Mentoring is an effective tool for the professional development of novice teachers (Eby & Lockwood 2005; Kram, 1985; Stanulis & Ames, 2009). Mentors to preservice teachers have conveyed that they receive benefits and face barriers when mentoring (Ambrosetti, 2014; Burk & Eby, 2010; Hobson, Ashby, Malderez, & Tomlinson, 2009; Iancu-Haddad & Oplatka, 2009). Graduate students who serve as mentors to undergraduates have also reported advantages and drawbacks to being a mentor (Conway, Eros, Pellegrino, Kras, Gale, & Campbell, 2009; Reddick, Griffin, & Cherwitz, 2011). This study examined the perceived benefits and barriers for graduate students serving as mentors to undergraduate, preservice teachers. It also considered the affect that graduate school had on a teacher’s decision to engage in a mentoring relationship. The participants were all PK-12 teachers who were also graduate students in the College of Education and Human Services (COEHS) at the University of North Florida (UNF). The data for this qualitative case study was collected through semi-structured interviews. Findings yielded three themes (helps me, helps others, helps profession) which summarized the perceived benefits and barriers for graduate students mentoring preservice teachers. The results were connected to the Social Exchange Theory and it was determined that some graduate students will weigh rewards and costs before deciding to mentor, while others will lean more towards rewards or costs regardless. This study may have implications for undergraduate and graduate curriculum, mentor matching, and for mentor training.

This research investigates the impact of the interaction between the consumer and mobile service provider on the adoption of advanced mobile commerce services by existing consumers of mobile technology. These factors include: 1) Perceived Relationship Quality (PRQ), which is the consumer’s evaluation of the quality of his/her relationship with the mobile service provider, and 2) Perceived Value of the Adoption Incentive (PVI), which is the consumer’s evaluation of the value of incentives that are offered by the service provider to entice him/her to adopt the mobile service. The influence of these factors on consumer attitudes and intentions towards adopting mobile commerce services is studied and compared with three other well-known adoption factors including perceived usefulness, ease of use and the subjective norm. / This study was undertaken in three parts. Firstly, a conceptual study was conducted to investigate and analyse the existing literature on consumer adoption of mobile commerce services. This phase started with a general review of the existing studies using a novel model: the Entities-Interactions Framework, EIF. The EIF explains adoption behaviour in terms of interactions between the consumer and the other entities including the mobile service, the service provider and the social system. This framework was used to analyse the extent to which important adoption factors have been covered by past research and therefore identify the research questions. The conceptual study resulted in the development of a research model and relevant hypotheses. / Secondly, a large-scale questionnaire survey was conducted to test the research model and the proposed hypotheses. This part of the research helped give a broad picture of the influence of consumer-service provider factors on consumer adoption of mobile commerce services. Thirdly, face-to-face interviews with mobile phones users were conducted in order to validate the survey results and provide an understanding of the mechanisms that control the impact of the investigated factors. The research found that PRQ and PVI have an important influence on the attitude and intention of existing mobile phone users towards accepting and using advanced mobile commerce services. Furthermore, the research found that these newly introduced factors are more influential on consumer adoption perceptions than other well-established factors. / The study enriches our understanding of technology adoption by individuals because it explains why an existing user of a technology, such as mobile technology, will or will not adopt advanced versions of that technology. The findings affirm that in the context of communication technologies, which are interactive by nature, understanding the interaction between consumers and service providers is a key to understanding the progressive adoption by consumers of advanced forms of these technologies. The thesis provides practitioners (particularly mobile service providers) with a better understanding of the impact and implication of their interaction with consumers on consumers’ acceptance and use of mobile services. The study emphasises the importance of incorporating this understanding throughout the mobile service provision process, starting from the conceptualisation of the service to the actual provision of the service to the market. The study also offers a novel comprehension of how to view each mobile service offer as a consequence of the previous offer and a precedent of the next in order to enhance consumer adoption of mobile service in the short and long runs.

