Facebook社群行銷策略對消費者購買意願之探討

The Effect of Facebook Community Marketing Strategy on Consumer’s Purchase Intention

劉家秀(Chia-Hsiu Liu)

指導教授 ： 盧正宗

國立臺中科技大學/商學院/會計資訊系碩士班/碩士(2018年)

摘要

在Web 2.0的發展下，互聯網模式已經成為必然趨勢，在交流的過程中使得知識使用者與知識生產者成為雙向互動，而社群網站，成為人們主要的交流媒介。另外帶動網路口碑的興盛，影響民眾使用網際網路的習慣及帶給企業無限商機，近年來台灣電子商務市場發展穩定成長，網路消費者日益增加，其中Facebook已經逐漸成為網購「新入口」。Facebook除了透過粉絲專業與使用者進行互動與推薦外，也提供影音廣告或是貼文方式來提升與用戶互動及粉絲數量，以達成宣傳目的，但貼文及影音內容的正確性、真實性與自身對產品期望的不同都可能產生消費者知覺落差。因此，本研究主要係引用傳播理論，探討Facebook社群行銷策略對消費者購物行為之影響。本研究採用問卷調查方式收集資料，透過便利抽樣取得Facebook社群使用者，進而分析社群行銷策略對消費者行為特性之影響及購買意願。整體有效問卷回收共152份，實證發現：(1) Facebook社群行銷策略(素人分享型、體驗分享型)會正向顯著影響消費者知覺 (產品品質、參與程度)；(2) 消費者知覺 (產品品質、參與程度)亦會正向顯著影響消費者的知覺信任程度；(3) 消費者知覺 (產品品質、信任程度、參與程度)是影響購買意願之主要因素。

關鍵字

社群行銷策略 ； 消費者知覺 ； 購買意願

並列摘要

In the development of Web 2.0, internet model has become an inevitable trend, in the process of communication, knowledge users and knowledge producers make two-way interaction, the community website, as people's main communication medium. In addition to driving the rise of Internet word-of-mouth, affecting the public to use the internet habits and bring business unlimited business opportunities, in recent years, Taiwan's e-commerce market has enjoyed steady growth. Internet consumers are increasing, Facebook has gradually become a " New entrance " for online shopping. Facebook in addition to interacting and recommending with the users through the professionalism of fans, it also provides video ads or postings to enhance the interaction with users and the number of fans. To achieve the purpose of publicity, but the correctness of the contents of the postings and video ads, authenticity and their own different expectations of the product may have a consumer perception of the gap. Therefore, this study mainly refers to the theory of communication, to explore the impact of Facebook community marketing strategy on consumer shopping behavior. This study uses questionnaires to collect data and make use of convenience samples to obtain Facebook community users, and then analyzes the impact of community marketing strategies on consumer behavior characteristics and purchase intention. There are 152 effective questionnaires, and the emicial results show that: (1) Facebook's marketing strategy for the community (Internet celebrities, experience sharing) will positively influence consumer perception (product quality, participation level); (2) Consumer perception (product quality, level of participation) will also positively affect consumers' perceived trust level; (3) Consumer perception (product quality, trust level, and participation level) are the main factors affecting the purchase intention.

並列關鍵字

Community Marketing Strategy ； Consumer perception ； Purchase intention

參考文獻

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