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研究生： 黎芳辰
Le, Phuong Thanh
論文名稱： A Study of Uncertainty Reduction Strategies in Facebook C2C Social Commerce
A Study of Uncertainty Reduction Strategies in Facebook C2C Social Commerce
指導教授： 陳正忠
Chen, Jeng-Chung
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 81
外文關鍵詞： C2C Facebook “buy and sell” groups, Emoticons, Picture of product presentation, Uncertainty reduction theory, Disclosure, Reciprocity, Information quality, Verbal statements of affection
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    • Commercial activities are growingly employed by users through social network sites such as Facebook. Users can post product advertisements in groups, and then the trading activity by selling or buying items will be conducted from each other. In this study context, such groups are called a customer to customer (C2C) Facebook “buy and sell” groups. Drawing from uncertainty reduction theory, we conducted an online field experiment to empirically examine the effect of Emoticons, Picture of product presentation, and Information Quality toward Disclosure and Reciprocity. Further more, this study also examine the effect of Disclosure and Reciprocity on Verbal statements of affection. The findings, implications, as well as limitation and future study suggestion are discussed in this paper.

    ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES IX CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.1.1 C2C Facebook “Buy and Sell” Groups. 3 1.2 Research Motivation. 5 1.3 Research Objectives. 6 1.4 Research Procedure. 7 CHAPTER TWO LITERATURE REVIEW 9 2.1 Uncertainty Reduction Theory (URT). 9 2.1.1 Intimacy Level of Communication Content. 11 2.1.2 Reciprocity. 11 2.2 Initial Interactions in Text-based Computer-mediated Communication (CMC). 12 2.3 Roles of Emoticons in Expressing Nonverbal Cues in CMC. 13 2.3.1 Typology of Emoticons. 15 2.3.2 Emoticons and The Role of Interactive Uncertainty Reduction. 16 2.4 Picture of Product Presentation. 17 2.5 Information Quality (IQ). 18 2.5.1 The Replacemennt of IQ for Text in The Facebook C2C Social Commerce Context. 19 2.5.2 The Significant of Investing Information Quality in A Social Commerce and Uncertainty Reduction. 20 2.5.3 Interaction of Information Quality and Emoticons, Reciprocity on Disclosure and Reciprocity. 21 2.6 Verbal Statements of Affection. 22 2.7 Control Variable. 23 2.7.1 Self-presentation. 23 2.7.2 Effective Use of Facebook Messenger. 24 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 25 3.1 Conceptual Framework. 25 3.2 Summary of Hypothesis. 26 3.3 Definition of Variables. 27 3.4 Research Design 28 3.5 Manipulation Check. 29 3.5.1 Product Selection. 29 3.5.2 Emoticons Selection. 29 3.5.3 Manipulation Check for Emoticons. 30 3.5.4 Manipulation Check for Picture. 31 3.6 Construct Measurement. 31 3.6.1 Disclosure. 31 3.6.2 Reciprocity. 32 3.6.3 Information Quality. 32 3.6.4 Verbal Statements of Affection. 33 3.7 Experimental Design and Stimuli Development. 33 3.8 Experimental Procedure. 34 3.9 Sampling Plan. 35 3.10 Measures of Personal Information. 35 3.11 Data Analysis Procedure. 36 3.11.1 Factor Analysis. 36 3.11.2 Analysis of Variance (ANOVA). 36 3.11.3 Descriptive Statistical Analysis. 37 3.11.4 Regression Analysis. 37 3.11.5 The Logistic Regression Analysis. 37 CHAPTER FOUR RESEARCH RESULTS AND FINDINGS 38 4.1 Data Collection. 38 4.2 Characteristics of The Respondents. 38 4.3 Descriptive Statistical Analysis. 41 4.4 Factor Analysis and Reliability Test. 43 4.5 Manipulation Check in Main Experiment. 47 4.5.1 Manipulation Check for Emoticons. 47 4.5.2 Manipulation Check for Picture. 47 4.5.3 Levence’s Test of Equality of Error Variances. 48 4.6 Findings: Hypothesis Testing. 49 4.6.1 Analysis of Variance (ANOVA) among Research Variable. 49 4.6.2 The analysis of Covariance (ANCOVA). 56 4.6.3 The Logistic Regression Analysis of Verbal Statements of Affection. 57 4.7 Independent T-test. 61 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 65 5.1 Research Discussion and Conclusion. 65 5.1.1 Theoretical Implication. 66 5.1.2 Practical Implications. 68 5.2 Research Limitation and Suggestion for Future Research. 69 5.3 Conclusion. 70 REFERENCES 71 APPENDICES 76 Appendix A: The Screenshot of Experiment 76 Appendix B1: The Questionnaires Items of Disclosure 80 Appendix B2: The Questionnaires Items of Reciprocity 80 Appendix B3: The Questionnaires Items of Information Quality 80 Appendix B4: The Questionnaires Items of Self-Presentation 81 Appendix B5: The Questionnaires Items of Effective Use of Instant Messenger 81

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