW
dc.description.abstract (摘要) With the rapid growth of technology and the changing trend of people`s consumption habits, a new concept, social commerce, was developed by combining e-commerce and social networking sites. Users of social networking sites can directly complete transactions on the site. Among them, Instagram is one of the social networking sites with the most conspicuous growth in social commerce. This most popular social network has continuously served as the platform of products exposure in recent years, along with more businesses joining the cyber community to promote and sell. This research explored factors that affect users` social commerce intentions on Instagram, and discussed the two major elements in social commerce intentions, receiving and giving. In addition, this study also took the COVID-19 pandemic as a potential confounder to understand whether it influences the factors that originally affect the community`s social commerce intentions during the pandemic.
This questionnaire was distributed online, and 404 valid questionnaires were collected. Through the statistical analysis, it was found that the five factors of bridging social capital, service content quality, altruism, trust toward service, hedonic are positively correlated with the three variables of Instagram users’ social commerce intention, receiving, and giving behaviors. On top of that, this study also found that the impact of the COVID-19 pandemic could moderate the content quality and delivery quality of website services, which are two factors affecting the social commerce intentions in giving. In the end, this research intended to utilize the conclusions of statistical analysis to provide management suggestions and directions for Instagram operators, businesses that use Instagram for social commerce, and further research in the future.		en_US
dc.description.tableofcontents 摘要 I
Abstract II
目次 III
圖次 V
表次 VI
第一章 緒論 1
第一節 研究背景 1
第二節 研究問題與目的 3
第二章 文獻探討 6
第一節 社群商務 6
第二節 影響用戶社群商務意圖的因素 7
第三章 研究方法 13
第一節 研究架構 13
第二節 研究假說 15
第三節 研究方法與對象 26
第四節 問卷設計 27
第四章 分析結果 32
第一節 描述性統計分析 32
第二節 信效度結果 34
第三節 假說檢驗 44
第五章 結論與建議 58
第一節 研究結論 58
第二節 管理意涵 62
第三節 研究限制 66
第四節 未來研究建議 67
參考文獻 68		zh_TW
dc.format.extent 3653894 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363066en_US
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 社群商務zh_TW
dc.subject (關鍵詞) 新冠肺炎zh_TW
dc.subject (關鍵詞) E-commerceen_US
dc.subject (關鍵詞) Social commerceen_US
dc.subject (關鍵詞) Instagramen_US
dc.subject (關鍵詞) COVID-19en_US
dc.title (題名) 影響Instagram社群商意圖之因素與受新冠肺炎而調整之研究zh_TW
dc.title (題名) Factors influencing Social Commerce Intention on Instagram and moderated by COVID-19en_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Addo, P. C., Jiaming, F., Kulbo, N. B., & Liangqiang, L. (2020). COVID-19: fear appeal favoring purchase behavior towards personal protective equipment. The Service Industries Journal, 40(7-8), 471-490.
Adler, P. S., & Kwon, S. W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17-40.
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, 789-810.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191–215.
Busalim, A. H., & Hussin, A. R. C. (2016). Understanding social commerce: A systematic literature review and directions for further research. International Journal of Information Management, 36(6), 1075–1088.
Chen, J., & Shen, X. L. (2015). Consumers` decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64.
Choi, S. B., & Kim, J. M. (2018). A comparative analysis of electronic service quality in the online open market and social commerce: the case of Korean young adults. Service Business, 12(2), 403-433.
Constant, D., Sproull, L., & Kiesler, S. (1996). The kindness of strangers: The usefulness of electronic weak ties for technical advice. Organization Science, 7(2), 119-135.
Cropanzano, R., and Mitchell, M. S. (2005). Social Exchange Theory: An Interdisciplinary Review, Journal of Management 31(6), 874-900.
Dai, H., & Salam, A. F. (2014). Does service convenience matter? An empirical assessment of service quality, service convenience and exchange relationship in electronic mediated environment. Electronic Markets, 24(4), 269-284.
Doha, A., Elnahla, N., & McShane, L. (2019). Social commerce as social networking. Journal of Retailing and Consumer Services, 47, 307-321.
Ernst, C. P. H., Pfeiffer, J., & Rothlauf, F. (2013). Hedonic and utilitarian motivations of social network site adoption. Johannes Gutenberg University Mainz: Working Papers in Information Systems and Business Administration, 1-14.
Fang, Y. H., & Chiu, C. M. (2010). In justice we trust: Exploring knowledge-sharing continuance intentions in virtual communities of practice. Computers in Human Behavior, 26(2), 235-246.
Fassnacht, M., & Koese, I. (2006). Quality of electronic services: conceptualizing and testing a hierarchical model. Journal of Service Research, 9(1), 19-37.
G. Dennison, S. Bourdage-Braun, M. Chetuparambil, Social commerce defined.
White paper, IBM Systems Technology Group, Research Triangle Park, NC, 2009.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
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dc.identifier.doi (DOI) 10.6814/NCCU202101112en_US