| 摘要: | 本研究旨在探討社交媒體行銷努力、顧客品牌參與、忠誠度以及多樣化尋覓特質的關係。本研究採用網路調查法，針對有在使用社交媒體平台了解或關注某一美妝或運動品牌的顧客發放問卷，共計回收有效樣本 318人。研究結果顯示：(1)社交媒體行銷努力正向影響顧客品牌參與；(2)顧客品牌參與正向影響忠誠度；(3)社交媒體行銷努力正向影響忠誠度；(4)社交媒體行銷努力經由顧客品牌參與之中介正向影響忠誠度；(5)相對於低多樣化尋覓特質者，社交媒體行銷努力對高多樣化尋覓特質的顧客品牌參與之正向影響較強。本研究討論研究發現在理論以及管理實務上之意涵。
The purpose of this study is to explore the relationship among social media marketing efforts, consumer brand engagement, consumer loyalty and variety-seeking. We administered surveys via the internet to collect data from 318 consumers who use a social media to follow beauty or sport brands. The results show that: (1) social media marketing efforts (SMME) positively affects consumer brand engagement(CBE) ; (2) CBE positively affects consumer loyalty; (3) SMME positively affects consumer loyalty; (4) the positive effects of SMME on consumer loyalty is mediated by CBE; (5) for consumers with high (low) variety seeking, the effects of SMME on CBE is stronger (weaker). This study dis-cusses the implication for the theory and practices. |
