社交商務中的錯誤共識效應─以LINE社群為例

Abstract

隨著科技進步，網路購物市場展現了巨大的發展潛力。社群媒體和網購的迅速崛起，特別是在 2021 年新冠疫情的刺激下，線上購物成為更加吸引人的選項。在這個過程中，社群媒體扮演了關鍵角色，不僅推動了對品牌的認知，也影響消費者的購買決策。在台灣， LINE 應用程式的普及率已高達 95.7% ，顯示出其在作為品牌資訊傳播管道方面的日益重要性。因而本研究試以「 LINE 社群」為例，深入分析社交商務中的錯誤共識效應。LINE 社群具備許多錯綜複雜的新興功能，是現在時興的社交軟體，但目前相關的研究仍顯不足。此外，錯誤共識效應理論在社交商務及消費者行為研究中的應用同樣稀少。考量到「食品」的普及性和網購調查的便利性，本研究將重點放在以「烘焙點心」為主題的 LINE 社群。經過文獻回顧，本研究將在烘焙點心的 LINE 社群中探尋社交商務中錯誤共識效應的存在及其對購買意願的相關性，同時闡明錯誤共識效應及其四個因果機制—選擇性接觸與可用認知、注意力集中與聚焦、因果歸因、自我保護動機—與購買意願之間的中介關係。

本研究於2023年10月23日至11月5日間，透過判斷性抽樣（purposive sampling）於烘焙點心 LINE 社群中發放 SurveyCake 平台問卷連結以收集相關樣本，最終有效樣本數為 300 筆。在本研究中，研究者將社群媒體使用程度作為控制變數，並運用 SPSS 統計分析軟體以及 PROCESS 路徑分析模組來進行數據分析。結果說明了錯誤共識效應在社交商務中確實存在，且對購買意願產生負面影響。此外，錯誤共識效應的四項因果機制中的三項—注意力集中與聚焦、因果歸因、自我保護動機—分別透過錯誤共識效應影響購買意願。這一結果發現了錯誤共識效應作為上述三個因果機制與購買意願之間的負向中介變數的角色。

整體而言，在學術貢獻上，本研究試圖補足LINE社群的研究缺口，並以錯誤共識效應理論解釋社交商務中的購物行為。並試著透過心理學、社會學與管理學理論發展出一套模型，用以解釋網路原生世代消費者在社交購物行為當中，社群產生之社群意識對於購買意願影響的運作機制：若社群參與者錯誤共識程度越低、其購買意願越高。而在實務意涵上，本研究亦提供品牌及企業社群行銷策略和建議。

With the advancement of technology, the online shopping market has shown tremendous potential. The rapid rise of social media and online shopping, especially fueled by the 2021 COVID-19 pandemic, has made online shopping an increasingly attractive option. Social media plays a key role in online shopping, driving brand awareness and influencing consumers purchasing decisions. In Taiwan, the prevalence of the LINE app has reached 95.7%, highlighting its growing importance as a channel for brand information dissemination. This study focuses on the LINE community, specifically analyzing the “False Consensus Effect (FCE)” in social commerce. With its intricate emerging features, represents a popular social media platform. However, research on this topic is currently insufficient. Additionally, applying the FCE theory in social commerce and consumer behavior research is limited. Considering the widespread popularity of “food” and the convenience of online surveys, this study centers on the LINE community with a theme of “baking dessert.” Through a literature review, this study aims to explore the existence of the FCE in the LINE community focused on baking dessert. It investigates its relevance to purchasing intentions, elucidating the negative mediation relationships between the FCE and its four causal mechanisms—Selective Exposure and Cognitive Availability, Salience and Focus of Attention, Attribution Processing, and Self-protection Motivations—and purchasing intentions.

The study used purposive sampling to distribute SurveyCake platform questionnaires in the baking dessert LINE community, collecting a total of 300 valid responses from October 23 to November 5, 2023. Social media usage is considered a control variable in this study, with SPSS statistical analysis software and the PROCESS path analysis module utilized for data analysis. The results confirm the existence of the FCE in social commerce, negatively impacting purchasing intentions. Moreover, three of the four causal mechanisms—Salience and Focus of Attention, Attribution Processing, and Self-protection Motivations—each influence purchasing intentions through the FCE. This finding validates the role of the FCE as a mediator between these three causal mechanisms and purchasing intentions.

In academic contributions, this study aims to fill the research gap in LINE community studies, using the FCE theory to explain shopping behavior in social commerce. It seeks to develop a model through psychological, sociological, and management theories to explain the operational mechanisms of how community consciousness generated in social commerce affects purchasing intentions among consumers of the internet-native generation: the lower the FCE among community participants, the higher their purchasing intentions. In practical implications, the study provides actionable community marketing strategies and recommendations for brands and businesses.