情感價值驅動的社群電商模式：LINE禮物的場景行銷實踐與策略洞察

Abstract

本研究旨在探討「情感價值驅動的社群電商模式」，以台灣市場中的LINE禮物作為核心個案，分析其如何透過送禮機制、場景行銷與互動設計，有效引發用戶的數位送禮行為，並在平台中建構高度互動與忠誠的用戶關係。研究以質性為主，透過主題分析法進行8位使用者與平台實務工作者的深度訪談，同時整合B＝M×A× T（Fogg 行為模型）、自我決定理論（Self-Determination Theory）與社會臨場感理論（Social Presence Theory）等多元理論觀點，提出社群電商中「情感價值× 行為誘發 × 社交回饋」的整合性策略模型。 研究發現，在數位通訊場景中，若平台設計能有效降低送禮門檻（Ability），並透過節慶推播、生日提醒等觸發手段（Trigger），強化用戶的社交動機與情感連結（Motivation），便能促發用戶自然進行送禮行為。本研究亦指出，LINE禮物透過設計即時互動回饋機制（如感謝小卡、貼圖與語音訊息），強化送禮與收禮雙方之情感連結，進一步促成再送禮循環，形成社群中的「數位人情飛輪」。 在STP策略架構上，LINE禮物精準鎖定25～45歲追求儀式感與高社交互動頻率的女性上班族為主要目標客群，並透過「禮物潛台詞」、「文化諧音」、「客製化送禮」等策略設計，形塑品牌獨有的情感定位與價值主張。與KakaoGift與WeChat紅包等對標平台比較後，本研究進一步歸納LINE禮物的三項競爭優勢為：「即時送禮操作」、「文化情感符碼」、「互動回饋閉環」，並提出其可複製性須搭配文化再地化與支付系統整合。 本研究對理論的貢獻為：一、擴展Fogg行為模型於數位情境下的實證應用；二、將情感行銷與自我決定理論結合於社群電商情境之用戶行為分析中；三、提出「私訊贈與×互動設計×場景行銷」之社群電商新模型，回應當代用戶日漸提升的情緒性需求與場景敏感性。對實務而言，本研究提出具體策略建議：包括如何設計節慶引導策略、如何建構互動回饋節點、以及如何結合數據推播優化用戶旅程等，並可作為平台業者、品牌端與新興數位通訊應用開發者的參考依據。 綜合而言，本研究證實：「情感價值」在社群電商平台中的角色已從附加情境，轉變為驅動用戶行為與黏著的核心動力。未來社群平台若能持續優化「即時情感溝通」與「互動回饋設計」，將有機會在價值創造的過程中，從單次交易延展為長期關係，建立以人為本的數位商業模式。

This study investigates the emotional value–driven model in social commerce, using LINE Giftshop in Taiwan as a representative case. Through qualitative case study and semi-structured interviews with users, product designers, and strategy professionals, the research constructs a comprehensive framework integrating the Fogg Behavior Model (B = M × A × T), Self-Determination Theory (SDT), and Social Presence Theory. The goal is to uncover how emotional design, contextual triggers, and interactive feedback mechanisms jointly influence user behavior, engagement, and loyalty within digital gift-giving contexts. The findings reveal that LINE Giftshop leverages three strategic pillars to drive user engagement: (1) reducing friction in action through private gift transfer embedded in chat interfaces and removing traditional barriers like address input; (2) stimulating behavior through contextual prompts such as birthday reminders, seasonal campaigns, and LINE Points incentives; and (3) reinforcing emotional value via symbolic marketing assets, local cultural references (e.g., phonetic pricing with meanings like NT$1314 ="forever" ), and personalized response mechanisms including thank-you cards, audio messages, and sticker replies. Applying the STP model, LINE Giftshop successfully segments its core user base as females aged 25~45, especially those with high digital literacy, ritual consciousness, and interpersonal interaction frequency. The platform’s targeting and positioning are built around three principles: emotional resonance (emotion-rich gifting language and themes), convenience (chat-native UI/UX for seamless gift-giving), and shareability (features designed to facilitate social reciprocity and virality). These strategies differentiate LINE Giftshop from comparative platforms like KakaoTalk Gift and WeChat Red Packet, which either focus on monetary exchange or product-centric gifting with limited emotional framing. The study’s theoretical contribution lies in extending emotional marketing and behavioral science theories to the domain of digital gift-giving, particularly in the context of social commerce platforms. By combining SDT and B = M × A × T, the study constructs an explanatory model that reveals how emotional motivation, actionability, and timely prompts jointly affect user behavior. Furthermore, the research demonstrates how platform design can operationalize social presence theory to deepen relational ties and sustain platform stickiness. From a managerial perspective, this study provides concrete guidance for platform developers and marketers: (1) embed gifting into high-frequency communication behaviors to reduce user effort; (2) use emotionally coded language and cultural semantics to drive motivation; (3) create lightweight but meaningful feedback loops to encourage repeat use and social diffusion. It also suggests that such a model, while effective in Taiwan’s culturally high-context environment, requires adaptive localization to function in other markets, especially concerning payment infrastructure, regulatory compliance, and gift-giving customs. The research concludes that emotional value is no longer an auxiliary element in digital commerce—it is a central driver of conversion, retention, and brand affinity. As digital communication continues to mediate social interaction, platforms that prioritize emotional relevance and behavioral insight will likely lead in building not just transactional value but enduring relationships.