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題名:泰國時尚業者之創業網絡流程探討: 從社群媒體影響者至新創業者之演進視角出發
作者:洪星環
作者(外文):Nipaporn Promthong
校院名稱:國立成功大學
系所名稱:創意產業設計研究所
指導教授:楊佳翰
學位類別:博士
出版日期:2023
主題關鍵詞:創業網絡化創業過程影響力企業家戰略網絡價值創造Entrepreneurial NetworkingEntrepreneurial ProcessInfluencer EntrepreneurStrategic NetworkValue Creation
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對於時尚產業而言,時尚的設計和生產方式已經成為享譽全球的方式,同時在網路使用者不斷成長的環境下,為泰國的電子商務初創企業提供了理想的成長環境,尤其是時尚服裝產業。因此對於社群媒體影響者(網紅,網美SMIs) 們,這成為了新的動能來加速他們創業的契機。從社群媒體影響者(SMIs),他們以社交媒體平台上的追隨者粉絲的形式獲得社會資本而轉變為成功的企業家。這顯著的現象見證了社交媒體影響者(SMIs)們所嶄露的光芒,他們利用社交媒體平台向其追隨者公開自己的個人產品或服務。
這項研究探討了個人創業家在網絡創業的成功過程,並分析出經營個人的時裝企業時社群媒體的追隨者如何成為關鍵因素,以及評估對泰國時裝業的影響。在文獻綜述的基礎上,建立了一個關於網絡化的理論框架:網絡結構、模式和戰略行動。此文獻綜述的基礎上,建立了一個關於網絡化的理論框架:網絡結構、模式和戰略行動。該研究採用了探索性縱向研究的方法,通過多重視角的質性多重案例研究來探索這一現象。一方面,採用定量分析對個體價值進行評估似乎是重要的。為了收集三角測量數據,利用了6 位基於Instagram 的時尚女性影響力企業家的一手和二手資料。價值創造分析側重於某個網絡的輸出,最後採用定量分析來研究個人價值作為創業成功的預測因素。
研究結果在很大程度上支持了創業網絡過程的提出的理論模型,同時闡明了影響力創業者成功的決定因素,這主要取決於他們的周圍環境和本地環境中的情況。影響力創業者在在線和離線世界中都有所作為,充分利用每個領域提供的優勢。他們採
用數字技術,不僅吸引本地受眾,還能夠觸達全球受眾,擴大業務。與此同時,研究結果表明,在新企業發展的初期階段,大多數影響力創業者優先建立強聯繫以擴展他們的網絡。然而,隨著企業的成熟,他們的重點轉向培養弱聯繫以加強他們的網絡。總的來說,多樣化的網絡結構普遍存在,企業生命週期內觀察到的網絡模式與這些影響力創業者在不同階段和不同環境中所採取的策略密切相關。
The increasing internet user base in Thailand has created a favorable growth environment for e-commerce start-ups, particularly in the fashion apparel industry. In consequence, this is the pursuit of entrepreneurial opportunity for social media influencers (SMIs) to leverage their social capital and transition into becoming influencer entrepreneurs. In order to achieve their goals and create value within the network, social and interpersonal relationships in the multidimensionality in turn require ways to be increasingly accessible in order to gain critical resources and social support. This study examines networking developed by influencer entrepreneurs in order to operate the fashion startup and analyze determinants that influence their strategic actions as well as investigates what achievement-related values they are striving for entrepreneurial success.
The study was carried out a qualitative multiple case studies to explore the phenomenon through multiple lenses with both primary and secondary sources from 6 successful female influencer entrepreneurs on Instagram-based clothing brands. The theoretical framework has been developed in order to understand the context of network structure, pattern, and value output within the entrepreneurial networking process. On the one hand, to investigate individuals' values as the predictors of entrepreneurial success, a need for quantitative analysis seems important to adopt on the individual level in order to gain insights into the unique and success factors associated with influencer entrepreneurs in the fashion industry.
The findings largely support the proposed theoretical model of the entrepreneurial networking process, while clarifying the determinants that affect influencer entrepreneurs on their success which primarily depend on their surroundings and the current situation in the local environment. Influencer entrepreneurs navigate both the online and offline worlds, capitalizing on the advantages offered by each domain. They embrace digital technologies to reach not only locals but also a global audience and expand their business. Simultaneously, the findings indicate that during the initial stages of new venture development, most influencer entrepreneurs prioritize establishing strong ties to expand their network. However, as the ventures mature, their focus shifts towards cultivating weak ties to strengthen their network. In general, a diverse network structure is prevalent, and the networking pattern observed throughout a venture's life cycle is closely linked to the strategies pursued by these influencer entrepreneurs at various stages and within different environments they engage with.
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