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研究生:阮氏紅幸
研究生(外文):nguyen thi hong hanh
論文名稱:影響線上社群網絡廣告效應的相關要素研究
論文名稱(外文):Determinants of online social networks advertising effectiveness
指導教授:湯玲郎湯玲郎引用關係
指導教授(外文):Ling-Lang Tang
口試委員:高信培饒 忻陳家祥李坤清邱裕賓
口試委員(外文):Hsing-Pei KaoHsin RauJashen ChenKung-Ching LeeYu-Bin Chiu
口試日期:2013-07-17
學位類別:博士
校院名稱:元智大學
系所名稱:管理學院博士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:136
中文關鍵詞:線上社群網絡線上購物廣告效應信任滿意電子化服務品質社會認同電子口碑
外文關鍵詞:OSN (online social networks)Online shoppingadvertising effectinessTrustSatisfactionE-service qualitysocial identificatione-WOM (electrical Word of Mouth).
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「信任(trust)」與「滿意(satisfaction)」是網路交易成功的基石,然而,這兩者之間的關係目前依然模糊不清。本研究提出「信任」與「滿意」來自共同的因素,利用科技接受模式(technology acceptance model, TAM)進行信任與滿足的整合性研究,該方法結合了「資訊品質」、「系統品質」與「服務品質」三個因素,探討其如何影響消費者於網路購物的意願。本研究利用電子郵件問卷與紙本問卷進行資料收集,主要樣本為臺灣與越南的學生族群。研究設計為書本訂購方案以進行研究架構驗證 。結果顯示信任與滿意顯著影響網路購物行為。電子化服務品質為信任與滿意的共同因子,其中最重要的子構面為資訊品質。
線上社群網絡(Online social networks,OSN)是現今成長快速的廣告媒體,對於線上社群網絡之廣告效應的研究目前仍處於不足,本研究以「如何使線上社群網絡的廣告更具效應?」切入研究,企圖補足研究上的缺口。本研究架構以社群網絡的廣告效應為主體,透過紙本問卷收集資料,樣本為臺灣元智大學與銘傳大學的學生族群,結果顯示「資訊品質」、「社會認同」與「電子口碑」會強烈影響第一印象 ,但「信任」與「滿意」並不會顯著影響。
在線上購物與線上社群網絡中,信任與滿意對於購物意願具有不同的衝擊,建議未來研究者可以加入「情緒」因素對線上網絡廣告架構的影響進行研究。
Trust and satisfaction are two stepping stones for success in online business. However, the relationship between these two important concepts is still clouded in confusion. This study proposes that trust and satisfaction share common factors. Trust and satisfaction are studied using an integrated model with technology acceptance model (TAM). The ways in which information quality, systems quality and service quality affecting online customer’s intention are also explained in this framework. This study gathered data using an email survey questionnaire and hand in survey questionnaire. Most of the respondents were students from Vietnam and Taiwan. This study tested our proposed framework using a book-ordering scenario. The result shows that trust and satisfaction significantly affect online shopping behavior. E-service quality is a common factor affecting both trust and satisfaction. The most important dimension of E-service quality is information quality.
OSN (Online social networks) is a growing important media of advertising. Study about advertising effectiveness of OSN is still lacking. This study wants to full this gap. How to make advertising in OSN more effective? This study proposed a framework of advertising effectiveness in social network. This study gathers data through hand in survey to students in Yuan Ze University, and Ming Chuan University, Taiwan. The result shows that Information Quality, Social Identification and electrical Word of Mouth (here after e-WOM) will have strong influences on advertising effectiveness. Impacts of trust and satisfaction on intention are different in online shopping and online social networks. Trust and satisfaction strongly influence intention in online shopping context. Trust and satisfaction weakly influence intention in online social networks. Future research should be considered integrating emotion into online social network advertising framework.
