品牌IG風格設計對消費者品牌參與 和品牌愛影響之研究

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Title:	品牌IG風格設計對消費者品牌參與和品牌愛影響之研究 The impact of brand IG style design on consumer brand engagement and brand love
Authors:	黃怡瑩
Contributors:	國際企業管理學系
Keywords:	社群平台 IG 風格設計消費者參與 social media Instagram style design consumer engagement
Date:	2021
Issue Date:	2023-02-14
Abstract:	本研究提出IG的整體風格設計(視覺一致性、圖像關聯性、顏色單純性、文字精簡度、標籤適配性、美學創意性)是否會影響消費者對於品牌參與，並且進一步的提升品牌愛。而本研究透過線上問卷進行調查，回收296份之有效問卷，進而進行模型的分析與驗證。研究結果顯示，風格設計之標籤適配性及美學創意性對於消費者品牌參與皆具有正向的影響效果；然而，視覺一致性、圖像關聯性、顏色單純性及文字精簡度則對消費者品牌參與其影響程度較小；而消費者品牌參與亦能有效提升品牌愛。綜合上述，本研究期望其研究結果能提供理論及實務上一些實質的建議；在理論上，能夠彌補過去的研究缺口，並奠定後續的研究基礎，在實務方面，能夠提供行銷上的參考指引。 This research proposes whether IG’s overall style design (visual consistency, image relevance, color simplicity, text simplicity, hashtag adaptability, aesthetic creativity) will affect consumer brand engagement and further enhance brand love . In this study, online questionnaires were used to conduct surveys, and 296 valid questionnaires were collected to analyze and verify the model. The research results show that the hashtag adaptability and aesthetic creativity of style design have a positive effect on consumer brand engagement. However, visual consistency, image relevance, color simplicity and text conciseness have a small degree of influence on consumer brand engagement.Then consumer brand engagement can also effectively enhance brand love. Based on the above, this research hopes that its research results can provide some practical suggestions in theory and practice; in theory, it can fill up the gaps in past research and lay the foundation for subsequent research. Provide marketing reference guidelines.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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