電商社群化對消費者黏著度之影響－以台灣蝦皮為例

The effects of the social marketplace features of e-commerce apps on users’ stickiness: a study of Shopee Taiwan

林庭羽(Lin Ting-Yu)

指導教授 ： 陳憶寧

國立政治大學/傳播學院/國際傳播英語碩士學位學程(IMICS)/碩士(2020年)

https://doi.org/10.6814/NCCU202000394

摘要

在台灣，越來越多的年輕族群會在行動裝置上使用電商應用程式，為了要在激烈的競爭中脫穎而出，許多電商應用程式正試圖轉型成社群化平台，以提昇使用者的注意力及黏著度。故此篇論文以台灣蝦皮為例，探討其關注、聊聊、動態、遊戲、金頭腦、直播等六大社群化的功能，理論模型則參考使用與滿足理論以及IS接受後持續使用模式。線上問卷的結果顯示，預期之確認不僅會影響使用者對電商平台的滿意度和黏著度，更會加強其對於平台各功能的資訊、娛樂、社會認同、及自我展現等社群化要素的滿意度。而根據各功能的特色，不同的社群化要素也會增加使用者對於電商平台的滿意度，例如：關注會影響對資訊的滿意度，聊聊會影響對資訊、娛樂和自我展現的滿意度，動態會影響對自我展現的滿意度，遊戲會影響對娛樂和社會認同的滿意度，金頭腦則會影響對娛樂和社會認同的滿意度。最後調查結果也顯示，使用者對電商應用程式的滿意度會加強其對平台的黏著度。

關鍵字

電商 ； 社群化 ； 預期之確認 ； 滿意度 ； 黏著度

並列摘要

E-commerce apps on mobile devices had become more and more popular among young consumers in Taiwan. In order to stand out from numerous competitors, an increasing number of e-commerce apps were transforming into social marketplaces to keep the attention of their users and create stickiness. Therefore, this research elected six social marketplace features, including subscriptions, chats, posts, games, quizzes, and live streams, of Shopee Taiwan app for the case study. Also, both uses and gratifications theory and post-acceptance model of IS continuance were employed to understand the stickiness intention of their app users. The results of the online questionnaire survey show that shopping apps consumers’ extent of confirmation would affect users’ satisfaction and their perceived gratifications of the social marketplace elements, which included entertainment, information, social identification, and self-presentation. Also, based on the different characteristics of the examined features, the corresponding perceived social marketplace elements were positively associate with their satisfaction with the e-commerce app. To be specific, subscriptions could generate the gratification of information; chats could generate the feature of gratifications of information, entertainment, and self-presentation; posts could generate the gratification of self- presentation; games could generate the gratifications of entertainment and social identification; and quizzes could generate the gratifications of entertainment and social identification. Eventually, users’ satisfaction would lead to the intention of stickiness.

並列關鍵字

E-commerce ； Social marketplace ； Confirmation ； Satisfaction ； Stickiness

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