近幾年由於科技進步，除了生活習慣有所改變外，企業之間的溝通方式也跟隨改變。過去B2B之間溝通多以當面對談、電話及E-mail為主，現在由於智慧型手機快速的發展，企業則使用社群媒體應用程式與合作夥伴及客戶溝通。社群媒體應用程式擁有多樣化的功能，讓資訊傳遞更加快速、便利，也提升溝通效率。本研究以個案研究方式對台灣中部一家中小機械企業藉由焦點團體訪談方式，探討個案公司使用社群媒體應用程式的功能、使用社群媒體應用程式的B2B溝通績效以及使用社群媒體應用程式於B2B對行銷、創新以及合作等業務績效改進。研究結果得知社群媒體應用程式的功能對於個案公司在使用上有相當大的助益，而在社群媒體應用程式功能對個案公司溝通績效方面，從結果得知大部分的功能對溝通績效有正向之影響，在溝通績效對於業務績效改進部分，行銷及創新兩方面有較正向之影響，未來企業在採用社群媒體應用程式時，能在行銷及創新部分多做加強，提高其業務績效。

In recently years, owing to new technology advances our habits have changed as well as business communication. Business to business communication always use the way by face to face, telephone and E-mail before, but now because of smart phone invention, most of companies communicate with their partner and customer by social media application. Social media application has a variety of capabilities that make information sent fast, convenient and efficient. This paper is focused on the study of a small and medium-sized machinery enterprise in central Taiwan, throw a focus group interview to explore the case company how they use social media application, how communication performance is when they use social media application in B2B communication and how business performance of marketing, innovation and cooperate is when they use social media application in B2B communication. The study shows that social media applications have benefit for case company. Besides, most of social media application capabilities have positive effect on communication performance. In the part of business performance, marketing and innovation have positive effect, it mean when the company using social media application in the future, they can promote more of marketing and innovation business to improve their business performance.

目 次
第一章 緒 論...............................................................................1
第一節 研究背景與動機..............................................................1
第二節 研究目的.........................................................................2
第三節 研究對象與範圍..............................................................3
第四節 研究流程.........................................................................4
第二章 文獻探討.........................................................................6
第一節 社群媒體應用程式採用之相關研究..................................6
第二節 媒體同步理論之相關研究................................................8
第三節 社群媒體應用程式的功能與溝通績效之相關研究............10
第四節 溝通績效與中小企業的B2B業務績效改進之相關研究.....11
第三章 研究方法.........................................................................13
第一節 研究架構.........................................................................13
第二節 社群媒體應用程式的功能................................................13
第三節 社群媒體應用程式的B2B溝通績效..................................16
第四節 社群媒體應用程式在中小企業的B2B業務績效改進.........17
第四章 個案研究.........................................................................18
第一節 個案公司的簡介..............................................................18
第二節 問卷設計.........................................................................19
第三節 個案公司使用社群媒體應用程式的功能...........................21
第四節 個案公司使用社群媒體應用程式的B2B溝通績效.............23
第五節 個案公司使用社群媒體應用程式於B2B對行銷、創新以及
合作等業務績效改進...................................................................25
第五章 結論與建議......................................................................29
第一節 研究結論..........................................................................29
第二節 策略意涵..........................................................................31
第三節 研究建議..........................................................................31
參考文獻......................................................................................33
附錄.............................................................................................38

表 次
表4-1 問卷變項的操作性定義.......................................................19
表4-2 個案公司使用社群媒體應用程式功能..................................22
表4-3 個案公司使用社群媒體應用程式的功能對於B2B溝通績效之
影響和理由...................................................................................24
表4-4 個案公司使用社群媒體應用程式於B2B對行銷業務績效改進
之影響和理由................................................................................25
表4-5 個案公司使用社群媒體應用程式於B2B對創新業務績效改進
之影響和理由................................................................................27
表4-6 個案公司使用社群媒體應用程式於B2B對合作業務績效改進
之影響和理由................................................................................28

圖 次
圖1-1 研究流程..............................................................................4
圖3-1 研究架構..............................................................................13

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