從社交行銷觀點探討社交商務顧客忠誠度之研究

An examination of customer loyalty in social commerce: A social marketing perspective

曾冠豪(Kuan-Hao Tseng)

指導教授 ： 吳雅鈴

淡江大學/管理學院/資訊管理學系碩士班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00993

摘要

社交商務是基於社交媒體(如Facebook、Flickr等)以支援雙向線上互動、持續維持顧客關係、以及進行各項交易行為。在過去的電子商務研究行銷領域可瞭解到電子商務讓企業可用低成本、高效率的方式來與顧客接觸，然而在資訊透明的情況下，使顧客不在輕易相信傳統廣告促銷，轉而相信由社交網絡成員所提供的產品訊息，故傳統促銷商品的方式消耗大量的成本但卻不被顧客所輕易接受。現今社交媒體之興起，透過社交媒體可以提昇顧客參與度及互動率，亦可讓顧客社交關係再進行精準行銷、增加行銷效率。由於此社交商務為一新現象，僅少部份研究社交商務與行銷相關因素之結合。因此，本研究將致力於發展適合的理論模式來探討社群為導向的商業模式。
　　本研究結合社交行銷觀點建構出一個整合性模式，主要探討社交互動資本、社交風險、社交便利性、及社交關係價值理論對於顧客忠誠度之影響。本研究以台灣相關的社交商務相關之網站蒐集到394份有效問卷作研究模型與假說的檢定；研究結果發現：(1)社交互動資本對社交關係價值有正向的影響；(2)知覺社交交易風險會對社交關係價值有負向的影響；(3)社交商務便利性正向影響社交關係價值；(4)社交關係價值正向影響在社交商務的顧客忠誠度。

關鍵字

社交商務 ； 社會資本理論 ； 知覺風險 ； 便利性 ； 顧客價值 ； 顧客忠誠度

並列摘要

Social commerce involves using social media (such as Facebook, Flickr, etc.) to support two-way online interaction and continue to maintain customer relationship, for assisting various transactions. In the past the field of marketing research pointed out that e-commerce can make cost-efficient way to contact with customers. In the case of information transparency, customers do not easily believe that traditional advertising and promotion, instead believe that the social network members provide product information. Therefore, traditional way of marketing promote are not easily accepted by customers and consumes a lot of costs. With the emergence of social media, enterprises can not only improve customer engagement and interaction rates through social commerce but also allow conducting accurate marketing to increase marketing efficiency. However, there are many social marketing factors that have not been explored in past researches on electronic commerce. Thus, this study strives to develop an integrated model of social marketing effects on customer loyalty in order to explore this new business model, social commerce.
Through the combination of social marketing perspective, the study conducted an integrated model to investigate the effects of social interaction capital, perceived social trade risk, social commerce convenience, and social relationship value on customer loyalty. In the research model, social relationship value is proposed as a formative second-order construct driven by hedonic value and utilitarian value. In this study, we verified our research model and hypothesis with the data collected from 414 social commerce users. The result show as following: (1) social interaction capital has a positive influence on the social relationship value; (2) perceived social trade risk negatively influence social relationship value; (3) social commerece has positive influence socail relationship value; (4)social relationship value are positively related on customer loyalty.

並列關鍵字

Social commerece ； Social capital ； Perceived risk ； Convenience ； Customer value ； Customer loyalty

參考文獻

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