近年來，台灣寵物市場蓬勃發展，許多企業紛紛跨足寵物產業，其中寵物食用品 消費總額更是佔了寵物市場消費總額的七成之多。除了寵物市場的蓬勃外，網際網路 與行動裝置的普及也逐漸改變了消費者的購物模式，從實體店面轉向線上購物，各個 產業開始拓展線上通路，電子商務便應運而生。此外，消費者的購物決策不再單方面 受品牌方的廣告影響，還會透過網際網路或社群媒體搜索相關資訊與使用心得，自行 評估產品的適用性。
本研究以「寵物電商」為個案研究對象，旨在透過網路效應的理論觀點，探討消 費者行為模式轉變與社群媒體普及的情況下，如何影響寵物電商的營運;並透過其營 運過程容易遇到的瓶頸，探討社群媒體如何成為寵物電商之輔助工具。此外，本研究 採用質性研究之單一個案研究法，以三家寵物電商作為研究對象，藉由「電子商務」、 「社群媒體」及「網路效應」之理論基礎，並透過理論與實務的對話，深入分析與探 討個案營運的過程以及社群媒體對其產生之影響。
根據本研究之結果，寵物電商藉由社群媒體發佈貼文、投放廣告，可以提高產品 的曝光率。社群媒體為使用者提供互動的感知，再加上彼此的群我傳播，讓產品得以 觸及更多潛在客群。此外，社群媒體眾多使用者之間具有不對等的吸引力，是 KOL 為產品帶來顯著效益的關鍵因素。不論是實體零售商或電商業者，皆可透過社群媒體 作為行銷工具，藉其眾多的特性以及使用者基數達到更多曝光度，進而產生網路效應。

The widespread use of the internet and mobile devices has gradually changed the consumption pattern, consumers began to shop online instead of window shopping, which leads to the era of e-commerce. In addition, consumers’ purchase decision wasn’t only affected by the product commercial anymore, they search for more product information and reviews through the internet and social media to evaluate the applicability of the product. Therefore, social media has a huge impact on e-commerce’s operation and marketing.
This research aims to discuss the impact of the transformation of consumption pattern and the widespread use of social media on the operation of pet e-commerce, and the obstacles they encountered during the operation, and how did social media become an aid for them from the perspective of network effects. This research adopts single case study method of qualitative research, takes three pet e-commerce as research subject, and “e-commerce”, “social media”, “network effects” as the theoretical basis, then further investigate the pet e-commerce operation and the influences of social media on our research subjects.
According to the results, social media provides each user perception of interaction and masspersonal communication, e-commerce could reach more prospective customers consequently. Additionally, the attractiveness between each social media user is unequal, which leads to the success of the KOL marketing. Social media has many features and large user installed base which leads to network effects. Hence, whether retailers or e- commerce, use social media as a marketing tool could be useful for their operation.

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