以方法目的鏈探討Facebook直播平台購買行為之研究

A Study of Purchase Behavior from Facebook Live Platform：A Means-End Chain Approach

白亦辰(I-Cheng Pai)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2018年)

https://doi.org/10.6840/cycu201800295

摘要

近年來因為網路直播的興起，Facebook直播平台逐漸盛行，替線上購物增添了多樣性，也替企業帶來銷售商機，並同時改變消費者的購買習慣。本研究以方法目的鏈(Means-End Chain, MEC)為基礎，利用階梯訪談法作為訪談的工具，針對40位Facebook用戶為研究對象，進行一對一深度訪談，藉由連結產品屬性、消費結果及最終價值的整體層級架構，繪製出價值階層圖(Hierarchical Value Map, HVM)。研究結果發現，消費者使用Facebook直播平台之屬性，以價格實惠及日常所需，為大多數人所考量之因素；消費者使用Facebook直播平台之結果利益，為產生購買意願及觀看後消費；消費者使用Facebook直播平台主要追求之目標價值，為喜悅感及滿足感。經過本研究之解析與探討其管理意涵，提供業者未來實務上之運用及給予學術界對於後續研究之參考。

關鍵字

方法目的鏈 ； Facebook ； 網路直播 ； 購買行為

並列摘要

In recent years, due to the advancement in technology and the trend of live webcasts. Facebook live platform has increased the diversity of online shopping. It also has brought business opportunities to enterprises, and changed the habits of consumers at the same time. This study adopted means-end chain (MEC) and used the laddering method as the tool when conducting one-on-one in-depth interviews with 40 Facebook users. Then, through the overall hierarchical structure of means-end chain, linked product attributes, consumption consequences, and final values to draw the hierarchical value map (HVM). According to the research results, the attributes of the Facebook live platform are affordable prices and daily needs that most people consider. The consequences are generated purchase intention and consumption after watching live webcasts. The goal value of the e-commerce live platform are the sense of delight and satisfaction. After the analysis of this study and discussion of its management implications, it provides the enterprises with practical applications in the future and gives the academia a reference for subsequent research.

並列關鍵字

Means-End Chain ； Facebook ； Live Webcasts ； Purchase Behavior

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