A Study on Customer Engagement of FamilyMart's Social Commerce Platform During COVID-19

[[abstract]]社群商務是電子商務與社群媒體融合轉變的一種創新商業模式，並賦予消費者擁有影響他人消費決策的權力，且提升消費者在電子商務交易中的談判地位。從2016年開始，全家超商投入行動會員APP的開發，並轉型為社群商務零售通路商。而至2020年，其會員數高達1300萬人，是統一超商的兩倍，且來自會員的營收佔比更高達總營收四成，儼然是一個通路業者轉型為科技零售業的成功案例。儘管過去文獻對電子商務平台成效進行大量研究，但對社群商務成效及其影響因素的理解仍是有限的。因此，本研究希望從社會支持理論、使用和滿足理論、及資訊系統成功模型等文獻，萃取一些可促進全家社群商務會員的滿意、參與意願及購買頻率等重要因素，並提出一個全新的社群商務成效模型，且對205名有效受訪者進行問卷實證分析研究。研究結果表明，社群商務成效很大程度上取決於技術因素（系統品質和服務品質）、動機因素（享樂動機和功利動機）與社交因素（社群支持）。在這些因素當中，系統品質、顧客參與、客戶滿意與社群支持四大因素對全家社群商務平台的購買頻率成效最為顯著，而本研究依據此結果提出理論和實務意涵與建議。[[abstract]]Social commerce is an innovative business model that integrates e-commerce and social media. It enhances consumers' bargaining status in e-commerce transactions. Since 2016, FamilyMart has invested in mobile membership Apps and transformed into a retail distributor of social commerce. By 2020, its membership number is as high as 13 million, which is twice that of Taiwan 7-Elevn, and the revenue from members for as much as 40% of the total revenue.Although there were a lot of research on the effectiveness of e-commerce, the understanding of the effectiveness of social commerce and its influencing factors are still limited. Therefore, this study hopes to extract some important factors that can promote the satisfaction, engagement and repurchase of members of FamilyMart from the literature of social support theory, use and satisfaction theory, and information system success model. We proposed a new model for social commerce effectiveness and conducted a survey and analysis on 205 effective respondents.The results show that the effectiveness of FamilyMart’s social commerce largely depends on technical factors (system quality and service quality), motivation factors (hedonic motivation and utilitarian motivation) and social factors (social support). Based on this result, we put forward theoretical and practical implications and suggestions