社群團購行銷效果的影響因素研究

Abstract

Internet era has brought great influence on interpersonal interaction mode, and has reconstructed the concept of community to some extent. The trend of socialization of consumption also refines the social circle layer. In social interaction, Internet has deepened the proportion of information sharing in marketing effect. From the aspects of communication mode, circle category and sharing form, the extension of community theory and the influencing factors of communication effect have been endowed with new contents. This research is based on the background of the Internet age, investigating the brand-new model of community marketing, analyzes the influencing factors of marketing communication effect under the mode of community group purchase, expect to achieve the purpose of establishing a marketing model suitable for the internet age.

First of all, this study sorts out the emergence, development and types of community group buying mode. The type of group purchase is directly related to the community structure. Around circles, word-of-mouth and interaction, different group buying categories are generated. In the normal social environment, different group buying categories have their own advantages. However, in abnormal situations, group buying around interactive relationships will highlight the advantages of emotional function, closeness of connection, lifestyle relevance and so on. The promotion of interaction to the marketing effect is also very obvious. Through theoretical exploration, this study connects the dominant role with community theory by Ferdinand Tönnies, and then extracts the analysis elements of the main framework.

Secondly, through the meaning construction, value association and empathy in interaction, the role of community group buying transcends the limitations of business functions, and derived the emphasis on community functions. With the refinement of community function, the community is no longer limited to the consumption function, but also develops the interactive function, and produces the satisfaction of psychological needs. Members tend to positively evaluate the community function, and even weaken their dissatisfaction with the goods. Members of the community approach emotional connection in interaction, and at the same time promote the effect of community marketing.

Thirdly, through the timeliness and effectiveness of interaction, the closeness of community connection is strengthened, and the multi-directional maintenance of community functions is realized. The state of connection has gradually developed from initial mechanical connection to organic connection. The interaction process not only realizes the marketing value of the community, but also promotes the vitality and sustainability of the community. That is, by strengthening the close social relationship, the social function of the community is realized.

Fourthly, through meeting the needs of purchasing and socializing, community management is increasingly in line with the lifestyle of community members, and purchasing behavior is internalized into living habits. Members of the community have changed from the close geographical connection to the connection of lifestyle, thus forming the convergence of value judgment, and community marketing tends to be mature and stable.

Finally, through the community model, five factors influencing the marketing effect are found out：importance of product category, convenience of purchase, timeliness of interaction, usefulness of community and intimacy of community. According to the results of the questionnaire data, this study made correlation analysis and regression analysis between these five factors and repurchase rate, and then drew the following conclusions.

The living space of community group buying lies in the force exerted by social attributes, which can maintain the multi-dimensional function of the community. There is a "community model" in community group buying, which is more in line with the development of the times, and group members can jointly resist social risks through the function of community interaction. The development direction of group buying marketing lies in promoting community "communization" and copying the model.

Date of Award	22 Dec 2021
Original language	Chinese (Traditional)
Awarding Institution	City University of Hong Kong
Supervisor	Liyin Jin (External Supervisor), Haibin YANG (Supervisor) & Wenyu DOU (Supervisor)