資訊及通訊科技(information and communication technology，ICT)的進步拉近了人們之間的距離，同時也提供了人們作為產品代言的通路。人們可經由社會網絡關係進行產品口碑行銷。因而，組織如能將員工當作自家產品或服務的代言者，而透過員工使用資訊及通訊科技 (information and communication technology，ICT)將產品及服務沿著員工的個人人際脈絡進行行銷，那麼其所產生的效益必定驚人。然而，依據社會認知理論(Social Cognitive Theory, SCT)：環境因子影響個人心理活動，而心理活動進而影響個人行為，因而理解員工做為自家產品/服務代言行為，則需先理解環境因子對個人心理活動之影響。本研究從社會認知理論的角度出發，探討社會網絡科技特性所形塑的科技環境及由個人社會邊界(social boundary)所建構的社會互動環境，對於員工心理活動之影響，進而進行自家產品/服務代言行為。研究方法採用問卷調查法，針對使用社會網絡的工作族群進行研究。研究發現將有助於企業瞭解使用員工做代言行銷之行為，進而幫助企業使用代言行銷行為。研究結果發現，員工擁有較高的信心與工作彈性意願較高的員工能幫助企業做產品代言行銷。 The information and communication technology (ICT) provides a chance to put people together. At the meanwhile, it offers a channel for people to be the product/service endorser mong their social networks. For those organizations that pursue for success in product sale can make a good use of employees as its product endoser via ICT. However, according to the Social Cognitive Theory (SCT), individual’s behavior is an interaction of personal factors, behavior, and the environment. This research, couch on the framework of SCT, explores how the ICT environment and social boundary together shape individual’s psychology, and further affect his(her) product endorsement behavior for his(her) company. The research findings have important theoretical and managerial implications for understanding social marketing through ICT. The results showed that, Employees have higher confidence and willingness to work elasticity higher staff can help companies to do product endorsement marketing.