Worldwide tourism has become one of the largest and fastest growing industries. Specifically in the South African context, this growth has been confirmed in recent statistics. However, the growth in the tourism industry does not occur without challenges. It brings both benefits and costs to the residents of a host community, consequently generating both positive and negative tourism impacts. Further, it is recognised that once a community becomes a tourism destination, the lives of the residents are influenced by that particular development; thus effecting their Quality of Life (QoL). Only minimal research has, however, been conducted to determine the influence of the perceived impacts of tourism on residents’ QoL, especially in the South African context. A number of theoretical frameworks have been developed in tourism to signify how the perception of or reactions towards tourism of residents in a host community are influenced at any particular stage of development. Pertaining to QoL, various theoretical models have also been created to describe the functioning of the construct. Although theoretical frameworks have been developed that are distinct to tourism and QoL; to date an integrated approach does not exist that explores the influence of tourism on residents’ QoL. In addition to the lack of an integrated approach in literature, the permanency of tourism products too have not yet been examined in literature. Further, permanency has not been examined in order to determine the influence of tourism impacts on residents’ QoL in selected towns, one being a permanent tourism product (PTP) and the other a nonpermanent tourism product (N-PTP). From the above, it can be seen that three theoretical and practical issues exist: (1) only a modest amount of research has been done to determine the influence of tourism impacts on residents’ QoL; (2) an integrated approach does not exist signifying the relationship between tourism impacts and QoL and; (3) permanency as a differentiation factor has not been investigated in host communities. By addressing these issues, a significant contribution will be made to literature, together with the ensuing practical contributions. Therefore, the main goal of the study was to develop a model to indicate the influence of perceived impacts of tourism on residents’ QoL in selected towns; these having specific differentiation made between a PTP and N-PTP. In order to achieve the goal of the study, five objectives were formulated: The first objective was to analyse theoretical frameworks of tourism and QoL and to identify a particular theoretical framework for the study. Specifically, the Social Exchange Theory (SET) was selected from the theoretical frameworks of tourism, while the Bottom-up Spillover theory was designated as it is peculiar to QoL frameworks. Therefore, the derived theoretical framework indicated that an ‘exchange’ process occurs between tourism development and the residents of the host community. More specifically, social exchange arises between the perceived impacts of tourism and life domains in order to establish the QoL of residents in host communities. The second objective was to analyse tourism both as an industry and product in a host community through a review of existing literature. From the literature review, it can be seen that tourism is a growing industry and product, not only internationally but also in the South African context. Permanency as a characteristic was explored comprehensively to define a tourism product while maintaining the differentiation between a PTP and N-PTP. Residents of a host community are noted as important roleplayers in the tourism industry as tourism impacts affect them in PTP and in N-PTP. This importance is emphasised as residents of a host community: (1) influence the tourism experience; (2) determine the attractiveness of a destination and; (3) control the sustainability of tourism in a host community. The third objective was to analyse QoL and its relation to the residents of a host community, once more, through a literature review. From the review, it was observed that QoL has different definitions and views, some more intricate than others. For the purpose of the study, it was determined that QoL can be described appropriately through the Bottom-up Spillover theory. Therefore, QoL is determined through the collaboration of various life domains that, further, may be either objective or subjective in nature. When examining the relationship between tourism development and QoL, it was established that tourism, through tourism products, produces effects that will influence various life domains, consequently determining the QoL of residents in a host community. As with tourism impacts, the QoL of the host community’s residents will subsequently: (1) influence the tourism experience; (2) determine the attractiveness of a destination and; (3) ensure the sustainability of tourism in a community. The fourth objective was to analyse the influence of the economic, environmental, social and cultural impacts of tourism on residents’ QoL and to differentiate between a PTP and N-PTP by using an empirical study. Having in mind that the main goal of the study was to develop a model, Confirmatory Factor Analysis (CFA) and Structural Equation Modelling were conducted on the data. The models, constructed separately for tourism impacts and QoL, were subsequently integrated to determine the influence of the perceived impacts of tourism on residents’ QoL. The model with good model fit statistics and supportive of underlying theory was thereafter accepted for further analysis in order to attain comprehensively the main goal of the study. Thereafter, model development tested permanency of tourism products by specifically determining the influence of perceived impacts of tourism on residents’ QoL in selected towns (PTP and N-PTP). From the latter exercise, no practically significant differences were found between a PTP and N-PTP. Therefore, the model constructed as Stage 3 was accepted as the final model of the study and was given the title of Root’s model of Community TourQoL (CTQ). Specifically, the model signified that positive economic, environmental, social and cultural impacts influence residents’ QoL, while negative environmental and social impacts do not influence residents’ QoL in host community. Furthermore, the model showed that no differences were found between a PTP and N-PTP regarding the influence of perceived impacts of tourism on residents’ QoL. The fifth and final objective was to draw conclusions, indicate contributions, formulate recommendations and present limitations peculiar to the study. The greatest significance of the study is seen in the practical contributions of the study, specifically, the development of Root’s model of Community TourQoL (CTQ). Community and tourism planners and/management can implement the model in both PTP and N-PTP to enhance the positive impacts of tourism; while minimising negative impacts, in order to improve residents’ QoL. / Thesis (PhD (Tourism Management))--North-West University, Potchefstroom Campus, 2013.

