跳到主要內容

臺灣博碩士論文加值系統

(44.200.140.218) 您好!臺灣時間:2024/07/19 01:38
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:陳玟圻
研究生(外文):CHEN,WEN-CHI
論文名稱:虛實互動後的下一步:相濡以沫的虛擬社群連結 新創市集平台業者、攤商與顧客的共好
論文名稱(外文):Beyond Virtual and Real Interactions: Nurturing Mutual Support in Virtual Communities to Connect Startup Market Platform Operators, Vendors, and Customers for Collective Well-Being
指導教授:林鈞鏗林鈞鏗引用關係
指導教授(外文):LIN,CHUN-CHIEN
口試委員:歐珏竹陳俊洪
口試委員(外文):OU,CHUEH-CHUCHEN,JUN-HOME
口試日期:2024-05-31
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:企業管理系碩士班
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:2024
畢業學年度:112
語文別:中文
論文頁數:48
中文關鍵詞:虛擬定居點虛擬社群社群意識社群情感新創市集
外文關鍵詞:Virtual SettlementsVirtual CommunitySense of CommunitySentiment of CommunityStartup Marketplace
相關次數:
  • 被引用被引用:0
  • 點閱點閱:4
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
本研究利基於社群意識觀點與數位轉型虛實整合觀點為橋梁,探討社群行銷的演進歷程,從過往傳統市場的情境,加入社群媒體之媒/中介角色後,是否會虛實相融以提升滿意度與績效,深入檢視「虛-虛-實」與「實-虛-實」等路徑做為重要中介路徑脈絡,以瞭解現今新創市集平台如何創造與攤商及顧客的共好鏈結。本研究透過社群媒體平台數據資料收集法,分三層次角色資料來源進行資料配對收集攤商−市集品牌−消費者參與為一完整社群情感之配對資料,共計2,955筆完整數據。實證結果發現:(1) 虛擬定居點對虛擬互動與後續績效之關係不具有中介效果;(2) 虛擬定居點對實體互動與後續績效之關係具有中介效果;(3) 虛擬社群對虛擬/實體互動與後續績效之關係皆具有中介效果。本研究貢獻於知曉社群媒體之「流量密碼」實務意涵,成就顧客參與滿意度及整體績效。
This study bridges sense of community (SOC) view and digital transformation perspectives to explore the evolution of community marketing. It examines whether the addition of social media as a medium/intermediary in traditional market contexts leads to a fusion of virtual and real elements that enhance satisfaction and performance. We scrutinize the pathways of “virtual-virtual-real” and “real-virtual-real” as critical mediation effect contexts to understand how contemporary startup market platforms create beneficial links with vendors and customers. Data were collected through social media platform analytics, encompassing three levels of role data sources for matched data collection, with vendor-market brand-customer participation forming a complete set of SOC scenario data, culminating in 2,955 complete datasets. Empirical results reveal: (1) Virtual settlement points do not mediate the relationship between virtual interaction and subsequent performance; (2) Virtual settlement points do mediate the relationship between physical interaction and subsequent performance; (3) Virtual communities mediate the relationship between virtual/physical interaction and subsequent performance. This study contributes to the practical implications of the “secret to boost the online traffic” of social media, effectively incorporating virtual and real interaction behaviors into considerations for market vendors, thereby achieving customer engagement satisfaction and overall performance.
摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究目的與方法 3
第二章 文獻探討 5
第一節 社群意識觀點 5
第二節 虛擬互動、虛擬定居點與績效 9
第三節 虛擬互動、虛擬社群與績效 11
第四節 實體互動、虛擬定居點與績效 12
第五節 實體互動、虛擬社群與績效 13
第三章 研究方法分析 16
第一節 資料與樣本來源 16
第二節 變數定義與衡量 20
第四章 研究結果 24
第一節 衡量構面信效度分析 24
第二節 敘述性統計 25
第三節 假說檢定 25
第五章 結論 29
第一節 討論 29
第二節 結論與管理意涵 31
第三節 研究限制與建議 34
參考文獻 36
附錄一、小蝸牛市集廠商鏈結強度圖 48


中文文獻
1.汪志忠與陳美甜(2013)。文化群聚之關鍵發展因素分析:台中創意文化園區的個案分析。公共事務評論,第十四卷第一期,87-106。
2.林政逸與辛晚教(2009)。文化導向都市再生之策略模式: 臺北市保安宮文化慶典與空間計畫的個案研究。都市與計劃,第三十六卷第三期,231-254。
3.洪世章、朱康與高鎬(2022a)。豈止於 [再次偉大]: 數位社群媒體下的賦名策略。管理學報,第三十九卷第一期,65-92。
4.洪世章、賴俊彥與呂昀融(2022b)。喜怒 (不) 形於色? 平台經濟的情感分析。管理學報,第三十九卷第二期,123-153。
5.洪緯典 (2018)。文創園區與文創業者的行為分析:以隨創觀點探討。中華管理發展評論,第七卷第一期,61-70。
6.陳蘊芳、郭憲誌與林孟彥(2017)。社群參與之活化。管理學報,第三十四卷第四期,529-555。
7.彭台光、高月慈與林鉦棽(2006)。管理研究中的共同方法變異:問題本質、影響、測試和補救。管理學報,第二十三卷第一期,77-98。
8.劉秀雯、林育理與王景萱(2017)。連鎖便利商店之社群媒體分析:探討媒介特質與行銷訴求對顧客參與行為之影響。管理學報,第三十四卷第一期,633-657。
9.盧瑞陽 (2013/6)。網路虛擬社群之社群意識,社群依賴與社群公民行為之研究。第十六屆科技整合管理研討會,東吳大學,台北市。

英文文獻
1.Aichner, T., Grünfelder, M., Maurer, O., & Jegeni, D. (2021). Twenty-five years of social media: a review of social media applications and definitions from 1994 to 2019. Cyberpsychology, Behavior, and Social Networking, 24(4), 215-222.
2.Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.
3.Ayodeji, O. G., & Kumar, V. (2019). Social media analytics: A tool for the success of online retail industry. International Journal of Services Operations and Informatics, 10(1), 79-95.
4.Bailey, C., Miles, S., & Stark, P. (2004). Culture‐led urban regeneration and the revitalisation of identities in Newcastle, Gateshead and the North East of England. International journal of cultural policy, 10(1), 47-65.
5.Bhimani, H., Mention, A. L., & Barlatier, P. J. (2019). Social media and innovation: A systematic literature review and future research directions. Technological Forecasting and Social Change, 144(1), 251-269.
6.Blanchard, A. L. (2007). Developing a sense of virtual community measure. CyberPsychology & Behavior, 10(6), 827-830.
7.Blanchard, A. L., & Markus, M. L. (2004). The experienced" sense" of a virtual community: Characteristics and processes. ACM Sigmis Database: the database for advances in information systems, 35(1), 64-79.
8.Brennen, J. S., & Kreiss, D. (2016). Digitalization. The International Encyclopedia of Communication Theory and Philosophy, 1-11. Wiley Online Library.
9.Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of business research, 61(4), 284-291.
10.Cassab, H., & MacLachlan, D. L. (2006). Interaction fluency: a customer performance measure of multichannel service. International Journal of Productivity and Performance Management, 55(7), 555-568.
11.Chatterjee, S., Hadi, A. S., & Price, B. (2000). Regression analysis by example. New York, NY: Wiley.
12.Chen, R., Yuan, R., Huang, B., & Liu, M. J. (2023). Feeling warm or skeptical? An investigation into the effects of incentivized eWOM programs on customers’ eWOM sharing intentions. Journal of Business Research, 167(1), 114178.
13.Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological forecasting and social change, 140(1), 22-32.
14.Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60(1), 102501.
15.Dupire, M., & M’Zali, B. (2018). CSR strategies in response to competitive pressures. Journal of Business Ethics, 148, 603-623.
16.Dwivedi, Y. K., Kelly, G., Janssen, M., Rana, N. P., Slade, E. L., & Clement, M. (2018). Social media: The good, the bad, and the ugly. Information Systems Frontiers, 20(1), 419-423.
