社群媒體中農產品消費決策之探討

Exploring the Process of Agricultural Product Consumption Decision-Making in Social Media

10.6544/JCD.202312_(37).0004

林天晴(Tien-Ching Lin)；許詩嫺(Shih-Hsien Hsu)

社群媒體使用 ； 社會網絡 ； 消費者決策過程 ； 產品品質線索 ； 消費社群網絡 ； social media use ； social network ； consumer decision-making process ； product quality clues ； consumer social network

傳播與發展學報

37期（2023 / 12 / 31）

61 - 90

繁體中文;英文

社群媒體的普及與社群媒體上網絡訊息之傳遞樣貌，逐漸影響消費者購買決策過程與行為。過往農產品以實體觀察與消費為主，近年透過社群媒體消費農產品也開始成為家中主要農產品採買者的管道之一。本研究由消費者決策過程出發，藉由深度訪談法，探討社群媒體特質如何影響消費者於社群媒體中消費農產品的決策階段與行為，研究焦點在於了解社群媒體的使用與新型態消費網絡會如何影響這些對象之消費決策與行為。研究發現消費者會透過商家、親友、線上地區社團加入社群媒體上不同消費情境之消費網絡（如Facebook粉絲團與Line群組等），且經常因不經意接觸各類農產品資訊而刺激消費者之購物意圖。研究顯示消費者會依據不同消費情境而採取不同方式以評估農產品之品質線索，而社群數據與評論是於社群媒體進行消費前最主要的參考線索。此外，不同社群媒體的運作機制差異，也會產生不同消費模式，進而影響消費者之農產品消費決策。

The proliferation of social media and the dissemination of network information on social media is gradually influencing consumer behavior, including the consumption of agricultural products, which physical purchases have traditionally dominated. Starting from the consumer decision-making process and employing in-depth interviews, this study explores how the characteristics of social media influence consumers' decision-making processes and behaviors in consuming agricultural products on social media platforms. The research finds that consumers would join the shopping networks that sellers founded on social media, and there are lots of shopping contexts, such as many types of Facebook fan pages and Line groups. Information about agricultural products on social media usually stimulates consumers' shopping intentions in an incidental exposure way. Consumers would have different methods to evaluate product quality clues according to the purchasing context. Data and comments on social media are clues that could be referenced before purchasing. Finally, all social media have their own characteristics, so the consuming mode would differ, affecting consumer decisions for purchasing agricultural products.