團購之社會影響力：以社群媒體驅動全家便利商店之複合商模構型

Social Influence in Group Buying: Leveraging Social Media Community to Construct Hybrid Business Model in FamilyMart

社群團購已成為全新經營模式，本研究探討社會影響力如何驅動社群團購與實體零售之複合商模構型，並提出以下貢獻。首先是由社群經營角度探索複合商模形塑歷程。過去文獻由組織活動或資源流動探討複合歷程與效益，但卻較少探索如何由社群經營角度思考複合商模之形塑。本研究由社會影響力之趨同觀點，提出社群團購商模之價值創造、互動傳價、與取價設計必須由社群認同、社群依存、與社群內化檢視；進而提出由稀有性提高社群認同，由專屬性提高社群參與，由相鄰關係強化社群內化。其次，本文提出由商模趨同探討社群團購如何與實體零售形成複合商模，而有價值創造趨同、傳價互動趨同、與取價機制趨同之形塑歷程。實務貢獻言，本文提出社群凝聚、社群互動、多元通路串接、與複合商模形塑的「聚、導、串、合」實務，以作為企業經營社群團購之複合商模參考。

Social group buying has become a new business model. This study explores the hybrid business model driven by social group buying from the perspective of social influence and presents the following contributions. First, it explores the shaping process of hybrid business models from the perspective of community management. Compared to past studies that explored the hybrid process and benefits from the perspective of organizational activities or resource flows, this paper proposes a new discourse on hybrid business models from the perspective of community management. Taking the theoretical lens of convergence in social influence, this study proposes that value creation, value communication, and value capture in community group buying business models must be examined through social identification, social compliance, and social internalization. In addition, this paper explores how community group buying can form a hybrid business model with physical retail from the perspective of business model convergence, leading to the convergence on value creation, value communication, and value capture. In terms of practical contributions, this paper proposes the practices of community aggregation, community interaction, multi-channel connection, and hybrid business model formation to serve as a reference for companies operating social group buying as hybrid business models.