臺灣博碩士論文加值系統

隨著網路科技發達與其使用人數與日俱增，社群網路開始盛行，使得企業利用社群媒體做為新的顧客關係管理的工具，傳遞產品資訊與顧客維持良好互動、增加新顧客人數以及提升顧客忠誠度等。因此，社群媒體為企業經營顧客間關係重要一環。

本研究選取151家使用社群媒體等服務業之企業或店家樣本，探討企業利用社群媒體進行顧客關係管理之三個流程面對動態市場的變化，其結果對經營績效之影響。過去有許多學者證實市場導向與經營績效關係中存在的中介因素，但目前還沒有以社會化顧客關係管理流程研究做為中介效果。

本研究以統計軟體SPSS進行模型驗證，結果發現市場導向對經營績效有正面影響，社會化顧客關係管理流程對市場導向與經營績效是有完全中介之效果。市場導向中的顧客導向與競爭者導向對顧客獲取有正向影響；市場導向中的競爭者導向對顧客發展有正向影響；企業運用社群媒體在三個流程中，顧客獲取、顧客維持與顧客發展對財務績效是有正向影響；顧客獲取與顧客維持對非財務績效有正向影響。

Internet technology has developed fast and the number has increased continuously. Social networks has also become popular, so that many companies use social media as a new tool of customer relationship management, and it is used to deliver their product informations, maintain good interaction with their customers, increase their number of new customers and improve customer’s loyalty. Therefore, social media is an important part for customer relationship management.

We survey 151 companies which use social media as samples, and explore that they implement three processes of customer relationship management by social media to respond this dynamic market, and further impact on their business performance. Many scholars have confirmed the existence of full mediation between market orientation and business performance factors. But so far, few study use social customer relationship management to explore the relationship between market orientation and business performance.

The result shows that market orientation has a positive effect on business performance, social customer relationship management processes has fully mediation effect between market orientation and business performance. In addition, customer orientation of competitor orientation has a positive effect on customer acquisition; Competitors orientation has a positive effect on customer expansion. As businesses use the three processes of customer relationship management by social media, customer acquisition, customer retention, and customer development has a positive effect on financial performance. On the other hand, customer acquisition and customer retention has a positive impact on non-financial performance.

摘要 ............I
Abstract ..........II
目錄 ............IV
表目錄 ............V
圖目錄 ............VI

第一章 緒論 ............1
第一節 研究背景與動機 .......1
第二節 研究目的 .......3
第三節 研究流程 .......4

第二章 文獻探討 .......6
第一節 社群媒體 .......6
第二節 社會化顧客關係管理流..12
第三節 市場導向 .......18
第四節 經營績效 .......24

第三章 研究方法 .......26
第一節 研究架構 .......26
第二節 研究假設 .......27
第三節 研究變數定義與衡量..31
第四節 研究設計 ......36
第五節 資料分析方法 ......37

第四章 研究結果與分析 ...39
第一節 企業資料 .......39
第二節 敘述性統計分析 .....42
第三節 信度分析 .......48
第四節 因素分析 .......50
第五節 Pearson相關分析 ...53
第六節 迴歸分析 ......55
第七節 中介效果檢定 ...61

第五章 結論與建議 ...63
第一節 研究結果與討論 ...63
第二節 研究貢獻與實務意涵 ...68
第三節 研究限制與未來建議 ...70

參考文獻 .....71
附錄一 .......77

一、中文部份
1.吳明隆 (2008). SPSS 操作與應用問卷統計分析實務第二版, 臺灣: 五南圖書出版公司.
2.吳萬益 (1994). "中美日在台企業組織文化, 管理風格, 組織結構及經營績效之關係研究."
3.周文賢 (2002). "多變量統計分析: SAS." STAT 使用方法, 台北: 智勝文化: 73-143.
4.胡德澤 (1998). "策略, 績效評估與獎酬制度之關連性: 以平衡計分卡為架構之個案研究." 碩士論文, 中國文化大/會計研究所, 台北.
5.簡俊成 and 方婷婷 (2005). "虛擬社群商業化之紮根理論研究." 管理評論 24(3): 43-67.
6.陳家祥, 嚴秀茹, et al. (2004). "市場導向對顧客關係管理實施與績效之影響." Electronic Commerce Studies 2(4): 425-447.
7.Inside(2010)，給台灣中小企業主，請開始投資社群媒體與行銷，http://www.inside.com.tw/2010/03/02/smb_social_marketing。
8.浩騰媒體(2009)，淺談社群媒體行銷，http://www.slideshare.net/yesonline/200909-2183789。
9.Digitimes(2011)，社群媒體，http://www.digitimes.com.tw/tw/dt/n/shwnws.asp?CnlID=10&Cat=&Cat1=&id=157283。
10.資策會(2011)，網路社群媒體發展分析，
http://mic.iii.org.tw/aisp/reports/reportdetail_register.aspdocid=2965&rtype=freereport。
11.維基百科(2009a)，Plurk，http://zh.wikipedia.org/zh-tw/Plurk。
12.維基百科(2009b)，Twitter，http://zh.wikipedia.org/zh-tw/Twitter。
13.數位時代(2009)，2009十大網路事件（5）：Twitter、Plurk正夯，微網誌行銷成顯學，
http://www.bnext.com.tw/article/view/cid/0/id/13101。

