Facebook直播如何影響消費者線上購買決策?–以流行服飾產業為例

Abstract

社群媒體的發展受到行動裝置的普及、科技技術的提升，及進入門檻低的影響，扮演的角色已從社交互動或娛樂行為轉變成交易買賣的場所，而當社群媒體多了交易行為的特點後，社群商務的概念隨之出現。社群媒體龍頭Facebook也在這個新的商業模式之下，出現了更多不同於以往的交易行為。\n數位時代來臨，流行服飾產業近幾年受到巨大影響，紛紛從實體商店遷移至網路商店，但因其產品特性重視視覺效果，消費者在無法到店體驗的情況下，鏡頭前商品的呈現方式就顯得十分重要。業者為了促進消費者的購物行為而採取直播的方式吸引其目光，社群媒體於是成為直播發生的場域，直播也從原先的電子競技、網紅才藝轉變為另一種促進交易的工具。消費者在這新興的交易模式下的購買行為有何轉變，是值得探討的議題。\n本研究之研究問題為探討「Facebook直播如何影響消費者線上購買決策？」並以流行服飾產業為例進行探討，以觀看服飾業者Facebook直播的消費者為研究對象，選用網路民族誌（netnography）作為研究方法進行資料蒐集。研究者在線上觀察與參與直播影片後，再訪談十三位消費者，整理結果並予以歸納。本研究發現，在流行服飾產業，消費者非常看重是否可以找到對應自己身型的直播主，也會當成產品的評估標準及後續風險確認因素，並影響購買後是否滿意與回購。此外，消費者一開始對於產品的需求除了來自內部動機或外部誘因之外，也可能是觀看直播後才說服自己有此需求而進入購買決策。最後，即便處在社群商務的環境下，社群對於消費者在購買決策的影響並不大。

The development of social media has been affected by the popularity of mobile devices, improvement of technology and lower entry barrier. The role of social media has changed from entertainment to commercial actions. When commercial practice is introduced to social media, the concept of social commerce appears. Facebook, the main leader of social media, also adds commercial functions under this phenomenon, which is well-known as Facebook Live.\nIn the recent years, the fashion clothes industry has been affected by the macro environment as well as the consumer’s purchasing behaviors. Thus, more physical stores move to online. To induce consumer’s purchasing behavior, sellers began to adopt online tool, such as live stream, to attract consumer’s attention and social media has become the field where live occurs.\nThe aim of this research is to explore how Facebook live stream affects consumer’s online purchasing behavior, and take fashion clothes industry as an example. This study uses netnography as research method. Researcher conducts online observation, as well as undertake in-depth interviews with 13 consumers who have experienced live stream to consume fashion clothes. The research finds out that consumer attach great importance to whether they can find a live host corresponding to their body figures. In addition, consumers may convince themselves to have demand after watching live stream. The study also finds even under the circumstance of social commerce, the community has little influence on consumer’s purchasing behavior.