影響社群商務用戶參與和營運績效之因素－以線上服飾代購商為例

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(1). 尺. 入. 入. Graduate Institute of Global Business and Strategy College of Management National Taiwan Normal University Master Thesis. 己 Determinants of user engagement and performance : A case of an online apparel surrogate shopper.. Chen, Chun-Ming. 八 Advisor. Lin, Shu-Jou Ph.D.. 106 Jan, 2017. 1.

(2) . Facebook. 2007. 寸六. 己. 六. 八己. 六. Facebook. 己. i.

(3) . Abstract In 2007, Facebook launched "fan page" platform, many companies are running their own social commerce on this page, and not only effectively improve the exposure of their own brand but also get the most real and rapid feedback by having interaction with community members on Facebook fan page. Correlation analysis and multiple regression analysis was used in this study to empirically analyze factors affecting the performance of the social commerce organizations. The research context of this study is a surrogate store based on Facebook. The results show that advertising expenditure is positively and significantly associated with profits and number of purchasers while commodity price is negatively correlated with the abovementioned performance indicators. Additionally, number of product items has a positive impact on number of purchasers but slightly significantly associated with profits. Furthermore, this study explores the mechanism through which advertisement and commodity attributes influence profits and number of customers. The results show that the positive relationship between advertisement and sales performance is mediated by the engagement of users.. Keywords. Facebook. Ad performance. Social commerce. Users Engagement. ii. Online surrogate shopper. Operating performance.

(4) . ............................................................................................................. i Abstract ...................................................................................................... ii ........................................................................................................... iii ........................................................................................................ v ....................................................................................................... vi ............................................................................................... 1 1.1. ............................................................................... 1. 「. 1.2. ........................................................................................... 4. 1.3. ............................................................................... 5 ...................................................................................... 6. 2.1. ....................................................................... 6. 少. 2.2 Facebook 2.3. 六. .......................... 8. .................................................................... 11. 己. .................................................................................... 14 3.1. ......................................... 14. 3.2. ..................................... 17. 3.3. ................................................................. 20 .................................................................................... 24. 4.1 4.1.1 4.1.2 士. .................................................................... 24 己. 「. .......................................................................... 24. 力. .................................................. 27 iii.

(5) . 4.1.3 4.2. .............................. 28. 力. ........................................................................................ 29 .................................................................................... 30. 5.1 5.2. ................................................................................. 30 六. ............................................................. 33. 5.3. ........................ 34. 5.4. ......................... 36. 5.5. 六. ................................ 45. ................................................................................ 52 6.1. ............................................................................. 52. 6.2. ..................................................................... 54. 6.3. ............................................................. 55 .................................................................................................. 57. iv.

(6) . 1.1 Facebook 1.2. 3.2. ................................ 22. 士. ................................................................................... 23 ................................................................................... 25. 己. 5.1 5.2. ......................................................... 3. 己. 3.1 AIDA. 4.1. ........................................................ 1. ....................................................................... 31 ........................................................... 31. 不. 5.3. ............................................................... 31. 5.4. ............................................................... 32. 5.5. ................................................................... 32. 5.6. ........................................................... 32. 5.7. ................................................................... 33. 5.8. ................................................................... 33. 5.9 AIDA. 互. ........................................................... 47. v.

(7) . 5.1. ............................................................... 38. 六. 5.2. ............................................... 39. 5.3. ........................................... 40. 5.4. ............................... 41. 不. 5.5. ................................... 42. 5.6. ................................... 43. 5.7. ....................................... 44. 5.8 5.9 AIDA. 六互. ............................................................ 48. 5.10. :士. ................49. 5.11. :士. ............50. 5.12. 子. 6.1. ............................................ 51 ....................................... 54. vi. ....................................... 47.

(8) . 1.1. 「、尺. 2004. Facebook. (2016). 2016. FacebookNewsroom 3. Facebook 4. ？. 1. Facebook. Facebook Facebook 六. ）； Facebook. ）子. 1.1 Facebook Statista.com (2016a) 1. 16.5.

(9) . 尤. 寸？ Surrogate Shopper. 己（. (2014). 2012. 2013. 己 2012. 己 32.7%. 2013 36.3%. 尺. 己. 己己 33%. 己 26%. 己. 己己. 己. （. (2013). 己 /. 1.2. 2.