二、英文部份
1.Anderson, J. C., H. Håkansson, et al. (1994). "Dyadic business relationships within a business network
context." The Journal of Marketing: 1-15.
2.Baron, R. M. and D. A. Kenny (1986). "The moderator–mediator variable distinction in social psychological
research: Conceptual, strategic, and statistical considerations." Journal of personality and social psychology
51(6): 1173.
3.Berry, L. L. (2004). Marketing services: Competing through quality, Free Pr.
4.Biemans, W. G. (1992). Managing innovation within networks, Routledge.
5.Caruana, A. and S. Chircop (2000). "Measuring corporate reputation: a case example." Corporate Reputation
Review 3(1): 43-57.
6.Chakravarthy, B. S. (1986). "Measuring strategic performance." Strategic Management Journal 7(5): 437-458.
7.Chen, S. C. and P. G. Quester (2009). "A value-based perspective of market orientation and customer service."
Journal of Retailing and Consumer Services 16(3): 197-206.
8.Covin, J. G. and D. P. Slevin (1991). "A conceptual model of entrepreneurship as firm behavior."
Entrepreneurship: theory and practice 16(1): 7-25.
9.Croteau, A. M. and P. Li (2003). "Critical success factors of CRM technological initiatives." Canadian Journal
of Administrative Sciences/Revue Canadienne des Sciences de l'Administration 20(1): 21-34.
10.Daft, R. L. and R. H. Lengel (1986). "Organizational information requirements, media richness and structural
design." Management science: 554-571.
11.Day, G. S. (1992). "Marketing's contribution to the strategy dialogue." Journal of the Academy of marketing
Science 20(4): 323-329.
12.Day, G. S. (1994). "The capabilities of market-driven organizations." The Journal of Marketing: 37-52.
13.Deshpandé, R., J. U. Farley, et al. (1993). "Corporate culture, customer orientation, and innovativeness in
Japanese firms: a quadrad analysis." The Journal of Marketing: 23-37.
14.Deshpande, R. and F. E. Webster Jr (1989). "Organizational culture and marketing: defining the research
agenda." The Journal of Marketing: 3-15.
15.Dess, G. G., G. T. Lumpkin, et al. (1997). "Entrepreneurial strategy making and firm performance: Tests of
contingency and configurational models." Strategic Management Journal 18(9): 677-695.
16.Erat, P., K. C. Desouza, et al. (2006). "Business customer communities and knowledge sharing: exploratory
study of critical issues." European Journal of Information Systems 15(5): 511-524.
17.Evans, J. R. and R. L. Laskin (1994). "The relationship marketing process: A conceptualization and
application." Industrial Marketing Management 23(5): 439-452.
18.Gales, L. and D. Mansour-Cole (1995). "User involvement in innovation projects: Toward an information
processing model." Journal of Engineering and Technology Management 12(1): 77-109.
19.Gemünden, H. G., P. Heydebreck, et al. (1992). "Technological interweavement: a means of achieving innovation
success." R&D Management 22(4): 359-376.
20.Govindarajan, V. (1984). "Appropriateness of accounting data in performance evaluation: an empirical
examination of environmental uncertainty as an intervening variable." Accounting, Organizations and Society 9
(2): 125-135.
21.Greenberg, P. (2010). "The impact of CRM 2.0 on customer insight." Journal of Business & Industrial Marketing
25(6): 410-419.
22.Gronroos, C. (1990). "Relationship approach to marketing in service contexts: The marketing and organizational
behavior interface." Journal of business research 20(1): 3-11.
23.Hunt, S. D. and R. M. Morgan (1995). "The comparative advantage theory of competition." The Journal of
Marketing: 1-15.
24.Hurley, R. F. and G. T. M. Hult (1998). "Innovation, market orientation, and organizational learning: an
integration and empirical examination." The Journal of Marketing: 42-54.
25.Jarvenpaa, S. L. and P. A. Todd (1996). "Consumer reactions to electronic shopping on the World Wide Web."
International Journal of Electronic Commerce: 59-88.
26.Java, A., X. Song, et al. (2007). Why we twitter: understanding microblogging usage and communities, ACM.
27.Kalakota, R. and M. Robinson (2001). E-business 2.0: Roadmap for Success, Addison-Wesley Longman Publishing
Co., Inc.
28.Kaiser, H. F. (1974). "An index of factorial simplicity." Psychometrika 39(1): 31-36.
29.Kamakura, W. A., M. Wedel, et al. (2003). "Cross-selling through database marketing: a mixed data factor
analyzer for data augmentation and prediction." International journal of research in marketing 20(1): 45-65.
30.Keegan, D. P., R. G. Eiler, et al. (1989). "Are your performance measures obsolete?" Management accounting 70
(12): 45-50.
31.Kim, J., E. Suh, et al. (2003). "A model for evaluating the effectiveness of CRM using the balanced
scorecard." Journal of interactive Marketing 17(2): 5-19.
32.Kim, L. and Y. Lim (1988). "Environment, generic strategies, and performance in a rapidly developing country:
