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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 Shopee 為例
How do age and gender moderate the factors influencing social commerce intention? The case of Shopee under COVID-19 pandemic作者 黃鼎捷
Huang, Ding-Ghieh貢獻者 洪叔民
Hong, Shu-Min
黃鼎捷
Huang, Ding-Ghieh關鍵詞 社群商務意圖
社群網路
社群商務
新冠肺炎
Shopee
Covid-19
Social commerce intention
Social network日期 2022 上傳時間 2-Sep-2022 15:50:08 (UTC+8) 摘要 在新冠肺炎疫情的影響之下，人們的生活產生了變化，充滿了未知以及不 確定性的疫情對於人們的生活造成了許多恐慌。同時，也因為疫情造成了政府 的各種防疫措施，使得人們愈來愈少外出與人接觸，保護自己的同時也保護別 人。在這樣的情況下，人們的消費模式從外出採購為多數，漸漸轉變成以線上 購物的無接觸模式為主的購物模式。因此許多平台如 Shopee、MoMo 購物等 等平台也成了大多數人宅家防疫購物的優先選擇。本研究主要即是探討在新冠肺炎疫情影響之下的台灣 Shopee 用戶，社群 商務意圖行為是否有顯著之變化，並且透過性別以及年齡兩個干擾變數，來探 討不同年齡層以及不同性別是否對於其社群商務意圖有干擾作用。研究顯示將 性別設定為干擾變數時，對於 Shopee 社群商務意圖接收行為之自我效能、情 感支持可以產生顯著的干擾作用。對於 Shopee 社群商務意圖給予行為之平台 的信任、服務傳遞品質、有效性以及易使用性可以產生顯著的干擾作用。而將 年齡設定為干擾變數時，對於 Shopee 社群商務意圖接收行為之聲譽、對商家 的信任可以產生顯著的干擾作用。對於 Shopee 社群商務意圖給予行為之互動 性、自我效能、結合型社會資本、資訊支持、服務內容品質可以產生顯著的干擾作用。
Due to the outbreak of Covid -19, people’s lifestyle has changed dramatically. Also, with the pandemic restrictions, Taiwanese government has released disease prevention regulations. With the high-intensity social atmosphere, people’s consuming behavior has also altered. From offline shopping to online shopping, people start buying things online via online shopping platforms such as Shopee and MoMo.Due to the above-mentioned condition, this research is aiming at investigation the social commerce intention of Taiwanese people on Shopee. Looking that under Covid situation, how gender and age moderate the influential factors of social commerce intentions.3It is found that gender moderates self-efficacy, emotional support on the receiving side and moderates trust towards platform, service delivery quality, usability and ease of use on the giving side. Age moderates reputation, trust towards merchant on the receiving side and moderates interactivity, self-efficacy, bonding social capital, information support, and service content quality on the giving side.參考文獻 Adler, P. S., & Kwon, S. W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17-40.Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.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, H-L, Fan, H-L and Tsai, C-C (2014). The role of community trust and altruism in knowledge sharing: An investigation of a virtual community of teacher professionals, Journal of Educational Technology & Society, 17(3), 168-179.Cheung, M.K., Lee, K.O. and Lee, W.Y. (2013). Understanding the continuance intention of knowledge sharing in online communities of practice through the post-knowledge-sharing evaluation processes, Journal of the American Society for Information Science & Technology, 64(7), 1357-1374.Chong, A. Y. L., Lacka, E., Boying, L., & Chan, H. K. (2018). The role of social media in enhancing guanxi and perceived effectiveness of E-commerce institutional mechanisms in online marketplace. Information & Management, 55(5), 621-632.Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.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.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace1. Journal of Applied Social Psychology, 22(14), 1111-1132.Dennison, G., Bourdage-Braun, S., Chetuparambil, M. (2009). Social commerce defined. White Paper, in, IBM Systems Technology Group, Research Triange Park, NC.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.Farivar, S., Turel, O., & Yuan, Y. (2018). Skewing users’ rational risk considerations in social commerce: An empirical examination of the role of social identification. Information & Management.G. Dennison, S. Bourdage-Braun, M. Chetuparambil, Social commerce defined. White paper, IBM Systems Technology Group, Research Triangle Park, NC, 2009.Green, D.T. and Pearson, J.M. (2011). Integrating website usability with the electronic commerce acceptance model, Behavior & Information Technology, 30(2), 181-199.Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133-141.Hennig-Thurau, T., and Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet, International Journal of Electronic Commerce, 8(2), 51-74.Hagel III, J., and A. Armstrong, Net Gain: Expanding Markets through Virtual Communities, Harvard Business School Press, Boston, MA, 1997Hong, S.J., Thong, J. and Tam, K.Y. (2006). Understanding continued information technology usage behavior: A comparison of three models in the context of mobile internet, Decision Support Systems, 42(3), 1819-1834.Jiang, G., Peng, L., & Liu, R. (2015). Mobile game adoption in China: The role of TAM and perceived entertainment, cost, similarity and brand trust. imaging (Di Feng, 2007; Zhixiao Zhou, 2009; Tianshun Wang), 6, 8.Jin, X-L, Cheung, C.M.K. Lee, M.K.O. and Chen, H-P (2009). How to keep members using the information in a computer-supported social network, Computers in Human Behavior, 25(5), 1172-1181.Kankanhalli, Q., Tan, B.C.Y. and Wei, K-K. (2005). Contributing knowledge to electronic knowledge repositories: An empirical investigation, MIS Quarterly, 29(1), 113-143.Kavanaugh, A. L., and Patterson, S.J. (2001). The Impact of community computer networks on social capital and community involvement, American Behavioral Scientist, 45(3), 496-509.Li, G., Yang, X., and Huang, S. (2014). Effects of social capital and community support on online community members’ intention to create user-generated content, Journal of Electronic Commerce Research, 15(3), 190-199.Lin, N. (2017). Building a network theory of social capital. In Social capital (pp. 3-28). Routledge.Loury, G. C. (1987). Why should we care about group inequality? Social philosophy and policy, 5(1), 249-271.Ou, C. X., Pavlou, P. A., & Davison, R. M. (2014). Swift guanxi in online marketplaces: The role of computer-mediated communication technologies. MIS Quarterly, 38(1), 209-230.Pelaprat, E., & Brown, B. (2012). Reciprocity: Understanding online social relations. First Monday, 17(10).Sweeney, J. C., Webb, D., Mazzarol, T., & Soutar, G. N. (2014). Self‐ determination theory and word of mouth about energy‐saving behaviors: an online experiment. Psychology & Marketing, 31(9), 698-716.Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. (2021). Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior, 115, 105-238.Wasko, M. M., & Faraj, S. (2000). “It is what one does”: why people participate and help others in electronic communities of practice. The Journal of Strategic Information Systems, 9(2-3), 155-173.Wasko, M.M., and Faraj, S. (2005). Why should i share? Examining social capital and knowledge contribution in electronic networks of practice, MIS Quarterly, 29(1), 35-57.Wu, J., Fan, S., & Zhao, J. L. (2018). Community engagement and online word of mouth: An empirical investigation. Information & Management, 55(2), 258-270.Yeh, Y. H., & Choi, S. M. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of Marketing Communications, 17(3), 145-162.Yu, J., Ha, I., Choi, M., & Rho, J. (2005). Extending the TAM for a t-commerce. Information & management, 42(7), 965-976.Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017-1030. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363087資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363087 資料類型 thesis dc.contributor.advisor 洪叔民 zh_TW dc.contributor.advisor Hong, Shu-Min en_US dc.contributor.author (Authors) 黃鼎捷 zh_TW dc.contributor.author (Authors) Huang, Ding-Ghieh en_US dc.creator (作者) 黃鼎捷 zh_TW dc.creator (作者) Huang, Ding-Ghieh en_US dc.date (日期) 2022 en_US dc.date.accessioned 2-Sep-2022 15:50:08 (UTC+8) - dc.date.available 2-Sep-2022 15:50:08 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2022 15:50:08 (UTC+8) - dc.identifier (Other Identifiers) G0109363087 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141855 - 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) 109363087 zh_TW dc.description.abstract (摘要) 在新冠肺炎疫情的影響之下，人們的生活產生了變化，充滿了未知以及不 確定性的疫情對於人們的生活造成了許多恐慌。