(10) . 了. 二上內. 少化. 介. 1.2. 己 : （. (2013). Facebook. 天. 2013. 己. 1. Facebook 、工. 己. 七. Facebook 己. 七. 允. Facebook. 不）？）六. 六 Facebook. 七 3. 予.

(11) . 六. 六 Facebook. Facebook ；七 Facebook. －. ？. 少. 不. 士. 1.2. 七. Facebook. 己己. 士. 。. 士士. ）. ）. 什. 予. 2013. 己. 「？. 什己. 予 Facebook. 六. 4. Facebook.

(12) . 七. 1.3 2013 己. 、. 工. 己. 」. 也. 己. 50. 六. :. 不六. 六. 5. Facebook. 七.

(13) . 2.1. 少中 1 2 3 (Boyd & Ellison, 2007). 今. 六 (Rau, Gao, & Ding,. 2008) ）. Statista.com (2016b). 2015. 20.4 63.1% 及，. ）. ；. 少. 尤 (Aula, 2010). 尤. (Li & Bernoff, 2011). 少. 七. 少. 少 6.

(14) . (Remidez & Jones, 2012). 七. ） (Simula, Töllinen,. 少 & Karjaluoto, 2013). 少. 尤. 尤. 六七. (Nassar, 2012). 少. 六. (Turri, Smith, & Kemp, 2013) ；. 六. 少. (Barnes & Jacobsen, 2013). 七. Social commerce. ）. 予. 少. ） (Zhang & Wang, 2012). 小. 2005 友. (Zhang & Wang, 2012). Facebook. 少. (Hubspot, 2011). Facebook. ）. Facebook. 也. ）. (Alexa, 2012). 七. (Williamson & McCarthy,. 2013). 少. 七 Facebook. 七. ） Twitter. 七. (Barnes, Lescault, & Wright, 2013) 500. 70%. Facebook. 少. 2013 Facebook 七. ）. 已 Facebook. 七. Facebook Facebook. Fan page. 2007 7.

(15) . Facebook. 寸 (Ulusu, 2010). 小. 士 Facebook. ） (Angela Hausman, Kabadayi, & Price, 2014). 2.2 Facebook. 六. Facebook 1. Facebook. 也. ） Facebook. 八. 不. Facebook. 口 (Curran, Graham, & Temple, 2011). ； Facebook 也. Facebook. 下一）也 (Curran et al., 2011). Chan (2011). 、. 1 Facebook :https://www.facebook.com/business/help?ref=hc_fnav 8.

(16) . ））己. 六六. ）. (Van Doorn et al., 2010). 下一. 少. ；）. ？. 士. 才. (Cvijikj & Michahelles, 2013) Facebook Lee, Hosanagar, and. 六 Nair (2013). Facebook. and. (2014). ） (Calder, Malthouse, & Schaedel, 2009; Hoffman & Fodor, 2010; Malhotra, Malhotra, & See, 2013; Saji, Chauhan, & Pillai, 2013) Facebook ？） AIDA. 七. 2. awareness-interest-desire-action model ）. 下一. (Cvijikj & Michahelles, 2013). 2 Kotler 2007 下一. 七己 9. 尤.

(17) . 不. 切下一. ）己. Park, Kim,. ） Funches, and Foxx (2012) 也. 己. 六. 口. 不. 一. Reibstein (2002). 己）. 不切. 不. 下. ）. 口. ）. ）. 下一六 (2014). Facebook 七. Bloomfield. 七. 六. 七. 六己. 公. Füller (2013). 寸. Hutter, Hautz, Dennhardt, and. Facebook 己. 己士. (Hutter et al., 2013). 少. 尤 (Chu & Kim, 10.

(18) . 2011). 士子己. 六. 士. (Lee & Lee, 2009; Litvin, Goldsmith, &. Pan, 2008). 下一. (Cvijikj & Michahelles, 2013) (Chevalier & Mayzlin, 2006; King, Racherla, & Bush, 2014; Kozinets, De Valck, Wojnicki, & Wilner, 2010; Liu, 2006). 己. 公. 六. 己. ）. (Bowden, 2009; Coulter, Gummerus, Liljander, Weman, &. 士. Pihlström, 2012). AIDA. 己己. 六. 六. 2.3. 己己. Surrogate Shopper. Hollander and. Rassuli (1999). 己. 己. 己. 11. ）.

