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研究生:鄧氏幸
研究生(外文):DANG THI HANH
論文名稱:通過社會化媒體的員工購買意願
論文名稱(外文):Employees’ Purchase Intention via Social Media
指導教授:梁直青梁直青引用關係
指導教授(外文):Liang, Chih-Chin
學位類別:碩士
校院名稱:國立虎尾科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:101
語文別:英文
論文頁數:133
中文關鍵詞:社交媒體網路行銷行銷溝通購物傾向網路客戶行為
外文關鍵詞:Social mediae-marketingmarketing communicationpurchase intentiononline customer behavior
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背景: 近年來,社交媒體(SM)以非常快的速度發展出相當廣泛的知名度。如此迅速的發展,在行銷溝通方面造成了相當大的影響。尤其是利用社交媒體(SM),產生雙向溝通的行銷市場,不僅是企業對客戶,也是客戶對企業溝通,不像傳統銷售一樣,是單方面的溝通,而社交媒體是基於管理人的直接控管,客戶也掌控了與他們交易的企業之間的關係。
目的: 本研究的目的是調查社交媒體的使用量,以及使用社交媒體為管道的客戶購買意願與各種因素的影響。本研究亦嘗試提出一套根據社交媒體使用者的購買意願之類型學,這些將會幫助社交媒體的管理人員來鑑別各種不同市場的客戶群,進而從有效的銷售方式中,來獲得競爭優勢,從中取得利潤。在這裡提出大範圍的成份變數,分成四個主要關鍵因素,對本文的問題提供了一個有凝聚力的觀點
,包含:
1. 技術因素(正向的網路口碑(PEWOM),認知有用性(PU),感知易用性(PEOU),認知風險(PR));
2. 個人因素(社交媒體經驗(SME),購買方向(PO),年齡,性別);
3. 企業因素(企業信譽(CC),產品/服務訊息(PSI);
4. 社會和環境因素(正面訊息社會影響力(PISI),認知法律框架(PLF)
方法:本論文使用量化的方法研究,主要的數據是利用結構式的問券調查,次要數據是來自現有的社交媒體文獻與相關文章、數據與報告,以此作為理論基礎,制定一個概念性模型來對文獻做詳盡的審查。因素分析用於數據分析方法,
以台灣用戶為代表性的樣本,使用二階段的群及技術分割來進行分析。
討論: 本研究總共對332名商業機構的台灣員工進行調查,這項研究的調查結果顯示,PEOU, PR, SME, SI, CC, PISI 與 PLF等因素對社交媒體的購物傾向之影響是非常重要的。本研究中也發現了在男性與女性之間的購物傾向之差異,在社交媒體中,男性比女性更傾向於在網路上進行購買。而其他重要的發現是,PEWOM, PU, 與 PO對於社交媒體之購物傾向並沒有顯著的影響。年齡與社交媒體之購物傾向也沒有太大的關聯,不同的是,通過向社交媒體這樣的新平台,客戶的年齡差異也已經不再影響購買意願了。此外,根據社交媒體的購物者之購物意願可分成三種群集,而每種都表現出顯著的差異與特徵,這三種群集包含:
1.傳統的購物者
2.一次性的購物者
3.淺在性的社交媒體購物者


