網購生鮮平台粉絲團使用者網路社交與購買行為之研究

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题名:	網購生鮮平台粉絲團使用者網路社交與購買行為之研究 Research on and purchasing behavior of Social networking networkof Fresh Facebook Fans
作者:	鄭茵 Cheng, Yin
贡献者:	新聞學系碩士在職專班
关键词:	臉書粉絲團食安購買行為 Facebook Fans page Food Safety Event purchasing behavior
日期:	2015-06
上传时间:	2015-07-30 15:46:07 (UTC+8)
摘要:	「Facebook」，臉書是台灣現在網路上互動最頻繁熱絡的社群軟體。隨著網路發展改變消費行為，企業或廣告主、個人工作室早已看到了潛在商機，紛紛在Facebook創建粉絲團經營品牌形象，拉近與消費者之間的距離，並藉由分享訊息擴大消費群眾。網路已經是現代人生活中不可或缺的一環，到那邊可能都要打卡、拍照上傳，確認網路暢通，避免遺漏掉任何好友間的即時好消息。過去在此議題的相關研空中，以特定商品為主題的研究並不多，但在近年台灣不斷地爆發食品安全事件後，社會大眾開始注目到生鮮商品，並樂於在網上購買其認同的商品。本研究以社群行銷、購買行為等為理論基礎，建立研究架構，以問卷調查法和焦點團體法為研究方法，以八家生鮮網購平台粉絲專頁的成員為研究對象。呼應了本研究的主題，證明粉絲專頁的粉絲在購買行為與網路社交的程度上還是有一定程度的相關性，另一方面，也證實更根本的問題，就是粉絲對該粉絲專頁在某種程度上都有極大的認同感與滿意度，卻因為「價格」問題，無法有真正實際的購買行為，而這也是說明了本研究中的粉絲專頁，其實間接地影響了粉絲的態度，促使粉絲在態度上有所改變。粉絲們對該支持的專頁都表達出極高的認同感，但在社交互動上，並沒有很明顯的留言行為。顯見使用者加入該粉絲專頁後，目的並不是著重在成員間的彼此留言與互動，而是希望該平台提供更多實用、與生活相關的正面訊息為主。研究中發現一個很特別的現象是，粉絲在食安事件發生後才開始加入這類標榜安全生鮮食材的粉絲團，表示有將近一半以上的受測者在食安事件之前，對於這類的訊息並沒有那麼強大的動機去了解產生需求，食安事件可視為一個非常重要的關鍵點。 "Facebook" Facebook is Taiwan is now interactive on the Web most popular community software. With development of the network to change consumer behavior, companies or advertisers, studios, has already seen the potential business opportunities have created Facebook fan page brand image, narrow the distance between consumers, and by sharing information to expand consumer masses. Networks are an integral part of modern life, there may be all punch, picture upload, verify that network to avoid missing any good news in real time among friends. Past related research on the subject of air in a particular commodity as the theme of the research is not much, but in recent years Taiwan continuously after food safety incidents broke out, members of the public starting attention to fresh products, and are willing to buy goods from their identity on the Internet. This study by community marketing, purchasing behavior, such as theoretical basis, establish the framework, questionnaires and focus groups for research methods, to eight fresh online shopping platform fan page members for study. Echoed has this research of theme, proved fans designed page of fans in purchase behavior and network social of degree Shang also is has must degree of correlation, on the, also confirmed more fundamental of problem, is fans on the fans designed page in a species degree Shang are has great of identity sense and satisfaction degrees, is because "price" problem, cannot has real actual of purchase behavior, and this is description has this research in the of fans designed page, actually indirect to effect has fans of attitude, prompted fans in attitude Shang has change.Pages of the fans for the support expressed a high sense of identity, but in terms of social interaction, and no clear message. Prima facie the user after you join the fan page, Member of the purpose is not to focus on the message and interaction with each other, but by ensuring that the platform provides more practical, positive signals associated with life. Study finds a very special phenomenon is, fans began after the food safety incident to these types of fans call for safe and fresh ingredients, said nearly half of the participants in the food safety before the event, for this type of information is not as powerful motivation to understand needs, food safety incidents can be seen as a very important point.
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