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| 系統識別號 |
U0002-1301202018280800 |
| 中文論文名稱
|
探討於臉書社群購物意願之影響因素 |
| 英文論文名稱
|
The Consumer Behavior of Customer-to-Customer Online Business on Facebook |
| 校院名稱 |
淡江大學 |
| 系所名稱(中) |
經營管理全英語碩士學位學程 |
| 系所名稱(英) |
Master's Program in Business and Management (English-Taught Program) |
| 學年度 |
108 |
| 學期 |
1 |
| 出版年 |
109 |
| 研究生中文姓名 |
周偉芳 |
| 研究生英文姓名 |
Oranut Kitisupornphan |
| 學號 |
607585329 |
| 學位類別 |
碩士 |
| 語文別 |
英文 |
| 口試日期 |
2020-01-06 |
| 論文頁數 |
34頁 |
| 口試委員 |
指導教授-陳怡妃
委員-陳怡妃
委員-陳水蓮
委員-李永新
|
| 中文關鍵字 |
社交媒體
社會商務
臉書商業
客戶行為
|
| 英文關鍵字 |
Social media
Social commerce
Facebook commerce
Customer behavior
|
| 學科別分類 |
|
| 中文摘要 |
現今，社交媒體在社會中非常普遍，因而產生新興型態之商務模式，稱之為社交商務其中以執社交平台牛耳之臉書尤盛務。換句話說, 臉書商業，它允許用戶開展業務，並且有許多用戶向平台銷售產品。這項研究研究了泰國臉書上“客戶到客戶”在線業務的消費者行為。該研究發現客戶的口碑，客戶的信任, 臉書即時串流對客戶的購買意願產生了積極影響。此外，信任度對用戶生成的內容對客戶的購買意願有間接影響，包括口碑和年齡，臉書使用強度和性別對購買意願的調節作用。因此，這些是本研究發現的結果。 |
| 英文摘要 |
Nowadays social media is very popular among society and this leads to new platform of social media which is social commerce. There is one famous social media take part in social commerce as Facebook. In other word, Facebook commerce, it allows users to do their business and there are many users selling their product towards the platform. This research studies on the consumer behavior of Customer-to-Customer online business on Facebook in Thailand. The study found the positively effects of customers’ word of mouth, customers’ trust, Facebook Live steaming to customers’ purchase intention. Moreover, there is indirect effect of trust on user-generated content to customers’ purchase intention including the moderating effect of word of mouth and age plus Facebook usage intensity and gender to purchase intention. Therefore, these are the result found in this research. |
| 論文目次 |
Table of contents
Contents Page
1.Introduction.....................................1
1.1 Background.....................................1
1.2 Research motivation............................2
1.3 Research purpose...............................5
2. Literature Review and hypotheses development....6
2.1 Social commerce................................6
2.2 Social commerce and electronic commerce........8
2.3 Facebook commerce..............................8
2.4 Hypothesis development.........................9
3. Research Methodology...........................14
3.1 Data collection...............................15
3.2 Data analysis.................................17
4. Result.........................................19
3.3.1 Moderating effect...........................20
5. Conclusion.....................................21
5.1 Discussion....................................21
5.2 Theoretical Implication.......................23
5.3 Managerial Implication........................24
5.4 Limitation and future studies.................25
References........................................27
Appendix..........................................29
Table of Figures
Figures Page
Figure 1.1: Global social media users’ monthly active users worldwide in 2018.......................................2
Figure 1.2: Number of monthly active Facebook users in worldwide...............................................3
Figure 1.3: The experts’ survey of channels use for business in 2018........................................4
Figure 3.1: Research model.............................14
Figure 3.2: Second order construction..................14
Table of Tables
Tables Page
Table 3.1: Survey’s questions and sources.............15
Table 3.2: Reliability check...........................18
Table 4.1: Total effect................................19 |
| 參考文獻 |
References
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| 論文使用權限 |
同意紙本無償授權給館內讀者為學術之目的重製使用，於2020-01-14公開。同意授權瀏覽/列印電子全文服務，於2020-01-14起公開。 |
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