社群網路行銷關鍵成功因素之研究-以臉書直播為例

隨著資訊科技的進步以及網際網路的普及化，造就越來越多人使用臉書(facebook)，並且許多訊息也可大量且迅速地透過臉書進行傳遞及發送，也使得許多人的生活型態以及習慣隨之改變，並且隨著直播功能的開通也逐漸的改變許多人對於生活當中購物以及相關行為模式的改變，因此有鑑於目前網路直播行銷方式的熱潮，本研究將以此為題，來探討新型態直播銷售方式對於消費者吸引之所在，以從中了解對於臉書直播成功行銷的關鍵成功因素，並且找出相關的行銷管理方式以進一步提出對於未來經營行銷的管理模式及提升方向。透過本研究採用集體焦點式訪談對於曾經參與直播民眾進行訪談發現，目前直播所販售的商品通常五花八門，而在相關每一種品項的操作手法或許在相關的行銷方式上也多有所不同。且由於過多的直播台進入的門檻極低，也引發了許許多多的亂象，但整體而言網路直播不外乎提供一個很好商品銷售的管道，也是另一項可以積極發展以及整合的銷售管道，因此如何提升整體網路直播的相關品質，以及顧及消費者購買商品的權益問題，也是後續對於社群網路發展一項重要面臨問題。

關鍵字

臉書；直播；關鍵成功因素

並列摘要

Because of development of information technology and popularity of internet, people’s lifestyle and habits have been changing by Facebook, that is transmitted and sent for messages heavily and rapidly. Thanks to the live streaming, it has been changing for people's shopping behavior too. According to the trend of live stream marketing, this study tried to discuss the incentives to costumer, and knew the key success factors about marketing management for presenting management mode and promotion direction of the future. We used focus group interviews for respondents who used live streaming before, and the results show that there are many products for selling with various operation and marketing; many problems are caused by the lower entry barrier of many live stream; overall, live stream is not only a platform for selling, but also a channel which can develop and integrate. In addition, how to improve the quality of live stream, and take care of the right of consumer’s product? It is also an important issue for development of internet.