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研究生:林智彥
研究生(外文):Lin, Chih-Yen
論文名稱:社群媒體應用與顧客關係績效之關聯:社群媒體自我效能的調節觀點
論文名稱(外文):The Relationship between Social Media Application and Customer Relationship Performance: A Moderating Viewpoint of Social Media Efficacy
指導教授:林介鵬林介鵬引用關係
指導教授(外文):Lin, Chieh-Peng
口試委員:胡均立丁承劉娜婷
口試委員(外文):Hu, Jin-LiDing, Cherng G.Liu, Na-Ting
口試日期:2019-06-24
學位類別:碩士
校院名稱:國立交通大學
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:2019
畢業學年度:107
語文別:中文
論文頁數:56
中文關鍵詞:知覺關鍵多數知覺互補性溝通有效性使用者涉入顧客關係績效社群媒體自我效能
外文關鍵詞:Perceived critical massPerceived complementarityCommunication effectivenessUser involvementCustomer relationship performanceSocial media efficacy
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有別於以往學術研究探討大眾在社群媒體等線上社交服務的使用意圖,本研究關注社群媒體在工作應用中的價值,是否能幫助顧客關係管理,因此欲探究一些觀點:前因變數激勵使用者運用社群媒體在工作的動機、社群媒體的工作應用透過中介機制影響顧客關係績效,以及其他社群媒體相關調節變數影響顧客關係績效。

本研究以網路外部性的觀點出發,探討保險從業人員對於社群媒體的動機因素(溝通有效性與使用者涉入),以了解社群媒體納入工作的內外在動機,進而影響個人的顧客關係績效。在整體研究架構中,加入社群媒體自我效能,檢測其調節效果,分別觀察是否顯著調節溝通有效性與使用者涉入影響顧客關係績效。

本研究針對保險從業人員進行問卷調查,發現溝通有效性顯著中介知覺關鍵多數與顧客關係績效的正向關係,且扮演此過程中重要的中介角色;使用者涉入顯著中介知覺互補性與顧客關係績效的正向關係,且扮演此過程中重要的中介角色;社群媒體自我效能對於使用者涉入與顧客關係績效有顯著正向調節作用。因此本研究驗證了社群媒體的工作應用與顧客關係績效有重要連結性,以及在社群媒體自我效能的調節觀點下,公司需要重視銷售人員在社群媒體個人運用能力與特質,以達到更佳的顧客關係績效。
Unlike previous academic studies on the intention of the public to use online social services such as social media, this study focuses on the value of social media in work applications and whether it can help customer relationship management. Therefore, we want to explore some viewpoints: the antecedent variable motivates users to use social media in their work environment, the work application of social media influences customer relationship performance through intermediary mechanism, while other moderating variables influence the performance of social media in customer relationship management.

From the perspective of network externalities, this study explores the motivational factors (communication effectiveness and user involvement) of insurance salesmen for social media to understand the internal and external motivations of social media integration into work environment, thereby affecting individual customer relationship performance. In addition, the social media efficacy is added to test whether it moderates significantly or not.

This study conducted a questionnaire survey among insurance salesmen, and found that communication effectiveness is a key mediating factor between perceived critical mass and customer relationship performance, user involvement is a key mediating factor between perceived complementarity and customer relationship performance, and social media efficacy moderates positively user involvement affecting customer relationship performance. Therefore, this study verifies that the work application of social media has an important connection with customer relationship performance. From the perspective of social media efficacy, companies need to focus on the ability and characteristics of salespeople to use social media in order to achieve better customer relationship performance.
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
二、文獻探討 4
2.1 網路外部性(network externalities) 4
2.1.1 知覺關鍵多數(perceived critical mass) 5
2.1.2 知覺互補性(perceived complementarity) 5
2.1.3 社群媒體之網路外部性 6
2.2 動機理論(motivation theory) 6
2.2.1 溝通有效性(communication effectiveness) 7
2.2.2 使用者涉入(user involvement) 9
2.3 社群媒體自我效能(social media efficacy) 12
2.4 顧客關係績效(customer relationship performance) 13
2.5 研究架構 14
2.6 假說推論 15
2.6.1 溝通有效性的中介效果 15
2.6.2 使用者涉入的中介效果 17
2.6.3 社群媒體自我效能之調節效果 19
2.7 研究假說 21
三、研究方法 22
3.1 變數定義與衡量 22
3.1.1 知覺關鍵多數 22
3.1.2 知覺互補性 23
3.1.3 溝通有效性 24
3.1.4 使用者涉入 25
3.1.5 社群媒體自我效能 26
3.1.6 顧客關係績效 27
3.2 問卷設計 27
3.3 資料蒐集方式 28
3.4 資料分析工具與方法 28
3.4.1 敘述性統計分析 28
3.4.2 信度分析(reliability analysis) 29
3.4.3 效度分析(validity analysis) 29
3.4.4 共同方法變異(common method variance, CMV) 29
3.4.5 結構方程模式(structural equation modeling, SEM) 30
3.4.6 調節迴歸分析(moderated regression analysis) 30
3.4.7 中介分析(mediated analysis) 30
四、資料分析結果 31
4.1 樣本敘述性統計 31
4.2 模型配適度 33
4.3 驗證性因素分析 34
4.4 共同方法變異分析 37
4.5 路徑分析 38
4.6 中介效果 39
4.7 調節迴歸分析 40
4.8 假說實證結果 41
五、結論與建議 42
5.1 研究成果與討論 42
5.1.1 網路外部性、溝通有效性與顧客關係績效之間的關聯性 42
5.1.2 網路外部性、使用者涉入與顧客關係績效之間的關聯性 43
5.1.3 社群媒體自我效能的調節作用 43
5.2 管理意涵 45
5.3 研究限制與建議 47
5.3.1 資料樣本收集限制 47
5.3.2 未來相關研究方向之建議 47
參考文獻 49
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