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題名 COVID-19的縱向研究 – 在蝦皮網站上影響社群商務意圖的因素
A COVID-19 Longitudinal Study - the factors influencing social commerce intention on Shopee
作者 郭哲宇
Kuo, Che-Yu
貢獻者 洪叔民
HORNG, SHWU-MIN
郭哲宇
Kuo, Che-Yu
關鍵詞 新冠肺炎
蝦皮購物
社群商務
電子商務
Social Commerce
E-Commerce
Shopee
COVID-19
日期 2022
上傳時間 2-Sep-2022 15:50:45 (UTC+8)
摘要 社群電商就是電商加上社群，將電子商務功能徹底融入社群媒體。消費者可以直接透過社群媒體的平台將商品放入線上購物車，進行下單、付款的動作，在社群軟體上完成一連串所謂電子商務的消費活動。也可以利用社群平台擁有交流、溝通的特性，和其他使用者交換商品使用心得，並即時和店家方反映商品相關問題，達成多向互動。
而COVID-19的影響下更是使電商購物成為日常，根據經濟部統計處資料顯示，COVID-19的疫情下改變了原有的消費模式，2021年度「電子購物及郵購業」的百分佔比再度提高，預計將占整體零售業比重向上快速攀升至7.2%，其中蝦皮購物用戶數大量增加，也成為本次論文的研究對象。
本論文會針對蝦皮購物的買家評論功能以及搜尋商品在疫情壓力的影響高低下，各自是否會呈現什麼樣的變化作為主要探討議題。更依據Kantar集團所做出的研究可以發現以下現象，現金所謂社群平台的主要使用者亦即使用用戶，更稱之為所謂Z世代，其全球人口已超過20億人，而在年紀較大的Y世代裡面發現已經有90％的人是現今社群媒體的忠實用戶，這表示社群平台能觸及的消費族群已經越來越廣。所以此研究更可以讓企業了解未來的電商經營型態趨勢改變，並提供管理上的建議以及未來可以繼續研究的方向。
Social commerce means community plus e-commerce, integrating e-commerce functions into social media. Consumers can directly add products to their online shopping cart through the social media platform, place orders and make payments, and complete their e-commerce consumption behavior on the social software. Consumers can also take advantage of the social media platform`s communication features to exchange information with other users, and to immediately discuss product-related issues with the store to achieve multi-way interaction.
According to the data from the Ministry of Economic Affairs, the epidemic has changed the consumption pattern, and the proportion of the "electronic shopping and mail-order industry" rose again in 2021 and was estimated to account for 7.2% of the total retail industry, of which the number of Shopee users has increased over the years, and will become the object of this paper.
This paper will focus on how the review function of Shopee and the search for products will change under the pressure of the epidemic. According to Kantar Group`s research, the main users of social media platforms, i.e. Generation Z, have more than 2 billion people worldwide, and 90% of Generation Y are social media users, which means that social media platforms are reaching more and more consumers. Therefore, this study can help companies understand the future trend of e-commerce business and provide management suggestions and directions for further research.
參考文獻 林克威（2021，1月21日）．電商經營者必學！SEO 優化教學．https://www.inside.com.tw/article/22305-seo-in-ec
胡自立、陳冠文（2020，11月16日）．後疫情時代，智慧商務發展趨勢與契機．https://mic.iii.org.tw/aisp/Reports.aspx?id=PPT1091113-2
富盈數據（2020，3月6日）．Digital Report 2020 台灣報告，台灣網路生態大解析！．https://www.breaktime.com.tw/archives/6293
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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)
109363105
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363105
資料類型 thesis
dc.contributor.advisor 洪叔民zh_TW
dc.contributor.advisor HORNG, SHWU-MINen_US
dc.contributor.author (Authors) 郭哲宇zh_TW
dc.contributor.author (Authors) Kuo, Che-Yuen_US
dc.creator (作者) 郭哲宇zh_TW
dc.creator (作者) Kuo, Che-Yuen_US
dc.date (日期) 2022en_US
dc.date.accessioned 2-Sep-2022 15:50:45 (UTC+8)-
dc.date.available 2-Sep-2022 15:50:45 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2022 15:50:45 (UTC+8)-
dc.identifier (Other Identifiers) G0109363105en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141858-
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) 109363105zh_TW
dc.description.abstract (摘要) 社群電商就是電商加上社群，將電子商務功能徹底融入社群媒體。消費者可以直接透過社群媒體的平台將商品放入線上購物車，進行下單、付款的動作，在社群軟體上完成一連串所謂電子商務的消費活動。也可以利用社群平台擁有交流、溝通的特性，和其他使用者交換商品使用心得，並即時和店家方反映商品相關問題，達成多向互動。
而COVID-19的影響下更是使電商購物成為日常，根據經濟部統計處資料顯示，COVID-19的疫情下改變了原有的消費模式，2021年度「電子購物及郵購業」的百分佔比再度提高，預計將占整體零售業比重向上快速攀升至7.2%，其中蝦皮購物用戶數大量增加，也成為本次論文的研究對象。
本論文會針對蝦皮購物的買家評論功能以及搜尋商品在疫情壓力的影響高低下，各自是否會呈現什麼樣的變化作為主要探討議題。更依據Kantar集團所做出的研究可以發現以下現象，現金所謂社群平台的主要使用者亦即使用用戶，更稱之為所謂Z世代，其全球人口已超過20億人，而在年紀較大的Y世代裡面發現已經有90％的人是現今社群媒體的忠實用戶，這表示社群平台能觸及的消費族群已經越來越廣。所以此研究更可以讓企業了解未來的電商經營型態趨勢改變，並提供管理上的建議以及未來可以繼續研究的方向。		zh_TW
dc.description.abstract (摘要) Social commerce means community plus e-commerce, integrating e-commerce functions into social media. Consumers can directly add products to their online shopping cart through the social media platform, place orders and make payments, and complete their e-commerce consumption behavior on the social software. Consumers can also take advantage of the social media platform`s communication features to exchange information with other users, and to immediately discuss product-related issues with the store to achieve multi-way interaction.
