Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/136028
|
| Title: | 影響蝦皮社群商務意圖之因素與受新冠肺炎之調整
The moderating role of COVID-19 on the factors influencing social commerce intention on Shopee. |
| Authors: | 李俐瑩 |
| Contributors: | 洪叔民
李俐瑩 |
| Keywords: | 新冠肺炎
蝦皮
電子商務
社群網絡
社群商務
Covid-19
E-commerce
Shopee
Social network sites
Social commerce |
| Date: | 2021 |
| Issue Date: | 2021-07-01 21:35:06 (UTC+8) |
| Abstract: | 在疫情之下，網路購物更為活絡，消費者在購買零售產品時轉往網路平台作為購物管道。因此各個電商平台為了吸引客戶，折扣優惠變成為他們的主要行銷手法。然而，價格戰在一個產業中並非好的現象，各電商平台皆開始思考該如何經營客戶，希望能真正將客戶留在自家平台上，而非靠低價格吸引到一群毫無黏著度的客戶。
在此次疫情下，有越來越多的民眾習慣使用「蝦皮」作為購物的管道。而蝦皮之所以能成為眾多民眾的習慣，除了折扣優惠外，近期也開始積極佈局社群的經營，以提升消費者在此社群商務平台的使用次數，希望消費者能藉由社群網絡的建置提升對該平台的黏著度。因此，本研究針對使用者對於社群商務平台的使用意圖進行深入探討，以提供蝦皮等電商平台抑或想透過社群網絡來經營電商平台、網路購物平台的業者，何種因素會真正提升社群商務意圖中的資訊接收與資訊給予兩行為。經過研究與驗證後，發現利他行為、互動性與服務內容品質此三項因素，對於接收行為有正向顯著的影響;而利他行為、資訊支持、易使用性和知識分享的樂趣此四項因素，對於給予行為有正向顯著的影響。
此外，在本研究中，亦加入另一項探討項目，想了解在新冠肺炎下，哪些因素會被社群商務的使用者放大，成為提升他們使用社群商務意圖的主因，經研究結果顯示，社會互動性為增進接收行為的因素，而聲譽與互惠性為增進給予行為的因素。綜合以上研究，社群商務經營者，可透過增進這些因素，進而提升使用者的使用意圖。
Under the epidemic situation of COVID‐19, online shopping has become more popular. In order to attract customers, various e-commerce companies use discount strategy. However, price wars are not a good phenomenon in an industry. Many e- commerce companies are beginning to think about how to manage customers, hoping to enhance their stickiness and engagement.
During COVID-19 pandemic, more and more people are accustomed to using "Shopee" as a shopping channel. The reason why Shopee has become a habit of people is not only discounts but also social community deploying to increase the consumers` usage. Therefore, this study will conduct an in-depth discussion on social commerce intention. And this study can be referred by those who are operating social commerce platform, enhancing the customer`s behavior of information receiving and information giving. After verification, it is found that the three factors of altruistic, interactive and service content quality have a positive and significant impact on the receiving behavior; and the four factors of altruistic, information support, ease of use and hedonic, have a positive and significant effect on giving behavior.
In addition, I added covid-19 as the moderator in this study. I want to know which factor will be amplified by users under COVID-19, and become the main reason for increasing their intention to use social commerce. The results show that social interaction enhances receiving behavior, while reputation and reciprocity are factors that enhance giving behavior. Based on the above research, social commerce operators can improve users` usage intention by enhancing these factors. |
| Reference: | 一、中文文獻
2020電商事件盤點 蝦皮如何搶占事業版圖(2020) 劉有耘https://www.ectimes.org.tw/?p=65713
2020年網購消費意向調查：疫情影響分析(2020)產業情報研究所(MIC)陳冠文分析師https://mic.iii.org.tw/aisp/Reports.aspx?id=PPT1091218-5
用創意翻轉社群！社群多角化策略大公開(2020)蝦皮大學https://university.shopee.tw/SellerExperience/3/328
後疫情時代，智慧商務發展趨勢與契機(2020)產業情報研究所(MIC) https://mic.iii.org.tw/aisp/Reports.aspx?id=PPT1091113-2
疫情促進電商產業巨變！蝦皮解密2021年台灣電商三大趨勢(2021)潘韜宇 https://tw.news.yahoo.com/%E7%96%AB%E6%83%85%E4%BF%83%E9%80%B2%E9%9B%BB%E5%95%86%E7%94%A2%E6%A5%AD%E5%B7%A8%E8%AE%8A%E8%9D%A6%E7%9A%AE%E8%A7%A3%E5%AF%862021%E5%B9%B4%E5%8F%B0%E7%81%A3%E9%9B%BB%E5%95%86%E4%B8%89%E5%A4%A7%E8%B6%A8%E5%8B%A2-082747739.html
電商經營者必學！SEO 優化教學(2021)林克威https://www.inside.com.tw/article/22305-seo-in-ec
新冠肺炎讓電子商務成為鎂光燈焦點(2020) Brian Solis;朱師右;洪可欣https://mic.iii.org.tw/aisp/Reports.aspx?id=CDOC20201020001
網購／電商市場如何迎接後疫情時代的到來(2020)蔡鴻賢https://www.sef.org.tw/files/6268/251CB301-014E-476D-AB4A-DA4B4C43ACE1.pdf
