探究影響消費者社群app參與之因素

近幾年，社群app逐漸成為不可或缺的溝通和社交的管道。然而在app store 裡，消費者有無數多個免費社群app可以選擇，因此在行動裝置上，消費者通常擁有多個社群app。本研究想探究消費者參與社群app的背後原因，以及哪些因素影響消費者在多個社群app中，喜歡參與其中一個。所以為了全面性了解選擇背後的影響因素，本研究採用使用與滿足理論(use and gratification theory)理論來推論和解釋。其中使用與滿足理論分為三個構面，內容(content)、過程(process)、和社會(social)，各構面因素包含來自過去採用使用與滿足理論相關研究和新增符合社群app特性之變數，像是個人化、定位系統、立即性服務等等。本研究採用量化紙本和線上問卷，總共有效樣本有543份。分析結果顯示社群app的娛樂性、定位系統、立即性服務、自我表達、社會影響都會正面影響消費者參與社群app的原因。因此若社群app可以加強其娛樂性、定位系統的功能、立即性服務、多樣化自我表達的功能、以及打造成為主流社群app的社會的影響力，對於消費者的社群app的參與度就有正面影響。

關鍵字

使用與滿足理論；消費者參與；社群app

並列摘要

Nowadays, social networking apps gradually become a critical communication and social interaction assess. However, numerous social networking apps consumers can free download in apps stores result that consumers own more than one social networking apps in mobile devices. Consequently, this study eagers to discover the factors which can affect engaging consumers in social networking apps and the reasons to use the social networking app frequently than others. To comprehensive research, this study adopts use and gratification theory to discover the motivations to affect consumer engagement in social networking apps. The factors in the three dimensions of use and gratification theory, content, process, and social gratification include the antecedent factors from past relative research and the new adding factors about the unique characteristics of social networking apps such as personalization, location-based service, instant service, and so on. The questionnaires are collected by online assess and paper questionnaire. Total 543 valid questionnaires were collected. The results presented that entertainment, location-based service, instant service, self-expression and social influence would affect consumer engagement in social networking apps. Consequently, if social networking apps can strengthen the entertainment, the functions of location-based service, instant service, and self-expression, and the well management on social influence, consumer engagement in social networking apps will positively affect.

並列關鍵字

use and gratification theory ； consumer engagement ； social networking apps

參考文獻

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探究影響消費者社群app參與之因素

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