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題名 分析應用社群商務的網站並比較其影響使用社群網站的因素—從商業模式的視角
Analysis and Comparison of Web Sites for Their Influential Factors to Adopt Social Commerce – from the Perspective of Business Model作者 洪叔民 貢獻者 企管系 關鍵詞 社群商務; 商業模式; 信任; 社會支持; 社會資本; 服務品質; 科技接受模型
social commerce; business models; trust; social support; social capital; service quality; TAM日期 2022-04 上傳時間 4-Jun-2026 13:09:49 (UTC+8) 摘要 這項計畫將首先研究電子商務的一般結構，以及它們如何將社群商務應用於市場行銷和銷售。為了理解電子業務以及社群商務如何幫助公司在網路世界中發展，三個關鍵問題很重要。它們是商業模型，虛擬社群、以及社群商務的來源。我按三種基本類型對業務模型進行了分類，即實體，外部電子商務和內部電子商務，三種類型可產生了七個組合。虛擬社群（VC）可以內部建立在公司網站上，外部連接到Facebook等社交網站，可以在內部和外部並存，也可以不存在。社群商務的來源包括基於社交網站（SNS）的社群商務（SNS-SC），基於交易的社群商務（TR-SC）和基於搜索和評分的社群商務（S&R-SC）。通過排列組合將導致許多不同的結果，其中許多組合結果實際上並不存在。在第一階段，這項研究將首先通過進行文獻綜述，專家訪談和焦點小組訪談來澄清這些問題。之後針對幾個研究問題，它們的相應研究模型將在第二階段完成。這四個研究問題是：1. SNS-SC，TR-SC和R&S-SC這三種社會商業來源之間影響社會商業的因素有何不同？2.研究問題2：各種商業模式之間對社會商務的影響因素有何不同？3.社會認同和社會商業來源等變量如何調節影響因素與社會商業之間的關係？4.對兩種不同形式的社交商業的影響力有什麼區別，分別在三種不同的社交商業來源，即SNS-SC，TR-SC和S&R-SC給予和接受？ 本研究確定了六種主要的影響因素，個人動機包括利他，享樂，聲譽和獎勵。社會支持包括資訊支持和情感支持；信任包括對網站的信任，對產品的信任，對商人的信任以及對VC成員的信任；社會資本包括一般資本和強化資本；電子服務品質包括信息性，產品多樣性，溝通和回應能力；技術接受模型包括易用性和實用性。此外，在本計畫將要調查的一些研究模型中，將社會認同和社會商業來源這兩個因素訂為干擾變數，在學術和實務上的貢獻將預期有很大的貢獻。
This project will first investigate the general structures of the electronic business and how they applying social commerce for marketing and sales. Three key issues are important in order to understand the online business and how social commerce can help the companies grow in the cyber world. They are business models, virtual communities, and sources of social commerce. I category the business models by three basic types, brick-and-mortar, external e-business, and internal e-business resulting in seven combinations. Virtual communities (VC) can be internally established on companies’ web sites, externally attached to social network sites such as Facebook, co-existing externally and internally, or not available. Sources of social commerce include social network site (SNS) based social commerce (SNS-SC), transaction-based social commerce (TR-SC), and search & rating based social commerce (S&R-SC). By combining these three issues will result in many combinations in which many of them do not exist practically. In the first stage, this study will first clarify these problems by conducting a literature review, expert interviews, and focus group interviews. Several research questions are also generated and their corresponding research model will be finalized at the second stage, followed by the completion of the first stage. These four research questions are:1. How are the differences in the factors influencing social commerce between the three sources of social commerce, SNS-SC, TR-SC, and R&S-SC? 2. Research question 2: What are the differences of influential factors to social commerce between various business models?3. How will the variables such as social identification and source of social commerce moderate the relationship between the influential factors and social commerce? 4. What are the differences between all of the influential factors toward the two different forms of social commerce, giving and receiving at three different sources of social commerce, SNS-SC, TR-SC, and S&R-SC, respectively? Six major constructs of influential factors are identified, personal motivations include altruism, enjoyment, reputation, and reward; social support includes informational support and emotional support; trust includes trust in the web site, trust in products, trust in the merchants, and trust in VC members; social capital includes bridging capital and bonding capital; electronic service quality includes informativeness, product diversity, communication, and responsiveness; and technology acceptance model includes ease of use and usefulness. In addition, two factors, social identification and sources of social commerce are modeled as moderators on some of the research models to be developed in this study. Academic and practical contributions are expected to be significant.關聯 科技部, MOST109-2410-H004-071, 109.08-110.07 資料類型 report dc.contributor 企管系 dc.creator (作者) 洪叔民 dc.date (日期) 2022-04 dc.date.accessioned 4-Jun-2026 13:09:49 (UTC+8) - dc.date.available 4-Jun-2026 13:09:49 (UTC+8) - dc.date.issued (上傳時間) 4-Jun-2026 13:09:49 (UTC+8) - dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=182746 - dc.description.abstract (摘要) 這項計畫將首先研究電子商務的一般結構，以及它們如何將社群商務應用於市場行銷和銷售。