社群商務網站知覺定位之探究

全球在社群媒體越來越多人使用的趨勢下，各式各樣不同的應用及服務也相繼的產生，這些熱門的社群媒體，透過各自平台特殊的社交功能，每天吸引成千上萬的人使用他們所提供的服務。由於社群媒體蓬勃的發展，於是許多企業也開始重視產品在社群媒體上的經營。慢慢的社群媒體也開始漸漸地影響了消費者們的消費行為，社群商務的新型態交易模式也因此開始發展。社群商務網站可歸納出許多新型態，而社群商務網站的品質衡量，本研究會從商務面及社群面兩大面向切入進行探討，並建立衡量社群商務網站商務面、社群面之品質評估與績效指標之架構。由創市際市場研究顧問公司與資策會提供之資料，在經驗品與搜尋品挑選出鞋類及3C產品，藉由網路問卷調查的方法，針對曾經於社群商務網站購買過3C與鞋類產品之消費者進行資料蒐集，透過多元尺度分析法，分析市場上知名的社群商務網站服務品質之知覺性定位，最後，再藉由知覺性定位的結果和產品進行兩者關聯性的探究。研究結果發現，不同的社群商務網站與不同的產品皆具有不同的知覺特性，社群型的社群商務網站對於社會臨場感、知覺相似性、互動性與互惠性擁有較高的知覺特性展現，而拍賣型的社群商務網站對於功能性、愉悅性、過程性、可靠性與回覆性擁有較高的知覺特性展現。3C產品對於可靠性、互動性、知覺相似性與互惠性之知覺較為相似。鞋類產品之知覺特性則與忠誠度與過程性較相似。最後希望透過本研究能協助產品和社群商務網站之間做出更有效銷售模式，並於日後對社群商務網站的發展有所貢獻。 With the growing use of social media, a wide variety of social media applications and services are being produced globally. Popular social media platforms leverage their unique functions to persuade their users to adopt such applications and services, and many enterprises have begun to consider social media operations as a crucial aspect. Thus, because of the gradual influence of social media on consumer behavior, a new community business model has begun to develop. This study will use a web survey from Insightxplorer's and Institute for Information Industry, select footwear and 3C products in the experience products and search products, and use the web survey method to purchase 3C from the commerce sites. Consumers of footwear products collect data, analyze the perceptual positioning of the service quality of well-known social commerce sites in the market through Multidimensional scaling analysis, and finally, through the results of perceptual positioning and products, the correlation between the two different product categories. The study found that different Social commerce sites and different products have different perceptual characteristics. Social commerce sites have higher perceptual characteristics for presence, social Identity, interaction and reciprocity. The Auction Website has higher perceptual characteristics for functionality, enjoyment, process, reliability and responsiveness. 3C products are similar in perception of reliability, interaction, social Identity and reciprocity. The perceived characteristics of footwear are similar to loyalty and process.