| 摘要: | 近年來「適地性打卡服務（Check-In）」成為熱門話題，Facebook使用者一到觀光景點、餐廳、商店、電影院等地方，都會進行定點打卡，透過行動裝置將所在的地點發佈到社群網站，與好友產生社交互動，顧客開始扮演著內容共同創造者的角色，這無疑給提供服務者更多的機會，因此許多商家也看準這塊商機，紛紛推出行銷策略。
本研究主要以「使用態度」、「社群影響」、「人口變項」、「使用意圖」面向為切入點，探討Facebook適地性打卡（Check-In）行為對於消費者的網路口碑效果及打卡使用者的打卡分享意圖之研究，期能帶來不同面向與觀看視角。
研究以問卷及深度訪談進行研究資料的蒐集，問卷共蒐集308份有效問卷，而深度訪談則針對宜蘭餅發明館的高階主管與顧客進行訪談。研究結果發現：當消費者覺得Facebook打卡功能容易操作、上網速度夠穩定、地標夠好找、打卡人數較多時，對於使用Facebook打卡的偏好程度會提高，自然就會提高其使用意願。而打卡的訊息是具有口碑傳播效果的，根據問卷得到的結果顯示，社群好友人數越多，其接收訊息的來源也較廣，使用者接觸到越多社群行銷訊息，參與企業行銷活動的機率也跟著增加，消費者會因為網路打卡而提高對旅遊景點的興趣，更會進一步進行消費。因此，打卡的訊息是具有網路口碑效果的，各種網路打卡訊息是會提高受訪者對於觀光工廠景點的興趣，也會優先考慮親友打卡過的景點去進行消費。
希望藉由本研究能夠讓擁有Facebook打卡地標的實體店家了解消費者在使用Facebook適地性打卡時的分享態度與意圖，加強與消費者的互動，以供未來打卡促銷活動時應用之參考，並可做為後續Facebook打卡相關議題研究方向基礎。
Check-In has become a popular issue. Facebook users check in on locations when they go to scenic spots, restaurants, shops, and movie theaters. Users post their locations on social network by mobile devices to have social contact and interaction with friends. Customers have begun to play a role of content co-creater, and give service providers more chances undoubtedly; thus, many business proprietors seize the opportunity and promote marketing strategies continuously.
This research take major aspect of”Attitude of Use”、”social influence” and” Using Intention”, investigating consumer’s Online Word-of-Mouth effect and check-in user’s sharing intention by check-in behavior, and looking forward to indicate different aspect and point of view.
This research data collection is based on questionnaire and in-depth interview, 308 questionnaires valid, while the in-depth interview is concentrate on general manager and consumers of I-cake museum. Research result found that consumers are more favorable to facebook check-in when they think Facebook check-in easy to operate, internet speed fast enough, locations easy to find, and more people to check in; therefore, those advantages naturally increase the intention of check-in. However, check-in information is possessed of Word-of-Mouth effects. According to the result of questionnaire by Facebook users, the more friends they have on social network, the more resources of information they get. When users contact with more marketing information from social network, the probability of participating in business marketing activities also increase. Consumers gain interests in scenic spots because of internet check-in and have more consumption consequently, moreover. Thus, check-in information has its eWOM effects. Varieties of internet check-in information can improve interviewees’ interest in tourist factories and museums. In addition, they also decide or consider in priority to consume at the places their friends or family had been.
The result of this research is expected to advice physical storefronts who have certain Facebook check-in location about consumers’ sharing attitude and intention while using Facebook check-in, and enhance interaction and contact among consumers; moreover, this research may be referred to application to check-in promotion activities, and may be a foundation of follow-up issues relating to Facebook check-in. |
