現今社群媒體的使用在世界上不斷地蓬勃發展，並已在B2B及B2C的行銷領域裡成為具有競爭性的資源。然而，即使B2B行銷者使用社群媒體已明顯上升，先前研究指出不論在使用及了解程度上相較於B2C行銷者仍略顯不足。建構於電子營銷導向構面及媒體豐富理論之層面，此研究為第一篇執行一系列的深度訪談去了解電子營銷導向構面的相互關係。根據深度訪談總結得之研究架構，進而執行經驗性之實證。此研究結合了質性訪談及量化問卷調查去探索B2B社群媒體的使用情況。研究結果提供了更具完整性的研究架構，不僅讓研究學者在未來可進一步實行經驗性實證，對於專業行銷者在鑑定行銷策略以促進企業績效也具有幫助。

Social media usage keeps exploding all over the world which makes it become an incrementally important resource to be more competitive in both B2C and B2B marketing. However, even though B2B marketers use social media apparently, the previous researches claim that B2B marketers are still falling behind B2C marketers no matter in the level of use and sophistication for social media. Building on the EMO
(Electronic Marketing Orientation) proposition and media richness theory, this research is the first one to conduct a series of in-depth interview to understand inter-relationships among research constructs in B2B context. Based on the summary of in-depth interview, a research framework was developed for further empirical validation. Upon the development of the research hypothesis, a survey was conducted to test the validity of the research framework. The article combines the quantitative and qualitative methods to explore the empirical field of B2B social media usage generally. The results of this study have provided a more comprehensive framework as an important reference for academicians to conduct further empirical validations, and also helpful for professionals to identify their marketing strategies to facilitate business performance.

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