由於社群購物愈來愈受到重視，然而我們對於網路口碑、折價券類型，以及不同產品型態對社群購物影響之探討，仍十分匱乏。本研究之研究目的主要為探討網路口碑(正面/負面口碑)、損失規避(即期/非即期折價券)、調節焦點(促進型焦點商品/預防型焦點商品)對消費者社群購物之影響。在研究方法上，本研究以496位使用Facebook網路社群的消費者為研究對象，採用2(網路正面口碑、網路負面口碑) 2(即期折價券、非即期折價券) 2(促進型焦點商品、預防型焦點商品)三因子實驗設計，以單因子變異數分析方法驗證研究假說。
研究結果發現：(1)網路正面口碑對消費者社群購物有正向顯著的影響效果，(2)即期折價券較非即期折價券對消費者社群購物有正向顯著的影響效果，(3)促進型焦點商品較預防型焦點商品對消費者社群購物有正向顯著的影響效果。最後，歸納研究結論並提出具體之管理意涵以供企業行銷規劃與研究者之參考。
Although social shopping has attracted more and more attention, but there are still few explorations into the influence of electronic word-of-mouth, coupon types, and different kinds of product on social shopping. The main purpose of this study was to explore the influence of electronic word-of-mouth (positive/negative word of mouth), loss aversion (coupons with/without expiration dates), and regulatory focus (promotional/preventive focus goods) on the social shopping of consumers. As for the research method, the subjects of this study were 496 consumers using Facebook online social networking service, a three-factor (positive/negative word of mouth, coupons with/without expiration dates, and promotional/preventive focus goods) ex-perimental design was used, and the study hypothesis was verified using One-Way ANOVA of variance method.
The study results showed that: (1) the positive electronic word of mouth has significant positive impact on social shopping of consumers, (2) coupons with expi-ration dates have more significant positive impact on social shopping of consumers than coupons without expiration dates, (3) the promotional focus goods have more significant positive impact on social shopping of consumers than preventive focus goods. Finally, the conclusions were summarized and the concrete management im-plications were proposed to corporations for marketing planning and researchers for future reference.
