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題名 年齡與性別如何干擾社群商務意圖的影響因素 – 以新冠肺炎之下的 Instagram 為例
Moderating Effects of Age and Gender on the Factors Influencing Social Commence Intention – the case of Instagram under COVID-19 pandemic作者 謝柏毅
Hsieh, Po-Yi貢獻者 洪叔民
Horng, Shwu-Min
謝柏毅
Hsieh, Po-Yi關鍵詞 社群商務意圖
電子商務
Instagram
E-commerce
Instagram
Social commerce intention日期 2022 上傳時間 1-Aug-2022 19:00:19 (UTC+8) 摘要 在近年來,社群平台結合電子商務功能成為一種全新的商業模式,即社群電商。台灣市場當地網路的銷售額佔整體零售業營業額比重逐年上升,且在近年的疫情催化下,無形之間民眾的消費習慣漸漸改變,使得電子商務及線上銷售更加快速成長,社群電商已成為各產業不可忽視的一種銷售通路。而本研究鎖定Instagram該平台與其用戶來進行研究,Instagram為社群商務平台中成長最為明顯且快速的平台之一,且在近期也不斷在平台上推出與優化電商購物的功能,可謂掌握了消費者端與商家品牌端的需求。本研究首先採用問卷調查法並透過線上進行問卷發放,後續再利用量化研究來分析樣本來產出研究結果。在研究上主要加入了年齡與性別兩大干擾變數,探討在面對疫情的生活下,對於Instagram用戶的社群商務意圖(SCI)的影響與變化。最後,研究結果上發現,年齡對於SCI之接收行為,在對平台本身的信任、對平台成員的信任及服務傳遞品質等因素上有明顯的干擾效果,而對於SCI之給予行為,有利他行為及互惠性有明顯的干擾效果 ; 性別對於SCI之接收行為,在平台互動、對平台本身的信任、服務內容品質及易使用性等因素上有明顯的干擾效果,而對於SCI之給予行為,有平台互動、知識分享樂趣及對平台成員的信任等因素有明顯的干擾效果。並針對上述因素以如何增強用戶的社群商務意圖為目標,給予Instagram平台商及商家在管理的建議與優化方向。
In recent years, social platforms combined with e-commerce functions have become a new business model, namely social e-commerce. The proportion of local online sales in the Taiwan market to the overall retail sales has been increasing year by year, and with the epidemic in recent years, the consumption habits of the invisible public have gradually changed, making e-commerce and online sales grow even faster. Instagram is one of the most obvious and fast-growing social commerce platforms, and it has recently launched and optimized e-commerce shopping functions on the platform,so it can be said that it has grasped the needs of consumers and merchants` brands.This study first used a questionnaire method and distributed the questionnaires online, and then used quantitative research to analyze the samples to generate the findings. Age and gender were added to the study as the moderators to investigate the impact and change of social commerce intention (SCI) of Instagram users in theepidemic.Finally, it was found that age had significant interference effects on the receiving behavior of SCI in terms of trust in the platform itself, trust in the platform members, and quality of service delivery, while altruistic behavior and reciprocity had significant interference effects on the giving behavior of SCI; gender had significant interference effects on the receiving behavior of SCI in terms of platform interaction, trust in the platform itself, quality of service content, and ease of use. Gender has a significant interference effect on the receiving behavior of SCI in terms of platform interaction,trust in the platform itself, quality of service content, and ease of use, while the giving behavior of SCI has a significant interference effect in terms of platform interaction, fun of knowledge sharing, and trust in the platform members. In addition, the above-mentioned factors were used to enhance users` social business intentions, andsuggestions and optimization directions were given to Instagram platform owners and merchants on how to manage them.參考文獻 一、中文文獻魏文俊 (2022)。網購市場順勢躍升新高，成長率優於整體零售業。經濟部統計處。資策會產業情報研究所 (2021)。社群與通訊消費者調查系列ㄧ 「限動」最吸引網友 行銷掌握黃金1分鐘原則 網友起床優先看Line群組 年輕族群更愛看IG 。https://mic.iii.org.tw/news.aspx?id=611&List=1。搜尋日期：2022年4月Kantar Taiwan (2021)。