網路電子零售商發展及經營虛擬社群之研究：多個案分析

Business Strategies of New Entrant E-retailers in Virtual Communities: A Multiple Case Study

趙芷嫻(Zhi-Xian Zhao)

指導教授 ： 李怡慧

元智大學/資訊學院/資訊管理學系/碩士(2012年)

https://doi.org/10.6838/YZU.2012.00102

摘要

許多個人和組織認為虛擬社群的應用能夠協助他們提高銷售業績，尤其是交易導向的虛擬社群，例如網路拍賣。儘管過去的研究發現交易導向的虛擬社群能夠讓電子零售商以簡便且低價的方式創立電子商店以電子商務，但僅有少數的研究探討到底這些電子商店如何實際地在交易導向的虛擬社群中經營其商業活動。因此，本研究的目的是探討電子零售商如何透過虛擬社群經營其電子商務活動。本研究採用多個案分析法觀察六個在雅虎網路上新電子零售商，藉以了解他們擴展產品知名度及提升銷售額的過程。研究結果發現: (1)在臉書及部落格加入有趣詼諧的故事內容能夠吸引網路使用者的注意；(2)以圖片來輔助宣傳活動較能夠引起網路使用者的參與；(3)將電子商店上的產品圖片設計得井然有序能夠促使消費者購買商品；(4)舉辦「無厘頭」的促銷活動能夠提升商品銷售量；(5)利用「問與答」來提醒消費者現有的服務或促銷活動，能夠增加商品被銷售的可能性；然而, 我們也發現(6)電子商店的線上促銷活動所影響的時間非常短暫（約莫一週），其效果因此十分有限。關於本研究的限制以及在學術上的回饋將於本文的最後一章被討論。

關鍵字

電子商務 ； 虛擬社群 ； 網路拍賣 ； 雅虎

並列摘要

Virtual communities are generally recognized as being useful channels for individuals and organizations to generate great sales value, especially transaction-oriented ones, such as online auctions. Although previous research has found that this form of virtual community easily promotes e-business and/or e-commerce development, in particular by establishing e-shops, there have been limited studies looking into how such e-shops operate. Hence, the purpose of this study is to provide insights into these phenomena, thereby expanding upon the sparse extant knowledge. The investigation employs a multiple case study approach that involves observing six cases of new entrant e-retailers conducting their businesses on the Yahoo! e-auction. The research results reveal that: (1) amusing stories can attract visitors to surf the sites; (2) online promotion with pictures can increase visitor attention; (3) “spick and span” product presentation forms in e-shops can help convert visitors into buyers; (4) amusing sales promotion draws in more sales; (5) through using the Q&A function to highlight the service or a promotion can increase the possibility of a product being purchased; and, (6) it emerges that short lived (approximately one week) online promotions in virtual communities, in particular, have a positive impact on sales. With regards to the research limitations and how this enquiry has been received by the academic community, this is discussed in the last section.

並列關鍵字

E-commerce ； virtual community ； e-auction ； Yahoo!

參考文獻

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