英文摘要 |
Social commerce is an innovative business model that integrates e-commerce and social media. It enhances consumers' bargaining status in e-commerce transactions. Since 2016, FamilyMart has invested in mobile membership Apps and transformed into a retail distributor of social commerce. By 2020, its membership number is as high as 13 million, which is twice that of Taiwan 7-Elevn, and the revenue from members for as much as 40% of the total revenue.Although there were a lot of research on the effectiveness of e-commerce, the understanding of the effectiveness of social commerce and its influencing factors are still limited. Therefore, this study hopes to extract some important factors that can promote the satisfaction, engagement and repurchase of members of FamilyMart from the literature of social support theory, use and satisfaction theory, and information system success model. We proposed a new model for social commerce effectiveness and conducted a survey and analysis on 205 effective respondents. The results show that the effectiveness of FamilyMart's social commerce largely depends on technical factors (system quality and service quality), motivation factors (hedonic motivation and utilitarian motivation) and social factors (social support). Based on this result, we put forward theoretical and practical implications and suggestions. |