應用社群媒體促進C2C電子商務成功:社會資本理論之應用;Applying Social Capital Theory to Understand the Success of C2C e-Commerce Using Social Media

[[abstract]]近幾年來，隨著社群媒體的興起，越來越多的消費者透過社群媒體與他人互動和進行商品資訊的蒐集，並協助其最終的購買決策。因此，許多傳統C2C電子商務賣家必須透過經營社群媒體來增加商品的銷售量與曝光度，並試圖創造一種與顧客持續交易和長期的關係。本研究目的為應用社會資本理論，探討運用社群媒體影響消費者持續使用C2C電子商務平台的因素。 本研究的對象為曾參與社群媒體互動的C2C電子商務消費者，共回收438份有效問卷。研究結果發現：結構面中的拍賣及交易承諾階段的互動，會顯著影響互惠、認同和共同願景，而交易承諾階段對於信任亦有正向顯著之影響；關係面中的互惠、信任、認同，以及認知面中的共同願景等，皆為影響消費者持續使用C2C電子商務平台的關鍵因素。最後，我們根據研究的發現，針對後續學術研究及實務應用方面，提出許多有用的建議。 With the rapid growing of the number of social media sites in recent years, plenty of consumers have begun to use social media as a platform to interact with other people, collect product information and make purchasing decisions accordingly. As a result, many C2C e-commerce sellers have owned their social networking sites in order to increase the sales volume and visibility and also maintain a long-time relationship with current and potential customers. This study applied social capital theory to understand the success of C2C e-commerce using social media. A theoretical model was conducted and 438 usable responses were collected. The analytical results indicated that in the structural dimension, interactions in both bidding and transaction-committed stages significantly affect reciprocity, recognition and shared vision. Also, interactions in transaction-committed stage significantly affect mutual trust. Reciprocity, mutual trust recognition (in the relational dimension) and shared vision (in the cognitive dimension) are key factors determining consumers' continuously use the C2C e-commerce platforms. Finally, some suggestions for researchers and practitioners are also provided