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Title page for etd-0902118-233406


URN etd-0902118-233406 Statistics This thesis had been viewed 139 times. Download 0 times.
Author Yi-Hsuan Su
Author's Email Address No Public.
Department Management Business Administration
Year 2017 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 181
Title EXPLORING THE ANTECEDENCES OF SOCIAL COMMERCE PARTICIPATION BEHAVIOR-THE CASE OF BLOGS
Keyword
  • Continuous Participation Attitude
  • Blog features
  • Social Supports
  • Social platform features
  • Continuous Participation Intention
  • Social Commerce
  • Social Commerce
  • Continuous Participation Intention
  • Social platform features
  • Social Supports
  • Blog features
  • Continuous Participation Attitude
  • Abstract With the rapid growth in the Internet technology recent year, it not only can make the way of communication among people more diverse, but also form the virtual society network. Comparing to the previous internet platform, the virtual society network owns better interactivity, and the users can freely control the platform. At the same time, it also includes the richer users’ personalization characteristics, and provides the better communication and Breeding.“Blog” is regarded as the fourth popular application after the emergence of E-mail, BBS and MSN. In view of the widespread of the application of social commerce, it is worthy to discuss the antecedences of countinuous participation attitude and countinuous participation intention in social commerce.
    This study aimed to explore the effects of Social platform featuress, Social Supports, and blog fearure on blog countinuous participation attitude and countinuous participation intention. The blogs users in Taiwan were the target samples, and conducted the survey with convenience sampling method, a total of 336 valid questionnaires were collected.
    This study conducted via Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), which examined the fitness of measurement models, also, the Structural Equation Modeling (SEM) will be used to test the research hypothesis.
    The results of the study indicated that the Social platform features (i.e.., perceived interactivity, perceived personalization, and perceived socialization) significantly and positively influence continuous participation attitude in social commerce. Besides, Social Supports (i.e.., informational support and emotional support) significantly and positively influence continuous participation attitude in social commerce. Moreover, Blog features (i.e.., trust and online WOM) significantly and positively influence continuous participation attitude in social commerce. Finally, continuous participation attitude in social commerce significantly and positively influences continuous participation intention in social commerce.
    Advisor Committee
  • Tze-Hsien Liao - advisor
  • Kun-huang Yeh - co-chair
  • Yun-Huei Lee - co-chair
  • Files indicate in-campus access only
    Date of Defense 2018-06-25 Date of Submission 2018-09-05


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