探討Facebook的互動式行銷模式對網路消費者之購物行為之因素

網路影音分享平台，整合現代新科技，其中有即時通訊功能、社群網路平台、網路視訊服務技術，加上臺灣電信業帶動智慧型行動裝置與無線、有線電視的高度普及化，形成行動網路影音平台的發展。隨著網際網路的興盛，使用社群網站已是多數人日常生活的一部分，Facebook（FB）更是目前網路使用者最常用於的社群網站，FB的直播視訊功能讓使用者可以隨時隨地的使用直播視訊，業者開始將FB網路直播變成銷售平台，造就了另一網路購物商機。本研究依據以往文獻探討與網路購物習性為基礎，進一步探討FB直播互動式行銷模式對網路消費者之購物行為。本文採用問卷調查法收集資料，透過便利抽樣以發放研究問卷，進而分析消費者在直播情境的互動影響下，對於產品的品質、風險、價值、趣味等內容之感受，同時了解與購買意願之關聯性。整體有效回收共123份，實證發現：（1）在Facebook的互動式行銷模式中會正向影響消費者的知覺產品品質、知覺服務價值、知覺有趣性；（2）網路消費者的知覺產品品質、知覺有趣性是影響購買意願的主要因素。

關鍵字

Facebook的互動式行銷模式；知覺產品品質；知覺服務價值；知覺有趣性；購買意願

並列摘要

The internet video sharing platform integrates the modern new technology which includs instant messaging, social networking platform, and network video technology. In addition, because Taiwan's telecommunication industry has developed smart mobile devices and wireless / cable television to be highly popular, the mobile internet video platform has also developed. With the rise of the Internet, the use of social networking sites has been one part of the daily life of most people. Facebook （FB） is the most commonly used social networking website for online users. The FB's live video functions could be used in anytime and anywhere, and the platform operators began to make FB video sharing platform into retailing platform that created another online shopping opportunities。Accounting to the literature review and consumer behaviors, this study investigates the effect of the FB’s interactive marketing model on internet consumers’ shopping behaviors. Questionnaires was used to collect research datas. This study also used convenience sampling to mail the questionnaires. Finally, this paper analyzes the relation among the FB’s interactive Marketing Model of Live Stream, consumers' behaviors of “product quality, risk, value, interesting and other content experience”, and purchase intention. There are 123 effective questionnaires, and the emicial results show that: （1）The FB’s interactive Marketing Model of Live Stream has a significant impact on perceived product quality, perceived service value,perceived interest；（2）The internet consumers’s major purchase intention are perceived product quality and perceived interest.