以創造獨特消費體驗為賣點的體驗行銷，在現今多元豐富的社群媒體支援下，成為目前 最熱門的創意行銷策略，透過精心設計的體驗情境與場景，吸引顧客採取行動參與在品 牌活動中。由於社群媒體具有主動連結與分享的機制設計，所以當消費者被淹沒在過多 的品牌選擇中，從社群媒體的友人分享出來的訊息，反而更能幫助他們有效做選擇。本 研究從體驗行銷的觀點出發，探討企業應如何在社群媒體傳遞訊息，引發消費者參與在 品牌所精心設計的活動中，達到讓消費者主動替品牌宣傳的效果。基於社群媒體使用者 的模糊性與複雜度，本研究將以模糊集合質性比較分析法(fsQCA)，將使用者做有效分 群，也透過社群媒體使用行為的文獻探討，根據 ELM 的理論架構，將說服的訊息元素 分為兩大類，進行回歸分析，以深入了解各種訊息元素對不同社群媒體使用者在參與品 牌活動的訊息互動和分享意願的影響。預期本研究結果，除了提供企業更有效進行社群 媒體行銷的參考外，在研究方法與未來研究議題上，亦提供有用的參考價值。 According to experience economy, customer experience is a distinct economic offering when a company intentionally uses services as stages and goods as props to engage individual customers to create a memorable event. As online communities increase in size and number, marketers have to learn how to engage customers in a more creative and persuasive way. However, when customers are overloaded by product choices, the information shared or referred by their online friends help them to cut through the noises effectively. Therefore, firms are to expand their knowledge and competency to develop online communication strategy with the hope that customers will be touched by the message and actively participate in the interaction designs of the brand and even to spread the positive feeling of their online experience. This study aims to investigate the brand’s message impact on the attitude of participating in the activities on social media. Based on the perspective of experiential marketing, this study develops its research model on elaboration likelihood theory and takes empirical survey on social media. A combination of regression analysis and fuzzy set qualitative comparative analysis (fsQCA) is applied to analyze data in order to gain a deeper understanding of the extensive users on social media. The result of this study will be discussed and valuable suggestions for industry practitioners and academia are also to be provided.