Worldwide tourism has become one of the largest and fastest growing industries. Specifically in the South African context, this growth has been confirmed in recent statistics. However, the growth in the tourism industry does not occur without challenges. It brings both benefits and costs to the residents of a host community, consequently generating both positive and negative tourism impacts. Further, it is recognised that once a community becomes a tourism destination, the lives of the residents are influenced by that particular development; thus effecting their Quality of Life (QoL). Only minimal research has, however, been conducted to determine the influence of the perceived impacts of tourism on residents’ QoL, especially in the South African context. A number of theoretical frameworks have been developed in tourism to signify how the perception of or reactions towards tourism of residents in a host community are influenced at any particular stage of development. Pertaining to QoL, various theoretical models have also been created to describe the functioning of the construct. Although theoretical frameworks have been developed that are distinct to tourism and QoL; to date an integrated approach does not exist that explores the influence of tourism on residents’ QoL. In addition to the lack of an integrated approach in literature, the permanency of tourism products too have not yet been examined in literature. Further, permanency has not been examined in order to determine the influence of tourism impacts on residents’ QoL in selected towns, one being a permanent tourism product (PTP) and the other a nonpermanent tourism product (N-PTP). From the above, it can be seen that three theoretical and practical issues exist: (1) only a modest amount of research has been done to determine the influence of tourism impacts on residents’ QoL; (2) an integrated approach does not exist signifying the relationship between tourism impacts and QoL and; (3) permanency as a differentiation factor has not been investigated in host communities. By addressing these issues, a significant contribution will be made to literature, together with the ensuing practical contributions. Therefore, the main goal of the study was to develop a model to indicate the influence of perceived impacts of tourism on residents’ QoL in selected towns; these having specific differentiation made between a PTP and N-PTP. In order to achieve the goal of the study, five objectives were formulated: The first objective was to analyse theoretical frameworks of tourism and QoL and to identify a particular theoretical framework for the study. Specifically, the Social Exchange Theory (SET) was selected from the theoretical frameworks of tourism, while the Bottom-up Spillover theory was designated as it is peculiar to QoL frameworks. Therefore, the derived theoretical framework indicated that an ‘exchange’ process occurs between tourism development and the residents of the host community. More specifically, social exchange arises between the perceived impacts of tourism and life domains in order to establish the QoL of residents in host communities. The second objective was to analyse tourism both as an industry and product in a host community through a review of existing literature. From the literature review, it can be seen that tourism is a growing industry and product, not only internationally but also in the South African context. Permanency as a characteristic was explored comprehensively to define a tourism product while maintaining the differentiation between a PTP and N-PTP. Residents of a host community are noted as important roleplayers in the tourism industry as tourism impacts affect them in PTP and in N-PTP. This importance is emphasised as residents of a host community: (1) influence the tourism experience; (2) determine the attractiveness of a destination and; (3) control the sustainability of tourism in a host community. The third objective was to analyse QoL and its relation to the residents of a host community, once more, through a literature review. From the review, it was observed that QoL has different definitions and views, some more intricate than others. For the purpose of the study, it was determined that QoL can be described appropriately through the Bottom-up Spillover theory. Therefore, QoL is determined through the collaboration of various life domains that, further, may be either objective or subjective in nature. When examining the relationship between tourism development and QoL, it was established that tourism, through tourism products, produces effects that will influence various life domains, consequently determining the QoL of residents in a host community. As with tourism impacts, the QoL of the host community’s residents will subsequently: (1) influence the tourism experience; (2) determine the attractiveness of a destination and; (3) ensure the sustainability of tourism in a community. The fourth objective was to analyse the influence of the economic, environmental, social and cultural impacts of tourism on residents’ QoL and to differentiate between a PTP and N-PTP by using an empirical study. Having in mind that the main goal of the study was to develop a model, Confirmatory Factor Analysis (CFA) and Structural Equation Modelling were conducted on the data. The models, constructed separately for tourism impacts and QoL, were subsequently integrated to determine the influence of the perceived impacts of tourism on residents’ QoL. The model with good model fit statistics and supportive of underlying theory was thereafter accepted for further analysis in order to attain comprehensively the main goal of the study. Thereafter, model development tested permanency of tourism products by specifically determining the influence of perceived impacts of tourism on residents’ QoL in