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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎(Heng-Chiang Huang) | |
| dc.contributor.author | Yung-Hsuan Huang | en |
| dc.contributor.author | 黃詠萱 | zh_TW |
| dc.date.accessioned | 2022-11-23T09:15:04Z | - |
| dc.date.available | 2021-08-23 | |
| dc.date.available | 2022-11-23T09:15:04Z | - |
| dc.date.copyright | 2021-08-23 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-08-03 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/79880 | - |
| dc.description.abstract | 隨著中國阿里巴巴集團及台灣電商龍頭蝦皮購物的帶動，社群商務在台灣逐漸成為未來的市場趨勢，因對於台灣電商環境轉型社群商務的研究仍少，本研究以台灣蝦皮在社群經營上的成功作為出發點，採用PLS結構方程模型進行分析，以社會支持理論為基礎，探討社群商務如何透過社會支持、消費者互動與關係品質，影響消費者最終購買決策及分享意願。實證結果顯示，社會支持與消費者互動對社群商務關係品質的發展具重要性，社會支持不僅對消費者與品牌間的關係品質具有正向影響，也能透過消費者互動間接正向影響關係品質，而關係品質也會正向影響消費者最終的購買意願與分享意願，是形成消費者最終購買決策或推薦行為的關鍵因素。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-23T09:15:04Z (GMT). No. of bitstreams: 1 U0001-3107202101205100.pdf: 3148178 bytes, checksum: 67ed729cc7763bd5a77d588c787cb22f (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 誌謝 i 中文摘要 ii ABSTRACT iii 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題 3 第三節 研究流程 4 第二章 文獻探討 6 第一節 社群商務 6 第二節 社會支持 7 第三節 消費者互動 9 第四節 關係品質 11 第五節 購買意願 13 第六節 分享意願 13 第七節 意見領袖 14 第三章 研究架構與方法 16 第一節 研究架構 16 第二節 研究假說 17 第三節 變數衡量與問卷設計 19 第四節 資料收集與分析方法 26 第四章 資料分析與實證 28 第一節 測量模型分析 28 第二節 結構模型分析 33 第五章 結論與建議 40 第一節 研究結論 40 第二節 學術貢獻 41 第三節 管理意涵 41 第四節 研究限制與未來研究方向 42 參考文獻 44 附錄 50 | |
| dc.language.iso | zh-TW | |
| dc.subject | 關係品質 | zh_TW |
| dc.subject | 社群商務 | zh_TW |
| dc.subject | 電商社群化 | zh_TW |
| dc.subject | 社會支持 | zh_TW |
| dc.subject | 消費者互動 | zh_TW |
| dc.subject | Customer Engagement | en |
| dc.subject | Relationship Quality | en |
| dc.subject | Social-commerce | en |
| dc.subject | Social Marketplace | en |
| dc.subject | Social Support | en |
| dc.title | 社群商務如何影響顧客購買決策與分享意願—以蝦皮社群為例 | zh_TW |
| dc.title | How Social Commerce Affects Buyers’ Purchase Decisions and Sharing Intentions: The Analysis of Shopee Communities | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 潘令妍(Hsin-Tsai Liu),陳亭廷(Chih-Yang Tseng) | |
| dc.subject.keyword | 社群商務,電商社群化,社會支持,消費者互動,關係品質, | zh_TW |
| dc.subject.keyword | Social-commerce,Social Marketplace,Social Support,Customer Engagement,Relationship Quality, | en |
| dc.relation.page | 61 | |
| dc.identifier.doi | 10.6342/NTU202101958 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2021-08-05 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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