Z世代將成年，將如何改變世界？。https://kantar.com.tw/News_detail.php?nid=36。 搜尋日期：2022年6月二、英文文獻Accenture (2022). Shopping on Social Media Platforms Expected to Reach $1.2 Trillion Globally by 2025. Retrieved from https://newsroom.accenture.com/news/shopping-on-social-media-platforms-expected-to-reach-1-2-trillion-globally-by-2025-new-accenture-study-finds.htm on June, 2022.Adler, P. S., & Kwon, S. W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17-40.Bae, S. and Lee, T. (2011) Gender Differences in Consumers’ Perception of Online Consumer Views. Electronic Commerce Research, 11, 201-214.Bandura, A (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-215.Chen, J., & Shen, X. L. (2015). Consumers` decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64.Cho Y., Cramer RA., Kim KH., Davis J., Mitchell TK., Figuli P., Pryor BM., Lemasters E., Lawrence CB,. (2007). The Fus3/Kss1 MAP kinase homolog Amk1 regulates the expression of genes encoding hydrolytic enzymes in Alternaria brassicicola. 44, 543–553.Cho, N., Li, G.Z. and Su, C.-J. (2007). 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國立政治大學
企業管理研究所(MBA學位學程)
109363092資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363092 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) 謝柏毅 zh_TW dc.contributor.author (Authors) Hsieh, Po-Yi en_US dc.creator (作者) 謝柏毅 zh_TW dc.creator (作者) Hsieh, Po-Yi en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Aug-2022 19:00:19 (UTC+8) - dc.date.available 1-Aug-2022 19:00:19 (UTC+8) - dc.date.issued (上傳時間) 1-Aug-2022 19:00:19 (UTC+8) - dc.identifier (Other Identifiers) G0109363092 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141395 - 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) 109363092 zh_TW dc.description.abstract (摘要) 在近年來,社群平台結合電子商務功能成為一種全新的商業模式,即社群電商。台灣市場當地網路的銷售額佔整體零售業營業額比重逐年上升,且在近年的疫情催化下,無形之間民眾的消費習慣漸漸改變,使得電子商務及線上銷售更加快速成長,社群電商已成為各產業不可忽視的一種銷售通路。而本研究鎖定Instagram該平台與其用戶來進行研究,Instagram為社群商務平台中成長最為明顯且快速的平台之一,且在近期也不斷在平台上推出與優化電商購物的功能,可謂掌握了消費者端與商家品牌端的需求。本研究首先採用問卷調查法並透過線上進行問卷發放,後續再利用量化研究來分析樣本來產出研究結果。在研究上主要加入了年齡與性別兩大干擾變數,探討在面對疫情的生活下,對於Instagram用戶的社群商務意圖(SCI)的影響與變化。最後,研究結果上發現,年齡對於SCI之接收行為,在對平台本身的信任、對平台成員的信任及服務傳遞品質等因素上有明顯的干擾效果,而對於SCI之給予行為,有利他行為及互惠性有明顯的干擾效果 ; 性別對於SCI之接收行為,在平台互動、對平台本身的信任、服務內容品質及易使用性等因素上有明顯的干擾效果,而對於SCI之給予行為,有平台互動、知識分享樂趣及對平台成員的信任等因素有明顯的干擾效果。並針對上述因素以如何增強用戶的社群商務意圖為目標,給予Instagram平台商及商家在管理的建議與優化方向。 zh_TW dc.description.abstract (摘要) In recent years, social platforms combined with e-commerce functions have become a new business model, namely social e-commerce. The proportion of local online sales in the Taiwan market to the overall retail sales has been increasing year by year, and with the epidemic in recent years, the consumption habits of the invisible public have gradually changed, making e-commerce and online sales grow even faster. Instagram is one of the most obvious and fast-growing social commerce platforms, and it has recently launched and optimized e-commerce shopping functions on the platform,so it can be said that it has grasped the needs of consumers and merchants` brands.This study first used a questionnaire method and distributed the questionnaires online, and then used quantitative research to analyze the samples to generate the findings. Age and gender were added to the study as the