如何提升內容／社群平台的導購成效

Abstract

近幾年因網路科技及便利性蓬勃發展，加上智慧上網普及，行動裝置介面、動線及功能持續優化，並提供多元支付工具和跨業整合下，電子商務交易量屢創新高，但網路族群能夠接觸、選擇的資訊及管道變多了，越來越有自主性（本身也可以是發佈者），網站的瀏覽、時間、裝置及互動等行為愈發呈現碎片化的多元發展，消費者異質性越來越明顯、瞬間注意力越來越短暫，也造成流量成本越來越高，加上網路購物相對於實體通路，雖然提供了更多商品選擇，不受地域、時間、天氣等限制，但無法體驗親自觸摸、試吃、試穿等感官享受，也降低購物的參與感和體驗感，這些都必須透過「內容行銷」來彌補。 因此本研究透過網友問券與焦點訪談，以及訪談網紅品牌經營有成的專業經理人，試圖從消費者端及經營者端的量化、質性研究，交叉應證，洞察特定產品的目標族群觀看內容的動機、心情、需求，了解收集購物資訊的主要管道有哪些，哪一種方式最能促使消費者產生購買行為，又是被哪些內容、呈現方式所吸引，在不同族群中，透過對的內容／社群平台，提供適合的內容，還要能一眼抓住消費者的注意力，期望研究結果能找出內容導購的成功心法。

In recent years the amount of e-commerce transaction repeatedly breaks record high, thanks to the prosperous development and convenience of internet technology, followed by the popularization of smart web-surfing, optimization of mobile devices and their utility and purchasing process, various tools of payment, and cross-industry integration. With more information and channels approachable and closable, the internet group, who could be content publisher meanwhile, has more and more autonomy, causing fragmented development of browsing behavior with time, device and interaction diversity. Heterogeneity of consumer is more and more clear, split-second attention is more and more fleeting, and thus the cost of traffic is higher and higher. Though online shopping compared to physical one provides more options of merchandise and gets rid of the limitations of region, time, weather, etc., it does not offer sensory experiences such as touching, tasting and fitting and consequently reduces the sense of participation of shopping, which should be compensated by content marketing. The research attempts to cross-verify the qualitative and quantitively research results from both consumer side and merchant side through netizen questionnaire, focus interview and interview of expert manager succeeding in internet celebrity branding. The research investigates the motivation, mood and need of content viewing by target group of specific products, comprehends the main channels of collecting shopping information, and deduces the way inducing consumers to generate purchase behavior the most, including what kind of content and display. The research result is expected to find out the success formula for guided-purchasing of content, which is to demonstrate appropriate content by correct social platform and grasp the glance of consumers in different groups.