摘要 III
ABSTRACT V
ACKNOWLEDGEMENT VII
TABLE OF CONTENTS VIII
LIST OF FIGURES XII
LIST OF TABLES XIII
CHAPTER 1 INTRODUCTION 1
1.1 PROBLEM STATEMENT AND MOTIVATION 1
1.2 IMPORTANT ISSUES AND PURPOSES FOR EACH CONTEXT 4
1.2.1 IMPORTANT ISSUES AND PURPOSES FOR ONLINE SHOPPING CONTEXT 4
1.2.2 IMPORTANT ISSUES AND PURPOSES FOR ONLINE SOCIAL NETWORK (OSN) ADVERTISING 5
1.3 COMPARISON BETWEEN TWO CONTEXTS 7
1.4 RESEARCH PROCEDURE 7
CHAPTER 2 THEORIES FOUNDATION 9
2.1. THEORY OF REASONED ACTION (TRA) & THEORY OF PLANED BEHAVIOR (TPB) 9
2.2 TECHNOLOGY ACCEPTANCE MODEL (TAM) 10
2.2.1 COMBINATION OF TRA & TAM 12
2.3 THEORY OF INFORMATION SUCCESS DELONE AND MCLEAN 13
2.4 SOCIAL CAPITAL THEORIES 14
2.5 RESEARCH POSITIONING 18
2.6 FULL THESIS RESEARCH FRAMEWORK 20
2.7 COMPARISON BETWEEN WEBSITE AND ONLINE SOCIAL NETWORKS 22
CHAPTER 3 COMMON CAUSE OF TRUST, SATISFACTION AND TAM IN ONLINE SHOPPING: AN INTEGRATED MODEL 24
3.1 LITERATURE REVIEW 24
3.1.2 SERVICE QUALITY 24
3.1.2 INFORMATION QUALITY, TRUST, SATISFACTION, INTENTION IN ONLINE SHOPPING CONTEXT 27
3.2 RESEARCH FRAMEWORK FOR ONLINE SHOPPING CONTEXT 29
3.3 METHODOLOGIES 30
3.3.1 ASSUMPTION OF CONTEXT I: ONLINE SHOPPING 30
3.3.2 SUBJECT AND SAMPLE FOR ONLINE SHOPPING CONTEXT 30
3.3.3 MEASUREMENT OF CONSTRUCTS IN ONLINE SHOPPING CONTEXT 31
3.4 ANALYSIS METHOD 34
3.4.1 COMMON METHOD BIAS 34
3.4.2 ANALYSIS FOR RELIABILITY AND VALIDITY 35
3.4.3 CRITERIA OF SEM MODEL FIT 35
3.5 RESULTS 36
3.5.1 COMMON METHOD BIAS 36
3.5.1 RELIABILITY 36
3.5.3 VALIDITY 39
3.5.4 HYPOTHESIS TEST 39
3.5.6 CAUSAL TEST OF TRUST AND SATISFACTION 42
CHAPTER 4 DETERMINANTS OF ONLINE SOCIAL NETWORKS ADVERTISING EFFECTIVENESS 46
4.1 LITERATURE AND HYPOTHESIS 46
4.1.1 LITERATURE REVIEW OF E-WOM, 46
4.1.2 ADVERTISING EFFECTIVENESS 49
4.1.3 SATISFACTION 50
4.1.4 E-WOM AND ADVERTISING EFFECTIVENESS 50
4.1.5 SOCIAL IDENTIFICATION IN OSN 51
4.1.5.1 SOCIAL IDENTITY 51
4.1.5.2 SOCIAL IDENTIFICATION IN ONLINE SOCIAL NETWORK CONTEXT 52
4.1.5.3 SOCIAL IDENTIFICATION AND ADVERTISING EFFECTIVENESS 53
4.1.6 TRUST 53
4.1.7 INFORMATION QUALITY, TRUST, SATISFACTION, INTENTION IN CONTEXT II: ONLINE SOCIAL NETWORKS CONTEXT 54
4.2 RESEARCH FRAMEWORK CONTEXT II ONLINE SOCIAL NETWORKS 55
4.3 METHODOLOGIES 57
4.3.1 DEFINITIONS 57
4.3.2 DEFINE SCOPE OF ONLINE SOCIAL NETWORKS RESEARCH 58
4.3.3 CONSTRUCTS MEASUREMENT IN OSN CONTEXT II 59
4.3.4 SUBJECT AND SAMPLES FOR ONLINE SOCIAL NETWORK 62
4.4 ANALYSIS METHOD 64
4.4.1 ANALYSIS FOR RELIABILITY & VALIDITY 64
4.4.2 SEM WITH SMARTPLS 65
4.5 RESULTS 65
4.5.1 COMMON METHOD BIAS 65
4.5.2 RELIABILITY 66
4.5.3 VALIDITY 68
4.5.4 HYPOTHESIS TEST 74
CHAPTER 5 COMPARISON BETWEEN ONLINE SHOPPING AND ONLINE SOCIAL NETWORK 77
5.1 METHOD OF COMPARISON 77
5.2 RESULTS OF ANALYSIS 77
CHAPTER 6 CONCLUSIONS 80
6.1 ONLINE SHOPPING CONTEXT 80
6.1.1 DISCUSSIONS 80
6.1.2 CONCLUSION OF ONLINE SHOPPING 81
6.1.3 MANAGEMENT IMPLICATION 81
6.1.4 LIMITATION AND FUTURE RESEARCH (ONLINE SHOPPING) 82
6.2 ONLINE SOCIAL NETWORK CONTEXT 82
6.2.1 DISCUSSIONS 82
6.2.2 CONCLUSION OF ONLINE SOCIAL NETWORKS 83
6.2.3 MANAGEMENT IMPLICATION 84
6.2.4 LIMITATION AND FUTURE RESEARCH 84
REFERENCES 85
APPENDIX A FIT INDEXES 110
APPENDIX B QUESTIONNAIRE FOR ONLINE SOCIAL NETWORKS (CHINESE) 112
APPENDIX C QUESTIONNAIRE FOR ONLINE SOCIAL NETWORKS (ENGLISH) 116
APPENDIX D QUESTIONNAIRE FOR ONLINE SHOPPING CONTEXT (CHINESE) 120
APPENDIX E QUESTIONNAIRE FOR ONLINE SHOPPING CONTEXT (ENGLISH) 124
APPENDIX F DIFFERENT ADVERTISING FAN PAGES FROM DIFFERENT INDUSTRIES IN FACEBOOK 134
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