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題名 COVID-19對Facebook上影響社群商務意圖之因素的調節作用
Moderating Effect of COVID-19 on the Factors influencing Social Commerce Intention on Facebook作者 李峻凱
Lee, Chun-Kai貢獻者 洪叔民
Horng, Shwu-Min
李峻凱
Lee, Chun-Kai關鍵詞 新冠肺炎
臉書
電子商務
社群網絡
社群商務
COVID-19
Facebook
E-commerce
Social network
Social commerce日期 2022 上傳時間 2-May-2022 15:05:40 (UTC+8) 摘要 在新冠肺炎疫情之下，由於感染力強與死亡率高，且疫情早期尚無研發能根治的藥物與疫苗，因此，大眾地生活習慣大幅改變，會避免與人接觸，從原先的實體互動與交易轉變至線上完成，使得網路購物與社群活動變得更加活絡。此段時間各個電商平台使出各種方式吸引消費者使用，例如：蝦皮主打每月購物節與遊戲互動、Momo主打24小時到貨，而Facebook社群商務的模式與其他電商平台有很大的差異，僅提供交易使用者平台露出與查詢產品，沒有任何金流物流等支援服務，也因為這樣的模式，非常依賴交易雙方的對彼此之信任，但也因為社群使用者的人數為全台第一，故在特定販售主題的直播台與社團群組能聚集更多的消費者。而本研究針對Facebook用戶對於社群商務意圖進行探討，得出社群商務意圖之資訊接收行為的互惠性、結合型社會資本、橋接型社會資本、情感支持、對網站的信任、服務內容品質、新冠肺炎此七項因素，對於接收行為有正向且顯著影響；而社群商務意圖之資訊給予行為的互惠性、結合型社會資本、橋接型社會資本、情感支持、對網站的信任、聲譽、利他主義、享樂主義此八項因素，對於給予行為有正向且顯著影響。然而，本研究也將導入新冠肺炎因素作為干擾變數，得出對於Facebook社群商務意圖接收行為中所有變數皆不具有顯著干擾效果；而對於Facebook社群商務意圖給予行為中的利他主義、對網站的信任與易使用性，此三個變數具有顯著干擾效果。期許本研究可作為臉書甚至各電商營運策略之參考。
Under the epidemic situation of COVID‐19, due to the strong infectious power and high mortality rate, and there are no drugs or vaccines that can cure the disease in the early stage of the epidemic. Thus, the habit of life of the people have changed obviously. In addition to avoid connecting with other people. So, the transition of transactions to online makes online shopping and community activities more active. During the time, various e-commerce platforms used various methods to attract consumers. For example, Shopee focus on monthly shopping festivals and game interaction and Momo focus on 24-hour delivery arriving at customers’ home. But, Facebook’s social commerce business model is very different from other e-commerce platforms. The difference is that only the trading platform is provided to post and search products, and there is no support services such as cash flow and logistics. Also because of this business model, it is very dependent on the trust of both parties in the transaction. Besides, the number of community users is top 1 in Taiwan so live broadcast channels and community groups with specific sales themes can gather more consumers than other e-commence platforms in the same moment.In this study, we explored the social business intentions of Facebook users, and obtained the reciprocity, bonding social capital, bridging social capital, emotional support, trust toward service, service content quality and COVID-19. These seven factors have the positive and significant impact on the receiving behavior; and the reciprocity, bonding social capital, bridging social capital, emotional support, trust toward service, reputation, altruism and hedonic, these eight factors, have the positive and significant impact on the giving behavior.Besides, this study also put the factor of COVID-19 as an interference variable, and concluded that it had no significant interference effect on all variables in receiving behavior of Facebook`s social business intention; while for giving behavior of Facebook`s social business intention, the altruism, trust toward service and ease of use, these three variables, have a significant interference effect. Finally, it is hoped that this research can be used as a reference for Facebook and even various e-commerce business strategies.參考文獻 經濟部統計處-零售業統計調查https://www.moea.gov.tw/MNS/dos/home/Home.aspxDigital Report 2020 台灣報告，台灣網路生態大解析！https://www.breaktime.com.tw/archives/6293IMF, (2020). World Economic Outlook Update-A Crisis Like No Other, An Uncertain Recovery in: IMF.org, Retrieved June 2020 from:https://www.imf.org/en/Publications/WEO/Issues/2020/06/24/WEOUpdateJune2020WHO Coronavirus (COVID-19) Dashboard in: WHO.int, Retrieved August 2020 from:https://covid19.who.int/Busalim, A. H. (2016). Understanding social commerce: A systematic literature review and directions for further research. International Journal of Information Management, 36(6), 1075-1088.GSM Association (2019). Social commerce in emerging markets: Understanding thelandscape and opportunities for mobile money. 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Quality of electronic services: conceptualizing and testing a hierarchical model. Journal of service research, 9(1), 19-37. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363064資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363064 資料類型 thesis dc.contributor.advisor 洪叔民 zh_TW dc.contributor.advisor Horng, Shwu-Min en_US dc.contributor.author (Authors) 李峻凱 zh_TW dc.contributor.author (Authors) Lee, Chun-Kai en_US dc.creator (作者) 李峻凱 zh_TW dc.creator (作者) Lee, Chun-Kai en_US dc.date (日期) 2022 en_US dc.date.accessioned 2-May-2022 15:05:40 (UTC+8) - dc.date.available 2-May-2022 15:05:40 (UTC+8) - dc.date.issued (上傳時間) 2-May-2022 15:05:40 (UTC+8) - dc.identifier (Other Identifiers) G0108363064 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140005 - 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) 108363064 zh_TW dc.description.abstract (摘要) 在新冠肺炎疫情之下，由於感染力強與死亡率高，且疫情早期尚無研發能根治的藥物與疫苗，因此，大眾地生活習慣大幅改變，會避免與人接觸，從原先的實體互動與交易轉變至線上完成，使得網路購物與社群活動變得更加活絡。