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題名 超商店員LINE社群力－顧客關係經營新模式
Convenience Store Clerks' LINE Community Power – A New Model for Customer Relationship Management作者 應維
Wei, Ying貢獻者 劉慧雯
Liu Hui Wen
應維
Ying Wei關鍵詞 地域性
社群力
便利商店
顧客關係經營
locality
community power
convenience store
customer relationship日期 2024 上傳時間 1-Mar-2024 14:01:33 (UTC+8) 摘要 台灣便利商店的服務越來越強大，隨著科技及智慧型手機的普及，便利商店的店員從以往只須維繫線下的實體顧客關係，到近幾年也開始要經營LINE社群上的顧客關係。因此，超商店員的社群力背後的內涵及經營方式，對於社群時代下的商業經營，更需深入具體探討。 本研究旨在探討超商店員的「社群力」必須具備哪些能力及內涵、店員如何評估自己的社群力，甚至在實體門市及虛擬社群兩種不同場域，產生的互補與競合關係。透過參與觀察法搭配深度訪談法的方式進行資料蒐集，研究發現便利商店擁有獨特「地域性」特徵，因此超商店員LINE社群力，必須依據當地區域的顧客慣性，分眾化設計訊息與顧客溝通，才能貼近當地的生活型態。 最後，便利商店透過線上、線下虛實整合可以發揮加乘效應，創造多邊獲利模式。但虛擬社群衍生出的隱私問題及增加額外經營成本等，亦是經營上的一大挑戰。
The service of convenience stores in Taiwan is becoming increasingly powerful. With the prevalence of technology and smartphones, convenience store clerks are not only responsible for maintaining offline customer relationships, but in recent years, they have also begun to manage customer relationships on LINE communities. Therefore, the connotation and management of the community power of convenience store clerks need to be further explored in the context of business operations in the social media era. This study aims to explore the abilities and connotations that convenience store clerks must possess in terms of "community power," how clerks evaluate their own community power, and even the complementary and competitive relationships that arise in both physical stores and virtual communities. Through participant observation and in-depth interviews, the study found that convenience stores have unique "locality" characteristics. Therefore, the community power of convenience store clerks must design messages and communicate with customers based on the habitual behaviors of customers in the local area in order to be close to the local lifestyle. Finally, convenience stores can leverage the synergistic effect of online and offline integration to create a multi-faceted profit model. However, the privacy issues and additional operational costs arising from virtual communities are also major challenges in operations.參考文獻 王小惠、高珮雯（2010）。〈多媒體影音廣告吸「睛」？行動廣告呈現方式之效果研究〉，「第六屆國際電腦音樂與音訊技術暨新媒體研討會」，台灣，桃園市。 古必鵬（2008年6月）。〈網路社群資訊分享行為之探討—以GOGOBOX網路社群平台為例〉，在美國資訊科學與技術學會台北分會American Society for Information Science and Technology, Taipei Chapter主辦「2008年圖書資訊暨傳播學進行中論文發表會Workshop of Current Research in Library, Information and Communication Science, Autumn 2008」，台北市Taipei。 李月華、莊易霖（2010）。