moderators to investigate the impact and change of social commerce intention (SCI) of Instagram users in theepidemic.Finally, it was found that age had significant interference effects on the receiving behavior of SCI in terms of trust in the platform itself, trust in the platform members, and quality of service delivery, while altruistic behavior and reciprocity had significant interference effects on the giving behavior of SCI; gender had significant interference effects on the receiving behavior of SCI in terms of platform interaction, trust in the platform itself, quality of service content, and ease of use. Gender has a significant interference effect on the receiving behavior of SCI in terms of platform interaction,trust in the platform itself, quality of service content, and ease of use, while the giving behavior of SCI has a significant interference effect in terms of platform interaction, fun of knowledge sharing, and trust in the platform members. In addition, the above-mentioned factors were used to enhance users` social business intentions, andsuggestions and optimization directions were given to Instagram platform owners and merchants on how to manage them. en_US dc.description.tableofcontents 摘要 IAbstract II目次 IV圖示 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 4第三節 研究流程 5第二章 文獻探討 7第一節 社群電商 7第二節 影響社群商務意圖的個人因素 8第三節 影響社群商務意圖的社會因素 9第四節 信任因素 10第五節 服務品質 11第六節 科技接受度 12第三章 研究方法 13第一節 研究架構與假說 13第二節 研究方法與對象 25第三節 問卷設計 26第四章 分析結果 30第一節 敘述性統計分析 30第二節 信效度分析與結果 32第三節 假說檢驗 40第四節 迴歸分析 44第五章 結論與建議 52第一節 研究結論 52第二節 管理意涵 55第三節 研究限制與未來建議 59參考文獻 61 zh_TW dc.format.extent 1916808 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363092 en_US dc.subject (關鍵詞) 社群商務意圖 zh_TW dc.subject (關鍵詞) 電子商務 zh_TW dc.subject (關鍵詞) Instagram zh_TW dc.subject (關鍵詞) E-commerce en_US dc.subject (關鍵詞) Instagram en_US dc.subject (關鍵詞) Social commerce intention en_US dc.title (題名) 年齡與性別如何干擾社群商務意圖的影響因素 – 以新冠肺炎之下的 Instagram 為例 zh_TW dc.title (題名) Moderating Effects of Age and Gender on the Factors Influencing Social Commence Intention – the case of Instagram under COVID-19 pandemic en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻魏文俊 (2022)。網購市場順勢躍升新高，成長率優於整體零售業。經濟部統計處。資策會產業情報研究所 (2021)。社群與通訊消費者調查系列ㄧ 「限動」最吸引網友 行銷掌握黃金1分鐘原則 網友起床優先看Line群組 年輕族群更愛看IG 。https://mic.iii.org.tw/news.aspx?id=611&List=1。搜尋日期：2022年4月Kantar Taiwan (2021)。Z世代將成年，將如何改變世界？。https://kantar.com.tw/News_detail.php?nid=36。 搜尋日期：2022年6月二、英文文獻Accenture (2022). Shopping on Social Media Platforms Expected to Reach $1.2 Trillion Globally by 2025. Retrieved from https://newsroom.accenture.com/news/shopping-on-social-media-platforms-expected-to-reach-1-2-trillion-globally-by-2025-new-accenture-study-finds.htm on June, 2022.Adler, P. S., & Kwon, S. W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17-40.Bae, S. and Lee, T. (2011) Gender Differences in Consumers’ Perception of Online Consumer Views. Electronic Commerce Research, 11, 201-214.Bandura, A (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-215.Chen, J., & Shen, X. L. (2015). Consumers` decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64.Cho Y., Cramer RA., Kim KH., Davis J., Mitchell TK., Figuli P., Pryor BM., Lemasters E., Lawrence CB,. (2007). 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