為了理解電子業務以及社群商務如何幫助公司在網路世界中發展，三個關鍵問題很重要。它們是商業模型，虛擬社群、以及社群商務的來源。我按三種基本類型對業務模型進行了分類，即實體，外部電子商務和內部電子商務，三種類型可產生了七個組合。虛擬社群（VC）可以內部建立在公司網站上，外部連接到Facebook等社交網站，可以在內部和外部並存，也可以不存在。社群商務的來源包括基於社交網站（SNS）的社群商務（SNS-SC），基於交易的社群商務（TR-SC）和基於搜索和評分的社群商務（S&R-SC）。通過排列組合將導致許多不同的結果，其中許多組合結果實際上並不存在。在第一階段，這項研究將首先通過進行文獻綜述，專家訪談和焦點小組訪談來澄清這些問題。之後針對幾個研究問題，它們的相應研究模型將在第二階段完成。這四個研究問題是：1. SNS-SC，TR-SC和R&S-SC這三種社會商業來源之間影響社會商業的因素有何不同？2.研究問題2：各種商業模式之間對社會商務的影響因素有何不同？3.社會認同和社會商業來源等變量如何調節影響因素與社會商業之間的關係？4.對兩種不同形式的社交商業的影響力有什麼區別，分別在三種不同的社交商業來源，即SNS-SC，TR-SC和S&R-SC給予和接受？ 本研究確定了六種主要的影響因素，個人動機包括利他，享樂，聲譽和獎勵。社會支持包括資訊支持和情感支持；信任包括對網站的信任，對產品的信任，對商人的信任以及對VC成員的信任；社會資本包括一般資本和強化資本；電子服務品質包括信息性，產品多樣性，溝通和回應能力；技術接受模型包括易用性和實用性。此外，在本計畫將要調查的一些研究模型中，將社會認同和社會商業來源這兩個因素訂為干擾變數，在學術和實務上的貢獻將預期有很大的貢獻。 dc.description.abstract (摘要) This project will first investigate the general structures of the electronic business and how they applying social commerce for marketing and sales. Three key issues are important in order to understand the online business and how social commerce can help the companies grow in the cyber world. They are business models, virtual communities, and sources of social commerce. I category the business models by three basic types, brick-and-mortar, external e-business, and internal e-business resulting in seven combinations. Virtual communities (VC) can be internally established on companies’ web sites, externally attached to social network sites such as Facebook, co-existing externally and internally, or not available. Sources of social commerce include social network site (SNS) based social commerce (SNS-SC), transaction-based social commerce (TR-SC), and search & rating based social commerce (S&R-SC). By combining these three issues will result in many combinations in which many of them do not exist practically. In the first stage, this study will first clarify these problems by conducting a literature review, expert interviews, and focus group interviews. Several research questions are also generated and their corresponding research model will be finalized at the second stage, followed by the completion of the first stage. These four research questions are:1. How are the differences in the factors influencing social commerce between the three sources of social commerce, SNS-SC, TR-SC, and R&S-SC? 2. Research question 2: What are the differences of influential factors to social commerce between various business models?3. How will the variables such as social identification and source of social commerce moderate the relationship between the influential factors and social commerce? 4. What are the differences between all of the influential factors toward the two different forms of social commerce, giving and receiving at three different sources of social commerce, SNS-SC, TR-SC, and S&R-SC, respectively? Six major constructs of influential factors are identified, personal motivations include altruism, enjoyment, reputation, and reward; social support includes informational support and emotional support; trust includes trust in the web site, trust in products, trust in the merchants, and trust in VC members; social capital includes bridging capital and bonding capital; electronic service quality includes informativeness, product diversity, communication, and responsiveness; and technology acceptance model includes ease of use and usefulness. In addition, two factors, social identification and sources of social commerce are modeled as moderators on some of the research models to be developed in this study. Academic and practical contributions are expected to be significant. dc.format.extent 116 bytes - dc.format.mimetype text/html - dc.relation (關聯) 科技部, MOST109-2410-H004-071, 109.08-110.07 dc.subject (關鍵詞) 社群商務; 商業模式; 信任; 社會支持; 社會資本; 服務品質; 科技接受模型 dc.subject (關鍵詞) social commerce; business models; trust; social support; social capital; service quality; TAM dc.title (題名) 分析應用社群商務的網站並比較其影響使用社群網站的因素—從商業模式的視角 dc.title (題名) Analysis and Comparison of Web Sites for Their Influential Factors to Adopt Social Commerce – from the Perspective of Business Model dc.type (資料類型) report
