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| Title: | 影響Instagram社群商意圖之因素與受新冠肺炎而調整之研究
Factors influencing Social Commerce Intention on Instagram and moderated by COVID-19 |
| Authors: | 李易勳
Lee, Yi-Hsun |
| Contributors: | 洪叔民
Hong, Shu-Min
李易勳
Lee, Yi-Hsun |
| Keywords: | 電子商務
社群商務
新冠肺炎
E-commerce
Social commerce
Instagram
COVID-19 |
| Date: | 2021 |
| Issue Date: | 2021-08-04 16:37:03 (UTC+8) |
| Abstract: | 電子商務與社群網站在隨著科技快速成長與民眾消費習慣改變趨勢中，衍伸出了一種結合兩者的概念「社群商務」，社群網站的用戶們可以直接在網站上完成交易的流程。其中，Instagram為社群商務成長最為明顯的社群網站之一，這個世界上最受歡迎的社交網絡近年來不斷的提供商家在平台上曝光產品的功能，越來越多的商家也利用Instagram作為推廣與販售產品的管道。本研究將探討在Instagram上會有哪些因素影響著用戶的社群商務意圖，也會將社群商務意圖的兩大要素接收與給予行為一併討論。除此之外，本研究也將新冠肺炎疫情作為潛在的干擾因素，欲了解在疫情衝擊民眾日常的情況下，是否會對原本影響社群商務意圖的因素產生干擾作用。
本問卷經由線上問卷發放，共收集了404份有效問卷 。透過統計分析結果發現橋接型社會資本、網站的服務內容品質、利他主義、對網站的信任、享受這五個因素對於 Instagram用戶的社群商務意圖以及接收和給予行為三個變數時皆有正向的影響。除此之外，本研究也發現新冠肺炎疫情會對社群商務意圖之給予行為的兩個影響因素網站服務的內容品質與傳遞品質產生干擾作用。最終，本研究也針對了統計分析的結論，對Instagram 經營者與利用Instagram進行社群商務的商家給予管理上的建議與未來可以繼續研究的方向。
With the rapid growth of technology and the changing trend of people`s consumption habits, a new concept, social commerce, was developed by combining e-commerce and social networking sites. Users of social networking sites can directly complete transactions on the site. Among them, Instagram is one of the social networking sites with the most conspicuous growth in social commerce. This most popular social network has continuously served as the platform of products exposure in recent years, along with more businesses joining the cyber community to promote and sell. This research explored factors that affect users` social commerce intentions on Instagram, and discussed the two major elements in social commerce intentions, receiving and giving. In addition, this study also took the COVID-19 pandemic as a potential confounder to understand whether it influences the factors that originally affect the community`s social commerce intentions during the pandemic.
This questionnaire was distributed online, and 404 valid questionnaires were collected. Through the statistical analysis, it was found that the five factors of bridging social capital, service content quality, altruism, trust toward service, hedonic are positively correlated with the three variables of Instagram users’ social commerce intention, receiving, and giving behaviors. On top of that, this study also found that the impact of the COVID-19 pandemic could moderate the content quality and delivery quality of website services, which are two factors affecting the social commerce intentions in giving. In the end, this research intended to utilize the conclusions of statistical analysis to provide management suggestions and directions for Instagram operators, businesses that use Instagram for social commerce, and further research in the future. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363066 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363066 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101112 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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