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系統識別號 U0026-3006202022452900
論文名稱(中文) 探討社群商務之信任對再消費行為影響-以台灣某社群粉絲專頁為例
論文名稱(英文) The Study of Repurchasing Behavior of Social Commerce with Trust - A Community Fan Page in Taiwan
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系碩士在職專班
系所名稱(英) Department of Industrial and Information Management (on the job class)
學年度 108
學期 2
出版年 109
研究生(中文) 張力中
研究生(英文) Li-Chung Chang
學號 r37071029
學位類別 碩士
語文別 中文
論文頁數 70頁
口試委員 指導教授-王泰裕
口試委員-謝中奇
口試委員-林君維
口試委員-陳梁軒
中文關鍵字 社群商務  信任  SOR模型  再消費行為  粉絲專頁 
英文關鍵字 Social Commerce  Trust  SOR model  Repurchase Behavior  Fan Page 
學科別分類
中文摘要 隨著網際網路的快速成長,社群商務上的相關研究是近十年新興的探討話題,如Facebook上的粉絲專頁與新浪微博的銷售商家。社群商務是指在網路平台上的使用者藉由社交環境中發生的互動或者受別人影響的相關活動,其中活動包含需求認知、購買前、中、後階段。藉由社群媒體的快速傳播性,新鮮產品可以使用社群商務達到有效地銷售管道,以避免因為易腐性、季節性、時效性等特徵導致商品銷毀,利潤大幅下降。如何找到這個關鍵因素是本研究的核心。
本研究將利用刺激-個體-反應(Stimulus-Organism-Response, SOR)模型探討Facebook粉絲專頁和消費者之間的互動、回饋、推薦(SOR中的S)如何影響個人對商家的信任(SOR中的O),進而產生的信任感如何去改變消費者的再購買行為(SOR中的R),除了間接的影響之外,本研究會納入粉絲專頁和消費者之間的行為是否會直接影響再消費行為。
分析手法上藉由網路平台發放調查,收集412份Facebook使用者的有效問卷進行結構方程模式(Structure Equation Modeling, SEM)分析,得到可靠的信度與效度。本研究結論發現技術特徵中的推薦及回饋有效支持影響信任的正向發展,消費者再購買意願則是受到推薦行為的影響有正面效應。最後,本研究對理論和管理意義進行了相關的討論。
英文摘要 With the rapid growth of the Internet, relevant research on social commerce is an emerging topic of discussion in the past decade, such as Facebook fan pages and Sina Weibo sales businesses. Social commerce refers to the activities on the Internet platform by users in the social environment or related activities that are affected by others. The activities include demand recognition, pre-purchase, middle- and post-purchase stages. With the rapid spread of social media, fresh products can be used to achieve effective sales channels through social commerce to avoid the destruction of commodities due to characteristics such as perishability, seasonality, and timeliness.
In this study, we will use the Stimulus-Organism-Response (SOR) model to explore how interactions, feedback, and recommendations (S in SOR) between Facebook fan pages and consumers can affect individual trust in businesses (O in SOR), and how the resulting trust can change the consumer’s repurchase intension (R in SOR).
The analysis method is to distribute surveys through the online platform and collect 412 valid questionnaires from Facebook users for structural equation modeling (SEM) analysis to obtain acceptable reliability and validity. The conclusion of this study found that the recommendation and feedback in the technical characteristics effectively support the positive development that affects trust, and consumers' willingness to repurchase is positively affected by the recommendation behavior. Finally, this study discusses the theory and management significance.
論文目次 摘 要 i
Extended Abstract ii
致 謝 vii
目 錄 viii
圖目錄 x
表目錄 xi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與限制 4
第四節 研究流程 4
第五節 論文架構 5
第二章 文獻探討 7
第一節 社群商務 7
第二節 信任 16
第三節 探討SOR(Stimulus-Organism-Response)模型 18
第四節 小結 21
第三章 研究方法 22
第一節 研究模型及架構 22
第二節 研究假說 23
第三節 問卷設計與前測 27
第四節 資料收集抽樣方式 33
第五節 資料分析方法 34
第四章 資料分析結果 37
第一節 敘述性統計分析 37
第二節 量表信度與效度分析 42
第三節 結構方程模式分析 45
第五章 結論與建議 56
第一節 研究結論 56
第二節 實務貢獻與意涵 57
第三節 未來研究方向 58
參考文獻 60
附錄A 前測問卷 65
附錄B 正式問卷 68
參考文獻 中文文獻
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林秀怡 (2016)。農民使用電子商務銷售農產品之影響因素分析。(碩士論文)。國立臺灣大學農業經濟學研究所,台北市。
胡倩、林家寶、李蕾、魯耀斌 (2017)。社群商務特性和社會支持對水果消費者購買意願的影響。中國管理學報第14卷第7期,2017年7月。
郭淑雲 (2001)。消費者特性與網際網路購物意願關係之研究--以生鮮食品為例。(碩士論文)。國立中興大學行銷學系。取自https://hdl.handle.net/11296/6g6rby
陳正昌、程炳林、陳新豐、劉子鍵 (2017)。多變量分析方法:統計軟體應用(第六版)。五南圖書出版股份有限公司。
陳順宇 (2004)。多變量分析(三版)。華泰書局。
陳蕾 (2016)。社群商務環境下消費者信任的建立與評價研究。(博士論文)。中國農業大學。取自http://cdmd.cnki.com.cn/Article/CDMD-10019-1017000801.htm
蔣小花、沈卓之、張楠楠、廖洪秀、徐海燕 (2010)。問卷的信度和效度分析。現代預防醫學,37(3),429-431.
蔡永福 (2001)。購買涉入、購買動機、網站環境特性對網路生鮮蔬菜購買意願之影響。(碩士論文)。國立中興大學行銷學系。取自https://hdl.handle.net/11296/jsgd8k

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