探討社會網絡結構對社交網站使用者之社群商務意願之影響

Examining the Impact of Social Network Structures on Social Commerce Intention in Social Networking Site Context

王鈿(Tien Wang) ； 魏斯立(Wesley LaVelle)

《行銷科學學報》 10卷2期 (2014/10) Pp. 127-142

https://doi.org/10.3966/181666012014101002002

摘要

社交網站（SNS）已經成為許多人的日常生活中不可或缺的一部分，尤其是年輕世代。它提供給企業和個人一個促進經濟活動和交易的新平台，促成社群商務的發展與新的研究議題。本研究欲探討社交網絡之結構性因素對社交網站使用者建立對該網站認同之影響，以及該網站認同是否進一步影響使用者在該網站環境中進行社群商務之意圖。以社會網絡理論和社會認同理論為基礎而提出的研究模型，針對網絡集中度、密度和連結強度對SNS網站認同與使用者進行社群商務意願建立假說。實證結果對大部份的假說提供支持。亦即，社群網站內社交網絡的集中度與連結強度為重要的環境因素，對SNS使用者建立對該網站的認同有正向影響，而該認同進一步提升使用者進行社群商務之意願。

關鍵字

社交網站 ； 社群商務 ； 社會網絡理論 ； 社會認同理論

並列摘要

Social networking sites (SNSs) have become an indispensible part of many people’s daily lives, especially young generation. It creates anopportunity for firms and individuals to interact and serves as a new platform to facilitate economic activities and transactions, i.e., social commerce. This study examines structural features of online social networks in SNS as potential drivers of customer identification with the website which then leads to users’ tendency to engage in social commerce. A research model based on social network theory and social identity theory is developed to investigate the impacts of network centrality, density, and tie strength on customer identification with the SNS. The identification then leads to social commerce intention. The empirical findings generally provide supportive evidence to the notion that the structural features of online social networks are environmental cues that facilitate customer identification with a website. Moreover, an SNS user with a higher level of identification with the website is more likely to have a greater intention to conduct social commerce. Theoretical and managerial implications are elaborated in the discussion section.

並列關鍵字

Social Networking Sites ； Social Commerce ； Social Network Theory ； Social Identity Theory

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