(19) . 己 perceived risk. 分己. 公. ：. 小. 己己. consumers’ trust. 尤. ： (Corbitt, Thanasankit,. 公. & Yi, 2003; Doolin, Dillons, Thompson, & Corner, 2007; Forsythe & Shi, 2003; Hollander & Rassuli, 1999) 升士. ：. 予. 士己己. Benyoucef, 2013). (Huang &. 公六. 六. 什. 己士. 士. Liu, He, Gao, and Xie (2008). 己. ？己 12. 小.

(20) . 己. (Dodds William, Monroe, & Grewal,. 六. 1991; Smith & Brynjolfsson, 2001). 已己. 小. (Granados, Gupta, & Kauffman, 2012; Lee & Joshi, 2007). 少己. 公. 己. (Park et al., 2012) (Häubl & Trifts, 2000). 少. ？）. 也己也 (Ahn, Ryu, & Han, 2005; Guo, Ling, & Liu,. 2012). ）己. 13.

(21) . 己. 七. (Liu et al., 2008) 六也七 product. 七 place. promotion. price 士）. Facebook 七. 七. 3.1 Facebook 八. 不. 尤. 八. 之. 十. 己. (Curran et al., 2011). 切. Facebook 口. ； 14. 八.

(22) . (Curran et al., 2011). 七. Chan (2011). 入. Facebook. ）. Facebook ）. 20. 。. Facebook Facebook 切. 之七. H1a. Facebook. H1b. Facebook. ）. 己. 六. 七. Liu et al. (2008). 己. 小己人. 公. 己己. 己小. 少不己. 互. ；. (Granados et al., 2012; Lee & Joshi, 2007) 15. 也.

(23) . 士. 七. 七. 七. H2a. Facebook. H2b. Facebook. 少. ？也. (Häubl & Trifts, 2000) 也尤. 七己. ？己. ？. 己七. 。. 己. 己. (Ahn et al., 2005; Guo et al., 2012; Lim &. 六. Dubinsky, 2004) 七. H3a. Facebook. 16.

(24) . H3b. Facebook. 3.2 七七. Lee et al. (2013). 七. Facebook. 公. ） and. (2014). 公 AIDA. (Kotler, 2007) 切. Facebook ？下一. 不之. 下. 一 Facebook 下一己. 士 H4a. Facebook 不. 17.

(25) . H4b. Facebook. H4c. Facebook. H4d. Facebook. Park et al. (2012). 己不. 不. 六下一. 口. 己. 己. ）？. 己. 不. Reibstein (2002). 公. ）. 不. ？. 切. 不五. 下一. 己. AIDA Facebook (. ). 口. H5a. ）. 下一下一. Facebook 不 18. 千.

(26) . H5b. Facebook. H5c. Facebook. H5d. Facebook. Park et al. (2012) 也. 己己. 六. 己. 不. 己. 己. 己. 也. 尤己. 己. ；。. ？. (不. )(Ahn et al.,. 2005; Guo et al., 2012; Lim & Dubinsky, 2004). Facebook 切. AIDA 也己. 下一口. 己. 19. 不.

(27) . H6a. Facebook 不. H6b. Facebook. H6c. Facebook. H6d. Facebook. 3.3 Bloomfield (2014). Facebook. 七七. 七. 六. 六己. Hutter et al. (2013). 公. 寸. Facebook 己. 之. 己. 子. 士. 己. 六. (Lee & Lee, 2009; Litvin et al., 2008) 下一. (Cvijikj & Michahelles, 2013) (Chevalier & Mayzlin, 2006; King et al.,. 2014; Kozinets et al., 2010; Liu, 2006) 20. 己.

(28) . 分. 己. 己. 己. 公. 七 AIDA. 3.1. 切. ？下一. 公. ）. ）. ）己. 公. ？七 ). (. 己互. H7 :. Facebook 六. H7a. Facebook. 不六. H7b. Facebook 六. H7c. Facebook 六. H7d. Facebook 六 21.

(29) . H8 :. Facebook 六. H8a. Facebook. 不六. H8b. Facebook 六. H8c. Facebook 六. H8d. Facebook 六. 3.1 AIDA. 士. 七. ( 22. ).

(30) . AIDA. 太六. 3.2. 23.

