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| Title: | 社群媒體的自我展演與購買決策之研究- 以facebook重機社團為例
The Study of Self-Presentation on Social Media and Purchase Decision-Making: A Case Study of a Facebook Motorcycle Group |
| Authors: | 林瑞津
Lin, Jui-Chin |
| Contributors: | 劉慧雯
Liu, Hui-Wen
林瑞津
Lin, Jui-Chin |
| Keywords: | 自我展演
購買決策
重機社團
社群媒體
Self-presentation
Purchasing decisions
Motorcycle communities
Social media |
| Date: | 2024 |
| Issue Date: | 2024-09-04 16:07:57 (UTC+8) |
| Abstract: | 本研究旨在探討Facebook重機社團內的自我展演行為及其對成員購買決策的影響。研究採用質性研究方法，通過深度訪談的方式，針對三個主要的Facebook重機社團中之成員進行調查。通過對重機騎士和追焦手的行為動機、自我展演的概念與動機、自我展演生態系的形成歷程，以及自我展演生態對購買決策的影響進行分析，本研究發現社團成員的購買決策深受其他成員推薦和評價的影響。這些推薦和評價往往來自於成員的真實使用體驗，具有很高的可信度和說服力。研究結果表明，自我展演生態在促進成員之間互動、提升社團凝聚力、影響購買決策方面起到了重要作用。本研究建議企業應重視社群媒體上的口碑管理，積極參與社團內的互動，並支持意見領袖，以提升產品和品牌的認可度。而企業應設計針對社團成員的專屬活動和優惠，以增強成員的參與感和購買意願。未來的研究應擴大樣本範圍，探討不同社群媒體平臺和文化背景下的自我展演生態及其對購買決策的影響。
This study aims to explore the self-presentation behaviors within Facebook motorcycle communities and their impact on members' purchasing decisions. Using qualitative research methods, in-depth interviews were conducted with members from three major Facebook motorcycle communities. By analyzing the behavioral motivations of motorcycle riders and photographers, the concept and motivations of self-presentation, the formation process of the self-presentation ecosystem, and the influence of this ecosystem on purchasing decisions, the study found that members' purchasing decisions are significantly influenced by recommendations and evaluations from other members. These recommendations and evaluations often come from real user experiences, providing high credibility and persuasiveness. The results indicate that the self-presentation ecosystem plays a crucial role in promoting member interaction, enhancing community cohesion, and influencing purchasing decisions. The study suggests that companies should focus on managing word-of-mouth on social media, actively participate in community interactions, and support opinion leaders to increase product and brand recognition. Additionally, companies should design exclusive activities and offers for community members to boost their engagement and purchase intentions. Future research should expand the sample scope to explore the self-presentation ecosystems on different social media platforms and within various cultural contexts and their impact on purchasing decisions. |
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| Description: | 碩士
國立政治大學
傳播學院碩士在職專班
109941020 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109941020 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院碩士在職專班] 學位論文
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