同時，也因為疫情造成了政府 的各種防疫措施，使得人們愈來愈少外出與人接觸，保護自己的同時也保護別 人。在這樣的情況下，人們的消費模式從外出採購為多數，漸漸轉變成以線上 購物的無接觸模式為主的購物模式。因此許多平台如 Shopee、MoMo 購物等 等平台也成了大多數人宅家防疫購物的優先選擇。本研究主要即是探討在新冠肺炎疫情影響之下的台灣 Shopee 用戶，社群 商務意圖行為是否有顯著之變化，並且透過性別以及年齡兩個干擾變數，來探 討不同年齡層以及不同性別是否對於其社群商務意圖有干擾作用。研究顯示將 性別設定為干擾變數時，對於 Shopee 社群商務意圖接收行為之自我效能、情 感支持可以產生顯著的干擾作用。對於 Shopee 社群商務意圖給予行為之平台 的信任、服務傳遞品質、有效性以及易使用性可以產生顯著的干擾作用。而將 年齡設定為干擾變數時，對於 Shopee 社群商務意圖接收行為之聲譽、對商家 的信任可以產生顯著的干擾作用。對於 Shopee 社群商務意圖給予行為之互動 性、自我效能、結合型社會資本、資訊支持、服務內容品質可以產生顯著的干擾作用。 zh_TW dc.description.abstract (摘要) Due to the outbreak of Covid -19, people’s lifestyle has changed dramatically. Also, with the pandemic restrictions, Taiwanese government has released disease prevention regulations. With the high-intensity social atmosphere, people’s consuming behavior has also altered. From offline shopping to online shopping, people start buying things online via online shopping platforms such as Shopee and MoMo.Due to the above-mentioned condition, this research is aiming at investigation the social commerce intention of Taiwanese people on Shopee. Looking that under Covid situation, how gender and age moderate the influential factors of social commerce intentions.3It is found that gender moderates self-efficacy, emotional support on the receiving side and moderates trust towards platform, service delivery quality, usability and ease of use on the giving side. Age moderates reputation, trust towards merchant on the receiving side and moderates interactivity, self-efficacy, bonding social capital, information support, and service content quality on the giving side. en_US dc.description.tableofcontents 摘要 2Abstract 3目次 4圖次 6表次 7第一章 緒論 8第一節 研究背景 8第二節 研究問題與目的 10第三節 研究流程 10第二章 文獻探討 12第一節 社群網站及社群商務 12第二節 影響社群商務意圖之個人因素 14第三節 影響社群商務意圖之社會因素 17第四節 影響社群商務意圖之其他因素 18第三章 研究方法 20第一節 研究架構與假說 20第二節 研究對象與方法 32第三節 問卷設計 32第四章 分析結果 35第一節 敘述統計 35第二節 信效度結果 36第三節 研究架構與假說修正 44第四節 回歸分析 48第五章 結論與建議 56第一節 研究結論 56第二節 管理意涵 57第三節 研究限制 63參考文獻 65 zh_TW dc.format.extent 1032930 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363087 en_US dc.subject (關鍵詞) 社群商務意圖 zh_TW dc.subject (關鍵詞) 社群網路 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) Shopee en_US dc.subject (關鍵詞) Covid-19 en_US dc.subject (關鍵詞) Social commerce intention en_US dc.subject (關鍵詞) Social network 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 Shopee 為例 zh_TW dc.title (題名) How do age and gender moderate the factors influencing social commerce intention? The case of Shopee under COVID-19 pandemic en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Adler, P. S., & Kwon, S. W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17-40.Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.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, H-L, Fan, H-L and Tsai, C-C (2014). The role of community trust and altruism in knowledge sharing: An investigation of a virtual community of teacher professionals, Journal of Educational Technology & Society, 17(3), 168-179.Cheung, M.K., Lee, K.O. and Lee, W.Y. (2013). Understanding the continuance intention of knowledge sharing in online communities of practice through the post-knowledge-sharing evaluation processes, Journal of the American Society for Information Science & Technology, 64(7), 1357-1374.Chong, A. Y. L., Lacka, E., Boying, L., & Chan, H. K. (2018). The role of social media in enhancing guanxi and perceived effectiveness of E-commerce institutional mechanisms in online marketplace. Information & Management, 55(5), 621-632.Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.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.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace1. Journal of Applied Social Psychology, 22(14), 1111-1132.Dennison, G., Bourdage-Braun, S., Chetuparambil, M. (2009). Social commerce defined. White Paper, in, IBM Systems Technology Group, Research Triange Park, NC.