運用社群投票機制進行購買決策之實作與驗證

Abstract

經過社群網路爆炸性的成長，以社群為基礎的應用服務逐漸興起。電子商務發展越趨成熟，結合了社群，創造出新型態的電子商務，稱之為社群商務。許多研究報告顯示，消費者在進行購買決策時，會詢問朋友的意見與建議，視為最終選擇購買商品的參考依據。雖然目前社群網站提供很好的意見交流平台，然而在進行商品詢問的互動過程並不是那麼的便利，本研究之目的是希望能在消費者購買決策流程中的衡量選項階段，建立一個社群投票機制，透過自建商品投票頁面將商品資訊呈獻給社群朋友，提供消費者在社群上進行詢問朋友商品選擇意見時，能夠有更有效、更便利與更具有互動性的體驗。 本研究將透過以Facebook為基礎所設計的社群投票機制，探討此機制是否對於消費者在購物或其他類型的選擇上有正面的幫助，蒐集使用者的操作紀錄與試驗問卷，之後透過資料分析，驗證本研究所設計的社群投票機制效益。 研究結果顯示，除了在網站品質中的安全性與隱私性表現較不理想，其它在知覺易用性、知覺有用性、使用意向、持續性使用行為與社群互動上都有不錯的結果。

Through the explosive growth of social network, the social-based application services have been increasing progressively. On the other hand, E-commerce have developed maturely. When E-commerce combines with social network, it creates a new type of E-commerce, called S-commerce. According to many researches, if consumers try to make a purchase decision, they may collect opinions and recommendations from friends. It will be deemed as references for the final decision. Although present social network sites offer a great interactive platform, it is not easy to interact with friends for merchandise inquiry. The purpose of this study is to implement and verify a social election mechanism for purchase decision-making. With the self-built merchandise web page, consumers have a more effective, convenient, and interactive way for merchandise inquiry with friends. This study is trying to explore if there are any benefits for consumers to collect recommendations from friends with social election mechanism, and then measures the performance of the social election mechanism by collecting and analyzing users’ operation data and questionnaires. The final discovery shows that perceived ease of use, perceived usefulness, behavioral intention, continuous use behavior, and social interaction perform well. Only the constructs of security and privacy need to be improved.