Z 世代社群團購衝動成癮不可不慎

A Study on the Relationship between Social Media Addiction and Online Compulsive Group Buying for Generation Z

最近研究發現，部份Z世代年輕人對於智慧手機與社群媒體的使用已達成癮狀態，且有可能影響到個人的日常生活和福祉。其次，線上社群團購的興起，在社群媒體成員的爭相推薦下，消費者容易產生衝動性購買行為。我們注意到Z世代的社群衝動團購行為可能與其社群媒體成癮有關而想進一步探究。因此，本文結合S-O-R模型與社群意識理論發展一個完整的實證模型，並進行文獻假說驗證。除確認社群媒體成癮在衝動團購消費行為中是否扮演重要角色，同時也探究造成個人社群媒體成癮的可能被忽略之驅動因素。本文希冀透過三個面向對目前的相關文獻做出貢獻。首先，此研究強調年輕人的社群媒體使用功能失調症與團購衝動消費傾向之間的可能連結。其次，強調消費者的內在心理狀態(情緒調節機制和團購心流體驗)是否受到社群媒體成癮的刺激而被誘發做出衝動的團購消費行為。第三，此調查也彰顯社群意識構念是否也是Z世代社群媒體成癮的關鍵因素而做出解釋。

Recent research has found that a portion of Generation Z individuals exhibit addictive behaviors towards smartphones and social media, which may affect their daily life and wellbeing. Additionally, the rise of online community group buying, fueled by member recommendations on social media, often leads to impulsive purchasing behaviors. This study seeks to explore the potential link between Gen Z's impulsive group buying and their addiction to social media. To this end, we developed a model combining the Stimulus- Organism-Response (S-O-R) model and the theory of social awareness, and conducted literature hypothesis testing. The study confirms whether social media addiction plays a significant role in impulsive group buying behavior and investigates the potential overlooked drivers of individual social media addiction. This research contributes to the existing literature in three ways. Firstly, it highlights the possible connection between young people's dysfunctional use of social media and their propensity for impulsive group purchasing. Secondly, it underscores whether the inner psychological state of consumers (emotional regulation mechanisms and group buying flow experiences) is triggered by social media addiction to engage in impulsive buying. Thirdly, the study also sheds light on whether the concept of social awareness is a key factor in Gen Z's social media addiction.