〈網路人際關係、及品牌認同對品牌社群忠誠度影響之研究〉，《台北科技大學學報》，43(2), 2010。 江義平、陳思潔（2012）。〈虛擬品牌社群意識形成因素與影響效果〉，《電子商務研究》，10(3) : 297-324。 吳佩樺（2021年，8月）。〈超商拚熟客「+1」！門市LINE群組再進化 一人成團隱藏版好物買不完〉，《自由時報》。取自 https://ent.ltn.com.tw/news/breakingnews/3627793 吳淑鶯、林庭如（2014）。《顧客關係聯結與創新行銷策略對消費者知覺感受之影響—以主題遊樂園為例》。國立勤益科技大學碩士論文。 李啓誠，李亮君，胡穎美（2020）。〈虛實通路整合衝突之探討：以實體商店之觀點〉，《全球商業經營管理學報》，12 : 49-61。 周秀蓉、李秀玉、楊依姍、楊宜蓁、張斐媄、王汝潔（2013）。〈以社群網站為例探討人格特質、社群網路使用態度、人際關係對社群意識與社群忠誠度之影響〉，《商業現代化學刊》，7(1): 71-94。 袁國寶（2016）。〈網紅經濟〉，台北：商周出版。 翁鵲旻（2021）。〈線上看表演的plus+思維，展開O2O2O觀眾迴圈〉，數位時代https://www.bnext.com.tw/article/63341/online-to-offline-o2o。 張玉琳、吳惠萍（2015）。〈社群價值和人際吸引力對虛擬社群意識與黏著度之影響：兼論虛擬社群意識完全中介與社群類型調節效果〉，《行銷評論》，12(3): 323-357。 陳立儀（2020）。〈超商隱藏版好物 咚進熟客圈LINE群組〉，《聯合新聞網》。取自https://udn.com/news/story/7270/5008308。 陳皓儒（2019）。《便利商店經營網路社群之研究-以F超商為例》。國立台北科技大學碩士論文。 數位時代（2020）。〈擁抱O2O新零售浪潮，超商積極發展「線上買、跨店取」創新服務〉。取自https://www.bnext.com.tw/article/60669/familymart-03。 蔡芃敏（2020）。〈超商反攻社群購物 LINE團購商機夯〉，《中央通訊社》。取自https://today.line.me/tw/v2/article/vjVkMm。 蔡茹涵（2021）。〈周品均從臉書、IG到吃早餐、陪孩子無所不播 天天直播四小時撈新品靈感 電商CEO：帶貨不是重點了〉，《商業週刊》，175: 72-74。 劉秀雯，林育里，王景萱（2017)。〈連鎖便利商店之社群媒體分析：探討媒介特質與行銷訴求對於顧客參與行為之影響〉，《管理學報》。 劉雨涵（2018）。〈你follow她了嗎？ Instagram網紅的人類學觀察〉，《民族學研究所資料彙編》，26:1-34。 劉嘉馨（2019）。〈OMO新炫風 O型新商業模式〉，《電子商務時報》。取自https://www.ectimes.org.tw/?p=58419。 賴瑩蓁（2020）。〈進擊的超商！未來零售新契機〉，《動腦新聞》。取自https://www.brain.com.tw/news/articlecontent?ID=48586#GlP56tUa。 蘇祥慶（2017）〈臺灣便利商店之空間分布及其區域差異：1987-2016年〉，《環境與世界》，32: 23-59。 Barcelos, R. 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Robert S., Robert D.,Deepak(2011).Consumer Data Analysis and Its Managerial Application for the Grocery Industry. Schneider, B , & Bowen,D.E.(1999). Understanding Customer Delight and Outrage. Sloan Management Review, 41,35-46. Seybold P. B. (1998). Customers.com: how to create a profitable business strategy for the Internet and beyond. Times Business,New York. Shih, C. C., Lin, T. M. Y., & Luarn, P. 2014. Fan-centric social media: The Xiaomi phenomenon in China.Business Horizons, 57(3): 349-358. Wang, P., Fang, B., & Yun, X. (2006). A New User-Habit Based Approach for Early Warning of Worms. Computational Intelligence and Security,38(2),212-219. 描述 碩士
國立政治大學
傳播學院碩士在職專班
