||An examination of customer loyalty in social commerce: A social marketing perspective
||Department of Information Management
||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.
第一節社交商務(Social Commerce) 5
第二節社交行銷(Social Marketing) 6
第二節社交互動資本(Social Interaction Capital) 8
第三節知覺社交交易風險(Perceived social trade risk) 10
第四節社交商務便利性(Social Commerce Convenience) 12
第五節社交關係價值(Social Relationship Value) 12
2.5.1實用價值(Utilitarian Value) 13
2.5.2享樂價值(Hedonic Value) 14
第六節顧客忠誠度(Customer Loyalty) 15
圖 1 本研究流程圖 4
圖 2 研究架構 18
圖 3 SEM 研究模型 40
表 1 4P，4C至4S 對應關係 8
表 2 社會資本理論相關文獻之構面 10
表 3研究假說彙整 23
表 4 各研究變數的操作化定義 26
表 5社交網路操作化方式 27
表 6共同願景操作化方式 28
表 7社交信任操作化方式 28
表 8知覺社交交易風險操作化方式 29
表 9社交商務便利性操作化方式 29
表14 各構面之敘述性統計分析 36
表15 PLS確認性因素分析(Confirmatory Factor Analysis)與各指標交叉負荷量 38
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