過去幾年中,互聯(lián)網(wǎng)經(jīng)濟(jì)呈指數(shù)級速度增長。消費者行為模式也發(fā)生根本轉(zhuǎn)變,即趨向數(shù)字化,而消費者行為的這一轉(zhuǎn)變將引起企業(yè)整體戰(zhàn)略的調(diào)整。本文主要探討在當(dāng)下互聯(lián)網(wǎng)經(jīng)濟(jì)發(fā)展這一背景下的社交媒體以及菲律賓馬尼拉小微企業(yè)對其應(yīng)用。如何應(yīng)用社交媒體將因不同的企業(yè)類型(如微型、小型、中型)或不同的國家性質(zhì)(如發(fā)達(dá)國家或者發(fā)展中國家)而有所不同。推動互聯(lián)網(wǎng)經(jīng)濟(jì)增長的因素包含多種技術(shù),本文將就其中一種——社交媒體平臺及其如何被不同類型企業(yè)應(yīng)用進(jìn)行探討。采用社交媒體是一個相對較新的企業(yè)策略,尚未得到深入探討,因此本文希望收集社交媒體被企業(yè)應(yīng)用的數(shù)據(jù)統(tǒng)計。只有當(dāng)中小企業(yè)應(yīng)用社交媒體時,這一數(shù)據(jù)才有可能被收集。因此,這就要求首先要了解影響中小微企業(yè)做出應(yīng)用社交媒體決定的因素。當(dāng)下,關(guān)于應(yīng)用社交媒體的影響因素的研究很少,尤其是因為這些技術(shù)相對較新,比如相關(guān)影響是否應(yīng)用社交媒體的因素的有關(guān)數(shù)據(jù),以及一些企業(yè)不應(yīng)用社交媒體的原因,這些研究在網(wǎng)上都較少出現(xiàn)。本文將采用演繹研究法,將定性法與定量法相結(jié)合,以達(dá)到研究目的。在菲律賓首都馬尼拉,對100家中小企業(yè)進(jìn)行調(diào)查,調(diào)查受訪者的人口統(tǒng)計信息、企業(yè)信息,以及應(yīng)用社交媒體與...

【文章頁數(shù)】：78 頁

【學(xué)位級別】：碩士

【文章目錄】：
中文摘要
Abstract
1 Introduction
    1.1 Background of the Study
    1.2 Significance of the Study
    1.3 Research Aim
    1.4 Thesis Structure
2 Literature Review
    2.1
        2.1.1 Southeast's Asia Internet Economy
        2.1.2 Philippines' Internet Economy
    2.2 Characteristics of MMSME Sector Profile in the Philippines
        2.2.1 Difference between MMSMEs and Large Organizations
    2.3 Social Media
        2.3.1 Use of Social Media by MMSMEs
            2.3.1.1 Facebook
            2.3.1.2 Twitter
            2.3.1.3 Instagram
            2.3.1.4 Linked In
        2.3.2 Behavioral Perspective of Social Media
        2.3.3 Media Perspective of Social Media
        2.3.4 Psychological Perspective of Social Media
    2.4 E-commerce
    2.5 Social Commerce
        2.5.1 Opportunity for Social Commerce
        2.5.2 Integration of Social Commerce and E-Commerce
    2.6 Social Media Marketing
    2.7 MMSMEs or Micro, Small and Medium Enterprises
    2.8 Advantage of the Application of Social Media in a Business
    2.9 Disadvantage of the Application of Social Media in a Business
    2.10 COVID-19 Pandemic-Fundamental Change in Consumer Behavior
    2.11 The Technology-Organization-Environmental (TOE) framework
3 Research Methodology
    3.1 Research Method
    3.2 Data Collection
        3.2.1 Primary Data
        3.2.2 Secondary Data
    3.3 Questionnaire Construction
    3.4 Sampling
    3.5 Research Framework
4 Data Analysis and Research Findings
    4.1 Results and Discussion
        4.1.1 Section A:Demographic Information
        4.1.2 Section B:Enterprise Demographic
        4.1.3 Section C:Social Media Adoption-Reasons and Views
    4.2 TOE(Technological Organizational,Environmental)Based– Model
        4.2.1 Technological Context in Social Media Adoption
        4.2.2 Organizational Context in Social Media Adoption
        4.2.3 Environmental Context in Social Media Adoption
    4.3 Section D:Social Media-Related General Questions
    4.4 Descriptive Analysis
        4.4.1 Respondents’ Demographic Information
        4.4.2 Enterprise Demographic Analysis
        4.4.3 Cross-Tabulation:Adoption Status
        4.4.4 Social Media Platform Usage
        4.4.5 Purpose of Social Media Adoption
        4.4.6 Barriers of Non-Adoption
        4.4.7 TOE (Technological, Organizational, Environment) Context of Social Media Adoption
5 Conclusion
    5.1 Summary of the Findings
    5.2 The Achievement of the Research Aim
    5.3 Recommendation
參考文獻(xiàn)
Acknowledgement



本文編號：3958040