根據2013年2月資策會產業情報研究所(Market Intelligence & Consulting Institute, MIC)之台灣人網購行為調查指出,台灣地區上網人口逐年增加,網路已深入到現代人的日常生活中。然而近年來虛擬社群的使用人數大幅增加,其中台灣以Facebook之虛擬社群,為最多人使用。 至2013年5月止,Facebook註冊人數已超過一千三百萬人,而目前Facebook粉絲專頁已成為企業進軍電子商務的必備平台之一。故如何有效經營Facebook粉絲專頁,進而導向團購達到企業獲利之目的,為本研究之研究方向。為瞭解台灣團購網站之發展,本研究以文獻探討整理出在台灣四大團購網的經營模式和研究架構,使用專家訪談收集相關資料,最後使用內容分析法分析資料,進行質化研究。 由研究結論得知,經營團購網站前,必需決定出明確的主題,將複雜資訊簡化成與粉絲相近的語言,且提供豐富實用的資訊,透過提供資訊教育粉絲,適時舉辦活動與粉絲互動,成為團購平台的潛在顧客。
According to Market Intelligence & Consulting Institute (MIC) Taiwanese online shopping behavior survey released in February 2013, the number of Taiwan 's Internet users has increased every year and the internet has penetrated into people’s daily life. However, the users of virtual community has increased substantially over these years. Among these, the most popular virtual community is Facebook. Until May 2013, the enrollment of Facebook reached thirteen million. Moreover, Fanpage of Facebook has become one of essential platforms for companies to launch e-marketing. Therefore, how to effectively manage Facebook Fanpage to make great profit in Groupon is the direction of this research. This research reviews the literature to sort out the bussiness models and research structure of four major groupons, and the qualitative research is using content analysis to analyse the data collected from interviewing with experts. The research findings can be learned before operating Groupon site , you must determine the topic of the intuition , and to simplify complex information into a similar language with fans , provides a practical of information to education on fans, rise activities to interact with fans and become a potential customers in Groupon platform.