社群商務之快速信任與快速關係建立： 信號理論觀點

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曾茜筠(Chine-Yun Tseng) 查詢紙本館藏

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資訊管理學系

論文名稱

社群商務之快速信任與快速關係建立：信號理論觀點
(Building swift trust and swift guanxi in social commerce: A signaling theory perspective)

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至系統瀏覽論文 (2026-6-11以後開放)

摘要(中)

結合商業交易活動與社交媒體平台的特點，發展出一全新的商業模式—社群商務。相較於傳統的消費模式侷限於產品或服務本身，社群商務的範疇則納入更多人際互動的考量因素。然而，社群商務的交易關係往往始於兩個陌生的個體，在未曾接觸彼此的前提下，顧客往往會基於不同的信號來源建立自己對賣家的預判態度。目前社群商務的文獻主要著墨於買賣雙方已經涉入互動關係之後，個體知覺功能性與社交性因素對於其快速關係建立的影響，甚少研究討論買賣雙方在涉入一段關係之前的階段。因此，以信號理論為基礎，本研究欲探討以賣方為基礎（即賣家可靠度、賣家專業度）與以社群為基礎（即其他成員參與度、社群知名度）的信號因素如何透過快速信任與快速關係之建立影響顧客的購買意圖。
本研究採用便利抽樣法，透過電子問卷的方式蒐集樣本資料，最終以385筆有效樣本資料進行結構方程模式的分析。研究結果顯示受測者知覺賣家可靠度、賣家專業度與其他成員參與度皆正向地影響快速信任與快速關係。儘管社群知名度與快速信任存在顯著的關係，但與快速關係卻呈現不顯著的影響效果。此外，快速信任正向顯著地影響快速關係，且兩者亦對購買意圖存在顯著的影響。最後，本研究提供了學術上的管理意義為社群商務領域帶來不同的見解，同時也為社群經營者及社群賣家提出實務上的建議與做法，期望於經營及制定策略上得到改善。

摘要(英)

Social commerce, a subset of electronic commerce combines the features of commercial activities and social networking sites. Differing from consumption patterns focusing solely on a brick-and-mortar product or service, it invovles more online interpersonal interactions in social commerce settings. Since the buyer is often unfamilar with the seller before developing a business relationship, they can only establish their anticipatory attitude toward a seller based on different types of signals. However, extant research in social commerce mainly focuses on the influence of functional and social factors in establishing swift guanxi between buyers and sellers already involved in a relationship. Few studies have explored the stage preceding relationship establishment. Therefore, drawing upon signaling theory, this study identifies the effects of seller-based (i.e. seller credibility and seller expertise) and community-based (i.e. other member engagement and community reputation) signals on swift trust and swift guanxi, which affect customers’ purchase intentions.
A total of 385 valid samples were collected using the convenience sampling method and analyzed with structural equation modeling. The results reveal that customers’ perceptions of seller credibility, seller expertise, and other member engagement qualities are positively associated with both swift trust and swift guanxi. Despite community reputation positivly affecting one’s swift trust, it shows no significant effect on swift guanxi. Additionally, swift trust is positively associated with swift guanxi, and both have a significant impact on purchase intentions. Our findings elicit several theoretical and practical implications for establing swift trust and guanxi in the context of social commerce.

關鍵字(中)

★ 社群商務
★ 快速信任
★ 快速關係
★ 信號理論

關鍵字(英)

★ Social commerce
★ Swift trust
★ Swift guanxi
★ Signaling theory

論文目次

目錄
中文摘要 i
英文摘要 ii
目錄 iii
圖目錄 v
表目錄 vi
一、緒論 1
1-1 研究動機 1
1-2 研究目的 2
1-3 研究流程 4
二、文獻回顧 5
2-1 社群商務 5
2-2 快速信任 7
2-3 快速關係 9
2-4 信號理論 11
2-5 假說推論 14
三、研究方法 22
3-1 研究架構 23
3-2 研究假說 24
3-3 研究變數定義與衡量 25
3-4 資料分析方法 29
四、研究結果 31
4-1 樣本特性分析 31
4-2 衡量模型分析 36
4-3 線性結構關係模型 47
4-4 共同方法變異檢測 52
五、研究結論與建議 53
5-1 研究貢獻 56
5-2 管理意涵 59
5-3 研究限制與未來展望 61
參考文獻 62

圖目錄
圖1-1研究流程 4
圖3-1研究架構 23
圖4-1研究模型路徑係數圖 51

表目錄
表3-1 研究假說整理表 24
表3-2 研究分析方法 30
表4-1 人口統計變數次數分配表 33
表4-2 社群商務使用習慣次數分配表 34
表4-3 衡量模型之一階驗證性因素分析結果 37
表4-4 衡量模型之二階驗證性因素分析結果 39
表4-5 信度分析 40
表4-6 收斂效度分析 43
表4-7 區別效度分析 46
表4-8 結構方程式配適度指標 48
表4-9 模型之結構參數估計結果 50
表5-1 研究假說驗證結果 55

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指導教授

周恩頤

審核日期

2021-6-21

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