17.Fink, M., Koller, M., Gartner, J., Floh, A., & Harms, R. (2020). Effective entrepreneurial marketing on Facebook–A longitudinal study. Journal of Business Research, 113(1), 149-157.
18.Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
19.Gartner, J., Fink, M., Floh, A., & Eggers, F. (2021). Service quality in social media communication of NPOs: The moderating effect of channel choice. Journal of Business Research, 137(1), 579-587.
20.George, D., & Mallery, P. (2003). SPSS for Windows Step by Step: A Simple Guide and Reference. 11.0 Update (4th ed.). Boston, MA: Allyn and Bacon.
21.Geyskens, I., & Steenkamp, J. B. E. (2000). Economic and social satisfaction: measurement and relevance to marketing channel relationships. Journal of Retailing, 76(1), 11-32.
22.Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37(1), 152-161.
23.Hall-Phillips, A., Park, J., Chung, T. L., Anaza, N. A., & Rathod, S. R. (2016). I (heart) social ventures: Identification and social media engagement. Journal of Business Research, 69(2), 484-491.
24.Haobin Y, B., Fong, L. H. N., & Luo, J. M. (2021). Parasocial interaction on tourism companies’ social media sites: antecedents and consequences. Current Issues in Tourism, 24(8), 1093-1108.
25.Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
26.Hsieh, S. H., Lee, C. T., & Tseng, T. H. (2022). Psychological empowerment and user satisfaction: Investigating the influences of online brand community participation. Information & Management, 59(1), 103570.
27.Ihm, J. (2015). Network measures to evaluate stakeholder engagement with nonprofit organizations on social networking sites. Public Relations Review, 41(4), 501-503.
28.Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: a perspective of a new emerging era. Frontiers in Psychology, 12(1), 808525.
29.Jibril, A. B., Kwarteng, M. A., Chovancova, M., & Pilik, M. (2019). The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community. Cogent Business & Management, 6(1), 1673640.
30.Jones, Q. (1997). Virtual-communities, virtual settlements & cyber-archaeology: A theoretical outline. Journal of Computer-Mediated Communication, 3(3), JCMC331.
31.Kandampully, J., & Suhartanto, D. (2003). The role of customer satisfaction and image in gaining customer loyalty in the hotel industry. Journal of hospitality and leisure marketing, 10(1/2), 3-26.
32.Kano, L., Tsang, E. W., & Yeung, H. W. C. (2020). Global value chains: A review of the multi-disciplinary literature. Journal of International Business Studies, 51, 577-622.
33.Kennedy, P. (2003). A guide to econometrics. Cambridge, MA: MIT Press.
34.Koh, J., & Kim, Y. G. (2003). Sense of virtual community: A conceptual framework and empirical validation. International journal of electronic commerce, 8(2), 75-93.
35.Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1-18.
36.Kwon, W. S., & Lennon, S. J. (2009). What induces online loyalty? Online versus offline brand images. Journal of Business Research, 62(5), 557-564.
37.Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of marketing, 80(6), 146-172.
38.Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755-1767.
39.Lasswell, H. D. (1948). The structure and function of communication in society. The Communication of Ideas, 37(1), 136-139.
40.Lee, Y. K., Lee, C. K., Lee, S. K., & Babin, B. J. (2008). Festivalscapes and patrons' emotions, satisfaction, and loyalty. Journal of business research, 61(1), 56-64.
41.Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of Marketing, 86(6), 93-115.
42.Levine, H., & Zahradnik, A. G. (2012). Online media, market orientation, and financial performance in nonprofits. Journal of Nonprofit & Public Sector Marketing, 24(1), 26-42.
43.Li, J., Chen, L., Yi, J., Mao, J., & Liao, J. (2019). Ecosystem-specific advantages in international digital commerce. Journal of International Business Studies, 50(9), 1448-1463.
44.Li, T., & Calantone, R. J. (1998). The impact of market knowledge competence on new product advantage: conceptualization and empirical examination. Journal of Marketing, 62(4), 13-29.
