探討B2C電子商務整合社群網站的創新營運模式

Abstract

近年來，隨著社群網站的興起與成長，愈來愈多的企業透過社群網站與顧客直接溝通與交易，社交行為與購物行為之間的界線逐漸模糊。社群商務就是指企業透過社群網站來促進以及執行其交易的新型態商業模式，其中的Facebook具有使用者最多和社交與交易功能完整的優勢，因此Facebook Commerce (F-Commerce)為社群商務中最熱門，商業活動也最活躍的模式。為了深入了解與分析社群商務的創新商務模式，本研究透過次級資料的收集與分析，探討F-Commerce興起的主因和主要經營模式，以及背後的消費邏輯和關鍵成功要素。此外，透過價值網的分析架構來探討F-Commerce的競合關係與未來發展。研究成果可簡單歸納成以下幾點： (1) F-Commerce的興起，在技術上的主要來自Facebook的「Open Graph」技術開放計劃，其中包含社交外掛、Open Graph protocol以及Graph API三大概念，其延伸的軟體服務，一方面讓一般的網站可具有社交元素，另一方面讓企業可在Facebook的粉絲專頁直接販賣商品與服務。 (2) F-Commerce依交易發生的本質可分為「Off-Facebook」以及「On-Facebook」兩種模式，前者的運作邏輯為透過消費者產生的口碑內容，如評論與推薦，來影響核心購物流程；後者的核心活動為社交行為，消費者在與企業和粉絲的互動下，在外在的誘因催化下，造成衝動性購物。 (3) 企業經營Off-Facebook Commerce的關鍵為提供「個人化」與「實用性」的功能與服務，強化網站的專業與獨特性，並且在顧客完成消費後，提供「回饋性」的服務，創造口碑效應的正循環；經營On-Facebook Commerce則須在與顧客的互動上強調「人性化」、「大眾化」、「一致性」以及「互惠性」，來建立品牌偏好，並且提供粉絲獨家與大折扣等「誘因」，促進在粉絲專頁上的直接消費。 (4)由Netflix與Groupon的例子中，可知F-Commerce的競合關係中，Facebook是合作者也是競爭者，未來可能進入其他線上服務市場，如音樂和遊戲。

Recently, with the popularity and growth of social network site, more and more business make the direct communication and traction with the customers through social network site, and the boundary between the social and purchase behavior is getting vague. Social commerce is a new subset of electronic commerce that involves using social media to assist in the online buying and selling of products and services, and owing to the advantage of numerous users and complete tools for social and traction, Facebook Commerce is the most prevailing and prosperous business model. In order to realize the innovation of Social Commerce, we collect and analyze the secondary data to infer the reason, logic of consumption and key successes factors of F-Commerce. Besides, we also use the value net model to analyze the Co-opetition situation of F-Commerce. The following is the conclusion: (1) Technically, the rise of F-Commerce is owing to Facebook’s project “Open Graph”, including Social Plugins, Open Graph protocol and Graph API, and the extended software service make the website social, as well as direct selling goods and service on Facebook fan page. (2) By the occurrence of core traction, F-Commerce can divide into two major commerce, “Off-Facebook” and “On-Facebook”. The logic of consumption of the former is that customer-generated word of mouth influences the process of purchase; the core activity of the latter is social behavior, and as customers interact with the business and fans, they make the impulse buying under the force of incentives. (3) The key of Off-Facebook Commerce is providing the “personal” and “utility” tool and service to build the expertise and uniqueness of the website, and “rewarding” system for post-purchase to create the positive cycle of word of mouth; for On-Facebook Commerce, the interaction with customers should emphasize on the “Humanization”, “Popularity”, “Consistency”, and “Reciprocity” for brand building, and the incentives to encourage the purchase on Facebook. (4) By analysis of the case of Netflix and Groupon, we know that under the co-opetition situation, Facebook is not only a cooperator also a competitor, and it may entry the other online service such as music and game.