108941003資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108941003 資料類型 thesis dc.contributor.advisor 劉慧雯 zh_TW dc.contributor.advisor Liu Hui Wen en_US dc.contributor.author (Authors) 應維 zh_TW dc.contributor.author (Authors) Ying Wei en_US dc.creator (作者) 應維 zh_TW dc.creator (作者) Wei, Ying en_US dc.date (日期) 2024 en_US dc.date.accessioned 1-Mar-2024 14:01:33 (UTC+8) - dc.date.available 1-Mar-2024 14:01:33 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2024 14:01:33 (UTC+8) - dc.identifier (Other Identifiers) G0108941003 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/150227 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院碩士在職專班 zh_TW dc.description (描述) 108941003 zh_TW dc.description.abstract (摘要) 台灣便利商店的服務越來越強大，隨著科技及智慧型手機的普及，便利商店的店員從以往只須維繫線下的實體顧客關係，到近幾年也開始要經營LINE社群上的顧客關係。因此，超商店員的社群力背後的內涵及經營方式，對於社群時代下的商業經營，更需深入具體探討。 本研究旨在探討超商店員的「社群力」必須具備哪些能力及內涵、店員如何評估自己的社群力，甚至在實體門市及虛擬社群兩種不同場域，產生的互補與競合關係。透過參與觀察法搭配深度訪談法的方式進行資料蒐集，研究發現便利商店擁有獨特「地域性」特徵，因此超商店員LINE社群力，必須依據當地區域的顧客慣性，分眾化設計訊息與顧客溝通，才能貼近當地的生活型態。 最後，便利商店透過線上、線下虛實整合可以發揮加乘效應，創造多邊獲利模式。但虛擬社群衍生出的隱私問題及增加額外經營成本等，亦是經營上的一大挑戰。 zh_TW dc.description.abstract (摘要) The service of convenience stores in Taiwan is becoming increasingly powerful. With the prevalence of technology and smartphones, convenience store clerks are not only responsible for maintaining offline customer relationships, but in recent years, they have also begun to manage customer relationships on LINE communities. Therefore, the connotation and management of the community power of convenience store clerks need to be further explored in the context of business operations in the social media era. This study aims to explore the abilities and connotations that convenience store clerks must possess in terms of "community power," how clerks evaluate their own community power, and even the complementary and competitive relationships that arise in both physical stores and virtual communities. Through participant observation and in-depth interviews, the study found that convenience stores have unique "locality" characteristics. Therefore, the community power of convenience store clerks must design messages and communicate with customers based on the habitual behaviors of customers in the local area in order to be close to the local lifestyle. Finally, convenience stores can leverage the synergistic effect of online and offline integration to create a multi-faceted profit model. However, the privacy issues and additional operational costs arising from virtual communities are also major challenges in operations. