社交'、適地、行動行銷對離線購買意願影響之研究

近期SoLoMo行動行銷成為一大新興行銷活動領域，亦是實務及學術所探討的重點。由於行動行銷與一般行銷在消費行為本質上的差異，SoLoMo行銷之應用是否能帶來零售店面的商機及受何因素影響值得探究。本研究以實體店舖結合社交網路的行動行銷來探討，以康是美藥妝連鎖店和UrCosme美妝心得社群所合作的LBS特惠訊息主動提醒和行動口碑查詢對消費者購買意願之影響。採用調查法，以UrCosme會員且持有iPhone智慧型手機的消費者為研究對象，用雪球抽樣及網路問卷來收集所需要的資料，共收集有效問卷156份。結果顯示運用SoLoMo行動行銷確實會提高會員對其所推薦產品的購買意願；另外，社群平台互動及更新越多、訊息傳遞者自我揭露程度越高、訊息接收者感受商業意圖越低對於心得分享網路平台可信度有正向影響，也影響SoLoMo行銷的效果。

關鍵字

行動行銷；適地性服務；社群媒體；購買意願

並列摘要

SoLoMo marketing is emerging as a new marketing campaign to approach to the target consumers and would be widely used to increase consumers' campaign response. Due to the operational differences in consumer behavior between traditional marketing and mobile marketing, the influences of SoLoMo marketing for retailers and what factors influencing the response of SoLoMo are worthy of study. This study investigates the effects of SoLoMo marketing conducted by Cosmed drugstore with the cooperation of UrCosme website, which offer local-based push message and word-of-mouth query service. An online survey was adopted with a sample that is a member of UrCosme and owns an iPhone. This research used snow-ball sampling and 156 valid questionnaires were collected. Analytical results indicate that consumers would increase their product purchase intension when using SoLoMo campaign. The trust in social media can positively influence consumer's response to SoLoMo campaign. Furthermore, the characteristics of social platform perceived by consumers, such as updating, interactivity, self-disclosure, and business intentions, can substantially influence consumer's trust in social media.