社群媒體促銷訊息知覺價值對社群成員行為之影響

根據過去的研究發現，消費者在購物前會主動搜尋網路社群的口碑訊息。由此可知，社群網路的口碑訊息對消費者的購買意願可能是有影響的。在參考諸多網路社群訊息後，以網路社群訊息的正反性對消費者進行實驗研究，來瞭解虛擬社群中不同訊息的知覺價值內容對消費者購買意願的影響。本研究提出「社群涉入程度」、「社群媒體的知覺價值」、「社群成員的互動行為」等因素為影響消費者「購買意願」之假設，並驗證彼此之間的關聯性。本研究採便利抽樣法，使用網路問卷對社群中的成員們投遞訊息，共計回收318份有效問卷，回收資料後，以統計套裝軟體進行信效度分析、相關性分析、迴歸分析、單因子變異數分析等資料分析方法來驗證研究假說，其研究結果顯示如下： 1. 社群成員的社群涉入程度對成員的購買行為有顯著的影響 2. 商務訊息反面訊息內容的知覺價值對社群成員購買行為有顯著的影響 3. 社群成員的社群涉入程度對每日使用網路社群的時間有顯著性的影響

關鍵字

社群商務；訊息正反性；社群涉入；社群行為；購買意願

並列摘要

According to many studies found that consumers are going to search online community word-of-mouth before they purchase products. Therefore the search behavior and message of online may influence their purchase intention. After referring to the information of many online communities, we conducts experimental research on the positive and negative of the online community information to understand the impact of the perceived value of different messages in the community on consumers' willingness to purchase. The study attempts to propose hypothesis how to influence purchase Intention of consumer by community involvement and perceptual value of social media and behavior of community members, besides confirm the relationship between each other. In this study, samples taken from social media of Taiwan, then recovered 318 valid questionnaires. Next we used confirmatory factor analysis to determine the factor structure between variables and potential variable by SPSS 22.0. The main results are as follow: 1. Involvement of community members has a significant impact on purchase intention of members. 2. The perceived value of the negative content of business messages has more significant impact than the positive messages on the purchase intention of community members. 3. On the time spent using the online community daily has some significant impact Involvement of community members.