菲律宾马尼拉地区小微企业的社交媒体数字化应用

发布时间：2024-04-19 01:44

　　过去几年中,互联网经济呈指数级速度增长。消费者行为模式也发生根本转变,即趋向数字化,而消费者行为的这一转变将引起企业整体战略的调整。本文主要探讨在当下互联网经济发展这一背景下的社交媒体以及菲律宾马尼拉小微企业对其应用。如何应用社交媒体将因不同的企业类型(如微型、小型、中型)或不同的国家性质(如发达国家或者发展中国家)而有所不同。推动互联网经济增长的因素包含多种技术,本文将就其中一种——社交媒体平台及其如何被不同类型企业应用进行探讨。采用社交媒体是一个相对较新的企业策略,尚未得到深入探讨,因此本文希望收集社交媒体被企业应用的数据统计。只有当中小企业应用社交媒体时,这一数据才有可能被收集。因此,这就要求首先要了解影响中小微企业做出应用社交媒体决定的因素。当下,关于应用社交媒体的影响因素的研究很少,尤其是因为这些技术相对较新,比如相关影响是否应用社交媒体的因素的有关数据,以及一些企业不应用社交媒体的原因,这些研究在网上都较少出现。本文将采用演绎研究法,将定性法与定量法相结合,以达到研究目的。在菲律宾首都马尼拉,对100家中小企业进行调查,调查受访者的人口统计信息、企业信息,以及应用社交媒体与...

【文章页数】：78 页

【学位级别】：硕士

【文章目录】：
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
参考文献
Acknowledgement



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