selected towns (PTP and N-PTP). From the latter exercise, no practically significant differences were found between a PTP and N-PTP. Therefore, the model constructed as Stage 3 was accepted as the final model of the study and was given the title of Root’s model of Community TourQoL (CTQ). Specifically, the model signified that positive economic, environmental, social and cultural impacts influence residents’ QoL, while negative environmental and social impacts do not influence residents’ QoL in host community. Furthermore, the model showed that no differences were found between a PTP and N-PTP regarding the influence of perceived impacts of tourism on residents’ QoL. The fifth and final objective was to draw conclusions, indicate contributions, formulate recommendations and present limitations peculiar to the study. The greatest significance of the study is seen in the practical contributions of the study, specifically, the development of Root’s model of Community TourQoL (CTQ). Community and tourism planners and/management can implement the model in both PTP and N-PTP to enhance the positive impacts of tourism; while minimising negative impacts, in order to improve residents’ QoL. / Thesis (PhD (Tourism Management))--North-West University, Potchefstroom Campus, 2013.

To create and maintain a fully engaged workforce, establishing person-organization (P-O) fit among employees has continued to be a central focus of organizational research. In addition, with growing numbers of older workers approaching retirement age, younger workers will soon become the dominant segment of the future workforce. Given this unfolding population trend, it has become increasingly necessary for organizations to gain a clearer understanding of the work values of the growing young population of workers and how P-O fit based on those work values may be linked to desirable work-related attitudes and behaviors. The overarching aim of this dissertation is two-fold: (1) investigate the generational differences and similarities in work values among younger Chinese workers; (2) uncover the underlying mechanisms by which the linkages between the work-value-based person-organization fit and employee work outcomes may be influenced by the impact of leader-member exchange (LMX) and perceived organizational support (POS). In this study, I used a research design that blended interviews and two survey-based studies to address four main research questions. More specifically, I conducted a pilot test to refine the work-value scale in China, and to pretest the established and validated measures for the key variables. In the second study, I gathered survey data from a sample of 179 employees from three Chinese small- and medium-sized enterprises (SMEs). The research findings showed no significant differences in employee work values between the two younger generations (i.e., the Social-Reform Generation and the Millennials Generation). Regarding the hypothesized conceptual scheme that links P-O fit and work outcomes, the results supported most of my hypotheses. Specifically, P-O fit is a significant predictor of three important work outcomes; it is positively related to job satisfaction and organizational commitment, while negatively related to turnover intention after controlling for demographic characteristics. The three hypothesized mediating mechanisms involving POS also received empirical support. That is, as predicted, POS mediates the effect of P-O fit on job satisfaction, organizational support, and turnover intention. Finally, when LMX was incorporated into the conceptual model and statistical analyses, the findings revealed that there was overall moderated mediation for the connections between P-O fit, job satisfaction, and organizational commitment, but no moderated mediation for the connection between P-O fit and turnover intention.

The rise of crowdsourcing practices has revolutionized the way in which organizational tasks can be performed. One application of crowdsourcing that has been receiving growing attention over the past decade is using the crowd to collect environmental data that is needed to monitor, manage and predict environmental events. Most projects are still in their initial stages and since these projects often require high levels of citizen participation, there is a need to better understand the motivations for individuals to(dis)engage in these crowdsourcing projects, especially when long-term participation is required. Therefore, the aim of this thesis is to explore the motivations of individuals that participated in a crowdsourcing project for environmental data collection. Building on Self-Determination Theory, Social Exchange Theory and Social Identity theory, a case was studied of an organization that successfully motivated citizens from all over the world to use their drones to collect geographic climate data. In total, ten interviews were conducted with the drone-operators. The findings suggest that participants felt intrinsically motivated to engage because they wanted to do good, cared about climate change and were passionate about flying drones. Additionally, they experienced extrinsic motivations such as the possibility of gaining future job offers, recognition, and experience. Moreover, since participation was deemed relatively easy and straightforward, costs of participation were low and outweighed by the benefits. Finally, feeling part of a wider community made the participants more motivated to engage. Using crowdsourcing to collect environmental data on a wider spatiotemporal scale can help guide policy-making that mitigates or manages the impacts of climate change. Future projects would benefit from more and diversified research that support the design of long-term participation schemes, as the success of the projects depends on the level of citizen engagement.

