社群網站上影響社群商務意願的因素調查

The Factors Influencing Social Commerce Intention on Social Network Sites

林思妤(Lin Sih-Yu)

指導教授 ： 洪叔民

國立政治大學/商學院/企業管理研究所(MBA學位學程)/碩士(2020年)

https://doi.org/10.6814/NCCU202000744

摘要

在電子商務和社群網站的急速發展之下，衍生出了社群商務，也就是一種能夠讓使用者直接在社群網站上完成交易的行為。社群商務在近年來不斷成長，許多學者也開始研究這塊領域，然而到目前為止仍有許多有待探討的議題。過去研究均指出社群網站上有許多因素能夠影響使用者持續參與社群網站互動，然而隨著社群商務興起，這些因素是否也能連帶影響使用者的社群商務參與意願尚不清楚。基於此點，本研究旨在探討社群網站上有哪些因素會影響使用者的社群商務參與意願，並將此意願分為接收與給予行為，期望能透過此研究讓社群商務經營者以及其他管理者了解能夠如何經營在社群網站上的社群商務。
本研究透過問卷調查進行分析，共回收276份有效問卷，並經過分析後發現，資訊支持、情感支持、對社群網站商家的信任和認知有用性對於社群商務意願之接收行為有正向且顯著的影響，且利他行為、互惠性、結合型資本、資訊支持和對社群網站商家的信任對於社群商務意願之給予行為有正向且顯著的影響。另外，在比較此兩類社群商務意願後，發現在利他行為、知識自我效能和結合型資本對於給予行為之影響力較接收行為更顯著，而認知有用性則是對接收行為之影響力較給予行為更顯著。本研究也在後續針對此結論提出對於社群商務經營者和其他管理者的建議和後續可研究方向。

關鍵字

電子商務 ； 社群網站 ； 社群商務 ； 社群商務意願

並列摘要

As e-commerce and social network sites thrive, social commerce, a hybrid combining the characteristics of e-commerce and social network sites, has appeared accordingly. Social commerce has grown rapidly since and researches on this subject boomed, but still, there are issues waiting to be explored. Researches pointed out that multiple factors can affect users’ intentions to interact with one another on social network sites. However, whether these factors also influence users’ intentions of using social commerce on social network sites remains unknown. Thus, this paper will examine the factors which influence social commerce intention in receiving and giving on social network sites.
This research is conducted via an online survey, and a total of 276 valid questionnaires are retrieved. Results showed that information support, emotion support, trust in merchants, and perceived usefulness have positive and significant effects on social commerce receiving intentions, while altruism, reciprocity, bonding capital, information support, and trust in merchants have positive and significant effects on social commerce giving intentions. Comparing the social commerce intentions of receiving and giving, we can see that altruism, knowledge self-efficacy, and bonding capital have greater effects on giving than receiving, while perceived usefulness showed otherwise. In the end, we provided management implications of the results for social commerce business owners and suggested further research topics.

並列關鍵字

E-commerce ； Social network sites ； Social commerce ； Social commerce intention

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