臺灣博碩士論文加值系統

近年來，由於寬頻的普及率日益增加，以及行動設備的快速成長等因素驅
動之下，使網路朝向Web2.0的時代邁進，全球資訊網進入了一個社會化的境界，
網路已經和每個人的生活融合在一起，許多銷售人員看到這樣的趨勢，開始使
用社交網站，並發展出更多不同的方式來接近客戶提升顧客管理績效，Facebook
不僅改善了銷售人員與顧客間溝通效率性及提升銷售績效及提升產品曝光機率，
並且可以降低銷售人員的營業成本。在過去有許多文獻提到社交網站對於行銷
會有顯著且正向的影響，因此，若 Web2.0 科技應用與社會資本能夠有效地進行
連結且連結良好時，將能夠明顯的提升顧客關係績效，提高銷售人員競爭優勢。
回顧過去的文獻本研究將針對 Web2.0 應用、社會資本理論對於顧客關係
績效之影響進行探討與驗證，以問卷調查的方式蒐集 354 份有效問卷瞭解銷售
人員運用 Facebook 對顧客關係績效來驗證本研究所提出之研究模型。研究結果
發現， Web2.0 應用與社會資本理論對於顧客關係績效有顯著且正向的影響。
此外，本研究亦發現建立社會資本需搭配 Web2.0 應用夠有效的提升顧客銷關係
效。本研究結果可供銷售人員在了解自身銷售策略目標後，選擇適合的工具以
提昇績效。

In recent years, due to the increasing penetration of broadband and the rapid growth of mobile devices, the Internet age becomes the Web2.0 era. The global information network has entered into a social realm, and the network has been integrated with individuals’ living. Many salespeople see this trend, and start to use social networking sites and develop different ways to reach customers to improve customer relationship performance. Facebook not only improves the communication efficiency and promotion between salespeople and customers, it also improves product exposure chances, and can reduce the sales staff costs. In the past, many studies mentioned that social networking sites have a significant and positive impact on marketing. Therefore, if Web2.0 technology and social capital can be effectively linked and well managed, it will be able to significantly improve customer relationship performance, and increase the competitive advantage of sales force. Through the review of past literature, this study explores and validates the impact of Web 2.0 applications and social capital theory on customer performance. Based on collecting 354 valid questionnaires this study verifies a proposed research model concerning how to increase relationship performance through Facebook by customers. The results show that Web2.0 applications and social capital indeed have a significant and positive impact on customer relationship performance. In addition,this study also found that integrating social capital with Web2.0 applications can effectively improve customer rel performance. The results of this study allow salespeople to understand the goals of their sales strategy and choose the right tools to improve their performance.

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 3
1.2.1 研究目的 3
1.2.2 研究問題 4
1.3 研究流程與論文架構 5
第二章 文獻探討 6
2.1 Web 2.0 6
2.1.1 Web 2.0定義 6
2.1.2 Web 2.0 科技 7
2.1.3 Web 2.0應用 10
2.1.4 社會資本定義 16
2.2 顧客關係管理 23
2.2.1 CRM定義 23
2.3 銷售績效 錯誤! 尚未定義書籤。
2.4 社交網站介紹 32
2.5 Facebook 33
2.5.1 Facebook介紹 33
2.5.2 Facebook特色 34
第三章 研究方法 37
3.1 研究架構 37
3.2 研究假設建立 38
3.3 變數之操作型定義與衡量 48
3.3.1 Web2.0應用 48
3.3.2 社會資本 49
3.3.3 銷售績效 50
3.3.4 問卷調查與對象 49
第四章 資料分析 53
4.1 問卷編碼 53
4.2 樣本結構分析 55
4.3 信度與效度分析 58
第五章 結論與建議 65
5.1 研究結論 66
5.2 研究貢獻 71
5.3 研究限制 73
5.5 未來研究方向 73

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