45.Lin, H. F. (2007). The role of online and offline features in sustaining virtual communities: an empirical study. Internet Research, 17(2), 119-138.
46.Liu, C., Susilo, Y. O., & Ahmad Termida, N. (2020). Weather perception and its impact on out-of-home leisure activity participation decisions. Transportmetrica B: Transport Dynamics, 8(1), 219-236.
47.Luo, P., Yan, S., Liu, Z., Shen, Z., Yang, S., & He, Q. (2016). From online behaviors to offline retailing. In Proceedings of the 22nd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 175-184.
48.Luo, Y., & Tung, R. L. (2018). A general theory of springboard MNEs. Journal of International Business Studies, 49(2), 129-152.
49.MacCallum, R. C., & Hong, S. (1997). Power analysis in covariance structure modeling using GFI and AGFI. Multivariate Behavioral Research, 32(2), 193-210.
50.Malhotra, A., Malhotra, C. K., & See, A. (2012). How to create brand engagement on Facebook. MIT Sloan Management Review.
51.Martín-Rojas, R., Garrido-Moreno, A., & García-Morales, V. J. (2020). Fostering Corporate Entrepreneurship with the use of social media tools. Journal of Business Research, 112(1), 396-412.
52.McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of marketing, 66(1), 38-54.
53.McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of community psychology, 14(1), 6-23.
54.McQuarrie, E. F., Miller, J., & Phillips, B. J. (2013). The megaphone effect: Taste and audience in fashion blogging. Journal of consumer research, 40(1), 136-158.
55.Meyer, K. E., Li, J., Brouthers, K. D., & Jean, R. J. B. (2023). International business in the digital age: Global strategies in a world of national institutions. Journal of International Business Studies, 54(4), 577-598.
56.Milla, A., Mataruna, L., & Ristic, M. R. (2018). Adopting social Media for Nonprofits as a Main marketing tool: Analysis of a youth non-profit organization. International Journal of Applied Business and Economic Research, 22(2).
57.Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142.
58.Nabity-Grover, T., Cheung, C. M., & Thatcher, J. B. (2023). How COVID-19 stole Christmas: How the pandemic shifted the calculus around social media Self-Disclosures. Journal of Business Research, 154, 113310.
59.Nadeem, W., Khani, A. H., Schultz, C. D., Adam, N. A., Attar, R. W., & Hajli, N. (2020). How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust. Journal of Retailing and Consumer Services, 55, 102136.
60.Nambisan, S., Zahra, S. A., & Luo, Y. (2019). Global platforms and ecosystems: Implications for international business theories. Journal of International Business Studies, 50(9), 1464-1486.
61.Osei-Frimpong, K., McLean, G., Islam, N., & Otoo, B. A. (2022). What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement. Journal of Business Research, 146(1), 288-307.
62.Quinn, B. (2007). Arts festivals and the city. Culture-led urban regeneration, 85-101.
63.Ribeiro-Navarrete, S., Botella-Carrubi, D., Palacios-Marqués, D., & Orero-Blat, M. (2021). The effect of digitalization on business performance: An applied study of KIBS. Journal of Business Research, 126(1), 319-326.
64.Rihova, I., Buhalis, D., Moital, M., & Gouthro, M. B. (2015). Social constructions of value: marketing considerations for the context of event and festival visitation. Ideological, Social and Cultural Aspects of Events, 74-85.
65.Rovai, A. P. (2002). Building sense of community at a distance. International Review of Research in Open and Distributed Learning, 3(1), 1-16.
66.Sangwan, S. (2005). Virtual community success: A uses and gratifications perspective. Proceedings of the 38th Annual Hawaii International Conference on System Sciences, 193-193.
67.Schaefers, T., Falk, T., Kumar, A., & Schamari, J. (2021). More of the same? Effects of volume and variety of social media brand engagement behavior. Journal of Business Research, 135(1), 282-294.
68.Scheufele, D. A. (1999). Framing as a theory of media effects. Journal of Communication, 49(1), 103-122.
69.Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2019). Using social media to create engagement: A social marketing review. Journal of Social Marketing, 9(2), 204-224.
