Acquaintance Economy and Relationship Marketing of Social Commerce

社群商務(Social Commerce)最早在2005年在雅虎官方部落格Yahoo Search Blog首次成為一個字詞，其後十幾年變化出更多形式，包括團購、募資、購物網站的論壇、社群網站等多元形式。本研究著重於探討在社群網站上的社群商務行為。 社群網站除了友誼聯繫與資訊交流的功能外，也提供越來越多服務及平台機制，其中一項即是社群商務。依台灣網路用戶來看，超過九成的網路用戶每月都會使用Facebook，是亞太區滲透率最高的市場，因此本研究將以Facebook作為觀察社群商務的代表社群平台，觀察賣家在社群平台上進行關係行銷的方式。 依照賣家面向的顧客類型可以分成主要面向認識的人與主要面向陌生人等兩種經營社群商務模式，由於不管是認識的人或陌生人，大家在Facebook上大家都互為「好友」，因此賣家向Facebook好友銷售商品的行為稱為「熟人經濟」。本研究透過個案訪談法分析社群商務中熟人經濟之商業模式與賣方進行關係行銷的作法。The term social commerce was first introduced by Yahoo Search blog in 2005. Since then, the scope of social commerce has expanded to include group buying, crowdfunding, forum of online store, and social networking site. The study focuses on the activities of social commerce on social networking site. Social networking site provides more and more services besides the functions of keeping connections and sharing information, and one of them is social commerce. More than 90% of the Taiwanese internet users are Facebook monthly users, so Facebook will be the observational social platform in this study. The way that sellers do relationship marketing will be analyzed in this study. This study classifies two social commerce categories according to whether the major customers that sellers sell products are to people that the seller knew or to strangers. Owing to whether seller knew the customer before or not, they call each other “friend” on Facebook, and the behavior that sellers sell goods to friends is called “acquaintance economy.” This study analyzed the acquaintance economy and relationship marketing of social commerce through interview method