臺灣博碩士論文加值系統

知識基礎觀點指出，企業所掌握的知識和能力為企業創造競爭優勢的主要因素。在開放式創新中，強調利用外部的知識來源來進行組織創新，而顧客知識為外部知識的重要組成之一，亦為企業進行創新的重要基礎來源。社群媒體的發展，改變了以往企業與顧客的互動模式，不僅讓顧客由訊息接收者轉變為內容的提供者，也讓企業與顧客有了共同創造價值的機會。由於社群媒體工具的使用，除了有助於企業與顧客關係的發展，更可提供企業收集顧客知識的管道，加強企業掌握顧客對於產品和服務的回饋，進而提升創新表現。因此，本研究旨在實證探討企業社群媒體的使用，對於改善社群顧客關係管理與顧客知識管理，以及企業創新績效的影響。
本研究問卷調查之樣本，以中小企業數位關懷普及計畫、中小企業網路大學校以及擁有企業臉書粉絲專頁之企業為主要抽樣對象，並以網路問卷的形式發放，共寄發1259份問卷，回收問卷124份，有效問卷回收率為9.8%。本研究實證結果顯示，社群媒體使用對於社群顧客關係管理、顧客知識管理與創新皆具有正向影響。此外，結果顯示顧客知識管理對於創新具有正向的影響，但社群顧客關係管理對於創新則不具有顯著的影響。

According to knowledge-based theory view, knowledge and capabilities that enterprises possess are the main factors affecting their competitive advantage. The open innovation highlights the importance of external knowledge source, customer knowledge is also one of the sources of external knowledge source to enhance firms’ knowledge. In the era of social media, the social media usage has become important issue that all of the companies could leave it out of consideration. The social media has changed the interaction mode between enterprises and customers. Not only for customers to change from message recipients to providers of content, but also to businesses and customers have the opportunity to work together to create value. Because the enterprises social media usage not only facilitates the customer relationship management, but also provides companies with the customer knowledge management ability to collect knowledge and customer feedback, and all these contributes to firm’s innovation performance. This study aims to examine the effects of social media usage on social customer relationship management, customer knowledge management, and innovation performance.
Our data is collected from Small and Medium Enterprises Digital Popularization Project, Small and Medium Enterprises Internet University and enterprise Facebook page. Totally 1259 questionnaires were sent and 124 valid questionnaires were collected, and the response rate was 9.8%. The empirical results of this study show that social media usage has a positive impact on social customer relationship management, customer knowledge management and innovation. In addition, the results shows that customer knowledge management has a positive impact on innovation, but social customer relationship management has no significant impact on innovation.

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 4
第三節 論文結構與研究流程 5
第二章 文獻探討 6
第一節 企業社群媒體使用 6
第二節 社群顧客關係管理 11
第三節 顧客知識管理 16
第四節 創新 21
第五節 研究假說 23
第三章 研究方法 28
第一節 研究架構 28
第二節 樣本來源 29
第三節 研究變數與操作型定義 30
第四節 資料分析方法 34
第四章 資料分析 36
第一節 樣本特性 36
第二節 抽樣誤差檢定 38
第三節 信效度分析 39
第四節 研究假說驗證與討論 44
第五章 結論與建議 48
第一節 研究結論 48
第二節 理論與實務意涵 54
第三節 研究限制與未來研究方向之建議 58
參考書目 60
附錄、問卷 72

中文文獻
資策會創新應用服務研究所(2017年5月1日) 服務系統體系驅動新興事業研發計畫(2/4)，《八成以上台灣人愛用Facebook、Line 坐穩社群網站龍頭 1人平均擁4個社群帳號 年輕人更愛Youtube 和IG》，取自http://www.iii.org.tw/Press/NewsDtl.aspx?nsp_sqno=1934&fm_sqno=14
劉馥瑜(2018年7月4日)台灣服務業 超值服務揪甘心。工商時報。取自 https://www.chinatimes.com/newspapers/2602?chdtv

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