No description available.

Text in English / The small house phenomenon amongst the Shona people in contemporary Zimbabwe forms part of the relationship and household arrangements amongst certain heterosexual couples. In cases where partners engage in small house relationships, it has specific implications for existing marriage and family dynamics. The study sought to address the question: What are the perceptions on gender dynamics of the small house phenomenon as an emerging family structure in contemporary Zimbabwean society? The relative newness as well as the secretive nature and complexity of the small house relationship, render the nuances of gender dynamics in such contexts worth exploring to add value to the Sociology of Families and gender dynamics. The research was conducted in Harare metropolitan province and adopted social exchange theory and African feminism to illuminate the gender dynamics in small house households. It utilised a qualitative research paradigm and employed in-depth interviews to collect data from 30 participants who were purposively sampled. Findings of the study reveal that although the small house relationship may at times be informed by the ideals of traditional Shona polygynous marital practices, it differs in several respects with polygyny as it attempts to adapt to the socio-economic demands of the 21st century. The study uncovers that the social exchanges in small house relationships are not only gendered, but also based on inequalities relating to class, age and lineage. The small house relationship at times perpetuates gender inequalities between the partners involved. The study exposed how certain small house relationships were inundated with a myriad of problems including gender-based violence, financial constraints and increased susceptibility to HIV and AIDS and other STIs. Problems experienced in small house households are often exacerbated by the secretive nature of the relationship. Furthermore, a form of hegemonic masculinity and emphasised femininity, which are manifestations of the deeply entrenched patriarchal hegemony in the Shona culture, results in asymmetrical intimate relations. It was also revealed that small house households may inadvertently violate children’s rights, including opportunities to access and secure education and social security. Reportedly, disengaged fatherhood in the context of the small house can affect children’s welfare and socialisation negatively. / Sociology / D. Phil. (Sociology)

隨著社群網路不斷快發展而使得上社群網站成為使用者每日生活的一部分，而社群商務也因此蓬勃發展。社群商務是社群網站使用者因社交活動而彼此交換分享產品或服務資訊的行為。根據Forrester Research在2011年的報告，預測至2015年時社群商務的產值將達300億美金。因此社群商務將隨社群網站不斷的發展，將越來越重要。 因此，本研究文獻回顧及焦點訪談藉由社群網站行為-參與及瀏覽二種行為、社會資本-結合型社會資本(親密朋友)及橋接型社會資本(普通朋友)來預測社群網站使用者採用社群商務-給予及接受二種意願。 本研究以社群網站臉書的使用者為研究對象，研究以紙本及線上二種方式來搜集使用者問卷。紙本問卷主要以北部某大學生為主要搜集對象，線上問卷則以在電腦教室的大學生、社群網站臉書的線上使用者及BBS-批踢踢實業坊的使用者同時也是社群網站臉書上的使用者為主。有效問卷970份。經由信度分析、效度分析及共同方法變異分析，確認本研究之信效度，並採用偏最小平方法(Partial Least Square,PLS)，來進行結構方程模式(Structural Equation Modeling, SEM)研究模型分析。 總體研究一開始先進行分析社群網站行為、線上社會資本及採用社群商務三者主構面皆為二階構面之間的關係。結果發現社群網站行為對線上社會資本及線上社會資本對採用社群商務三個主構面皆是顯著正向的關係。接著本研究模型整體分析社群網站行為-參與及瀏覽、線上社會資本-結合型(親密朋友)及橋接型(普通朋友)對使用者採用社群商務的意願-給予及接受皆有正向顯著的影響。因此本研究並繼續在就個別研究子構面進行探討。 參與行為和瀏覽行為皆對結合型(親密朋友)社會資本有顯著的正向影響，但瀏覽行為對於結合型(親密朋友)社會資本的正向影響程度大於參與行為對於結合型(親密朋友)社會資本的正向影響程度。參與行為和瀏覽行為皆對橋接型(普通朋友)社會資本有顯著的正向影響，但瀏覽行為對於橋接型(普通朋友)社會資本的正向影響程度大於參與行為對於橋接型(普通朋友)社會資本的正向影響程度。 參與行為對採用社群商務意願（給予）有顯著的正向影響，但瀏覽行為對採用社群商務意願（給予）沒有影響。參與行為和瀏覽行為皆對採用社群商務意願（接受）皆有顯著的正向影響，但參與行為與瀏覽行為二種行為對於採用社群商務意願（接受）沒有顯著的不同。 結合型(親密朋友)及橋接型(普通朋友)社會資本對採用社群商務意願（給予）皆有顯著的正向影響，且橋接型(普通朋友)社會資本對於採用社群商務意願（給予）的正向影響程度大於結合型(親密朋友)社會資本對於採用社群商務意願（給予）的正向影響程度。結合型(親密朋友)及橋接型(普通朋友)社會資本對採用社群商務意願（接受）皆有顯著的正向影響，但結合型(親密朋友)及橋接型(普通朋友)二種社會資本對於採用社群商務意願（接受）沒有顯著的不同。 綜上所述，總體而言，瀏覽行為對於社會資本優於參與行為對於社會資本的影響。參與行為對於採用社群商務意願優於瀏覽行為對於採用社群商務意願。橋接型(普通朋友)社會資本對於採用社群商務意願優於結合型(親密朋友)社會資本對於採用社群商務意願。 