English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52333/87441 (60%)
Visitors : 9109042      Online Users : 297
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87750

    Title: 從社交行銷觀點探討社交商務顧客忠誠度之研究
    Other Titles: An examination of customer loyalty in social commerce: a social marketing perspective
    Authors: 曾冠豪;Tseng, Kuan-Hao
    Contributors: 淡江大學資訊管理學系碩士班
    吳雅鈴;Wu, Ya-Ling
    Keywords: 社交商務;社會資本理論;知覺風險;便利性;顧客價值;顧客忠誠度;Social commerece;Social Capital;perceived risk;Convenience;Customer Value;Customer Loyalty
    Date: 2012
    Issue Date: 2013-04-13 11:40:06 (UTC+8)
    Abstract: 社交商務是基於社交媒體(如Facebook、Flickr等)以支援雙向線上互動、持續維持顧客關係、以及進行各項交易行為。在過去的電子商務研究行銷領域可瞭解到電子商務讓企業可用低成本、高效率的方式來與顧客接觸,然而在資訊透明的情況下,使顧客不在輕易相信傳統廣告促銷,轉而相信由社交網絡成員所提供的產品訊息,故傳統促銷商品的方式消耗大量的成本但卻不被顧客所輕易接受。現今社交媒體之興起,透過社交媒體可以提昇顧客參與度及互動率,亦可讓顧客社交關係再進行精準行銷、增加行銷效率。由於此社交商務為一新現象,僅少部份研究社交商務與行銷相關因素之結合。因此,本研究將致力於發展適合的理論模式來探討社群為導向的商業模式。
    Social commerce involves using social media (such as Facebook, Flickr, etc.) to support two-way online interaction and continue to maintain customer relationship, for assisting various transactions. In the past the field of marketing research pointed out that e-commerce can make cost-efficient way to contact with customers. In the case of information transparency, customers do not easily believe that traditional advertising and promotion, instead believe that the social network members provide product information. Therefore, traditional way of marketing promote are not easily accepted by customers and consumes a lot of costs. With the emergence of social media, enterprises can not only improve customer engagement and interaction rates through social commerce but also allow conducting accurate marketing to increase marketing efficiency. However, there are many social marketing factors that have not been explored in past researches on electronic commerce. Thus, this study strives to develop an integrated model of social marketing effects on customer loyalty in order to explore this new business model, social commerce.
    Through the combination of social marketing perspective, the study conducted an integrated model to investigate the effects of social interaction capital, perceived social trade risk, social commerce convenience, and social relationship value on customer loyalty. In the research model, social relationship value is proposed as a formative second-order construct driven by hedonic value and utilitarian value. In this study, we verified our research model and hypothesis with the data collected from 414 social commerce users. The result show as following: (1) social interaction capital has a positive influence on the social relationship value; (2) perceived social trade risk negatively influence social relationship value; (3) social commerece has positive influence socail relationship value; (4)social relationship value are positively related on customer loyalty.
    Appears in Collections:[Graduate Institute & Department of Information Management] Thesis

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback