時尚電商於社群口碑對消費者購買意願之影響－以Dcard社群為例 The Influence of Social Media Word-of-Mouth on Consumer Purchase Intentions in Fashion E-commerce-- A Case Study of Dcard Community

摘要：全球在新冠疫情的影響下，消費者日益傾向於在後疫情時代透過網路進行消費。時尚電商品牌積極透過社交媒體來提高消費者的購買意願，並通藉由社交媒體上消費者的反饋來累積品牌聲譽和提升形象。因此，本研究以Dcard社群中的時尚電商品牌為例，探討消費者如何透過社交媒體獲取品牌資訊和評價，以及這些因素如何透過品牌形象和知覺價值影響消費者的購買意願。透過便利抽樣，本研究對已經購買或考慮購買時尚電商品牌的消費者進行調查。研究結果顯示，Dcard社群用戶的反饋對於知覺價值、品牌形象、購買行為均有顯著影響。這些發現為時尚電商品牌經營者和其利益相關者制定未來投資和行銷策略提供了重要的參考依據。

關鍵詞：Dcard、網路口碑、時尚電商品牌、知覺價值、購買意願

Abstract: In recent years, the global landscape has been significantly influenced by the COVID-19 pandemic, prompting a gradual shift among consumers towards the utilization of online platforms for their shopping needs in the post-pandemic era. Fashion e-commerce brands have strategically invested in social media platforms to bolster consumer purchasing propensity. Leveraging consumer feedback on these platforms, these brands have effectively cultivated brand recognition and improved their overall image. Therefore, this study focused on fashion e-commerce brands within the Dcard community to examine how consumers acquire brand information and assess reputation through social media channels, and how these variables impact consumer purchasing behavior and brand loyalty via brand image and perceived value. Convenience sampling was employed and targeted consumers who have either made purchases from or contemplated purchasing from fashion e-commerce brands. The study found that feedback from Dcard community members exerts a noteworthy influence on perceived value, brand image, purchasing behavior, and customer loyalty. According to these findings, the present study provides valuables marketing strategies for fashion e-commerce brand managers in formulating future marketing strategies.

Key words: Dcard, Word of Mouth, Fashion E-commerce, perceived value, Purchase Intention