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| Title: | 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 |
| Authors: | 郭哲宇
Kuo, Che-Yu |
| Contributors: | 洪叔民
HORNG, SHWU-MIN
郭哲宇
Kuo, Che-Yu |
| Keywords: | 新冠肺炎
蝦皮購物
社群商務
電子商務
Social Commerce
E-Commerce
Shopee
COVID-19 |
| Date: | 2022 |
| Issue Date: | 2022-09-02 15:50:45 (UTC+8) |
| Abstract: | 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. |
| Reference: | 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
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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)
109363105 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363105 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200634 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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Files in This Item:
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| 310501.pdf | | 2127Kb | Adobe PDF2 | 0 | View/Open |
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