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| Title: | 韓國服飾直播代購之影響因素:社交顧客旅程觀點
Exploring factors influencing the social customer journey of Korean apparel live commerce |
| Authors: | 長安雅代
Masayo, Nagayasu |
| Contributors: | 白佩玉
長安雅代
Nagayasu Masayo |
| Keywords: | 韓國服飾代購
直播銷售
社交顧客旅程
消費者決策
Instagram
Instagram
Korean apparel purchasing agency
Live commerce
Social Customer Journey
Consumer decision-making |
| Date: | 2022 |
| Issue Date: | 2022-08-01 18:58:33 (UTC+8) |
| Abstract: | 消費者過往偏好以實體購物居多，並對線上購物仍抱持著擔憂，其原因有 部分來自於無法在購買前親自確認與試用商品。直播銷售的出現降低了消費者 對商品不確定性之擔憂，透過更全面、即時的影像與語音，將商品資訊傳遞到 消費者手中，藉此補足過去消費者在網路購物時會產生之擔憂。本研究從社交 顧客旅程觀點出發，探討在韓國服飾直播代購商店購物的消費者，其顧客旅程 各階段的動機、決策與行為等是如何受直播銷售之影響。
本研究採用深度訪談中的半結構式訪談，對八位符合條件資格之受訪者進 行一對一訪談，經過分析與整理訪談結果，得出以下結論: (一)消費者容易受到社交他人的建議影響，社交他人在顧客旅程中的各階段 皆會對消費者的動機、行為、決策造成不同程度之影響。 (二)在線上直播代購商店購物時，消費者將「對商家的信任」視為選擇商家 時的重要影響因素。消費者會透過觀察、他人評價、過去購買經驗等資訊為依 據，判斷商家是否值得信任，並決定是否要在該商家進行購買。 (三)直播銷售所帶來的動態畫面與即時回應的銷售方式，對消費者蒐集商品 資訊有幫助。
根據研究結果，本論文亦針對韓國服飾直播代購商家提出未來在進行直播 銷售上，能夠吸引並提升消費者參與或好感度之實務建議: (一)直播專屬優惠能夠吸引消費者觀看與參與直播。 (二)優化直播流程及快速換場能降低消費者跳出直播觀看之可能性。 (三)直播中邀請多位不同身材的模特兒展示服飾對消費者暸解商品有幫助。 (四)闆娘與網紅的自留清單會影響消費者對商品的偏好及興趣。 (五)消費者偏好觀看直播後的精選影片與直播回放，建議留下直播影片以供 消費者回顧。
Consumers used to prefer shopping at physical stores and have concerns about online shopping, partly due to the inability to try out products before purchase. The emergence of live streaming has reduced consumers` concerns about product uncertainty by delivering product information to consumers through more comprehensive, real-time image and audio. This paper aims to find out how the consumer behaviors, for example, motivations and decision at each stage of the social customer journey are influenced by live streaming.
This study adopted in-depth interviewing and collected qualitative data with semi-structure interviews from eight representative interviewees. Analysis and evaluation results are summarized as follows:
(1) Consumers are easily influenced by social others. Social others have different degrees of influence on consumers` motivation, behavior, and decision making at each stage of the customer journey.
(2) When shopping at live streaming online stores, consumers consider "trust" as a very important factor when choosing a store to buy. Consumers determine whether the store is trustworthy by information search, such as observations, online community reviews, and the past purchasing experiences. Based on the information, customers decide whether to buy at the store or not.
(3) The live streaming and real-time interactive with vendors are helpful for consumers to collect product information.
According to the results of the study, this paper also provides practical suggestions to the Korean apparel vendors to increase the consumer engagement during live streaming as follows:
(1) Live streaming exclusive coupons and promotion campaigns can attract consumers to join the live streaming.
(2) Optimizing the live streaming process, for example, reduce the dead time while streamers or models are changing clothes. Providing some favorable campaigns during the dead time to make sure consumers feel entertain, which can reduce the possibility of consumers’ drop off.
(3) Inviting models with different shapes during the live streaming can help consumers to reduce concerns about product uncertainty and provides more useful information.
(4) The favorite products list provided by streamers or KOL will influence consumers` preference and interest in products.
(5) Consumers prefer to watch and replay the video several times after the live streaming, therefore, classifying videos into categories and uploading on vendors’ social media page can help consumers to watch the product detail again before they place an order. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363025 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363025 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200833 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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