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研究生:蔡厚華
研究生(外文):CAI,HOU-HUA
論文名稱:應用社群媒體促進C2C電子商務成功:社會資本理論之應用
論文名稱(外文):Applying Social Capital Theory to Understand the Success of C2C e-Commerce Using Social Media
指導教授:洪新原洪新原引用關係
指導教授(外文):HUNG,SHIN-YUAN
口試委員:洪新原張碩毅徐士傑
口試委員(外文):HUNG,SHIN-YUANChang,SHE-IHSU,SHIH-CHIEH
口試日期:2016-12-28
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理系研究所
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:2017
畢業學年度:105
語文別:中文
論文頁數:104
中文關鍵詞:社群媒體C2C電子商務社會資本理論持續使用
外文關鍵詞:Social mediaC2C e-commerceSocial capital theoryContinuous use
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近幾年來,隨著社群媒體的興起,越來越多的消費者透過社群媒體與他人互動和進行商品資訊的蒐集,並協助其最終的購買決策。因此,許多傳統C2C電子商務賣家必須透過經營社群媒體來增加商品的銷售量與曝光度,並試圖創造一種與顧客持續交易和長期的關係。本研究目的為應用社會資本理論,探討運用社群媒體影響消費者持續使用C2C電子商務平台的因素。
本研究的對象為曾參與社群媒體互動的C2C電子商務消費者,共回收438份有效問卷。研究結果發現:結構面中的拍賣及交易承諾階段的互動,會顯著影響互惠、認同和共同願景,而交易承諾階段對於信任亦有正向顯著之影響;關係面中的互惠、信任、認同,以及認知面中的共同願景等,皆為影響消費者持續使用C2C電子商務平台的關鍵因素。最後,我們根據研究的發現,針對後續學術研究及實務應用方面,提出許多有用的建議。
With the rapid growing of the number of social media sites in recent years, plenty of consumers have begun to use social media as a platform to interact with other people, collect product information and make purchasing decisions accordingly. As a result, many C2C e-commerce sellers have owned their social networking sites in order to increase the sales volume and visibility and also maintain a long-time relationship with current and potential customers. This study applied social capital theory to understand the success of C2C e-commerce using social media. A theoretical model was conducted and 438 usable responses were collected. The analytical results indicated that in the structural dimension, interactions in both bidding and transaction-committed stages significantly affect reciprocity, recognition and shared vision. Also, interactions in transaction-committed stage significantly affect mutual trust. Reciprocity, mutual trust recognition (in the relational dimension) and shared vision (in the cognitive dimension) are key factors determining consumers' continuously use the C2C e-commerce platforms. Finally, some suggestions for researchers and practitioners are also provided.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 8
第三節 研究貢獻 10
第四節 研究流程 12
第二章 文獻探討 14
第一節 C2C電子商務 14
第二節 社群媒體 18
第三節 社會資本理論 24
第三章 研究方法 26
第一節 研究模式 26
第二節 研究假說 28
第三節 變數操作定義與衡量 33
第四節 問卷設計 38
第五節 研究對象與資料收集 39
第四章 資料分析與結果 40
第一節 樣本基本資料分析 40
第二節 信度與效度檢測 46
第三節 模式基本假設檢定 53
第四節 假說檢定 61
第五章 結論與建議 72
第一節 研究結論 72
第二節 研究建議 77
第三節 研究限制 79
第四節 未來研究方向 80
參考文獻 81
附錄-研究問卷 92
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