(31) . 4.1 50. 也）. 力. 4.1.1. 己. 「 2013. Facebook. 己. 、. 工 18 己. 己. 35. 士. 七. 24.

(32) . 4.1. 己. (1). ）口？大. 七. (2). 己己. 己. 仍. 六. 己. 也 (3). 切己. (4). 己. 己。. 25. 己.

(33) . (5). 己. (6). 士. 己. 士尺. (7). 小. 寸. 人己. 己. Facebook. 18. 尺. 也切. 己. 35. 下一. 予. 公己己. ？）. 六. 七）. ）六. ）） Facebook 不. 切 Facebook. ）. ）） 2013 2. 50. 12. 士. 26. 8 ？. 2016.

(34) . 4.1.2 士. 力士）. (1) 1.. 寸. 七士. 。. 互 2.. 之（. (2) 1.. Facebook. 不切. ）. 2.. 不. Facebook ）. 3.. 寸. Facebook ）. 27.

(35) . 4.. ）. 4.1.3. 力. (1) 1.. 。。. 2.. T-Shirt T-Shirt. ？. （. 3.. （也. (2) 1. 2. ……. 上 3.. 1. 七. 七元. 1. …… 0. 28. 0. 八. 七.

(36) . 4.2. 六. 士. 少 STATA 入 Pearson 三. 六. Product-Moment Correlation Analysis. Multiple Regression. 29.

(37) . 5.1 2 32. 13.36 5.1. 731. 不. 16,000. 5.2 57.04. 30. 182 0 5. 152. 60. 5.3. 29.44. 0. 800. 40. 50 0. 580. 1,643.84. 寸. 58. 。. 5.5 14.87. 20. 。. 1,080. 。. 5.6 811. 700. 5.7 419 250. 24,000. 5.4. 10. 66. 229.1. 也. 5.8. 30. 3. 5,297 1,000. 15. 38540. 14,114.44. 不. 200. 5.

(38) . 20. 16. 14. 15 ). 10. (. 10 4. 5. 2. 2. 2. 0 0. 5. 10. 15. 20. 25. 30. (. ). 5.1 18. 20 14. 13. ). 15. (. 10 5. 3. 2. 0 0. 8000. 5.2 25. ) (. 10. 24000. 32000. (. ). 不. 20. 20 15. 16000. 11. 11 4. 5. 3. 1. 0 0. 30. 60. 90. 5.3 31. 120. 150 (. ).

(39) . 19. 20. 14. 15 ). 10. (. 10. 3. 5. 2. 2. 0 0. 1000. 2000. 3000. 4000. 5000 (. ). (. ). 5.4 16 14 12 10 8 6 4 2 0. 15. 14. 13. 6 1 0. 1 10. 20. 30. 40. 50. (. ). 5.5 25. 21. 20. ). 15. (. 20. 10. 6. 5. 2. 1. 0 0. 10. 20. 5.6 32. 30. 40. (. ).

(40) . 23. 25. ). 15. (. 20. 10. 8. 5. 9. 8. 1. 1. 0 500. 600. 700. 800. 900. 1000 (. ). 5.7 11. 12. ). 10 8. 8. 6. 6 (. 9. 8. 3. 4. 3. 1. 2. 1. 0 0. 50. 100. 150. 200. 250. 300. 350. 400 (. ). 5.8. 5.2. 六六. 5.1. multicollinearity. 子. 六. 六. ）. 六六. 33. 六.

(41) . 士予六六尺. ）. 士. 反. 上？. 口. 己. 六. 不. 六？也. 六. 六. 5.3. 六 VIF 又. Variance Inflation Factor 子. VIF. VIF. 子 10. 六 5.2 34. ）. 六.

(42) . β = 168.42. p < 0.01. H1a 子. ! " = 0.5457 。））. 才 β = -13.52. 0.01. p<. H2a 子 β = 8.48. 六. p < 0.1. H3a 子 β = 1,683.01. 七 0.05. β = 1,086.91 六. p<. p < 0.05. 六. 六士 5.3 β = 0.28. p < 0.01. H1b 子. ! " = 0.5855. ）. β = -0.02. 六. p < 0.01. H2b 子 β = 0.02. 六 p < 0.05. H3b 子 β = 1.88. 六. p < 0.05. 七七. 六六六. 六. = 0.92 ） 35.

