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| Title: | 調查在新冠肺炎之下，年齡與性別對社群商務意圖影響因素在社群網站的干擾作用
Investigating the Moderating Effects of Age and Gender on the Factors Influencing Social Commerce Intention on Social Network Sites under COVID-19 Pandemic |
| Authors: | 盧怡安
Lu, I-An |
| Contributors: | 洪叔民
Horng, Shwu-Min
盧怡安
Lu, I-An |
| Keywords: | 社群商務
Facebook
Social Commerce
Facebook |
| Date: | 2022 |
| Issue Date: | 2022-07-01 16:35:40 (UTC+8) |
| Abstract: | 隨著社群網站以及電子商務的迅速發展，社群商務的商業模式已逐步融入消費者的消費習慣之中。有別於電子商務專注於提供順暢的交易環境，社群商務則是強調以關係為中心的商業模式，結合社群媒體以及電子商務的優勢，將網路上的消費者緊密地聯繫在一起。由於消費者之間可以透過社群媒體即時交流訊息，賣家也可以與大量未曾見面的潛在消費者互動，在買賣雙方以及買家之間的互動之下，一個資訊透明化的時代正快速來臨。
本研究以台灣使用率最高的社群平台Facebook為例，以量化的方式研究使用者的社群商務意圖，並細分為接收與給予行為。以此來探討在社群商務意圖的接收與給予行為上，何種因素分別對他們產生影響。影響的十九個因素包含名聲與獎勵、互動性、互動的樂趣、知識分享的樂趣、利他行為、互惠性、自我效能、結合性社會資本、橋接型社會資本、資訊支持、情感支持、社會互動、對社群商務平台的信任、對社群商務平台商家的信任、對社群商務平台成員的信任、服務內容品質、服務傳遞品質、有效性以及易使用性。
此外，本研究將年齡與性別作為干擾變數，發現社群商務意圖的接收行為中，年齡較輕的族群較在意「平台的信任」以及「商家的信任」，而年齡較長的族群則較在意「知識分享的樂趣」；在社群商務意圖之給予行為上，年齡較輕的族群對「情感支持」、「服務內容品質」以及「對商家的信任」較為關注，而年齡較長得更在乎「利他行為」以及「社會互動」。而在性別上皆是以女性較為顯著。
With the rapid development of social networking sites and e-commerce, the business model of social commerce has been gradually integrated into consumers` consumption habits. Unlike e-commerce, which focuses on providing a smooth transaction environment, social commerce emphasizes a relationship-centered business model that combines the advantages of social media and e-commerce to bring consumers together on the Internet. As consumers can exchange information with each other in real time through social media, sellers can also interact with a large number of potential consumers they have never met before, and the interaction between buyers and sellers and buyers is rapidly approaching an era of information transparency.
This study uses Facebook, the most used social networking platform in Taiwan, as an example, to quantitatively study users` social business intentions and to subdivide them into receiving and giving behaviors. In this study, we investigated what factors influenced the receiving and giving behaviors of social commerce intention. The nineteen factors that influenced social commerce intention include reputation and rewards, interactivity, fun of interaction, fun of knowledge sharing, altruism, reciprocity, self-efficacy, bonding social capital, bridging social capital, information support, emotional support, social interaction, trust in social commerce platform, trust in social commerce platform merchants, trust in social commerce platform members, service content quality, service delivery quality, effectiveness, and ease of use.
In addition, using age and gender as intervening variables, we found that younger age groups were more concerned with "trust in the platform" and "trust in the merchant", while older age groups were more concerned with "enjoyment of knowledge sharing" in the receiving behavior of social commerce intention. The younger age group is more concerned about "emotional support," "quality of service content," and "trust in the merchant," while the older age group is more concerned about "altruistic behavior" and "social interaction. In terms of gender, women are more prominent. |
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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)
109363079 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363079 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200625 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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