Applying the Analytic Hierarchy Process to Explore the Factors of Social Media Marketing in the Purchasing Agent

[[abstract]]現今消費者對於海外商品的需求逐年增加，鑑於購物方便與價格便宜，代購業者則是購入海外商品的選項之一。當從事代購產業的業主數量漸漸迅速增加，業者則更需要有計劃地執行行銷。而代購產業與社群平台的經營之間的關聯性密不可分，不同的操作模式，在平台上也各有優劣所在。本研究以代購產業中的個人購業者為主，提出業者在選擇經營社群平台時將循照成本、平台功能、業主及成效，四大構面為評估準則，接續藉由專家問卷的方式，評斷公開粉絲專頁、私密社團以Marketplace，何者較具優勢。本研究藉由文獻探討、層級分析與專家問卷的方式，對四項評估準則與十一項評估次準則來進行問卷調查及分析，目的是找出最有利於代購產業行銷推廣方案。本研究一共蒐集十二份專家問卷，最終分析後共有六份通過一致性檢定。研究結果可以發現，少數代購業者決策的方案雖有所不同，但分析結果後多數構面與業者皆表示公開粉絲專頁為代購產業最適社群經營方案。[[abstract]]Nowadays, Consumers' Demand for Overseas Products is Increasing Year by Year. In View of the Convenience of Shopping and Low Prices, Personal Purchasing Agent are One of the Options for Purchasing Overseas Products. When the Number of Owners Engaged in the Purchasing Industry Gradually Increases Rapidly, The Owners Need to Implement Marketing in a Planned Way. The Relationship Between the Purchasing Industry and the Operation of the Social Platform is Inseparable, and Different Operation Modes have Their Own Advantages and Disadvantages on the Platform.This Research Represents the Personal Purchasing Agent, And it is Proposed that When Choosing to Operate a Social Platform, The Industry will Follow the Guidance, Platform, and Performance, Take the Main Procurement Industry as theEvaluation, and then Judge the Evaluation Scope and Investigation Method of the Level Evaluation Experts Through Experts and Procurement Methods. As well as the Market Distribution and Evaluation Scope, this Study Conducts Investigation and Analysis Based on the Survey Scope, Survey Level Analysis Experts and Investigators, With the Purpose of Covering the Most Purchasing Industry Marketing and Promotion Plans.A Total of Twelve Expert Questionnaires were Collected in this Study, and Six of them Passed the Consistency Test After the Final Analysis. From the Research Results, it Can be Found that Although the Decision-Making Plans of a few Personal Purchasing Agent are Different, After the Analysis Results, Most of the Dimensions and Operators Said that the Public Page is the Most Suitable Social Media Management Plan for the Purchasing Industry