社群購物平台模式探討——以LINE Shopping為例

台灣的電子購物業市場持續成長，國人對於社群平台及購物平台的使用也十分熟悉。一般在線上購物之前，消費大眾會先產生對商品的認知、進而對該產品產生興趣、搜尋相關產品資訊、比較價格及賣場優惠，實際購買完成後甚至會在網路平台上分享自身經驗，讓親朋好友或潛在的消費者作為購物的參考依據，觸發下一波線上購物循環。而社群購物平台即可在此購物循環中扮演串連所有流程的角色。本研究以社群購物（Social Shopping）為出發點，討論社群與購物之間的關係、定義社群購物的三大分類、相關發展及實際的例子，並從商業模式畫布（Business Model Canvas）分析個案。首先探討LINE Shopping，作為台灣第一大通訊軟體——LINE旗下的服務，大量的使用者吸引商家進駐形成正向的跨邊網路效應，促使雙邊平台的誕生。此外公司旗下的LINE Pay及LINE POINTS做為社群購物的互補品支持LINE Shopping的發展，此三者的互相配合可以吸引消費者的使用、並更黏著於平台，同時也讓購物流程更順暢。再來簡述中國的「小紅書」社群和電商的發展、對比引導購物的流程及商業模式分析。最後以NICE架構比較LINE Shopping和小紅書的平台模式，並為LINE Shopping提出未來發展的建議、總結及未來關於社群購物的參考研究方向。

關鍵字

社群購物；社群平台；電商；商業模式；小紅書

並列摘要

The online shopping market in Taiwan is growing continuously. People in Taiwan are familiar with the use of social media platform and online shopping platform. Before shopping online, consumers will generally go through the following process: forming product awareness, searching for related product information, and comparing prices and discounts. After the purchase is completed, they will even share experiences and comments on social media platforms, which could provide references for their family, friends or potential consumers. And then the next online shopping cycle is triggered accordingly. Starting form social shopping, this thesis focuses on several issues, including the discussion of the relationship between social community and shopping, the elaboration of the three major categories of social shopping and their corresponding developments and practical examples, and the analyses of relevant cases from the perspective of Business Model Canvas. We first talk about LINE Shopping, one of the services offered by LINE. Tens of millions of LINE users has attracted numerous merchants to join the platform, which leads to a positive cross-side network effect and creates the bilateral platform. Besides, LINE Pay and LINE POINTS become the complements of social shopping and support the development of LINE Shopping. The cooperation of these three services can not only attract consumers to use and be more emotionally attached to the platform, but also make the shopping process smoother. Then we also briefly discuss the development of China's social community and e-commerce platform, Xiaohongshu, its shopping process and business model analysis. Finally, we compare LINE Shopping with Xiaohongshu based on the NICE framework, and offer suggestions, summaries and future research directions for social shopping.