探討Facebook社群行銷與購物行為之研究

A Study of Social Network Marketing and Shopping Behavior in Facebook

蕭志遠(Chih-Yuan Hsiao)

指導教授 ： 劉士豪

中原大學/商學院/資訊管理研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500950

摘要

隨著網際網路的發展，虛擬的互動模式逐漸取代實體互動。越來越多人透過Facebook網路社群與朋友進行互動。許多的企業，除了實體店面外，也紛紛在Facebook上創設粉絲專頁，藉此行銷其商品的優勢，與消費者建立長久的關係，此即為社群行銷之應用。
在粉絲專頁貼文觸及率低的情況下，如何讓粉絲願意持續的關注、互動，是粉絲專頁經營者的重要課題。粉絲專頁根據不同的經營方式、經營目標，其將粉絲轉化為獲利的方式也不相同。因此，本研究企圖從粉絲專頁經營類別、互動模式、獲利模式進行分析，提供經營者參考。
本研究從日常生活當中得到來自Facebook的推薦與好友對粉絲專頁貼文的按讚與分享而得知個案，篩選粉絲專頁的經營型態，以二維象限法將不同個案粉絲專頁進行分類。透過量化方式進行粉絲專頁的分析。歸納研究結論為：「關係經營」者之個案，其基礎為具實體店鋪與間接銷售，經營粉絲專頁之目的，是為了增加顧客對產品的印象，互動時會特別將產品使用方式融入日常生活當中，提醒與創造需要。「商城」之個案具有實體店鋪，採用直接銷售。經營目的為吸引顧客點下連結前往商品詳細資訊、下訂購買。與粉絲互動以提供優惠訊息為主。「口碑經營」之個案，無實體店鋪與間接銷。依靠代言、代理、發起團購之方式，需要的是粉絲的信任與興趣支持。以朋友、共同興趣的角度帶領粉絲們購買共同推薦商品，從中獲利。「虛擬商城」之個案由於其商品種類眾多，需要粉絲時刻關注，所以在互動上提供大量的熱門文章供粉絲瀏覽、以影音廣告為主以維持黏著度。本研究成果期望可提供企業在粉絲專頁經營上之參考。

關鍵字

Facebook ； 粉絲專頁 ； 社群行銷 ； 購物行為 ； 獲利模式

並列摘要

With the development of Internet, virtual interactive mode gradually replace physical interaction. More and more people interact with friends through Facebook. Many companies, except physical stores, also create fan page on the Facebook. In order to market their goods and establish long-term relationships with consumers, that is the application of the marketing community.
In the case of fan page Posts touch low, how to make fans willing sustained attention, interaction, it is an important issue fan page operators. Depending on the fan page mode of operation, business objectives, which will be transformed into a profit of fans is not the same way. Therefore, this study attempts to analyze business categories from fan page, interactive mode, profit models, providing operators a reference.
This study was recommended by a friend from Facebook and the daily life of the fan page posted by praise and sharing text and that case, screening business patterns fan page of a two-dimensional quadrant method will be different case fan page Classification. Analyze fan page through quantization. Conclusions summarized as follows: Case in "relationship management" area, its foundation as having physical stores and indirect sales, operating purposes fan page, is to increase the customer's impression of the product, the product will be particularly way into everyday life when interacting Among remind and creation needs. Case in "mall" area has physical stores, direct sales. In order to attract customers and business purposes under point link to visit commodity details, order and buy goods. Interaction with the fans to provide message-based promotions. Case in "Reputation management" area, the non-physical stores and indirect sales. Relying on endorsements, agents, group buying, need trust and interest in supporting fans. A friend, a common interest point of view, led fans to purchase common recommendation merchandise, make a profit. Case in "virtual mall" area because of its many types of goods, require fans always pay attention, so provide a large number of popular articles on interactive for fans to browse, to video-based advertising to maintain adhesion degree. The research results can be expected to provide enterprise reference on the operation of the fan page.

並列關鍵字

Facebook ； Fan Page ； Community Marketing ； Shopping behavior ； Profit mode

參考文獻

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