台灣餐旅業社會網絡策略對信心行為之影響

The Influence of Social Network Strategy on Trust Behavior in Taiwan Hospitality Industry

本研究目的旨在探討社會網絡策略與信心行為之間的關係，並進一步探索其內部結構的關係，與信任所扮演的調節變數關係。本研究透過具有高信度與效度之量表，以問卷訪談方式蒐集樣本資料。透過典型相關分析結果發現，信心行為中的計算、才能與移轉過程主要受到社會網絡策略之諮詢網絡與情報網絡的影響，而信心行為中的預測與意圖過程主要受到社會網絡策略之情感網絡與信任網絡的影響。再者，在調節變數部分，當信任程度愈高時，社會網絡策略對信心行為有顯著影響。其中，當信任構面中的可信性愈高時，社會網絡策略對信心行為之計算、才能與移轉過程有顯著影響；當信任構面中的慈悲心愈高時，社會網絡策略對信心行為之預測與意圖過程有顯著影響。實務上，本研究建議管理者可以採用最佳化投資於攸關的社會網絡策略進行網絡活動，以提昇相對應的信心行為。最後，本研究主要貢獻在於針對四個社會網絡策略構面與五個信心行為構面之間，提供一個新的結構化關係模型。

The purpose of this work is to elucidate how social network strategy and trust behavior are related, and explores the internal composition and modulation effect of this relationship. Samples were collected using the questionnaire, which had been assessed the quality of our measurement efforts by investigating reliability and validity. Using canonical correlation analysis we found that, calculative, capability and transference procedure of trust behavior found to be affected by Consultation and intelligence network of social network strategy, whereas prediction and intentional of trust behavior were influenced by emotion and trust network of relationship behavior. In practice, managers can hone the relevant social network strategy dimensions and optimize investments to increase trust behavior. Finally, this study provides a new shape of the structural relationships among four social network strategy dimensions and five types of trust behavior.