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.Farivar, S., Turel, O., & Yuan, Y. (2018). Skewing users’ rational risk considerations in social commerce: An empirical examination of the role of social identification. Information & Management.G. Dennison, S. Bourdage-Braun, M. Chetuparambil, Social commerce defined. White paper, IBM Systems Technology Group, Research Triangle Park, NC, 2009.Green, D.T. and Pearson, J.M. (2011). Integrating website usability with the electronic commerce acceptance model, Behavior & Information Technology, 30(2), 181-199.Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133-141.Hennig-Thurau, T., and Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet, International Journal of Electronic Commerce, 8(2), 51-74.Hagel III, J., and A. Armstrong, Net Gain: Expanding Markets through Virtual Communities, Harvard Business School Press, Boston, MA, 1997Hong, S.J., Thong, J. and Tam, K.Y. (2006). Understanding continued information technology usage behavior: A comparison of three models in the context of mobile internet, Decision Support Systems, 42(3), 1819-1834.Jiang, G., Peng, L., & Liu, R. (2015). Mobile game adoption in China: The role of TAM and perceived entertainment, cost, similarity and brand trust. imaging (Di Feng, 2007; Zhixiao Zhou, 2009; Tianshun Wang), 6, 8.Jin, X-L, Cheung, C.M.K. Lee, M.K.O. and Chen, H-P (2009). How to keep members using the information in a computer-supported social network, Computers in Human Behavior, 25(5), 1172-1181.Kankanhalli, Q., Tan, B.C.Y. and Wei, K-K. (2005). Contributing knowledge to electronic knowledge repositories: An empirical investigation, MIS Quarterly, 29(1), 113-143.Kavanaugh, A. L., and Patterson, S.J. (2001). The Impact of community computer networks on social capital and community involvement, American Behavioral Scientist, 45(3), 496-509.Li, G., Yang, X., and Huang, S. (2014). Effects of social capital and community support on online community members’ intention to create user-generated content, Journal of Electronic Commerce Research, 15(3), 190-199.Lin, N. (2017). Building a network theory of social capital. In Social capital (pp. 3-28). Routledge.Loury, G. C. (1987). Why should we care about group inequality? Social philosophy and policy, 5(1), 249-271.Ou, C. X., Pavlou, P. A., & Davison, R. M. (2014). Swift guanxi in online marketplaces: The role of computer-mediated communication technologies. MIS Quarterly, 38(1), 209-230.Pelaprat, E., & Brown, B. (2012). Reciprocity: Understanding online social relations. First Monday, 17(10).Sweeney, J. C., Webb, D., Mazzarol, T., & Soutar, G. N. (2014). Self‐ determination theory and word of mouth about energy‐saving behaviors: an online experiment. Psychology & Marketing, 31(9), 698-716.Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. (2021). Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior, 115, 105-238.Wasko, M. M., & Faraj, S. (2000). “It is what one does”: why people participate and help others in electronic communities of practice. The Journal of Strategic Information Systems, 9(2-3), 155-173.Wasko, M.M., and Faraj, S. (2005). Why should i share? Examining social capital and knowledge contribution in electronic networks of practice, MIS Quarterly, 29(1), 35-57.Wu, J., Fan, S., & Zhao, J. L. (2018). Community engagement and online word of mouth: An empirical investigation. Information & Management, 55(2), 258-270.Yeh, Y. H., & Choi, S. M. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of Marketing Communications, 17(3), 145-162.Yu, J., Ha, I., Choi, M., & Rho, J. (2005). Extending the TAM for a t-commerce. Information & management, 42(7), 965-976.Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017-1030. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202201465 en_US