70.Shih, C. C., Lin, T. M., & Luarn, P. (2014). Fan-centric social media: The Xiaomi phenomenon in China. Business Horizons, 57(3), 349-358.
71.Simons, I. (2019). Events and online interaction: The construction of hybrid event communities. Leisure Studies, 38(2), 145-159.
72.Stokburger‐Sauer, N. (2010). Brand community: Drivers and outcomes. Psychology & Marketing, 27(4), 347-368.
73.Sun, W., & Price, J. M. (2016). The impact of environmental uncertainty on increasing customer satisfaction through corporate social responsibility. European Journal of Marketing, 50(7-8), 1209-1238.
74.Sutcliffe, A. G., Binder, J. F., & Dunbar, R. I. (2018). Activity in social media and intimacy in social relationships. Computers in human behavior, 85(1), 227-235.
75.Thornton, H. C. (2024). Business model change and internationalization in the sharing economy. Journal of Business Research, 170, 114250.
76.Urbonavicius, S., Degutis, M., Zimaitis, I., Kaduskeviciute, V., & Skare, V. (2021). From social networking to willingness to disclose personal data when shopping online: Modelling in the context of social exchange theory. Journal of Business Research, 136(1), 76-85.
77.Villarroel Ordenes, F., Grewal, D., Ludwig, S., Ruyter, K. D., Mahr, D., & Wetzels, M. (2019). Cutting through content clutter: How speech and image acts drive consumer sharing of social media brand messages. Journal of Consumer Research, 45(5), 988-1012.
78.Wang, J., Shahzad, F., Ahmad, Z., Abdullah, M., & Hassan, N. M. (2022). Trust and consumers’ purchase intention in a social commerce platform: A meta-analytic approach. Sage Open, 12(2), 21582440221091262.
79.Westheimer, J., & Kahne, J. (1993). Building school communities: An experience-based model. Phi Delta Kappan, 75(1), 324-324.
80.Whitaker, J., New, J. R., & Ireland, R. D. (2016). MOOCs and the Online Delivery of Business Education What's new? What's not? What now?. Academy of Management Learning & Education, 15(2), 345-365.
81.Williams, A. L., & Merten, M. J. (2011). iFamily: Internet and social media technology in the family context. Family and Consumer Sciences Research Journal, 40(2), 150-170.
82.Woo, H., Shin, D. C., Kim, N. L., Tong, Z., & Kwon, S. (2024). Can sharing with others whom consumers Can't see increase their sense of community? An examination of social presence on sharing platforms. Journal of Retailing and Consumer Services, 76, 103614.
83.Wu, J., Fan, S., & Zhao, J. L. (2018). Community engagement and online word of mouth: An empirical investigation. Information & Management, 55(2), 258-270.
84.Zhang, M., & Luo, N. (2016). Understanding relationship benefits from harmonious brand community on social media. Internet Research, 26(4), 809-826.
網路資料
1.TAICCA 文化內容策進院,2022-2023臺灣文化創意產業發展年報。
https://taicca.tw/article/9e0368ac,2024/06/06擷取
2.OOSGA,社群媒體現況 - 2023年的主要發展趨勢與平台特性為何?https://zh.oosga.com/social-media/,2023/10/01擷取
3.自由時報,史上首例!佛州州長將透過「推特」宣布角逐美國總統。https://news.ltn.com.tw/news/world/breakingnews/4311999,2023/10/01擷取
4.數位時代,28億用戶中還剩多少年輕人?Facebook數據大解密,社群龍頭下一步怎麼走? https://today.line.me/tw/v2/article/OWBj1v,2023/10/05擷取
5.經濟日報,王品陳正輝:五年內營收破300億元 明年餐飲景氣樂觀。https://money.udn.com/money/story/5612/7640889,2024/01/21擷取
6.Hutchinson, A. Images gifs or video which generates most response on Twitter.
https://www.socialmediatoday.com/social-business/images-gifs-or-video-which-generates-most-response-twitter, Accessed January 19, 2024.

電子全文 電子全文(網際網路公開日期:20290621)
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