A taxonomic approach." Academy of Management Journal: 802-827.
33.Knight, G. (2000). "Entrepreneurship and marketing strategy: The SME under globalization." Journal of
International Marketing: 12-32.
34.Koch, R. (1999). The 80/20 principle: The secret of achieving more with less, Crown Business.
35.Kohli, A. K. and B. J. Jaworski (1990). "Market orientation: the construct, research propositions, and
managerial implications." The Journal of Marketing: 1-18.
36.Kotler, P. and K. L. Keller (2003). A framework for marketing management.
37.Larson, K. and R. T. Watson(2011). "THE VALUE OF SOCIAL MEDIA: TOWARD MEASURING SOCIAL MEDIA STRATEGIES."
38.Lavie, T., M. Sela, et al. (2010). "User attitudes towards news content personalization." International
journal of human-computer studies 68(8): 483-495.
39.Lawson-Body, A., L. Willoughby, et al. (2010). "Developing an instrument for measuring e-commerce dimensions."
Journal of Computer Information Systems 51(2): 2.
40.Levitt, M. F., A. D. Hauser, et al. (1960). "The renal concentrating defect in sickle cell disease." The
American journal of medicine 29: 611.
41.Li, J. J. and K. Z. Zhou (2010). "How foreign firms achieve competitive advantage in the Chinese emerging
economy: Managerial ties and market orientation." Journal of business research 63(8): 856-862.
42.Lukas, B. A. and O. Ferrell (2000). "The effect of market orientation on product innovation." Journal of the
Academy of marketing Science 28(2): 239-247.
43.Lumpkin, G. T. and G. G. Dess (1996). "Clarifying the entrepreneurial orientation construct and linking it to
performance." Academy of management review: 135-172.
44.Mckim, B. and A. Hughes (2000). "How to measure CRM success." Target Marketing 23(10): 138.
45.Mohan, S., E. Choi, et al. (2008). Conceptual Modeling of Enterprise Application System Using Social
Networking and Web 2.0 “Social CRM System”, IEEE.
46.Narver, J. C. and S. F. Slater (1990). "The effect of a market orientation on business profitability." The
Journal of Marketing: 20-35.
47.Nkomo, S. M. (1987). "Human resource planning and organization performance: An exploratory analysis."
Strategic Management Journal 8(4): 387-392.
48.Palmer, J. W. (2002). "Web site usability, design, and performance metrics." Information systems research 13
(2): 151-167.
49.Porter, M. E. and V. E. Millar (1985). "How information gives you competitive advantage." Harvard business
review 63(4): 149-160.
50.Raman, P., C. M. Wittmann, et al. (2006). "Leveraging CRM for sales: the role of organizational capabilities
in successful CRM implementation." Journal of Personal Selling and Sales Management 26(1): 39-53.
51.Reinartz, W., M. Krafft, et al. (2004). "The customer relationship management process: Its measurement and
impact on performance." Journal of marketing research: 293-305.
52.Romm, C., N. Pliskin, et al. (1997). "Virtual communities and society: toward an integrative three phase
model." International Journal of Information Management 17(4): 261-270.
53.Roth, K. and A. J. Morrison (1992). "Implementing global strategy: characteristics of global subsidiary
mandates." Journal of International Business Studies: 715-735.
54.Ruekert, R. W. (1992). "Developing a market orientation: an organizational strategy perspective."
International journal of research in marketing 9(3): 225-245.
55.Sarner, A. and M. Maoz (2010). "Social CRM: The Next Generation of Customer Innovation."
56.Shapiro, B. P. (1988). "What the hell is market oriented." Harvard business review 66(6): 119-125.
57.Slater, S. F. and J. C. Narver (1995). "Market orientation and the learning organization." The Journal of
Marketing: 63-74.
58.Sodhi, M. M. S. and B. G. Son (2009). "Supply-chain partnership performance." Transportation Research Part E:
Logistics and Transportation Review 45(6): 937-945.
59.Srivastava, R. K., T. A. Shervani, et al. (1998). "Market-based assets and shareholder value: A framework for
analysis." The Journal of Marketing: 2-18.
60.Tiwana, A. and B. Ramesh (2001). E-services: Problems, opportunities, and digital platforms, IEEE.
61.Venkatraman, N. and V. Ramanujam (1986). "Measurement of business performance in strategy research: A
comparison of approaches." Academy of management review: 801-814.
62.Weber, L. (2009). Marketing to the social web: how digital customer communities build your business, Wiley.
63.Webster, F. E. (1988). "The rediscovery of the marketing concept." Business horizons 31(3): 29-39.
64.Wiklund, J. (1999). "The sustainability of the entrepreneurial orientation-performance relationship."
Entrepreneurship theory and practice 24(1).
65.Zhao, D. and M. B. Rosson (2009). How and why people Twitter: the role that micro-blogging plays in informal
communication at work, ACM.
66.Zaltman, G. and P. C. Burger (1975). Marketing research: Fundamentals and dynamics, Dryden Press Illinois.