結合計畫行為理論與社會交換理論以瞭解小型商家成功使用社群網路從事社群商務之研究

An Integrated Model of Social Commerce Continuous Use in Small On-line Vendors

邱奕絜(Chiu yi-Chieh)

指導教授 ： 洪新原 ； 陳冠欽

國立中正大學/管理學院/資訊管理學系/碩士(2014年)

摘要

隨著社群網站的蓬勃發展，使得社群商務(Social Commerce)此種新型態的商業模式逐漸興起，越來越多的商家透過社群網路推廣行銷，從事商務活動。本研究以計畫行為理論(Theory of Planned Behavior, TPB)為基礎，結合社會交換理論(Social Exchange Theory, SET)來探討小型商家們對於社群商務的態度及持續使用意圖。本研究主要對象為小型商家，共回收166份有效問卷，並利用結構方程模式(Structural Equation Modeling, SEM)進行分析。研究結果顯示社會交換因素中的感知利益、承諾與信任皆會顯著影響小型商家們對於社群商務的態度；人際影響與外部影響會顯著影響小型商家們的主觀規範；自我效能對於知覺行為控制也有顯著的影響；而態度、主觀規範及知覺行為控制皆會正向影響小型商家們對於社群商務的持續使用意圖。

關鍵字

計畫行為理論 ； 小型商家 ； 社群網路 ； 社群商務 ； 社會交換理論

並列摘要

With the social networking site is flourishing, a new business model, social commerce gradually rises. More and more businesses effectively use the social network to marketing, and engaging in commercial activities. This study developed the research model based on Theory of Planned Behavior, and Social Exchange Theory to explore factors influencing social commerce use in small on-line vendors. The research model is empirically tested 166 small businesses engaged in social commerce. The analytical results indicated that perceives benefit, commitment, and trust are critical factor to affect the attitude. Interpersonal influence and external influence significantly affect the subject norms. Self efficacy significantly affects the perceived behavioral control. Finally, attitude, subject norms, perceived behavioral control are critical factors to affect the intention to continuous use of social commerce. Implications for academics and practitioners are also provided.

並列關鍵字

Theory of Planned Behavior ； Small Business ； Social Networks ； Social Commerce ； Social Exchange Theory

參考文獻

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