線上購物網站網路社群經營關鍵成功因素之多重個案研究──以Facebook粉絲頁為例

The Critical Successful Factors of Online Community for Shopping Websites: A Multiple-Case Study for Fans Page of Facebook

隨著網際網路快速發展與社群平台應用之普及，如何有效經營網路社群來提昇企業競爭優勢與展現行銷創意進而創造網路口碑效果，已成為企業所關注之焦點。社群網站已成為拓展網路行銷的新管道，許多企業紛紛於社群平台上發展相關應用，消費者可藉由社群平台快速獲取產品資訊與網友之評論與意見，網路社群衍然已成為企業與消費者溝通的新管道。此外，台灣企業亦掀起一股建構社群粉絲專頁的熱潮，透過網路社群經營與粉絲專頁之建立已成為企業提昇經營成效的重要利器。本研究主要採用多重個案研究方法探討企業網路社群經營成功關鍵因素，並以四家著名之大型線上購物網站做為個案研究對象。本研究進一步深入訪談網路社群粉絲專頁之管理者，瞭解線上購物網站的社群粉絲專頁之實務經營模式，並從內容面、平台面、經營者面及使用者面探討企業網路社群經營之關鍵成功因素。根據多重個案研究分析與結果，本研究共歸納出十六項相關研究發現，此研究結果可以提供實務界做為經營網路社群粉絲專頁的參考依據，後續研究也可利用本研究歸納之關鍵成功因素做為未來發展實證研究之理論基礎及方向。

As the rapid progress of internet and online community platforms, the implementation and development of online community has been considered as important issues for practitioners. In recent years, online communities have been used as new communication channel with customers for many enterprises in Taiwan and other countries. Furthermore, numerous enterprises apply online community to the marketing, and enhance the competitive advantages for enterprises. Since the ”online communities platform” owns the characteristics of openness, interaction, dissemination, communication as well as content creation and so on, therefore it gradually becomes the emerging social media and channel for dissemination. Furthermore, ”how to implement online communities platform in enhancing customer service, marketing, sales and customer relationship management (CRM)?” has also been considered as an important issue for enterprises. According to the literatures, we can find that numerous enterprises have implemented online community platforms. However, the effectiveness is not as expected. Moreover, the development and applications of ”online community platforms” have also received growing attention from researchers. The main purpose of this study is to examine and explore the factors affecting the implementation of online community platforms. This study uses multiple-case study method to understand the implementation practices of online community platforms of those four case companies, and four fans page managers from different companies were interviewed. This study induces sixteen research propositions. The implications of the findings for practice are discussed. Moreover, this study will provide a valuable reference for business managers who are implementing online community platforms, and for researchers interested in the implementation of online community platforms.