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系統識別號 U0002-2308201215265600
中文論文名稱 從社交行銷觀點探討社交商務顧客忠誠度之研究
英文論文名稱 An examination of customer loyalty in social commerce: A social marketing perspective
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士班
系所名稱(英) Department of Information Management
學年度 100
學期 2
出版年 101
研究生中文姓名 曾冠豪
研究生英文姓名 Kuan-Hao Tseng
學號 699630025
學位類別 碩士
語文別 中文
口試日期 2012-05-26
論文頁數 63頁
口試委員 指導教授-吳雅鈴
委員-楊明玉
委員-林至中
委員-陳穆臻
中文關鍵字 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 
英文關鍵字 Social commerece  Social capital  Perceived risk  Convenience  Customer value  Customer loyalty 
學科別分類 學科別社會科學管理學
學科別社會科學資訊科學
中文摘要 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。
英文摘要 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.
論文目次 目錄
圖目錄 iv
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節論文架構 3
第二章文獻探討 5
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
第三章研究方法 17
第一節研究模型 17
第二節研究假說 18
第三節研究設計 23
第四節研究變數定義與操作化 26
第四章資料分析 32
第一節樣本基本資料分析 33
第二節模型及假說驗證 35
第三節研究之結構模型 40
第五章結論與建議 41
第一節研究結果與討論 41
第二節研究貢獻 44
第三節研究限制與未來發展 46
參考文獻 48
附錄研究問卷 60

圖目錄
圖 1 本研究流程圖 4
圖 2 研究架構 18
圖 3 SEM 研究模型 40
表目錄
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10享樂價值操作化方式 30
表11實用價值操作化方式 31
表12顧客忠誠度操作化方式 31
表13樣本資料分佈(N=394) 34
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
表16各構面相關係數與AVE的平方根 39
表17本研究假說驗證結果 40


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