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 超商店員 LINE社群經營現況 2 第二節 社群時代下的資訊分享互動 4 第三節 研究目的與問題 6 第二章 文獻探討 7 第一節 超商店員的社群力 7 第二節 顧客加入超商LINE群之動機 16 第三章 研究方法 23 第一節 研究架構 23 第二節 參與觀察法 24 第三節 深度訪談法 26 第四章 資料分析 29 第一節 什麼是超商店員社群力 31 第二節 超商店員如何評估自己的社群力 38 第三節 實體與虛擬場域的競合關係分析 45 第五章 研究結果與建議 52 第一節 結論與發現 52 第二節 研究限制與未來研究建議 55 參考文獻 57 附錄一、A門市訪談摘要 61 附錄二、B門市訪談摘要 68 附錄三、C門市訪談摘要 70 附錄四、D店長訪談摘要 72 zh_TW dc.format.extent 4015699 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108941003 en_US dc.subject (關鍵詞) 地域性 zh_TW dc.subject (關鍵詞) 社群力 zh_TW dc.subject (關鍵詞) 便利商店 zh_TW dc.subject (關鍵詞) 顧客關係經營 zh_TW dc.subject (關鍵詞) locality en_US dc.subject (關鍵詞) community power en_US dc.subject (關鍵詞) convenience store en_US dc.subject (關鍵詞) customer relationship en_US dc.title (題名) 超商店員LINE社群力－顧客關係經營新模式 zh_TW dc.title (題名) Convenience Store Clerks' LINE Community Power – A New Model for Customer Relationship Management en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 王小惠、高珮雯（2010）。〈多媒體影音廣告吸「睛」？行動廣告呈現方式之效果研究〉，「第六屆國際電腦音樂與音訊技術暨新媒體研討會」，台灣，桃園市。 古必鵬（2008年6月）。〈網路社群資訊分享行為之探討—以GOGOBOX網路社群平台為例〉，在美國資訊科學與技術學會台北分會American Society for Information Science and Technology, Taipei Chapter主辦「2008年圖書資訊暨傳播學進行中論文發表會Workshop of Current Research in Library, Information and Communication Science, Autumn 2008」，台北市Taipei。 李月華、莊易霖（2010）。〈網路人際關係、及品牌認同對品牌社群忠誠度影響之研究〉，《台北科技大學學報》，43(2), 2010。 江義平、陳思潔（2012）。〈虛擬品牌社群意識形成因素與影響效果〉，《電子商務研究》，10(3) : 297-324。 吳佩樺（2021年，8月）。〈超商拚熟客「+1」！門市LINE群組再進化 一人成團隱藏版好物買不完〉，《自由時報》。取自 https://ent.ltn.com.tw/news/breakingnews/3627793 吳淑鶯、林庭如（2014）。《顧客關係聯結與創新行銷策略對消費者知覺感受之影響—以主題遊樂園為例》。國立勤益科技大學碩士論文。 李啓誠，李亮君，胡穎美（2020）。〈虛實通路整合衝突之探討：以實體商店之觀點〉，《全球商業經營管理學報》，12 : 49-61。 周秀蓉、李秀玉、楊依姍、楊宜蓁、張斐媄、王汝潔（2013）。〈以社群網站為例探討人格特質、社群網路使用態度、人際關係對社群意識與社群忠誠度之影響〉，《商業現代化學刊》，7(1): 71-94。 袁國寶（2016）。〈網紅經濟〉，台北：商周出版。 翁鵲旻（2021）。〈線上看表演的plus+思維，展開O2O2O觀眾迴圈〉，數位時代https://www.bnext.com.tw/article/63341/online-to-offline-o2o。 張玉琳、吳惠萍（2015）。〈社群價值和人際吸引力對虛擬社群意識與黏著度之影響：兼論虛擬社群意識完全中介與社群類型調節效果〉，《行銷評論》，12(3): 323-357。 陳立儀（2020）。〈超商隱藏版好物 咚進熟客圈LINE群組〉，《聯合新聞網》。取自https://udn.com/news/story/7270/5008308。 陳皓儒（2019）。《便利商店經營網路社群之研究-以F超商為例》。國立台北科技大學碩士論文。 數位時代（2020）。〈擁抱O2O新零售浪潮，超商積極發展「線上買、跨店取」創新服務〉。取自https://www.bnext.com.tw/article/60669/familymart-03。 蔡芃敏（2020）。〈超商反攻社群購物 LINE團購商機夯〉，《中央通訊社》。取自https://today.line.me/tw/v2/article/vjVkMm。 蔡茹涵（2021）。〈周品均從臉書、IG到吃早餐、陪孩子無所不播 天天直播四小時撈新品靈感 電商CEO：帶貨不是重點了〉，《商業週刊》，175: 72-74。 劉秀雯，林育里，王景萱（2017)。〈連鎖便利商店之社群媒體分析：探討媒介特質與行銷訴求對於顧客參與行為之影響〉，《管理學報》。 劉雨涵（2018）。〈你follow她了嗎？ Instagram網紅的人類學觀察〉，《民族學研究所資料彙編》，26:1-34。 劉嘉馨（2019）。〈OMO新炫風 O型新商業模式〉，《電子商務時報》。取自https://www.ectimes.org.tw/?p=58419。 賴瑩蓁（2020）。〈進擊的超商！未來零售新契機〉，《動腦新聞》。取自https://www.brain.com.tw/news/articlecontent?ID=48586#GlP56tUa。 蘇祥慶（2017）〈臺灣便利商店之空間分布及其區域差異：1987-2016年〉，《環境與世界》，32: 23-59。 Barcelos, R. 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