(43) . 5.4. AIDA. 六. 不. VIF 1.13. 10. 1.69 AIDA. 不. 5.4 ；. β = 599.13. 六. H4a 子. 不 p < 0.01. 不. 六. H5a 子 β = 14.35. 不. p < 0.1. 六. H6a 子 β=. 不 14.35. p < 0.1. 士 Facebook. 不下一 5.5 ；. β = 1.45 36. p < 0.01. 不.

(44) . H4c 子 H5c. H6c 子. 下一 5.6. 」. β = 84.41. ；. H4b 子. H5b. p < 0.01. H6b 子. AIDA 5.7 β = 0.68. ；. p < 0.01. H4d 子六. β = -0.02. H5d 子 = 0.02. p < 0.05 六. p < 0.1. β. H6d 子」. 、. 己. 37. 六.

(45) . 5.1 Mean. 1. 2.. !. 10,064. Min. Max. 4,371 1,786. 20,529. SD. 13.4. 7.0. 2. 3. 4. 5. 6.. 14,114 57.0 1,644 29.4. 8,992 35.5 1,248 12.8. 731 3 182 5. 7. 8. 9.. 14.9 811 229. 11.0 106 90.0. 0 580 33. 10. 11. 12.. 2.9 0.3 0.4. 0.8 0.5 0.5. 1 0 0. 1. 2. 3. 7. 8. 9. 10. 11. 50 0.71** 0.74** 0.89** 0.70** 0.88** 0.81** 1,080 -0.39** -0.31* -0.05 0.00 -0.16 -0.28* -0.14 419 0.53** 0.61** 0.60** 0.54** 0.51** 0.58** 0.53**. -0.05. 5 0.51** 0.54** 0.55** 0.60** 0.54** 0.56** 0.46** -0.09 0.36** 1 0.40** 0.36* 0.33* 0.28 0.38** 0.35* 0.35* -0.28* 0.19 1 0.18 0.16 0.21 0.14 0.15 0.09 0.13 0.27 0.14. 0.22 0.01. -0.04. 38,540 152 5,297 58. 0.69** 0.55** 0.74** 0.81**. 6. 0.75** 0.67** 0.73** 0.79** 0.91** 0.67** 0.84** 0.83** 0.65** 0.76**. * p < 0.05 ** p < 0.01. 38. 5. 32 0.92**. a N= 50. 4.

(46) . 5.2 Model1. 1.. Model2. Model3. Model4. 210.45**. 199.23**. 168.42**. -13.49**. -13.52**. 2.. 8.48+. 3.. 4.. 2,398.95**. 1,230.66*. 1,234.99*. 1,086.91*. 5.. 2,901.51*. 1,585.85. 870.29. 861.00. 6.. 1,636.19. 1,019.21. 1,813.94*. 1,683.01*. Constant. 1,546.65. 2,462.85. 13,496.65**. 12,522.35**. 0.3445. 0.5457. 0.6361. 0.6518. adjusted R2 N= 50. + p < 0.1 * p < 0.05 ** p < 0.01. 39.

(47) . 5.3 Model1. 1.. Model2. Model3. Model4. 0.37**. 0.36**. 0.28**. -0.02*. -0.02**. 2.. 0.02*. 3.. 4.. 4.29**. 2.23*. 2.24*. 1.88*. 5.. 3.80*. 1.49. 0.62. 0.60. 6.. 2.35. 1.27. 2.23+. 1.91. -1.18. 0.43. 13.78*. 11.45*. 0.3432. 0.5855. 0.6329. 0.6779. Constant adjusted R2 N= 50. + p < 0.1 * p < 0.05 ** p < 0.01. 40.

(48) . 5.4 Model1. 1.. Model2. Model3. Model4. 647.11**. 651.28**. 599.13**. 5.01. 4.95. 2.. 14.35+. 3.. 4.. 5,557.41**. 1,965.09*. 1,963.49*. 1,712.88*. 5.. 4317.11+. 271.65. 537.61. 521.89. 6.. 3,820.33+. 1,923.21+. 1,627.83. 1,406.22. Constant. -4,810.45. -1,993.26. -6,094.22. -7,743.19. 0.3482. 0.8155. 0.8335. 0.8478. adjusted R2 N= 50. + p < 0.1 * p < 0.05 ** p < 0.01. 41.

