網路的興起及它的便利性,人們開始透過網路蒐尋資訊與接收資訊。不僅可以主動透過網路發布訊息,也可選擇被動的方式接受資訊。現在許多民眾使用社群網站,它提供一個線上平台讓使用者互相交流資訊、分享照片、表達自我的意見、與成員互動,讓彼此間關係更加緊密。 Facebook是目前最多臺灣民眾使用的社群網站,於2010年推出「Facebook Place(地標)」服務,此功能一推出立刻吸引許多人每到一個地點,都要「打卡(Check-in)」留言或上傳照片,透過打卡可與Facebook網絡朋友分享「我在哪裡、和誰、做了什麼事」。這種網路打卡的行為與過去所談到的傳統口碑有相似之處,本研究將以Bansal & Voyer(2000)所採用的傳統口碑程序模型,延伸至網路的背景去探討網路打卡效果對消費者購買決策的影響 本研究採取量化研究,以SPSS統計軟體進行信效度分析、敘述性統計分析、獨立樣本t檢定,探討網路打卡對消費者購買決策的影響,有接收過網路打卡訊息的使用者為對象,透過網路問卷,採便利抽樣,共回收700份問卷,最後有效問卷為525份,女性樣本數最多,而其中有96份從未使用過打卡,但結果指出,未來機會超過一半的受測者未來是願意使用打卡。訊息接收者的「主動搜尋程度」越大與「聯繫強度」越緊密,越會正向影響購買決策;而「聯繫強度」越緊密,也會對「主動搜尋程度」成正向影響。訊息接收者的專業程度越高,不僅會對購買決策影響,且也會對消費者主動搜尋程度成正向影響。
Due to the rise and convenience of the Internet, people start to use the Internet to collect and receive the information. People can not only actively post information on the Internet but also choose to receive the information passively. Nowadays, more and more people use the social networking. Social networking provides users a platform to exchange their information, share their photos, convey their opinions, and interact with other members. These can make their relationship become closer. However, Facebook is the most popular social networking for Taiwanese people. In 2010, Facebook released a service called “Facebook Place”. Once Facebook released this function, it caught people’s eyes immediately. Now, people “Check-in” or upload photos on Facebook when they arrive a place. Through Check-in, people can share “where I am, with whom, and what I am doing” with the friends on Facebook. The Check-in behavior is similar to traditional word-of-mouth effect. This study will base on the model of traditional word-of-mouth effect that addressed by Bansal & Voyer (2000). Furthermore, the study will extend to the background of the Internet, and discuss how the Check-in behavior influences consumer’s decision on consuming. I hope this research can classify the factors about how the Check-in behavior influence consumer buying behaviors. Also, this research can be regarded as a sample for the strategy, plan, and research of related industry in the future, the officials and the academic communities. It can provide suggestions for the post-study.