好康在哪裡？探討社群媒體參與、知覺價值對購買意願之影響以PlayStation遊戲為例

Where to Get Freebies the Influence of Social Media Participation and Perceived Value on the Consumers’Purchasing Intention: A Case Study of PlayStation’s Game

近年來網路社群媒體興起，加上高畫質電視與智慧型手機發展成熟，使得一般消費大眾隨時隨地都能下載設定，來瀏覽社群媒體平台上各項資訊。因此社群媒體傳播訊息的方便迅速與擴散特性，使得社群媒體儼然成為當前熱門的行銷工具之一。本研究以消費者購買意願為目標，並以PlayStation之遊戲為例，建立結構模型，並採行統計估計與各項假說驗證，以探討藉由消費者社群媒體參與及知覺價值的感受對其購買意願的影響。 實證結果顯示（1）消費者社群媒體參與對其購買意願有顯著正面的影響。（2）消費者知覺價值在其社群媒體參與對購買意願影響具有部分中介效果。根據本研究結果建議電玩遊戲企業若能從產品或服務訊息的發布、遊戲特色的宣傳到促銷活動的舉辦，制訂整套行銷規劃，並逐項透過社群媒體平台推動，如此不僅可使喜好電玩遊戲的消費者成為該產品之社群媒體平台的成員，且能逐漸養成習慣參與瀏覽/蒐集該電玩遊戲的訊息，進而在社群中與其他擁有共同興趣的成員彼此互動分享並建立歸屬感。同時除了不斷提升電玩遊戲的功能特色外，電玩遊戲企業亦能著重產品或服務在社交與知識方面知覺價值的關注經營，這將持續有助於電玩遊戲企業新產品或服務銷售的推動。

In recent years, due to the convenience, rapidity, and diffusion of social media in disseminating information, social media has become one of the prevalent marketing tools. The goal of this research is to investigate consumers’ purchase intention and take PlayStation games as an example to construct a structural model. We adopt statistical estimation and various hypothesis verification, in order to explore the influence of consumers’ social media participation and perception of value on their purchase intention. The empirical estimation and verification results show (1) Consumers’ social media participation has a significantly positive impact on their purchase intention. (2) Consumers’ perceived value has a partial mediation effect on the impact of their social media participation on purchase intention. According to the results of this research, it is suggested that the video game companies can formulate comprehensive marketing plans, promote them through social media platforms term by term, and focus on the management of the perceived value of products or services in terms of social and knowledge at the same time. And then the approaches will continue to help the companies in driving the sales of new products or services.