團購社群的價值經營對黏著度之影響

The Effects of Value Management on Stickiness in Group-buying Community

隨著網際網路的快速發展與社群平台應用之普及，人們變得越來越依賴網路。社群網站已逐漸成為普羅大眾即時搜索資訊與交流互動的工具；也是團購經營者接觸顧客與行銷產品的新型態管道之一。社群成員與團購經營者如何在社群平台中互動、創造價值是一個有趣且值得探討的議題。本研究透過問卷調查法檢視社群成員對團購社群價值經營三要素（技術、內容、社交）之認知，並探討價值經營成效對顧客滿意度、承諾、黏著度與購買意願的影響。研究結果顯示，一、團購社群之價值經營對顧客滿意度有顯著正向的影響；二、團購社群之價值經營須經由顧客滿意度方能對承諾有正向影響；三、顧客滿意度對購買意願與黏著度有顯著正向的影響；四、承諾對購買意願與黏著度有顯著正向的影響。整體而言，團購社群之價值經營以內容價值最能彰顯成效；當社群經營的滿意度提高，將能促使顧客黏附與依賴團購社群；社群主購者若能深化成員間的社交關係並善用資訊科技工具（直播），將可有效提升社群成員的滿意度與黏著度。

Online community is one of major social networks that can exchange experiences and interact with others easily. Group-buying communities become a new channel to touch customers, and they create an interpersonal communication platform in matching supply and demand of marketing. The issues focusing on value creation and exploring interactions between members and managers in group-buying communities are worth and interesting. This study surveyed the members who have experiences to use group-buying communities. Structure equation modeling (SEM) will be applied to examine the correlations among value management (technology value, content value, and social value), customer satisfaction, commitment, stickiness, and purchase intention. The results show that: 1. value management positively affects customer satisfaction in group-buying communities; 2. value management positively affects commitment through customer satisfaction in group-buying communities; 3. customer satisfaction positively affects stickiness and purchase intention; 4. commitment positively affects stickiness and purchase intention. Generally, content value can reflect the most value management effects in group-buying communities. Increasing the intensity of customer satisfaction can keep member stickiness and dependence on group-buying communities. Further, developing high quality relationships on group-buying communities and using information technology deeply (live function) can increase customer satisfaction and stickiness.