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研究生:陳美如
研究生(外文):Chen, Mei-Ju
論文名稱:影響社群商務消費者購買意願之研究
論文名稱(外文):Factors Affecting Consumers' Purchase Intentions In Social Commerce
指導教授:楊銘賢楊銘賢引用關係
指導教授(外文):Yang, Ming-Hsien
口試委員:吳濟聰鄭秀芬
口試委員(外文):Wu, Ji-TsungChiang, Chang-Tang
口試日期:2012年6月7日
學位類別:碩士
校院名稱:輔仁大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:57
中文關鍵詞:社群商務社群媒體類型知覺價值
外文關鍵詞:Categories of Social MediaPerceived ValueSocial Commerce
相關次數:
  • 被引用被引用:6
  • 點閱點閱:887
  • 評分評分:
  • 下載下載:72
  • 收藏至我的研究室書目清單書目收藏:2
隨著社群網站的興起,社群商務愈來愈普及,亦越來越重要。本研究希望能探討影響社群商務消費者購買意願之因素,分析電子口碑、行銷組合、社群特質對消費知覺價值的影響,進而影響其購買意願;以及不同社群類型是否會有不同的效果。本研究使用調查研究法,共收集349份有效的網路問卷,並用PLS進行分析。研究結果顯示電子口碑、行銷組合與社群特質中的資訊性和社會認同對於消費者的知覺價值都有正向且顯著的影響。而社會臨場感和自我揭露程度對於影響知覺價值具有部分調節效果。不同的社群類型中,社會臨場感及自我揭露程度的高與低對於影響知覺價值具有不同的差異。本研究結果對於企業進行社群商務有所助益。
With the emergence of social networking sites, social commerce has become popular and important. We investigate the factors affecting consumers’ purchase intention in social commerce, and analyze the effect of electronic word-of-mouth, marketing mix and community characteristics affects consumers' perceived value, which on their purchase intention. In addition, this study will clarify if different social media categories have different effects on consumers' perceived value. We examine the proposed research framework by conducting an empirical survey of 349 valid samples, use PLS to validate the model and the result shows that electronic word-of-mouth, marketing mix, and community characteristics such as informativeness and social identity have positive and significant impacts on the consumer's perceived value. The level of social presence and self-disclosure also affect the perceived value. This study can be beneficial for enterprises engaged in the social commerce.
表次 vi
圖次 vii
第 壹 章 緒論 1
第 一 節 研究背景 1
第 二 節 研究動機 2
第 三 節 研究目的 3
第 四 節 研究流程 4
第 貳 章 文獻探討 7
第 一 節 虛擬社群 7
第 二 節 社群特質 11
第 三 節 電子口碑 11
第 四 節 行銷組合 12
第 五 節 知覺價值 13
第 六 節 購買意願 13
第 參 章 研究方法 15
第 一 節 研究架構 15
第 二 節 研究假說 16
第 三 節 研究設計 19
第 肆 章 資料分析與討論 31
第 一 節 敘述性統計 31
第 二 節 信效度分析 35
第 三 節 研究假說檢定 38
第 伍 章 結論與建議 43
第 一 節 研究結論 43
第 二 節 研究貢獻 43
第 三 節 研究限制 44
第 四 節 研究建議 44
參考文獻 47
附錄:研究問卷 53

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