此段時間各個電商平台使出各種方式吸引消費者使用，例如：蝦皮主打每月購物節與遊戲互動、Momo主打24小時到貨，而Facebook社群商務的模式與其他電商平台有很大的差異，僅提供交易使用者平台露出與查詢產品，沒有任何金流物流等支援服務，也因為這樣的模式，非常依賴交易雙方的對彼此之信任，但也因為社群使用者的人數為全台第一，故在特定販售主題的直播台與社團群組能聚集更多的消費者。而本研究針對Facebook用戶對於社群商務意圖進行探討，得出社群商務意圖之資訊接收行為的互惠性、結合型社會資本、橋接型社會資本、情感支持、對網站的信任、服務內容品質、新冠肺炎此七項因素，對於接收行為有正向且顯著影響；而社群商務意圖之資訊給予行為的互惠性、結合型社會資本、橋接型社會資本、情感支持、對網站的信任、聲譽、利他主義、享樂主義此八項因素，對於給予行為有正向且顯著影響。然而，本研究也將導入新冠肺炎因素作為干擾變數，得出對於Facebook社群商務意圖接收行為中所有變數皆不具有顯著干擾效果；而對於Facebook社群商務意圖給予行為中的利他主義、對網站的信任與易使用性，此三個變數具有顯著干擾效果。期許本研究可作為臉書甚至各電商營運策略之參考。 zh_TW dc.description.abstract (摘要) Under the epidemic situation of COVID‐19, due to the strong infectious power and high mortality rate, and there are no drugs or vaccines that can cure the disease in the early stage of the epidemic. Thus, the habit of life of the people have changed obviously. In addition to avoid connecting with other people. So, the transition of transactions to online makes online shopping and community activities more active. During the time, various e-commerce platforms used various methods to attract consumers. For example, Shopee focus on monthly shopping festivals and game interaction and Momo focus on 24-hour delivery arriving at customers’ home. But, Facebook’s social commerce business model is very different from other e-commerce platforms. The difference is that only the trading platform is provided to post and search products, and there is no support services such as cash flow and logistics. Also because of this business model, it is very dependent on the trust of both parties in the transaction. Besides, the number of community users is top 1 in Taiwan so live broadcast channels and community groups with specific sales themes can gather more consumers than other e-commence platforms in the same moment.In this study, we explored the social business intentions of Facebook users, and obtained the reciprocity, bonding social capital, bridging social capital, emotional support, trust toward service, service content quality and COVID-19. These seven factors have the positive and significant impact on the receiving behavior; and the reciprocity, bonding social capital, bridging social capital, emotional support, trust toward service, reputation, altruism and hedonic, these eight factors, have the positive and significant impact on the giving behavior.Besides, this study also put the factor of COVID-19 as an interference variable, and concluded that it had no significant interference effect on all variables in receiving behavior of Facebook`s social business intention; while for giving behavior of Facebook`s social business intention, the altruism, trust toward service and ease of use, these three variables, have a significant interference effect. Finally, it is hoped that this research can be used as a reference for Facebook and even various e-commerce business strategies. en_US dc.description.tableofcontents 摘要 IAbstract II目次 IV圖次 VII表次 VIII第一章 緒論 1第一節 研究背景 1第二節 研究問題與目的 2第三節 研究流程 3第二章 文獻探討 5第一節 社群商務意圖 5第二節 影響社群商務意圖之個人因素 6第三節 影響社群商務意圖之社會因素 8第四節 影響社群商務意圖之其他因素 9第五節 新冠肺炎對社群商務之影響 11第三章 研究方法 12第一節 研究架構與假說 12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 研究架構及假說修正 38第四節 迴歸分析 45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 58參考文獻 59附件 67 zh_TW dc.format.extent 1558329 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363064 en_US dc.subject (關鍵詞) 新冠肺炎 zh_TW dc.subject (關鍵詞) 臉書 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-19 en_US dc.subject (關鍵詞) Facebook en_US dc.subject (關鍵詞) E-commerce en_US dc.subject (關鍵詞) Social network en_US dc.subject (關鍵詞) Social commerce en_US dc.title (題名) COVID-19對Facebook上影響社群商務意圖之因素的調節作用 zh_TW dc.title (題名) Moderating Effect of COVID-19 on the Factors influencing Social Commerce Intention on Facebook en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 經濟部統計處-零售業統計調查https://www.moea.gov.tw/MNS/dos/home/Home.aspxDigital Report 2020 台灣報告，台灣網路生態大解析！https://www.breaktime.com.tw/archives/6293IMF, (2020). World Economic Outlook Update-A Crisis Like No Other, An Uncertain Recovery in: IMF.org, Retrieved June 2020 from:https://www.imf.org/en/Publications/WEO/Issues/2020/06/24/WEOUpdateJune2020WHO Coronavirus (COVID-19) Dashboard in: WHO.int, Retrieved August 2020 from:https://covid19.who.int/Busalim, A. H. (2016). Understanding social commerce: A systematic literature review and directions for further research. International Journal of Information Management, 36(6), 1075-1088.GSM Association (2019). Social commerce in emerging markets: Understanding thelandscape and opportunities for mobile money. Retrieved May 18 2020,from:https://www.gsma.com/mobilefordevelopment/wpcontent/uploads/2019/12/Social-commerce-in-emerging-markets.pdfLiang, 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.Olenski, S. 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