社交媒體對網路消費者社交購物決策行為之影響

Social media for social shopping network decision-making behavior of consumers affected

吳照輝(Chao-Hui Wu)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/服務與科技管理研究所/碩士(2012年)

https://doi.org/10.6841/NTUT.2012.00116

摘要

隨著電子商務的發展，網路社交媒體網站逐漸興盛，除了讓網友做為溝通平台外，現在更發展出了所謂的線上社交購物網站，協助消費者做相關購買之決策。本研究根據EKB消費者決策模型，發現消費者在模型各階段之間會受某些因素干擾；另外本研究經過文獻盤點後，抑是發現現今的消費者在做決策購買行為之時，求助於線上友人或陌生人做決策之比率越來越高，因此，本研究試圖透過個案分析方法，將現今眾多的線上社交購物網站加以分類；並採用線上社交購物導向量表作為依據，對網站的討論區採取內容分析，以及針對線上消費者進行深入訪談法，希望能對社交購物網站以及線上消費者在做購買決策時有更進一步的了解。

關鍵字

線上社交購物 ； EKB消費者決策模式

並列摘要

With the development of electronic commerce, the social network sites become more popular, in addition to users as a communication platform, now the social network sites extend another difference sites, we call that online social shopping sites, it help consumers make decisions related to the purchase.
This study is based on EKB model of consumer decision making, we could find that consumers in making decisions when purchasing behavior, ask for friends or strangers online to make decisions become more frequently.
Therefore, this study will use three methods to research this question, the first method is case study method, perhaps to make difference the online social shopping site for consumers to buy according to their impact decision-making process, and the role of classification; the second method and third method is in-depth interviews method and focus group approach, when do these two methods, we will use the online social shopping orientation scale to research, it may help this study to social shopping sites and online consumers make purchasing decisions have a better understanding.
In this study, we hopes to make classification of the social network sites, one class is just the social oriented, another class is the shopping oriented, and the other class is the social shopping, now our study classified these three directions, expected to find more classification. And in this study, we consider the online consumer to make decision in the Internet will follow the EKB model, but they may affected to social media and product type, then do some difference decision process of the EKB model, this is why we use the social shopping orientation scale to increase this study.

並列關鍵字

EKB Model ； Online Social Shopping

參考文獻

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