此外，在經由量化分析研究，本研究獲得全部研究假設分析的結果，接著本研究並採用事後質性分析(Post Hoc Qualitative Analysis)，利用半結構式深度訪談，對象包括大學部1-4年級的學生及上班族來做事後質性分析。事後質化分析的結果是將量化分析的所支持的假設加以驗証及探究更深一層的說明，並提供解釋量化分析所不支持假設的可能原因。 本研究理論貢獻在於採用社群網站行為-參與及瀏覽及線上社會資本-結合型(親密朋友)及橋接型(普通朋友)來預測採用社群商務-給予及接受之意願。較少研究採用社群網站行為及社會資料理論來解釋社群商務。管理意涵在於社群網站的營運者，應思考如何藉由社群網站來增加對使用者的〞黏性〞及提昇使用者瀏覽網站的流量，並依據使用者之前瀏覽的記錄，來推測並提供使用者所喜好的内容。更進一步來說，為增加使用者的參與行為可依照使用者彼此間的互動來分析使用者社群網站上的行為以推薦使用者加入其有興趣的粉絲團及社團，以增加親密朋友及普通朋友之使用者彼此的互動，同時增加線上結合型及橋接型社會資及使用者採用社群商務的意願。此外，本研究建議社群網站經營者應努力發展線上朋友介紹功能，並藉由大數據的資料分析擴大使用者的交友範圍。對於使用者線下的朋友，希望將其成為本身結合型(親密朋友)或橋接型(普通朋友)的社會資本。對於使用者線上不認識的朋友，希望能其成為橋接型(普通朋友)的社會資本，因為他們可能加入同一粉絲團或社團，以促進社群網站的使用者採用社群商務的意願。 / Following the fast growing of social network sites (SNS) such as Twitter, LinkedIn and Facebook in the cyber world recently, the social commerce has become an important emerging issue in these SNS. According to the Forrester Research (2011) predicted the total value of output for social commerce will reach US$30 billion in 2015. Because the development of social commerce will follow the continueous growing of SNS, the social commerce will play a pivotal role in the e-commerce. According to the literature review and focus group discussions, the study explored and applied SNS behavior including participating and browsing, social capital theory including bonding (close friends) and bridging (ordinary friends) to predict SNS users to adopt giving and receiving social commerce intention (SCI). The study applied an empirical research on SNS users i.e. FB users to be research target samples. The data collection were applied by paper_based and online_based as two way to collect sample data. With regard to sample data from paper_based survey, the study adopted undergraduate students of a university located in northen Taiwan was the research main collection samples for paper_based survey. As to online_based survey, the study utilized undergraduate students, who are the same as paper_ based survey in the same university with computer lab classes, FB users of researchers’ friends and Taiwan largest Bulletin Board System-PTT who are also FB users to collect online users’ data. The total valid samples are 970 from online_based and paper_based survey. After reliability analysis, validity analysis and common method variance testing, the study confirmed that reliability and validity of study samples met the requirement of each statistical testing and were qualified for testing the study whole research model. Then, the study adopted partial least square (PLS) to proceed with structural equation modeling (SEM) research model testing. As to whole model research testing, in the beginning the study was testing the relationship among SNS behavior, online social capital and SCI. The three constructs are second order constructs. The testing results show the effects of SNS behavior on online social capital and the effects of online social capital on SCI are significantly positive. Hence, the research continues to proceed with the research model testing. The research findings of whole research model testing have shown SNS behavior as a second order construct of participating and browsing, online social capital-bonding and bridging are both significantly positive influence to adopt social commerce intention as a second order construct as SCI (giving and receiving). Hence, the study will continue to explore the relationships between each sub-construct in the research. Participating and browsing behavior are both significantly positive on bonding social capital. Moreover, browsing behavior is more significantly positive associated with bonding social capital than participating behavior is associated with bonding social capital. Participating and browsing behavior are both significantly positive on bridging social capital. Browsing behavior is more significantly positive associated with bridging social capital than participating behavior is associated with bridging social