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研究生:鍾文凱
研究生(外文):DOCQUOIS BASTIEN BERTRAND KEVIN
論文名稱:消費者信任和風險承受在社交商務的角色之法國研究
論文名稱(外文):The Roles of Trust and Risk in Social Commerce in France
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):Carol TroyWendy WanLuk Chung Leung
口試日期:2017-06-09
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
論文出版年:2017
畢業學年度:105
語文別:英文
論文頁數:48
中文關鍵詞:社交商務電子商務風險信任
外文關鍵詞:social commerces-commercetrustriske-commerce
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社交網路和訊息技術的興起改變了我們在互聯網上購買東西的方式。交換訊息從未如此簡單及快速。社交互動,訊息與經驗分享正在成為網絡消費者購買決策過程中的一個重要方面。因此,我們看到越來越多的在線公司從傳統的以產品為中心的行銷策略轉為以客戶為中心的行銷策略,逐漸增加了行銷策略中社交商務的部分。
在社交商務這新環境下,理解影響網路消費者信任的因素很重要。同時, 什麼會影響到網絡消費者的感知風險?本研究探討了信任和風險及其不同先例對於法國消費者在互聯網上購買意圖的角色。本研究模型中組合四種類型的信任和信任間,及信任和風險間,存在顯著的相關性。

The rise of social networks and information technologies have changed the way we buy things on Internet. Exchanging information has never been so simple and fast. Social interactions, information and experience sharing are now becoming a key aspect in online consumers’ purchase decision process. Hence we see more and more online businesses shifting from a traditional product-centered marketing strategy to a customer-centered one, gradually increasing the part of social commerce of their marketing mix.
Under this new s-commerce context, understanding the drivers of trust is highly valuable. In parallel, what influences online consumers’ perceived risk? This study examines the roles of trust and risk and their different antecedents on French consumer’s intention to purchase from e-vendors. Significant correlations have been found between the constructs composing the four types of trust and trust as well as risk.

I. Introduction 1
A. Research background and motivation 1
B. Research purpose and objectives 2
C. Overview of French e-commerce and online consumer behavior 4
II. Literature Review 5
A. Social Commerce 5
a. Definition of social commerce 5
b. Social commerce vs e-commerce 6
c. Trust and risk in e-commerce and s-commerce literature 7
III. Research Method 11
A. Theoretical framework 11
B. Dissertation’s hypotheses 17
C. Design and sampling 20
IV. Research results 22
A. Descriptive statistics 22
B. Inferential statistics 29
V. Findings and limitations 33
a. Findings of the study 33
b. Limitations and further research 37
References 38
Exhibits 42
A. Original English questionnaire 42
B. Questionnaire administered in French 45

List of Tables
Table 1: Research hypotheses 17
Table 2: Respondents by age 22
Table 3: Respondents by gender 22
Table 4: Respondents by education 23
Table 5: Respondents by monthly income 23
Table 6: Respondents by money spent in online purchases over the last year 24
Table 7: Respondents by frequency of online purchases over the last year 24
Table 8: Respondents by years of using internet 25
Table 9: Respondents by experience of using computers and internet 25
Table 10: The five vendors with highest frequencies 26
Table 11: Summary of research construct descriptive statistics 27
Table 12: Correlations matrix at the construct level 29
Table 13: Summary of hypothesis testing 34


List of Figures
Figure 1: Trust-Based Consumer Decision Model by Kim, Ferrin, & Rao (2008) 13
Figure 2: Theroretical model of the study 16
Figure 3: Theoretical model highlighting the significant correlations between main constructs 33


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