連鎖便利商店LINE團購平台內容類型對顧客價值、購買意願和顧客忠誠度的影響

連鎖便利商店需滿足消費者對產品多樣化的需求，以應對市場競爭，通過LINE團購平台提升競爭力和市場份額是當務之急；其次，平台上的內容類型會直接影響顧客價值，而提升顧客價值可以有效地增強顧客的購買意願和忠誠度，並為企業帶來長期競爭優勢。
本研究使用刺激-有機體-反應 (SOR) 模型，主要想探討連鎖便利商店LINE團購平台內容類型對顧客價值、購買意願和顧客忠誠度的影響，將內容類型分為資訊性和娛樂性並視為刺激，透過功能價值和情感價值視為有機體的感受，進而產生購買意願和顧客忠誠度之反應。研究對象以臺灣地區使用過連鎖便利商店LINE團購平台的顧客，並採用實體與網路問卷的發放方式。
研究結果顯示，資訊性和娛樂性對功能價值和情感價值會產生正面顯著影響，功能價值和情感價值對購買意願和顧客忠誠度產生正面顯著影響。因此，本研究建議連鎖便利商店業者應注重提供優質的產品和創造愉悅的購物體驗，以提升顧客的購買意願和忠誠度。

Convenience store chains need to satisfy consumer demand for product diversity to cope with market competition, and it is imperative for them to enhance their competitiveness and market share through the LINE group-buying platform. Secondly, the type of content on the platform will directly affect customer value, and enhancing customer value can effectively strengthen customers' willingness to buy and their loyalty, and bring long-term competitive advantages to the enterprises.
This study uses the Stimulus-Organism-Response (SOR) model to investigate the effects of the content types of the LINE group-buying platforms of convenience store chains on customer value, purchase intention, and customer loyalty. The content types are categorized into informational and entertaining, and are regarded as stimuli, which are regarded as the feelings of the organisms through the functional and emotional values, and then generate the responses of purchase intention and customer loyalty. The target population of this study is customers who use or know about the LINE group-buying platform of convenience store chains in Taiwan, and both physical and online questionnaires were used.
The results of this study showed that informativeness and entertainment would have a positive and significant effect on functional and emotional values, and functional and emotional values would have a positive and significant effect on purchase intention and customer loyalty. Therefore, this study suggests that convenience store chain operators should focus on providing quality products and creating a pleasant shopping experience to enhance customers' purchase intention and loyalty.