capital. Participating behavior is significantly positive on adopting SCI (giving). However, browsing behioavr is no significant influence on adopting SCI (giving). Participaiting behavior and browsing behavior both have significantly positive influences on SCI (receiving). However, there are no significant differences between participating behavior and browsing behavior on adopting SCI (receiving). Bonding and bridging social capital are both significantly positive on SCI (giving). Moreover, bridging social capital is more significantly positive associated with SCI (giving) than bonding social capital is associated with SCI (giving). Bonding and bridging social capital are both significantly positive on SCI (receiving). However, there are no significant differences between bonding and bridging social capital on adopting SCI (receiving). To Sum up, generally speaking, browsing behavior is better on social capital than participating behavior is on social capital. Participating behavior is more suitable on adopting SCI than browsing behavior is on social capital. Bridging social capital is more appropriate on adopting SCI than bonding social capital is on adopting SCI. Besides, after quantitative data analysis, the study proceeds with the post hoc qualitative analysis. Utilizing semi-structured in-depth interviews with undergraduate students and working persons to continue post hoc qualitative analysis. The aim of post hoc qualitative analysis is to validitate and provide insight for the hypotheses which are supported by quantitative analysis. Moreover, it provides the explainations for the hypotheses which ae not supported by the quantitative analysis. The theory contributions of the study are applying SNS behavior including participating and browsing, social capital theory including bonding and bridging to predict SNS users to adopt SCI (giving and receiving). Seldom researches SNS behavior and social capital theory to explain social commerce individually. With regard to managerial implications are for SNS operators to think how to utilize SNS to increase users stickiness and raise users’ browsing quantities - following the users’ accumulated browsing behaivors history to predict and provide the contents which users may have interest. Moreover, regarding the interacting behavior for SNS users of participating behavior is to analyze the behaviors of SNS users and to recommend uers to join the fan pages or clubs that they may be interested in. Doing so is to increase the interactions with close friends and ordinary friends to enhance online bonding and bridging social capital and the users’ intentions to adopt SCI simotenously. In addition, the study recommends SNS operators to adopt friends introducing functions thoroughly and apply big data statistical analysis to enlarge the users’ friends rang to make more SNS friends. For the SNS offline friends, the study wish to let SNS users’ offline friends to become their online bonding or bridging social capital. For the SNS online unknown friends, the study wish to let SNS users’ online unkown friends to become their online bridging social capital because they may join the same fan pages or clubs to enlarge and accelerate SNS users to adopt SCI.

在可預見之未來無線點對點的世界裡，資訊交易就如同現實世界人與人間的交易模式，需考量到交易資訊的成本、價值與人際關係衡量之因素；傳統廣告行銷的效率問題也待創新的資訊交易平台來解決。本研究提出的資訊交易模型，以人性考量為基礎，在各種不同情境下，動態衡量資訊成本、價值與使用者間關係，透過助理軟體，協助加入資訊交易平台之個體，以更便利方式進行資訊交易，預期讓交易結果更貼近使用者的需求；而企業方面也能透過點與點之間快速傳遞資訊的特性，預期以更低成本、更高效率，完成商務行銷目的，達到破壞性行銷之目標。 / This paper presents a novel ambient e-service aiming at distributed marketing through sensible bartering in foreseeable wireless Peer-to-Peer (WP2P) environments. A variety of influential factors (e.g., cost, value, relationship) are proposed and formalized for empowering the bartering mechanism, unfolding a rich arena of ambient distributed trading and a disruptive paradigm of e-marketing.