臺灣博碩士論文加值系統

隨著電子商務飛速地發展，各種模式也應運而生。其中由於社交媒體，如WeChat、Weibo、Facebook等地廣泛滲入，社交商務平台作為一種重要的電子商務形式也正逐漸受到企業的重視。在以往的文獻中發現社交因素（社交支持和關係品質）對社交商務中的購買意圖有著顯著的正向作用。與此同時，社交因素中滿意度和情感也是幸福度的主要成份。並且隨著行銷和管理領域的不斷延伸，幸福度作為一種態度，也被證實對意圖有著重要影響。所以本文研究了在WeChat社交商務平台中社交因素（社交支持和關係品質）、幸福度和社交商務意圖之間的關係，並且建構出一個更完整的架構。
研究結果發現社交因素和幸福度都會正向影響社交商務意圖，其中幸福度完全中介關係品質對社交商務意圖的影響，並且幸福度和關係品質會部分中介於社交支持對社交商務意圖的影響。本研究結果驗證了模型的適宜性，解釋了社交商務中幸福度的重要性，以及在未來商業中可以為企業家提供更好的社交商務策略。

More and more modes of E-commerce are emerging due to the fast-growing speed. Specifically, with the combination of the social media, like WeChat, Weibo and Facebook etc., social commerce platform has been gradually receiving more attention by the enterprises. In the past literature, we found that social factors such as social support and relationship quality significantly have positive impact on social commerce intention. Meanwhile, satisfaction and emotion included in the social factors both are the essential components of happiness. And as the fields of marketing and management spread, happiness which is an attitude is found to have significant importance on intention. Therefore, we examined the relationships between social factors (social support and relationship quality), happiness and social commerce intention on WeChat social commerce platform, and we proposed a more complete model.
Our findings reveal that social factors and happiness will positively affect social commerce intention. Besides that, happiness will completely mediate the effect of relationship quality on social commerce intention, and effects of social support on social commerce intention is partially multiple mediated by relationship quality and happiness. The results not only confirm the fitness and robustness of our model, but also explain the importance of happiness and will provide better social commerce strategies for the entrepreneurs in the future business.

論文摘要 i
ABSTRACT ii
目錄 iii
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 社交商務 5
第二節 關係品質 7
2.2.1 關係品質的定義及相關文獻 7
2.2.2 關係品質結構 8
第三節 線上社交支持 10
2.3.1 線上社交支持的定義及相關文獻 10
2.3.2 線上社交支持結構 11
第四節 幸福度 13
第五節 社交商務意圖 14
第六節 相關研究比較 15
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假設 19
第三節 變量定義與衡量 20
3.3.1 線上社交支持 20
3.3.2 關係品質 21
3.3.3 幸福度 22
3.3.4 社交商務意圖 23
第四節 研究抽樣與樣本搜集 23
第五節 資料研究方法 24
第四章 資料分析與研究結果 25
第一節 資料回收與樣本結構分析 25
第二節 信效度分析 26
4.2.1 信度衡量 26
4.2.2 效度衡量 26
第三節 結構模式分析 28
4.3.1 模型適配度 28
4.3.2 研究假設檢定 29
第四節 敘述量統計 32
4.4.1 社交支持 32
4.4.2 關係品質 32
4.4.3 幸福度 33
4.4.4 社交商務意圖 33
第五章 結論與建議 36
第一節 研究結論 36
第二節 學術及實務上的意涵 37
第三節 研究限制與未來研究方向 38
參考文獻 40
附錄一：問卷 47

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