使用層級分析法探討團購網站社群行銷關鍵成功因素之研究

Using Analytic Hierarchy Process to Investigate the Successful Factors of Group-buying Websites

施鉅萬(Jyu-Wan Shih)

指導教授 ： 邵敏華

國立屏東科技大學/管理學院/資訊管理系所/碩士(2016年)

摘要

社群行銷已成為現代人購物的重要管道之一，在電子商務市場中極具發展潛力。透過團購網站社群行銷途徑的力量，讓許多消費者為了獲取相關優惠資訊，而紛紛投入社群行銷的行列。因此，對於經營團購網站的企業要如何在關係行銷經營上能吸引更多的消費者購買且能留住社群行銷途徑上的顧客，是本研究的重心。因此本研究是以層級分析法(Analytic Hierarchy Process)分析團購網站社群行銷的關鍵成功因素並以關係行銷相關理論「4Rs行銷理論」為基礎進行探討三種社群行銷途徑，分別是Facebook粉絲團、Line即時群組、痞客邦。
為了建立本研究的層級架構以及經營團購網站的社群行銷途徑，進行相關的專家與個案的使用者滿意程度的分析調查，以了解行銷關鍵成功之因素。
本研究發現這三個案都認為「即時資訊」最為重要，尤其是Facebook粉絲團數據最高，而在對於第二個最高影響的是「社群形象」是Line即時群組最為影響力;而對於第三個影響社群行銷途徑的因素是「購物經驗」是Facebook粉絲團最為影響;而在數據上，能了解到痞客邦在「口碑經驗」相對的比其他兩個還要高許多，所以在此社群裡對於人與人之間的評論來說是非常重要的。
第二個發現是在對於想使用社群行銷的執行者、使用者首先要使用的是Facebook粉絲團，能快速的進行品牌行銷，而第二個使用社群行銷途徑是Line即時群組能立即的發送活動、產品訊息，在對於現代人都拿著智慧型手機，是一個有力的行銷管道，而最後一個使用社群行銷途徑是痞客邦，對於消費者或顧客想了解產品的使用經驗或者是好用的產品說明在此社群是最能發揮的。

關鍵字

4Rs行銷理論 ； 團購網站社群 ； 層級分析法 ； 社群行銷

並列摘要

Community marketing has become an important conduit of modern shopping so it gets great potential in the electronic commerce market. Many consumers obtain information related to promotions, and enthusiastically participate in community marketing via group-buying websites. Therefore, for business enterprises which are running the group-buying websites, they have to know how to attract more consumers to purchase on the relationship of marketing business and also continue to keep customers on the community marketing approach. As a result, this study is mainly about the analysis of successful factors on group-buying websites community marketing via Analytic Hierarchy Process. In addition, according to the theory "4Rs marketing theory", this research studies three different community marketing ways, such as Facebook fan group, Line instant group, and Pixnet. In order to establish hierarchical structure of the study and the community marketing approach for managing group-buying websites, this research did the survey of related experts and user satisfaction surveys for understanding the key of successful factors in marketing.

The study found that these three cases are considered "real-time information" is the most important, especially for the highest data Facebook Fan Group which owns the most data, and the second highest influential factor in the questionnaire is "the image of the community", which influences the Line Instant Group most. As for the third factor affecting communities marketing approach is "shopping experience" and it is affected by Facebook Fan Group. Based on the data, it is obvious to know that compared with the other two social community websites, Pixnet is even more popular at the "mouth experience", so the comments between people is very essential in this community.
The second finding is that in the community, those who want to use community marketing firstly utilize the Facebook Fan Group which can do brand marketing quickly. The second way to do community marketing is to send events, product information immediately by the Line Instant Group. In modern society, everyone has smart phones so smart phones become a powerful marketing channels. Finally, Pixnet is the last social network that uses the marketing approach. The approach in community marketing is the best way for customers or clients to know the experience for using products or what the useful products are.

並列關鍵字

4Rs marketing theory ； Group-buying Websites Community ； Analytic Hierarchy Process. ； Community Marketing

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