LINE社群電商團購行為分析－群體感的影響力
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Date
2023
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Abstract
隨著社群電商(Social Commerce)的蓬勃發展，基於即時通訊軟件(Instant Messaging)的社群電商開始嶄露頭角。現今，消費者可以透過LINE、微信等即時通訊軟件直接向商家下單，而商家也能在這些平台上直接與消費者溝通，營造一個讓消費者互動的環境。本研究旨在探討參與LINE群組電商的消費者，對於群組管理品質和群體感的感受與購買意願之間的關聯。此外，本研究也將重點探討群組的群體感對購買意願的影響，例如顧客公民行為是否會影響消費者的購買意願，以及商家在群組中與顧客的互動關係。同時，本研究也將提出關於社群管理和群組氛圍控制的建議。本研究的實驗對象為曾參與LINE群組電商的消費者。LINE群組電商群組的定義為在LINE通訊軟體上促進商品買賣的群組，其中除了群主，還有其他消費者在同一個聊天室中進行交流。例如一些團購和代購的群組，或是由品牌創建的與消費者互動的群組。群組的擁有者可以是商家或個人。研究方法採用網路問卷，通過收集的資料進行資料分析，以提供社群電商賣家有效的行銷手法。研究結果顯示，綜合受試者對LINE群組電商的整體感受，證實群體感對消費者具有重要的影響力。實證分析顯示，消費者對於群組的態度會受到LINE社群的成員互動和相似性的影響。總體而言，在LINE社群電商中，群組的管理品質和群體感對於購買意願均有影響，而群體感的影響較為顯著。
With the flourishing development of social commerce, the emergence of social commerce based on instant messaging applications has become prominent. Nowadays, consumers can directly place orders with businesses through instant messaging apps like LINE and WeChat, while businesses can communicate directly with consumers on these platforms, creating an environment for consumer interaction. This study aims to explore the association between the management quality of the group, We-ness, and purchase intention among consumers participating in LINE group commerce. Furthermore, the study focuses on investigating the impact of We-ness on purchase intention. Provide recommendations for community management and group atmosphere control will also be provided.The participants of this study are consumers who have participated in LINE group commerce. LINE group commerce is defined as a group on the LINE messaging app that facilitates the buying and selling of products, where apart from the group owner, other consumers also engage in discussions within the same chat room.The group owner can be either a business or an individual. The research method employed is an online questionnaire, and the collected data will be analyzed to provide effective marketing strategies for social commerce sellers.The results of the study demonstrate that the overall perception of LINE group commerce among participants confirms the significant influence of We-ness on consumers. The empirical analysis reveals that member interaction and similarity within the LINE community influence consumers' attitudes toward the group. Overall, both the management quality of the group and We-ness have an impact on purchase intention, with We-ness exerting a more significant influence.
With the flourishing development of social commerce, the emergence of social commerce based on instant messaging applications has become prominent. Nowadays, consumers can directly place orders with businesses through instant messaging apps like LINE and WeChat, while businesses can communicate directly with consumers on these platforms, creating an environment for consumer interaction. This study aims to explore the association between the management quality of the group, We-ness, and purchase intention among consumers participating in LINE group commerce. Furthermore, the study focuses on investigating the impact of We-ness on purchase intention. Provide recommendations for community management and group atmosphere control will also be provided.The participants of this study are consumers who have participated in LINE group commerce. LINE group commerce is defined as a group on the LINE messaging app that facilitates the buying and selling of products, where apart from the group owner, other consumers also engage in discussions within the same chat room.The group owner can be either a business or an individual. The research method employed is an online questionnaire, and the collected data will be analyzed to provide effective marketing strategies for social commerce sellers.The results of the study demonstrate that the overall perception of LINE group commerce among participants confirms the significant influence of We-ness on consumers. The empirical analysis reveals that member interaction and similarity within the LINE community influence consumers' attitudes toward the group. Overall, both the management quality of the group and We-ness have an impact on purchase intention, with We-ness exerting a more significant influence.
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LINE, 社群電商, 顧客公民行為, 群體感, 購買意願, LINE, social commerce, customer citizenship behavior, We-ness, purchase intention