故事帶我去旅行：探討Facebook粉絲專頁故事行銷與親子旅遊產品購買意願之研究

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题名:	故事帶我去旅行：探討Facebook粉絲專頁故事行銷與親子旅遊產品購買意願之研究 Exploring the Effectiveness of Facebook Fan Page Story Marketing on Attraction and Purchasing Intention in Family Travel
作者:	李復華
贡献者:	觀光事業學系觀光休閒事業管理碩士在職專班
关键词:	故事行銷 Facebook粉絲專頁廣告吸引力購買意願 story-telling marketing Facebook fan page attraction purchase intention
日期:	2016-06
上传时间:	2016-08-01 09:50:14 (UTC+8)
摘要:	隨著時代的更迭，行銷手法亦須與時俱進，近年來，故事行銷之手法開始廣為流行，透過故事的包裝，使消費者產生共鳴，提升消費者的購物意願。此外，加上現今網路科技蓬勃發展，人手一機已蔚為潮流趨勢，各種網路社交平台也陸續佔據人們的生活，其中在2015年的調查中便發現，目前Facebook是全球發展最成功並且最多人使用的社群網站，也因此吸引眾多企業看上此優勢，紛紛在Facebook平台建立粉絲專頁做為廣告宣傳的平台，並增加其商品與品牌的曝光率，使得Facebook社交平台搖身一變成為新的行銷平台。因此，本研究為瞭解旅行業以Facebook粉絲專頁之故事行銷，對於親子旅遊購買意願影響為何。本研究採用線上問卷，針對Facebook使用族群進行調查，共回收382份有效問卷。根據分析結果，本研究建議經營Facebook粉絲專頁者，在行銷商品時，可多採用故事行銷包裝做宣傳。本研究結果將有助於旅遊從業者在社群網路行銷之策略之參考依據。 With the rapid change of the world trend, marketing strategies are also improving. In recent years, storytelling marketing has become more and more popular, a good story can resonate the costumers’ feeling and increase their willing of buying. With the rapid development of internet, nowadays everyone owns a smart phone. All kinds of social media have become an important part of people’s daily lives. According to a survey in 2015, Facebook has now become the most successful and widely-used social networking site. This advantage attracts many enterprises to use Facebook as their commercial platform by creating their own fan page in order to increase the exposure of their brands and products to the consumers. Now Facebook is not only a social platform but a marketing platform. Therefore, this study aims to investigate：How storytelling marketing strategy associated with Facebook fan page and consumers’ purchase intention. This study took online questionnaires to survey, and 382 valid questionnaires were recovered. According to the result, we suggest that Facebook fan page managers can use storytelling marketing strategy to promote their products. The results can be a reference and help the travel industry to develop their social media marketing strategies online.
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