網路互動性、口碑效果對忠誠度之影響－以社群網站為例

The Impact of Website Interactivity and Word-of-Mouth Effect on Social Networking Website Loyalty-A Case Study of Group Buying Communities

10.7074/YDAJB.201209.0157

樊祖燁(Tsu-Yeh Fan)；劉芳梅(Fang-Mei Liu)；丁中得(Jhong-De Ding)

網路互動性 ； 口碑效果 ； 忠誠度 ； 團購社群 ； Website Interactivity ； Word-of-Mouth Effect ； Loyalty ； Group Buying Communities

育達科大學報

32期（2012 / 09 / 01）

157 - 174

繁體中文

團購網站是一種新興的購買通路，消費者藉著揪團大量購買，可購得遠低於市價的產品。好的團購網站可讓消費者將團購經驗與產品資訊透過互動介面分享給成員，使該網站獲得好的口碑效果，且增加成員持續參與該團購網站活動的意願。本研究藉由探討網路互動性與口碑效果對消費者忠誠度的影響，討論消費者的偏好與需求，推導未來團購網站的經營模式。本研究對參與過網站團購的消費者以便利抽樣法進行問卷調查，共回收有效問卷163份，再進行相關統計分析。研究結果顯示，網路互動性與口碑效果皆會對團購網站成員之忠誠度產生正向而顯著影響，因此團購網站業者除了要找尋價廉物美的產品以提供網站成員團購外，努力經營網站的互動性與建立好的口碑也是非常重要的。

Group buying community websites are rising in recent years. Consumers purchase products by calling for groups to bargain better purchase terms than market price. Consumers can share their experience and product information through an interactive communication interface of the group buying community websites. With accumulation of the good reputation, more and more consumers will be willing to participate in the group buying activities on the website. In this study, we explore the effect of the website interactivity and word of mouth on the consumer loyalty. The preferences and needs of consumers and the business model of the group buying community websites website are also discussed.This study conducted a questionnaire survey, using the convenience sampling method, with a total of 163 valid samples. The results show that the website interactivity and word-of-mouth are significantly positive relation to the website loyalty. Therefore, in addition to provide product with discount prices, it is very important for group buying community website operators to increase consumers’ interactivity and to establish a good reputation.

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