經濟部統計處-零售業統計調查https://www.moea.gov.tw/MNS/dos/home/Home.aspx
蝦皮 vs. PChome：商店街失敗的三個原因(2018)邱煜庭https://www.inside.com.tw/article/12844-why-pcstore-losed
二、英文文獻
Agarwal, R., & Venkatesh, V. (2002). Assessing a firm`s Web presence: A heuristic evaluation procedure for the measurement of usability. Information Systems Research, 13(2), 168-186.
Enders, Albrecht et al. (2008). “The Long Tail of Social Networking. Revenue Models of Social Networking Sites.” European management journal, 26(3), 199-211.
Abdul Abiad, Mia Arao, Suzette Dagli, Benno Ferrarini, Ilan Noy,Patrick Osewe, Jesson Pagaduan, Donghyun Park, and Reizle Platitas.(2020). The Economic Impact of the COVID-19 Outbreak on Developing Asia.
Adler, P. S., & Kwon, S. W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17-40.
Back, K. W. (1965) “Exchange and Power in Social Life. By Peter M. Blau. New York: John Wiley & Sons, 1964. 352 Pp. $7.75.” Social Forces, 128-128.
Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-215.
Chang, H. L., Chou, Y. C., Wu, D. Y., & Wu, S. C. (2018). Will firm`s marketing efforts on owned social media payoff? A quasi-experimental analysis of tourism products. Decision Support Systems, 107, 13-25.
Chiu, C. M., Hsu, M. H., & Wang, E. T. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
Curry, O., Roberts, S.G.B. and Dunbar, R.I.M. (2013). Altruism in social networks: evidence for a `Kinship Premium`,
British Journal of Psychology, 104(2), 283-295.
Carlo, G., Eisenberg, N. Troyer, D. Switzer, G. and Speer, A.L. (1991). The altruistic personality: In what contexts is it apparent? Journal of Personality and Social Psychology, 61(3), 450-458.
Chen, J., & Shen, X. L. (2015). Consumers` decisions in social commerce context: An empirical investigation. Decision Support Systems, 79, 55-64.
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.
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.
Cho, N., Li, G.Z. and Su, C.-J. (2007). An empirical study on the effect of individual factors on knowledge sharing by knowledge type, Journal of Global Business & Technology, 3(2), 1-15.
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.
Choi, S. B., & Kim, J. M. (2018). A comparative analysis of electronic service quality in the online open market and social commerce: the case of Korean young adults. Service
Business, 12(2), 403-433.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
Farivar, Samira, Ofir Turel, and Yufei Yuan. (2018) Skewing Users’ Rational Risk Considerations in Social Commerce: An Empirical Examination of the Role of Social Identification.” Information & Management 55(8), 1038-1048.
Granovetter, M.S. (1973). The Strength of Weak Ties, American Journal of Sociology, 78(6), 1360-1380.
Gibreel, O., AlOtaibi, D. A., & Altmann, J. (2018). Social commerce development in emerging markets. Electronic Commerce Research and Applications, 27, 152-162.
Horng, Shwu-Min. (2016). A Study of Active and Passive User Participation in Virtual Communities. Journal of Electronic Commerce Research 17(4), 289-311.
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.
Hsu, C. L., & Lin, J. C. C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence, and knowledge sharing motivation. Information & Management, 45(1), 65-74.
Haythornthwaite, C. (2005). Social networks and Internet connectivity effects. Information, Community & Society, 8(2), 125-147.
Hatem Bugshan, Razaz Waheeb Attar (2020). Social commerce information sharing and their impact on consumers. Technological Forecasting and Social Change, 153, 119875.
