探討消費者網民行為－社群商務之實證分析

Exploring Consumer’s Netizenship Behavior– Empirical Study of Social Commerce Websites

鄭翔(John Hsiang Cheng)

指導教授 ： 林靖

國立臺北大學/商學院/國際企業研究所/碩士(2016年)

摘要

此篇論文社會資本理論及社會交換理論來探討網路社群裡的使用者個人資源與企業資源如何相互作用來為使用者個人創造價值。本文採用整合之社會資本及社會交換理論來解釋網路社群使用者於社群內的公民行為，並嘗試使用過往尚未討論且最近興起的"網民"如何影響使用者在虛擬社群內的公民行為及其價值需求，以了解網民及普通消費者使用虛擬社群的行為之分別。本研究發放網路問卷，並利用結構方程模型分析。實驗結果顯示個人資源及企業資源會正向影響使用者於社群網站虛擬社群的公民行為，並正向影響使用者的關係性利益。

關鍵字

社會交換理論 ； 社會資本理論 ； 網民 ； 顧客公民行為

並列摘要

The aim of this study is to find out how to integrate consumer and firm resources to create value for the individual consumers. Through the perspectives of social capital theory and social exchange theory, both resources are integrated to induce consumer citizenship behavior which generates accumulation of the individual's relational benefit. This study also proposes the integrated theory of social exchange theory and social capital theory in the attempt to find out how resources embedded within community networks can be fostered and exchanged through online virtual communities. In addition, this study also explores the effect of the recently emerged "netizen" on consumer citizenship behavior, in which previous studies have not attempted.

We tested our hypothesis by using survey data, and the result shows significant effects of individual resource and firm resource in influencing consumer citizenship behavior and consumer relational benefit. Research findings and managerial implications with future researches are discussed.

並列關鍵字

Social Exchange Theory ； Social Capital Theory ； Netizen ； Consumer Citizenship Behavior

參考文獻

87. Tom, Y & W.C. Huang (2011). Understanding Knowledge Sharing Intention in Virtual Communities: Integration of Relational benefit and Social Exchange Theory. Journal of Information Management 18 (3). TSSCI

2. Adler, Paul S., and Seok-Woo Kwon. "Social capital: Prospects for a new concept." Academy of management review 27.1 (2002): 17-40.

3. Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 411-454.

4. Algesheimer, René, Utpal M. Dholakia, and Andreas Herrmann. "The social influence of brand community: Evidence from European car clubs." Journal of marketing 69.3 (2005): 19-34.

5. Anaza, N. A., & Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130-140.