隨著網際網路與科技產品的應用發展快速,改變了許多消費者之購物習慣、社交方式和接收資訊的管道,然而,為因應社群蓬勃的世代,即開始設計符合大眾使用之社群網站(Social Network Sites,SNS),其中以「Facebook」發展最為快速,已成了當下最熱門的社交平台。根據資策會2011年調查顯示,台灣社群網站以女性使用者占了全女性族群的68.7%,而男性使用者則占全男性族群的59.3%,顯示女性使用者較多於男性使用者,因此本研究目的為探討如何有效經營非官方粉絲專頁,並針對女性族群對社交媒體及網路購物之喜好,進而研究影響女性消費者之導購因素。 針對非官方粉絲專頁之國內外相關研究不多,故本研究將利用資料收集、深度訪談、歸納整理與內容分析等步驟,探討社群經營者如何有效經營非官方粉絲專頁,主要研究包括「社群定位」、「會員發展」、「社群關係」、「資產管理」與「導購」等五大構面。研究結果顯示,構面與構面之間皆存在相互影響的關係,且每一構面皆必須長期經營、謹慎監控、調整修正、粉絲互動等重要過程,方能提高消費者導購之機會,故本研究提供出有效且成功之導購模式。
With the rapid development of internet and the applications of high-technology products, customers’ shopping habit, their social behavior, and the media of receiving information have been changed significantly.In responseto the thriving development, numerous Social Network Sites (SNS) have been designed to meet the public need. Among them, "Facebook" has grown extremely quickly and become the most popular platform. According to the study of MIC 2011, women (68.7%) usesocial networks more frequently than men do (59.3%). Our study aims to investigate how to effectively run unofficial fan pages. By studying women’s preferences for social media and internet shopping, we will investigatethe factors that affect their social shopping behavior. There is not much study about unofficial fan pages. Therefore, this research will employ data collection, extensive interview, collocation and content analysis to study how social-network managers can rununofficial fan page more effectively. We will focus on five major approaches: social-network positioning, development of membership, social-network relations, management of asset, and social shopping. Our study shows that these five approaches are highly coupled. We also show that in order to increase the opportunities of social shopping, each of these approaches requires long-term management, careful monitoring, adjustment and amendment, and the interaction with fans.