Jiang, C., Rashid, R. M., & Wang, J. (2019). Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions. Journal of Retailing and Consumer Services, 51, 263-270.
Janda, S. (2008). Does gender moderate the effect of online concerns on purchase likelihood? Journal of Internet Commerce, 7(3), 339-358.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
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.
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.
Koh, J. and Kim, Y.-G. (2003). Sense of virtual community: A conceptual framework and empirical validation, International Journal of Electronic Commerce, 8(2), 75-93.
Li, C.-Y., and Ku, Y.-C. (2018). The Power of a Thumbs-Up: Will E-Commerce Switch to Social Commerce? Information & Management 55(3), 340-357.
Leung, W. K., Shi, S., & Chow, W. S. (2019). Impacts of user interactions on trust development in C2C social commerce: The central role of reciprocity. Internet Research 30(1), 335-356.
Laato, S., Islam, A. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224.
Liang, T. P., & Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5-14.
Makmor, N., Alam, S. S., & Aziz, N. A. (2018). Social support, trust and purchase intention in social commerce era. Int. J. Supply Chain Manag, 7(5), 572-581.
Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), 217-230.
Mamonov, S., & Benbunan-Fich, R. (2017). Exploring factors affecting social e-commerce service adoption: The case of Facebook Gifts.
Nahapiet, J. and Ghoshal, S. (1998). Social capital and the organizational advantage, Academy of Management Review, 23(2), 242-266.
Olenski, S. (2012), Are brands wielding more influence in social media than we thought? Retrieved Dec. 20 2018 from: https://www.forbes.com/sites/marketshare/2012/05/07/are-brands-wielding-more-influence-in-social-media-than-we-thought/#72ac731c71e1
Osatuyi, B., & Qin, H. (2018). How vital is the role of affect on post-adoption behaviors? An examination of social commerce users. International Journal of Information Management, 40, 175-185.
Pentina, I., Prybutok, V. R., & Zhang, X. (2008). The role of virtual communities as shopping reference groups. Journal of Electronic Commerce Research, 9(2), 114-136.
Porter, C.E., andDonthu, N. (2008). Cultivating trust and harvesting value in virtual communities, Management Science, 54(1), 113-128.
reportlinker (2017), Social Commerce Sector: Worldwide Forecast until 2021, Retrieved Dec. 21 2018 from: https://www.reportlinker.com/p05015497/Global-Social-Commerce-Market.html.
Sayyida, S., Hartini, S., Gunawan, S., & Husin, S. N. (2021). The Impact of the Covid-19 Pandemic on Retail Consumer Behavior. Aptisi Transactions on Management (ATM), 5(1), 79–88.
Shin, D. H. (2013). User experience in social commerce: in friends we trust. Behaviour & Information Technology, 32(1), 52-67.
Sayyida, S., Hartini, S., Gunawan, S., & Husin, S. (2021). The impact of the Covid-19 pandemic on retail consumer behavior. Aptisi Transactions on Management (ATM), 5(1), 79-88.
Sebastian Molinillo, Rafael Anaya-Sánchez, Francisco Liébana-Cabanillas (2019). Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites. Computers in Human Behavior 108, 105980.
Statista, (2016). Worldwide social commerce revenue from 2011 to 2015 (in billion U.S. dollars) in: statista.com, Retrieved March 17, 2014 from: http://www.statista.com/statistics/251391/worldwide-social-commerce-revenue-forecast/
Tajvidi, Mina et al. (2021). Brand Value Co-Creation in Social Commerce: The Role of Interactivity, Social Support, and Relationship Quality. Computers in Human Behavior 115, 105238.
Wang, H., Chung, J. E., Park, N., McLaughlin, M. L., & Fulk, J. (2012). Understanding online community participation: A technology acceptance perspective. Communication Research, 39(6), 781-801.
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.
Wongkitrungrueng, Apiradee, and Nuttapol Assarut. (2020). The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers. Journal of Business Research 117, 543-556.
Wamba, S. F., Bhattacharya, M., Trinchera, L., & Ngai, E. W. (2017). Role of intrinsic and extrinsic factors in user social media acceptance within workspace: Assessing unobserved heterogeneity. International Journal of Information Management, 37(2), 1-13.
Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333-347.
Yahia, I. B., Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41, 11-19.
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. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363075 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363075 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100620 |
| Appears in Collections: | [MBA Program] Theses
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 307501.pdf | | 1464Kb | Adobe PDF2 | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
