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研究生: 朱怡軒
Yi-Hsuan Chu
論文名稱: 新冠肺炎影響社群商務研究之回顧與分析
The Trends in Social Commerce Research in the Time of the COVID-19 Era: A Review
指導教授: 欒斌
Pin Luarn
口試委員: 陳正綱
Cheng-Kang Chen
林鴻文
Hong-Wen Lin
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 46
中文關鍵詞: 新冠肺炎社群商務社群媒體系統性文獻回顧共字分析
外文關鍵詞: COVID-19, social commerce, social media, literature review, co-word analysis
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  • 新冠肺炎阻礙實體商業與社群活動,社群商務提供虛擬商業環境,儼然成為企業營運關鍵機制,社群商務藉此受到學術與實務關注。
    回顧社群商務文獻,發現學者對社群商務定義仍分歧,並從中發現研究缺口。本研究採用社群商務概念定義為:社群商務由電子商務與社群媒體組成,或透過社群商務網絡機制,發展商業與社群活動。
    本研究期望學者與企業能透過本篇研究,掌握於疫情期間社群商務之研究焦點、現況與挑戰。利用系統性文獻回顧方式,歸納統整2020年至2021年年間共67篇樣本文獻。基於共字分析探討社群商務於新冠肺炎時期之研究主題,透過集群分析探討共現特徵詞與集群關係,經由內容分析探討集群文獻內容之趨勢。
    據此,本研究結果:(1)由消費者行為與社群應用層面,社群媒體成為社群商務於新冠肺炎期間發展重心。(2)消費者於疫情期間對基本商品與社交互動需求高,企業商業模式轉變,採用社群媒體平台策略,保持繼續營運形勢。(3)資訊科技發展於疫情間帶來社會與經濟效益,但引發資訊過量之負面影響,使得消費者與企業產生焦慮與不滿感。


    The COVID-19 outbreak has had a significant impact on business and the lives of people worldwide. Due to the health crisis, there is a noticeable trend in the online market to enable social shopping through social commerce. It becomes the most needful mechanism for the operation in the industry.
    Regarding the concerns on no standard definition of social commerce, we propose a social commerce definition within a broad domain. In this paper, the definition of social commerce is the combination of social media and e-commerce or the use of social networks to develop business and social activities. We concentrate on filling the gap in the field of social commerce and provide a better understanding in the development of social commerce for academics and practitioners.
    This paper investigated the development of social commerce in the time of the COVID-19 era. We conducted a systematic review of social commerce research and identified 67 relevant papers published from 2020 to 2021. Based on the co-words analysis, we observed that the current studies covered research themes. Besides, we explored the relationship of related issues with the cluster analysis and content analysis. The following are the conclusions in this paper.
    (1) Social media is identified as the growth of the topic in the social commerce within academic literature field during the COVID-19 pandemic.
    (2) Consumers have a high demand for products and social interaction. Due to the changes in the business model, companies develop social media marketing strategies.
    (3) The development of information and communication technology has brought social and economic benefits during the pandemic. On the other hand, it has caused negative effects of information overloads and made consumers and enterprises feel anxious and dissatisfied.

    摘要 I ABSTRACT II 致謝 III 目錄 IV 表目錄 VI 圖目錄 VII 第一章 緒論 1 1.1 研究背景 1 1.2 研究動機與目的 3 1.3 研究流程 4 第二章 文獻探討 5 2.1 社群商務之定義 5 2.1.1 概念界定 5 2.1.2 市場生態 6 2.2 社群商務之回顧型文獻 8 第三章 研究方法 10 3.1 研究設計 10 3.2 研究樣本 13 3.3 研究工具 14 第四章 研究結果 15 4.1 研究分析 15 4.1.1 共字分析 15 4.1.2 集群分析 16 4.2 研究發現 19 4.2.1 集群1:消費者、數位行銷與平台 19 4.2.2 集群2:社群與科技、商業發展 21 4.2.3 集群3:社群與環境變數 22 4.2.4 集群4:消費者、資訊與服務產業 23 4.2.5 集群5:社群與永續經營 23 4.2.6 集群小結 24 4.3 其他研究發現 25 第五章 結論與建議 26 5.1 綜合結論 26 5.2 研究貢獻 27 5.2.1 學術層面 27 5.2.2 實務層面 28 5.3 未來研究建議 28 參考文獻 29

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