(49) . 5.5 Model1. 1.. Model2. Model3. Model4. 1.69**. 1.71**. 1.45**. 0.04. 0.04. 2.. 0.07. 3.. 4.. 24.98**. 15.66**. 15.65**. 14.40**. 5.. 11.94. 1.45. 3.33. 3.25. 6.. 9.82. 4.91. 2.82. 1.71. Constant. -22.68. -15.38. -44.40. -52.61+. adjusted R2. 0.3601. 0.5534. 0.5538. 0.5694. N= 50. + p < 0.1 * p < 0.05 ** p < 0.01. 42.

(50) . 5.6 Model1. 1.. Model2. Model3. Model4. 86.33**. 85.91**. 84.41**. -0.51. -0.52. 2.. 0.41. 3.. 4.. 751.28**. 272.00*. 272.17*. 264.98*. 5.. 737.52*. 197.79. 170.49. 170.04. 6.. 383.53. 130.42. 160.73. 154.38. -916.35. -540.49+. -119.60. -166.90. 0.3517. 0.7825. 0.8019. 0.8025. Constant adjusted R2 N= 50. + p < 0.1 * p < 0.05 ** p < 0.01. 43.

(51) . 5.7 Model1. 1.. Model2. Model3. Model4. 0.79**. 0.77**. 0.68**. -0.02*. -0.02*. 2.. 0.02+. 3.. 4.. 8.09**. 3.70*. 3.70*. 3.27*. 5.. 6.68*. 1.74. 0.55. 0.53. 6.. 2.41. 0.10. 1.41. 1.03. Constant. 2.96. 6.40. 24.63*. 21.78*. 0.3367. 0.6748. 0.6993. 0.7163. adjusted R2 N= 50. + p < 0.1 * p < 0.05 ** p < 0.01. 44.

(52) . 5.5. 5.3 5.8. H7. H8. AIDA. 5.9 AIDA 5.9 11.647%. 0.404%. 0.209% 0.095% 45.38%. 45.

(53) . 5.10. 5.11. 5.12. 46.

(54) . 5.9 AIDA. 5.8 Mean. 1. 2. 3. 4. 5. 6. a N= 50. !. SD. Min. Max. 2. 3. 4. 5. 10,064 4,371 1,786 20,529 13.4. 7.0. 14,114 8,992 57.0. 35.5. 1,644 1,248 29.4. 12.8. 2. 32 0.92**. 731 38,540 0.69** 0.75** 3. 152 0.55** 0.67** 0.73**. 182 5,297 0.74** 0.79** 0.91** 0.67** 5. 58 0.81** 0.84** 0.83** 0.65** 0.76**. * p < 0.05 ** p < 0.01. 47. 1.

(55) . 5.9 AIDA. 1.. /. 45.38%. 2.. /. 0.813%. 3.. /. 0.095%. 4.. /. 1.791%. 5.. /. 0.209%. 6.. /. 11.647%. 7.. /. 0.404%. 48.

(56) . 5.10. 168.42**. 1019.20+. 835.18. 1127.57+. 575.40. -13.52**. 840.37. 699.46. 870.18. 778.53. 8.48+. 1627.42+. 1536.35+. 1687.84*. 1522.47*. 1,086.91*. 144.73+. 88.23. 172.50**. 61.76. 861.00. -13.72**. -13.03**. -13.42**. -10.02**. 1,683.01*. 7.91. 8.09. 8.68+. 4.60. 0.04 0.95 -2.82 156.37**. 49.

(57) . 5.11. 0.28**. 1.59+. 1.30. 1.39. 1.06. -0.02**. 0.51. 0.22. 0.49. 0.47. 0.02*. 1.67. 1.57. 1.86. 1.66. 1.88*. 0.18. 0.10. 0.23**. 0.11. 0.60. -0.02**. -0.02**. -0.02**. -0.01+. 1.91. 0.02*. 0.02*. 0.02*. 0.01+. 0.00 0.00* 0.03 0.25**. 50.

(58) . 5.12. 51.

(59) . 6.1. 、. 、. (. 6.1). 、. 1. (Corbitt et al., 2003) 2. Facebook ：：. 52.

(60) . 、. 、. 、. (Park et al., 2012; Reibstein, 2002). 、. 、. （. AIDA. 53.

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