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研究生:李欣玲
研究生(外文):CINDY CHRISTINA BERLIAN
論文名稱:消費者信任和風險承受 在社交商務的角色之印尼研究
論文名稱(外文):The Roles of Trust and Risk in Social Commerce in Indonesia
指導教授:尹咏雅
指導教授(外文):WENDY WAN
口試委員:尹咏雅陸仲良
口試委員(外文):WENDY WANLUK, CHUNG-LEUNGCAROL TROY
口試日期:2017-12-14
學位類別:碩士
校院名稱:東海大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:英文
論文頁數:49
中文關鍵詞:社群商務信任的角色風險的角色
外文關鍵詞:social commerceroles of trustroles of risk
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社會化電子商務的這種方式近年逐漸在印尼有所成長,許多企業都從原本的傳統銷售方式轉為以網路為基礎的銷售方法,因此,了解哪些因素是最容易影響消費者在購物做時出決策是很重要的。因為社會交互的作用,資訊和經驗分享如今變成影響消費者在網路購物時做出決定的重要因素。然而,他們對於信任和風險有一定程度的重視嗎?因此,本研究的主要目的是要了解在印尼的社會化電子商務中信任與風險所扮演的角色,對信任及風險有充分的了解對於電子商務的商家來說是非常重要的。本研究將對很多印尼的電商有很大的幫助,且其結果顯示各因素間存在著顯著的相關。
Social commerce keeps growing in Indonesia, many businesses are shifting from traditional selling method to an internet-based marketing method. As a result, it is important to know about the most influencing factors in consumers’ purchase decision. Social interactions, information and experience sharing are now becoming a key aspect in online consumers’ purchase decision process. However, do they put an importance to trust and risk? Thus, the main purpose of this study is to examine about the roles of trust and risk in s-commerce in Indonesia. In addition, some variables such as: age, gender, education, income and benefit are also included in the analysis of this study. A better understanding about the trust and risk in s-commerce is highly important to the e-vendors. This study will contribute a lot to Indonesian online businesses. The results shows significant correlations have been found between factors.
ACKNOWLEDGEMENTS I
摘要 II
ABSTRACT III
Contents IV
FIGURE and TABLE V
I. INTRODUCTION 1
A. Research Background and Motivation 1
B. Research Objectives 2
II. LITERATURE REVIEW 5
A. Social commerce 5
B. Social commerce vs e-commerce 6
C. Hypothesis development 7
III. RESEARCH METHOD 13
A. Design and Measures 13
IV. RESEARCH RESULT 15
A. Descriptive Analysis 15
B. Reliability analysis 21
C. Correlation analysis 22
D. Regression Analysis 23
V. DISCUSSION, CONCLUSION AND MANAGERIAL IMPLICATION 26
A. Discussion and conclusion 26
B. Managerial Implication 29
C. Limitations and Future research 29
REFERENCES 30
APPENDIX 34
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