Background: The social media (SM) are gaining a rapid and wide popularity these days. More and more people, particularly employees group, around the globe are using SM as an important part of their daily lives. Such swift development is creating a dramatic change in marketing communication than ever before. With SM, marketing become a two-way communication that enables not only companies to talk to their customers but also customers to talk to companies, especially to others. Unlike one-way communication used in traditional marketing, the social media-based conversations are outside managers’ direct control; whereas, customers take control of the relationship to organizations they are dealing with. As a result, customers are increasingly utilizing SM as an effective tool in their shopping experience.
Purpose: This study is aimed to figure out the SM usage of employees as well as investigate the influence of different factors on the purchase intention of employees as customers on SM when used as marketing communication channels. This study also attempts to provide a typology of SM shopper according to their purchase intention. Those would allow managers to identify customer segments so as to profit from efficient marketing actions and therefore obtain competitive advantages. A wide range of component variables were proposed and divided into four key groups of factors so as to provide a cohesive view on the issue. The four groups include 1) technological factors (positive electronic word of mouth (PEWOM), perceived usefulness (PU), perceived ease of use (PEOU), perceived risk (PR)); 2) individual factors (SM experience (SME), purchase orientation (PO), age, gender); 3) corporate factors (corporate credibility (CC), product/service information (PSI); and 4) social and environmental factors (positive informational social influence (PISI), perceived legal framework (PLF)).
Method: The research method used for this thesis is of quantitative. Primary data was collected through a structured questionnaire. Secondary data was obtained mainly through the existing social media literature including articles, figures, and reports. An exhaustive review of the literature was carried out to serve as the theoretical basic to develop a conceptual model. Factor analysis was used as the data analysis method. A segmentation analysis was also conducted with a representative sample of Taiwanese customers by using the two-stage clustering technique.
Conclusion: A total of 332 employees from business organizations in Taiwan were surveyed for the purpose of this study. The findings from this study show that the factors such as PEOU, PR, SME, SI, CC, PISI and PLF are important in influencing SM shopping predisposition. In addition, there are differences between men and women towards purchasing intention. Men are found to be more likely to make a purchase online via SM than women are. The other important findings are that PEWOM, PU, and PO have no significant impact on the predisposition of SM shopping. The age is also not associated with purchase intention on SM. Put differently, the difference in the age of customers is no longer important in influencing their online shopping intention, even via such a new platform as SM. Furthermore, three clusters of SM shoppers were identified based on their purchase intention. Each of them exhibited significant differences in terms of demographic and psychographic characteristics. The three clusters include (1) Traditional shopper, (2) On-off shopper, and (3) Potential SM shopper.


Table of Contents
English Abstract........i
Chinese Abstract........iii
Acknowledgements........vi
Table of Contents........vii
List of Tables........x
List of Figures........xi
List of Abbreviations........xii
Chapter 1 Introduction........1
1.1 Background........1
1.2 Research Question........4
1.3 Purpose........6
1.4 Delimitation........7
1.5 Structure of the Thesis........8
Chapter 2 Literature Review........9
2.1 How Employees Spend Their Time on the Internet?........9
2.2 Social Media Applications........11
2.2.1 Blogs........13
2.2.2 Social Networking Sites........13
2.3 Social Media as a New Channel of Marketing Communication ........14
2.3.1 Advertising........16
2.3.2 Personal Selling ........17
2.3.3 Public Relations ........18
2.3.4 Direct Marketing ........18
2.3.5 Sales Promotion ........19
2.4 Why SM Has Become an Essential Part of Marketing Communication Strategies?........21
2.5 Customers’ Intention to Make a Purchase on SM when Used as Marketing Communication Tools........22
2.5.1 Electronic Word of Mouth ........23
2.5.2 Perceived Usefulness and Perceived Ease of Use........24
2.5.3 Perceived Risk........25
2.5.4 SM Experience........26
2.5.5 Purchase Orientation........27
2.5.6 Age........27
2.5.7 Gender........28
2.5.8 Corporate Credibility........28
2.5.9 Product/Service Information........29
2.5.10 Social Influence ........29
2. 5.11 Legal Framework ........30
2.6 Summary of the Literature Review........31
Chapter 3 Research Methodology ........33
3.1 Research Framework ........33
3.2 Research Approach ........35
3.3 Research Quality: Reliability and Validity ........40
3.4 Statistical Analysis........42
3.5 Summary of the Research Methodology ........46
Chapter 4 Results........47
4.1 Data Examination and Screening........47
4.2 Respondents’ Profile Analysis........47
4.2.1 Demographic Features........47
4.2.2 SM Usage ........49
4.2.3 Purchase Experience........52
4.3 Factor Analysis........54
4.4 Reliability Analysis........59
4.5 Regression Analysis ........60
4.6 Clustering Analysis ........65
4.6.1 Identification of Clusters........65
4.6.2 Relationship between Demographic and Behavioral Profiles of Clusters........70
4.6.3 Differences between Clusters in terms of the Twelve Factors Included in the Factor Model........73
Chapter 5 Discussion........77
5.1 SM Usage of Employees........77
5.2 Factors and SM Online Purchase Intention........79
5.3 Purchase Intention-Based Segmentation........83
Chapter 6 Conclusions and Recommendations........86
6.1 Conclusions ........86
6.2 Recommendations........89
6.3 Limitations and Future Study........100
References........101
Appendix I – English Questionnaire........109
Appendix II – Chinese Questionnaire........118
Extended Abstract........126
Curriculum Vitae (CV)........130

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