According to the data from the Ministry of Economic Affairs, the epidemic has changed the consumption pattern, and the proportion of the "electronic shopping and mail-order industry" rose again in 2021 and was estimated to account for 7.2% of the total retail industry, of which the number of Shopee users has increased over the years, and will become the object of this paper.
This paper will focus on how the review function of Shopee and the search for products will change under the pressure of the epidemic. According to Kantar Group`s research, the main users of social media platforms, i.e. Generation Z, have more than 2 billion people worldwide, and 90% of Generation Y are social media users, which means that social media platforms are reaching more and more consumers. Therefore, this study can help companies understand the future trend of e-commerce business and provide management suggestions and directions for further research.		en_US
dc.description.tableofcontents 摘要 I
ABSTRACT II
目次 III
圖次 V
表次(16) VI
第一章 緒論(18) 1
第一節 研究背景(16) 1
一、電子商務發展起源(14) 1
二、電子商務成為現代趨勢 1
三、社群商務的崛起以及新趨勢 3
四、蝦皮的社群商務 4
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 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
一、名聲和獎勵 7
二、樂趣及互動的樂趣 7
三、利他行為 8
四、互惠性 8
五、自我效能 8
第三節 影響社群網站使用的社會資本 9
一、社會資本 9
二、社會支持 9
三、社會互動 10
第四節 信任 10
一、對社群媒體的信任 10
二、對賣家的信任 10
第五節 服務品質 11
第六節 科技接受度 11
第三章 研究方法 12
第一節 研究架構與假說 12
一、變數變項的研究假設 14
二、研究對象與方法 23
三、問卷設計 24
第四章 分析結果 27
第一節 描述性統計分析 27
第二節 信效度結果 28
第三節 假說檢驗 42
第五章 結論與建議 55
第一節 研究結論 55
第二節 管理意涵 58
一、Shopee社群商務意圖之接收行為-情感支持可應用管理建議 58
二、Shopee社群商務意圖之給予行為-橋接型社會資本可應用管理建議 58
三、Shopee社群商務意圖之給予行為-服務內容品質可應用管理建議 59
四、Shopee社群商務意圖之給予行為-利他行為可應用管理建議 59
五、Shopee社群商務意圖之給予行為-對商家的信任度可應用管理建議 59
第三節 研究限制 60
第四節 未來研究建議 60
參考文獻 61		zh_TW
dc.format.extent 2178848 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363105en_US
dc.subject (關鍵詞) 新冠肺炎zh_TW
dc.subject (關鍵詞) 蝦皮購物zh_TW
dc.subject (關鍵詞) 社群商務zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) Social Commerceen_US
dc.subject (關鍵詞) E-Commerceen_US
dc.subject (關鍵詞) Shopeeen_US
dc.subject (關鍵詞) COVID-19en_US
dc.title (題名) COVID-19的縱向研究 – 在蝦皮網站上影響社群商務意圖的因素zh_TW
dc.title (題名) A COVID-19 Longitudinal Study - the factors influencing social commerce intention on Shopeeen_US
dc.type (資料類型) thesisen_US
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胡自立、陳冠文（2020，11月16日）．後疫情時代，智慧商務發展趨勢與契機．https://mic.iii.org.tw/aisp/Reports.aspx?id=PPT1091113-2
富盈數據（2020，3月6日）．Digital Report 2020 台灣報告，台灣網路生態大解析！．https://www.breaktime.com.tw/archives/6293
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dc.identifier.doi (DOI) 10.6814/NCCU202200634en_US