| Abstract: | 網路社群的快速發展，輔以豐富且多元的互動內涵和方式，成功地吸引許多企業競相投入行銷資源於這個新興管道上；但有關影響企業選擇虛擬社群標的和關鍵要素的研究，為數仍少。本研究希望以此為題進行探索，協助企業主管掌握選擇虛擬社群進行網路行銷的影響因素，並據此建構選擇虛擬社群進行網路行銷之評量表，供企業及社群經營者參考。
本研究首先透過文獻整理方式找出企業選擇虛擬社群進行網路行銷潛在因素，並透過專家訪談進行因素的確認；接著，透過層級分析法，建構企業選擇虛擬社群進行網路行銷層級架構，其中，該架構包括四項構面，分別為「社群吸引力」、「會員忠誠度」、「社群有效數據」及「商務服務」，與十二項評估指標。最後，本研究依此層級架構進行訪談與計算權重，並建立企業選擇虛擬社群進行網路行銷量表。研究結果發現，四個構面的重要性各具擅長；但是，在評估指標的部分，本研究發現「會員對社群的喜好」、「形象與知名度」、「網路行銷成本」、「點閱率」及「社群口碑行銷」這五項指標的權重相對較高，且合佔60%的權重值，是企業主選擇虛擬社群進行網路行銷時宜相對重視的次面向。
The rapid development of online social networks has given rise to a plethora of dedicated forums that help facilitate information exchange. Taking on such an ad-vantage, many corporations have stepped up their investment in online marketing. The effectiveness of this marketing strategy, however, has yet to be determined despite wide reception of online community-based advertisements among social network users. This study aims to analyze the factors influencing business willingness to advertise through social networking sites, so as to build an evaluation model. This paper begins by literature review and expert interview in order to identify important factors. Analytic Hierarchy Process is then applied to build the hierarchy model. According to our finding, the four dimensions of this proposed framework contribute equally for the decision making issue. In contrast, the five indicators namely “user preference for social net-works,” “image and popularity,” “cost,” “hits” and “word-or-mouth marketing” are found playing relatively important role in this regard, which contribute to more than 60 percent of model decision in total. This study is believed to providing useful reference framework and guidelines for corporations with regard to selection of appropriate social media for their online marketing effort. |
