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| Title: | 社群商務意圖的影響因素，以Instagram為對象的COVID-19縱向研究
A COVID-19 longitudinal study for factors influencing social commerce intention – the case of Instagram |
| Authors: | 陳冠霖
Chen, Guan-Lin |
| Contributors: | 洪叔民
Horng, Shwu-Min
陳冠霖
Chen, Guan-Lin |
| Keywords: | 社群商務
Instagram
新冠肺炎
縱向研究
Social commerce intention
Instagram
COVID-19
Longitudinal research |
| Date: | 2022 |
| Issue Date: | 2022-09-02 15:49:55 (UTC+8) |
| Abstract: | 近年來，電子商務與社群網站逐漸成為消費者經常使用之購物與社交媒介，並隨之衍生出社群商務的新興概念。而Instagram是現今年輕族群最常使用之社群媒體之一，其使用者之年齡層分佈與最常使用網路購物的族群不謀而合，近年來有許多商家也紛紛開始利用Instagram作為其商品曝光之管道，無論是下廣告、作為與消費者互動之平台等， Instagram無疑是非常重要之社群商務研究對象。然而，近幾年受疫情之影響，消費者許多日常生活皆受到影響，本研究主要探討疫情前與後，影響消費者使用Instagram社群商務意願之接收與給予的因素有何差異？
本研究於疫情前與疫情後，利用發放線上問卷之方式，於疫情前收集404份有效問卷、疫情後收集352份有效問卷。之後便透過統計分析發現，於社群商務意圖接收行為之中，利他主義、資訊支持、對網站之信任與有效性為疫情下顯著影響消費者的四個因素，而疫情下社群商務意圖給予行為之中則沒有因素為顯著。因此研究結論即針對此結果給予Instagram與Instagram之網路商家實務上的建議，並在最後說明未來若要繼續進行此研究，可以探討的方向與主題為何。
In recent years, e-commerce and social networking sites have gradually become the shopping and social media frequently used by consumers, and the emerging concept of social commerce has been derived. Instagram is one of the most commonly used social media among young people today. The age distribution of its users coincides with the groups who use online shopping most often. In recent years, many businesses have also begun to use Instagram as their channel of exposure. Whether it is used for advertising, as a platform for interacting with consumers, etc., Instagram is undoubtedly a very important social commerce research object. However, due to the impact of the epidemic in recent years, many daily lives of consumers have been affected. This study mainly explores the differences between the factors that affect social commerce intention before and after the epidemic.
In this study, 404 valid questionnaires were collected before the epidemic and 352 valid questionnaires were collected after the epidemic by using online questionnaires before and after the epidemic. Afterwards, through statistical analysis, it was found that among the social commerce intention receiving behaviors, altruism, information support, trust toward service and usefulness were the four factors that significantly affected consumers during the epidemic. As for social commerce intention giving, no factor was significant. Therefore, the conclusion of the research gives out practical advice to Instagram and Instagram`s online merchants based on this result, and finally suggest the direction and themes that can be explored if the research is to be continued 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)
109363086 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363086 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201404 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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