社群媒體中訊息設計與社群結構對消費者行為之影響：以資料探勘方法分析LINE為例

An Exploration of Social Media Message Design, Community Structure, and Consumer Behaviors-Taking LINE as Example

隨著LINE 的使用融入消費者生活，許多企業想藉助LINE 來傳遞品牌資訊、建立會員關係、與銷售產品。本研究以LINE@ 社群訊息為研究標的，運用資料探勘方法來分析LINE@ 上的訊息設計與網站流量、會員封鎖與訂單轉換率的關係。研究結果發現，會員規模為影響流量轉換的主要因素，抽獎則是次要因素；加入LINE@ 時間為影響會員封鎖行為最相關的因素；而目標會員率、溝通時段、加入LINE@ 時間為影響下單訂購最相關之因素。研究的結果建議經營者宜先健全社群會員結構與體質，再進行訊息設計的各項操弄，以達到較佳的經營與轉換績效。

When LINE becomes popular in our daily life, many organizations exploit it to improve brand information delivery and customer relationship for increasing sales. This study investigates how to manage LINE@ message to facilitate desired consumer behaviors. Anchored on real-world practices of LINE@, this study adopts data mining approach to examine the effects of message design elements on consumer responsive behaviors, such as webpage clicks, member blocking, and purchases. Our research findings suggest that membership size and lucky draw are the main factors that affect webpage clicks. Besides, the interval that a company has joined LINE@ is the main factor for blocking message. Finally, unblocking member ratio, time period of message post, and interval that a company has joined LINE@ would affect customer’s purchases. Our findings also suggest that organizations must understand and strengthen the structure of social media community before putting efforts on designing messages.