品牌應用社群行銷策略之探討-網路互動性與訊息論點品質對購買意願的影響效應

文化大學機構典藏 CCUR > 商學院 > 行銷碩士學位學程 > 博碩士論文 > Item 987654321/51604

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题名:	品牌應用社群行銷策略之探討-網路互動性與訊息論點品質對購買意願的影響效應 Brand Strategies in Social Media: The Impact of Interactivity and Argument Quality on Consumer Purchase Intentions
作者:	毛元敏
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	品牌行銷社群行銷網路互動訊息論點品質購買意願 Branding Marketing Social Media Internet Interactivity Argument Quality Purchase Intention
日期:	2022
上传时间:	2023-03-15 14:13:51 (UTC+8)
摘要:	網路社群及互聯網快速發展，廣告行銷活動紛紛將重心移至社群媒體，以提升網路消費者對品牌產品或服務的購買意願。根據的最新數據，Facebook以每個月高達20億的活躍用戶穩坐社群媒體中的領導品牌，因此，社群行銷成為品牌行銷人員應用數位行銷的重要工具，企業及品牌透過Facebook建立自己的粉絲專頁傳遞品牌及產品重要訊息，藉此尋找相同喜好的消費者產生互動，這些變化與趨勢都突顯出社群行銷的多變性與無限可能的商機。本研究從過去學者提出的理論探討社群行銷之網路互動性與訊息論點品質對於消費者購買行為的影響分別提出研究假設，並配合問卷調查法來證實研究假設。本研究共計蒐集到390份有效問卷，在經過統計分析與驗證後，得到的結果為社群行銷中的「網路互動性」及「訊息論點品質」會正向影響消費者的購買意願。最後，根據本研究結果提出實務建議，提供給欲在Facebook 粉絲專頁上行銷之企業及品牌做為日後訂定社群行銷內容策略之參考。 Due to the fast-growing social networks and the Internet, more marketing campaigns switch their focus to social media to boost Internet consumers’ purchasing willingness. Facebook with more than 2 billion monthly users has become the leading brand of social media. Thus, social media marketing has become an essential component of brand marketing, businesses and big brands set up Facebook communities to communicate with their customers. These changes and trends indicate the flexibility and infinite business opportunities for social media marketing. In this thesis, how the Internet interaction of social media marketing and argument quality affect consumer behaviors is hypothesized and analyzed with different theories. In addition, a survey with 390 conclusive questionnaires was conducted to test the proposed hypotheses. After analyzing and testing the collected data, the results show positive impacts of the Internet interaction and argument quality on the customer satisfaction of a Facebook brand community and further determine the purchase intention. Finally, according to the results of this study, practical suggestions for social media marketing are given to businesses and brands that intend to promote themselves by setting up a Facebook community.
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