消費者在Instagram上的投入與消費行為：以社交影響及人際吸引理論為觀點

Abstract

隨著互聯網技術的快速發展，改變了現代人的生活。即使有地域的差距，人們仍可以透過社群媒體相互聯繫以及傳遞訊息。社群媒體的用戶逐漸增加，同時吸引越來越多人成為活躍用戶。社群媒體正連結著人們的生活，除此之外，社群媒體也將傳統的電子商務(e-commerce) 逐漸轉為社交商務 (social commerce)。這變化也促成消費者行為的改變。本研究目的是欲了解當前的社交商務是否仍成為未來的趨勢，並進一步了解品牌對未來的期望。隨著目前社交商務的發展趨勢，人們更積極地使用社群媒體查詢訊息，這也是為何品牌傾向經營社群媒體的原因。品牌使用社群媒體不僅可以推廣特定產品，還可以在線向潛在顧客提升其品牌知名度。因此，本研究採用社會影響理論 (Social Influence Theory)以及人際吸引理論 (Interpersonal Attraction Theory)作為理論基礎，在觀察消費者關注和了解Instagram上的影響者後，提出消費者購買意願相關的研究模型及假說。研究發現，外部驅動因素以及內部驅動因素是提升消費者於社群媒Instagram的消費行為以及購買決策的兩大關鍵因素。本研究採用判斷抽樣法，透過Instagram來蒐集調查問卷。針對企業的管理意涵，本研究提出企業需要了解消費者的需求，同時於其社交商務網站上建立有效之策略。此外社交商務的行銷經理對於是否透過Instagram的影響者作為宣傳其產品的媒介發揮重要作用。了解並正確選擇合適的Instagram影響者可以幫助企業創造一個有利的商業環境，同時戰略性地最大化其利潤。關鍵字：社交商務、社群媒體影響者、社會影響理論、人際吸引理論、購買意願The rapid growth of technology and the internet have changed people’s life. People are now connected and able to exchange information even when they are living far from each other by using social media. The use of social media itself is gradually increasing and attracting people to become active users of it. Social media is connecting people’s life, but other than that, social media also has shifted traditional e-commerce into social commerce. This change also leads to a shift in consumer behavior.The goal of this study is to know whether the current trend of social commerce will still be the trend in the future and also to learn more about what a brand can expect. With the current trend of social commerce, people are more active in using social media to find information. That is also the reason why a brand tends to grow its social community online. A brand that used social media promotes not only a particular product but also increases its brand awareness online to the new potential customer. Therefore, this research draws on the Social Influence Theory and Interpersonal Attraction Theory to propose a research model and the hypotheses related to consumer purchase intention after following and seeing what a focal Instagram influencer is. In particular, external and internal drivers are the two main drivers that enhance consumer behavior on social media Instagram, and lead to a purchase decision.The study conducts a judgmental sampling method, which recruits the participants through Instagram to fill in a survey. The managerial implication to business is the need of understanding the customers’ needs, and build confidence, and practical strategies on their social commerce site. Other than that, marketing managers of social commerce are playing a great role to understand whether there is a need of using Instagram influencers as a medium to promote their products or not. Understanding better the use of Instagram influencers and the correct choice of Instagram influencers can help businesses to have a conducive business environment and develop their strategies to maximize their profit.Keywords: Social commerce, social media influencer, social influence theory, interpersonal attraction theory, purchase intention