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| Title: | 影響Facebook和Instagram上的社群商務意圖因素有哪些
Factors influencing Social Commerce Intention on Facebook and Instagram |
| Authors: | 顧穎萱
Gu, Ying-Xuan |
| Contributors: | 洪叔民
顧穎萱
Gu, Ying-Xuan |
| Keywords: | 社群商務意圖
Social commerce intention
Facebook
Instagram |
| Date: | 2021 |
| Issue Date: | 2021-07-01 21:27:26 (UTC+8) |
| Abstract: | 近幾年，零售業成長中，尤其是電子商務快速崛起，成長幅度遠大於零售成長幅度，且消費者改變消費習慣及模式，加上科技進步，手機和隨身電腦便利，消費者開始使用手機及電腦網購下單，隨之而來的是，社群媒體也作為商家們推廣產品的地方，會在社群媒體建立粉絲團提供產品資訊，也促進消費者提供及接受產品資訊，eWOM也成為影響社群商務的重要因素之一，而消費者在社群上的個人及社會因素也成為影響社群商務意圖的因素。
本研究以量化研究方式，以台灣使用過社群商務的對象進行研究，因Facebook及Instagram是台灣使用率最高的兩大社群媒體平台，因此問卷主要針對這兩大平台的使用，本研究將社群商務意圖(SCI)再分為SCI接收行為及SCI給予行為，並將影響之因素分為五大構面及十八個項目，分別為個人因素、社會因素、信任、服務品質及科技接受度，分別探討此十八個項目的影響，其中，再加上干擾變數，探討在兩個不同社群媒體平台的環境下，這十八個項目對社群商務意圖的影響會如何改變。
研究結果發現，樂趣、利他行為、互惠性、結合型社會資本、橋接型社會資本、資訊支持、對社群媒體的信任、服務內容及兩個不同的社群媒體皆對社群商務意圖有正向顯著影響。利他行為、互惠性、結合型社會資本、橋接型社會資本、資訊支持、對社群媒體的信任、服務內容及兩個不同的社群媒體皆對社群商務意圖的接收行為有正向顯著影響。樂趣、利他行為、互惠性、橋接型社會資本、對社群媒體的信任及服務內容皆對社群商務意圖有正向顯著影響。
In recent years, the growth of the retail industry, especially the rapid rise of e-commerce, and the growth rate are far greater than the growth rate of retail. Consumers change their consumption habits and patterns. With the evolution of science and technology and the convenience of mobile phones and portable computers, consumers began to use mobile phones and computers to shop online.
Social media has also become a platform for marketers to promote their products. Store owners will build fan groups in social media to provide product information, and also promote product information to consumers and collect information from them. Therefore, EWOM has become one of the important factors affecting social commerce intention. The individual and social factors of consumers in the community also become the factors that affect the social commerce intention.
The purpose of this study is to quantify the use of social commerce in Taiwan. Since Facebook and Instagram are the two most popular social media platforms in Taiwan, the questionnaire mainly focuses on the use of these two platforms. This study divides social commerce intention (SCI) into SCI receiving behavior and SCI giving behavior. The influencing factors were divided into 5 dimensions and 18 items, which were a personal factor, social factor, trust, service quality, and technology acceptance. This study will examine the impact of each of the 18 factors. In addition to the interference variables, explore how these 18 factors influence and change the social commerce intention across two different social media platforms.
The results show that fun, altruistic behavior, reciprocity, associative social capital, bridging social capital, information support, trust in social media, service content, and two different social media all have a positive and significant effect on social commerce intention. Altruism, reciprocity, associative social capital, bridging social capital, information support, trust in social media, service content, and two different social media all have a positive and significant effect on the receiving behavior of social commerce intention. Fun, altruistic behavior, reciprocity, bridging social capital, trust in social media, and service content all have a positive and significant effect on social commerce intention. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363022 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363022 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100637 |
| Appears in Collections: | [MBA Program] Theses
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