探討消費者打卡對商家網路行銷之效益 —以寵物餐廳為例

隨著適地性社群網路（LBSNs）的蓬勃發展，社交媒體的使用者有了更多運用網路分享訊息的方式。社交媒體使用者喜歡在社交媒體上打卡以及分享訊息給與其他使用者，而這種使用者行為造成整個網路行銷生態重大的改變，因為使用者在社交媒體上分享的訊息將會影響其他使用者的消費意願與選擇決策。由於打卡行為對於網路行銷的重要性越來越高，越來越多的企業或店家透過利用消費者在社交媒體上的打卡行為來分享商家資訊以及建立網路口碑。許多企業或店家或是提供消費者相關的打卡優惠，或是在店內建置打卡景點，來吸引消費者在社交媒體上打卡及分享資訊。然而消費者因為這種原因所產生的被動打卡行為或資訊分享真的能吸引其他消費者的目光而來店消費嗎?這是個值得深思且探討的問題。為了了解消費者的打卡行為對店家網路行銷的實際效益，我們以“打卡行為”，“社群影響”，“人口變項”，“網路口碑”等四個構面來設計一份研究問卷。本研究以一間寵物餐廳的客戶為研究對象，並以敘述統計來進行問卷分析。研究結果顯示，消費者的打卡行為確實對於“社群影響”和“網路口碑”有顯著的影響。此研究可以作為未來評估應用創新科技服務於提升企業網路口碑等相關研究的基礎。

關鍵字

社交媒體；網路行銷；網路口碑；適地性打卡

並列摘要

With the rapid development of location-based social networks (LBSNs）, social media users have more channels for sharing information using the Internet. Social media users like to check in on social media to share information with other community users, and this kind of user behavior has caused major changes in the Internet marketing ecosystem, because the information shared by users on social media, will affect the consumption willingness and decision-making of other users. As check-in behavior is becoming more and more important for Internet marketing, more and more companies or stores use consumer check-in behavior on social media to share their business information and build Internet reputation. Many companies or stores either provide relevant check-in discounts for consumers or build check-in attractions in their stores to attract consumers to check-in and share information on social media. However, can these passive check-in behaviors and sharing information of consumers really attract the attention of other consumers and then come to the store for consumption? This is a question worth pondering and exploring. In order to understand the benefits of consumers’ check-in behaviors for store Internet marketing, we use four constructs, “check-in behavior”, “community influence”, “demographic variables”, “Internet reputation” to develop a questionnaire. We survey customers of a pet restaurant and perform descriptive statistics for analysis. The results indicate that consumers’ check-in behavior indeed increased community influence and Internet reputation. This research can be used as the basis for evaluation of applying innovative technology to improve the business Internet reputation in the future.