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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 Shopee 為例
How do age and gender moderate the factors influencing social commerce intention? The case of Shopee under COVID-19 pandemic |
| Authors: | 黃鼎捷
Huang, Ding-Ghieh |
| Contributors: | 洪叔民
Hong, Shu-Min
黃鼎捷
Huang, Ding-Ghieh |
| Keywords: | 社群商務意圖
社群網路
社群商務
新冠肺炎
Shopee
Covid-19
Social commerce intention
Social network |
| Date: | 2022 |
| Issue Date: | 2022-09-02 15:50:08 (UTC+8) |
| Abstract: | 在新冠肺炎疫情的影響之下，人們的生活產生了變化，充滿了未知以及不 確定性的疫情對於人們的生活造成了許多恐慌。同時，也因為疫情造成了政府 的各種防疫措施，使得人們愈來愈少外出與人接觸，保護自己的同時也保護別 人。在這樣的情況下，人們的消費模式從外出採購為多數，漸漸轉變成以線上 購物的無接觸模式為主的購物模式。因此許多平台如 Shopee、MoMo 購物等 等平台也成了大多數人宅家防疫購物的優先選擇。
本研究主要即是探討在新冠肺炎疫情影響之下的台灣 Shopee 用戶，社群 商務意圖行為是否有顯著之變化，並且透過性別以及年齡兩個干擾變數，來探 討不同年齡層以及不同性別是否對於其社群商務意圖有干擾作用。研究顯示將 性別設定為干擾變數時，對於 Shopee 社群商務意圖接收行為之自我效能、情 感支持可以產生顯著的干擾作用。對於 Shopee 社群商務意圖給予行為之平台 的信任、服務傳遞品質、有效性以及易使用性可以產生顯著的干擾作用。而將 年齡設定為干擾變數時，對於 Shopee 社群商務意圖接收行為之聲譽、對商家 的信任可以產生顯著的干擾作用。對於 Shopee 社群商務意圖給予行為之互動 性、自我效能、結合型社會資本、資訊支持、服務內容品質可以產生顯著的干擾作用。
Due to the outbreak of Covid -19, people’s lifestyle has changed dramatically. Also, with the pandemic restrictions, Taiwanese government has released disease prevention regulations. With the high-intensity social atmosphere, people’s consuming behavior has also altered. From offline shopping to online shopping, people start buying things online via online shopping platforms such as Shopee and MoMo.
Due to the above-mentioned condition, this research is aiming at investigation the social commerce intention of Taiwanese people on Shopee. Looking that under Covid situation, how gender and age moderate the influential factors of social commerce intentions.
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It is found that gender moderates self-efficacy, emotional support on the receiving side and moderates trust towards platform, service delivery quality, usability and ease of use on the giving side. Age moderates reputation, trust towards merchant on the receiving side and moderates interactivity, self-efficacy, bonding social capital, information support, and service content quality on the giving side. |
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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)
109363087 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363087 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201465 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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