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| Title: | 年齡與性別如何干擾社群商務意圖的影響因素 – 以新冠肺炎之下的 Instagram 為例
Moderating Effects of Age and Gender on the Factors Influencing Social Commence Intention – the case of Instagram under COVID-19 pandemic |
| Authors: | 謝柏毅
Hsieh, Po-Yi |
| Contributors: | 洪叔民
Horng, Shwu-Min
謝柏毅
Hsieh, Po-Yi |
| Keywords: | 社群商務意圖
電子商務
Instagram
E-commerce
Instagram
Social commerce intention |
| Date: | 2022 |
| Issue Date: | 2022-08-01 19:00:19 (UTC+8) |
| Abstract: | 在近年來,社群平台結合電子商務功能成為一種全新的商業模式,即社群
電商。台灣市場當地網路的銷售額佔整體零售業營業額比重逐年上升,且在近年的疫情催化下,無形之間民眾的消費習慣漸漸改變,使得電子商務及線上銷售更加快速成長,社群電商已成為各產業不可忽視的一種銷售通路。而本研究鎖定Instagram該平台與其用戶來進行研究,Instagram為社群商務平台中成長最為明顯且快速的平台之一,且在近期也不斷在平台上推出與優化電商購物的功能,可謂掌握了消費者端與商家品牌端的需求。
本研究首先採用問卷調查法並透過線上進行問卷發放,後續再利用量化研究來分析樣本來產出研究結果。在研究上主要加入了年齡與性別兩大干擾變數,探討在面對疫情的生活下,對於Instagram用戶的社群商務意圖(SCI)的影響與變化。
最後,研究結果上發現,年齡對於SCI之接收行為,在對平台本身的信任、對平台成員的信任及服務傳遞品質等因素上有明顯的干擾效果,而對於SCI之給予行為,有利他行為及互惠性有明顯的干擾效果 ; 性別對於SCI之接收行為,在平台互動、對平台本身的信任、服務內容品質及易使用性等因素上有明顯的干擾效果,而對於SCI之給予行為,有平台互動、知識分享樂趣及對平台成員的信任等因素有明顯的干擾效果。並針對上述因素以如何增強用戶的社群商務意圖為目標,給予Instagram平台商及商家在管理的建議與優化方向。
In recent years, social platforms combined with e-commerce functions have become a new business model, namely social e-commerce. The proportion of local online sales in the Taiwan market to the overall retail sales has been increasing year by year, and with the epidemic in recent years, the consumption habits of the invisible public have gradually changed, making e-commerce and online sales grow even faster. Instagram is one of the most obvious and fast-growing social commerce platforms, and it has recently launched and optimized e-commerce shopping functions on the platform,so it can be said that it has grasped the needs of consumers and merchants` brands.
This study first used a questionnaire method and distributed the questionnaires online, and then used quantitative research to analyze the samples to generate the findings. Age and gender were added to the study as the moderators to investigate the impact and change of social commerce intention (SCI) of Instagram users in the
epidemic.
Finally, it was found that age had significant interference effects on the receiving behavior of SCI in terms of trust in the platform itself, trust in the platform members, and quality of service delivery, while altruistic behavior and reciprocity had significant interference effects on the giving behavior of SCI; gender had significant interference effects on the receiving behavior of SCI in terms of platform interaction, trust in the platform itself, quality of service content, and ease of use. Gender has a significant interference effect on the receiving behavior of SCI in terms of platform interaction,
trust in the platform itself, quality of service content, and ease of use, while the giving behavior of SCI has a significant interference effect in terms of platform interaction, fun of knowledge sharing, and trust in the platform members. In addition, the above-mentioned factors were used to enhance users` social business intentions, and
suggestions and optimization directions were given to Instagram platform owners and merchants on how to manage them. |
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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)
109363092 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363092 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200667 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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