運用跨層次分析探討影響社群平台粉絲團非計畫購買行為之研究

近年來消費者利用粉絲團購物的行為漸漸成為一股新的趨勢，企業藉由社群媒體成立粉絲團務以顧客為中心，注重企業與顧客的關係，以及服務的傳遞，並藉由整合兩者的資源與能力來共創價值。與以往過去的消費習慣不相同，利用社群商務中的粉絲團購物能帶給消費者更即時、更方便的購物方式。如今消費者獲取產品資訊物不再只是在意商品的質量，「人」的影響力變得更重要，讓消費者瀏覽社群觀看粉絲團購物的頻率相對提高。因此，許多人們在購買產品前會觀看粉絲團網頁及評價，利用粉絲團評論來獲得資訊。本研究主要探討使用計畫行為理論理論(態度、主觀規範、知覺行為控制)對購買意圖的影響，再從消費者與粉絲團兩個層面，探討粉絲團聲譽對購買意圖與非計畫購物行為及衝動的影響。本研究以問卷統計調查來分析結果，共計420份問卷，回收358份有效問卷，有效問卷回收率為85.24%。研究結果顯示如下：一、計畫行為理論對於購買意圖具有正顯著影響。二、購買意圖、衝動對於非計畫購買行為皆有正顯著影響。三、粉絲團聲譽對於購買意圖與非計畫購買行為皆具有調節效果。四、粉絲團聲譽對於衝動與非計畫購買行為皆具有調節效果。五、稀少性對於衝動與非計畫購買行為具有調節效果。六、偶然資訊對於衝動與非計畫購買行為未具有調節效果。

關鍵字

粉絲團；計畫行為理論；購買意圖；非計畫購買行為；粉絲團聲譽；衝動

並列摘要

In recent years, consumers use fan group shopping behavior has gradually become a new trend, enterprises through social media to set up fan groups to focus on customers, pay attention to the relationship between enterprises and customers, as well as the delivery of services, and by integrating the resources and capabilities of the two to create value. Unlike past spending habits, using fan group shopping in community business can bring consumers more immediate and convenient ways to shop. Now that consumers no longer care about the quality of their products, the influence of "people" becomes more important, allowing consumers to browse the community to watch fan groups shop relatively more frequently. As a result, many people watch fan group pages and reviews before buying a product, using fan group reviews to get information. This study mainly discusses the influence of the theory of using planned behavior theory (attitude, subjective norms, perceptual behavior control) on purchase intention, and then discusses the influence of fan group reputation on purchase intention and unplanned shopping behavior and impulse from the two levels of consumer and fan group. In this study, the results were analyzed by questionnaire statistical survey, a total of 420 questionnaires were collected, 358 valid questionnaires were recovered, and the effective questionnaire recovery rate was 85.24%. The results of the study are as follows: 1.Theory of Planed Behavior has a positive impact on intentions. 2.Purchase Intention and impulsiveness s have a positive and significant effect on unplanned purchase behavior. 3.Fan group reputation has an adjusting effect on both intent and unplanned purchase behavior. 4.Fan group reputations have a regulating effect on both impulsiveness and unplanned purchase behavior. 5.Scarcity has a regulating effect on impulsiveness and unplanned purchase behavior. 6.Serendipity has no regulatory effect on impulsiveness and unplanned purchase behavior.