臺灣博碩士論文加值系統

本研究目的為探討內容行銷對於顧客感知價值和顧客滿意度以及顧客忠誠度的影響，根據過去文獻，顧客滿意度會使顧客忠誠度增加以及顧客感知價值會使顧客忠誠度提升。此論文特別探討公司藉由內容行銷，能否提升顧客滿意度、顧客感知價值及顧客忠誠度，並藉由提升忠誠度使公司獲得更多顧客。研究方法採用網路發放問卷，結果分析後發現內容行銷對於23~27歲的年輕人最為有效，且對女性顧客的影響比男性高，而受過大學教育的族群也相對的較能了解內容行銷所傳遞的資訊。此外，觀看廣告頻率較高者也有較高的顧客滿意度、顧客感知價值以及顧客忠誠度。公司了解目標族群後，可以將內容行銷的目標放在年輕人身上，會得到較高的觸擊率以及共鳴。而公司及能藉由內容行銷來使顧客滿意度以及顧客感知價值增加，間接促使顧客忠誠度提升。公司提升顧客忠誠度後，可以使公司擁有更多顧客，與舊顧客保持良好關係以及與新顧客建立新關係，而公司將提高忠誠度視為長期目標之一。

The purpose of this study is to explore the impact of content marketing on customer perceived value, customer satisfaction, and customer loyalty. According to previous literature, customer satisfaction increases will cause customer loyalty increase and customer perceived value increase will cause customer loyalty increase. Hence, This paper specifically discusses whether companies through content marketing can increase customer satisfaction and customer perceived value through content marketing, and then increase customer loyalty to make the company earn more customers. Using online questionnaires, the analysis found that the most effective target group is young people aged 23 to 27, the impact on women is higher than men, and university-educated people are relatively better able to understand the information delivered by content marketing. Beside customer with higher frequency of viewing advertisements also have higher customer satisfaction, customer perceived value, and customer loyalty. After the company understands the target group, it can put the target of content marketing on young people, and it will get a higher hit rate and resonance. The company indirectly promotes customer loyalty through the content marketing, to increase customer satisfaction and customer perceived value. After the company increases customer loyalty, it can make the company have more customers, maintain good relationships with old customers and establish new relationships with new customers, and also the company always regards increasing loyalty as one of its long-term goals.

第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的3
第三節 研究流程4
第二章 文獻探討 5
第一節 內容行銷 5
第二節 顧客感知價值 6
第三節 顧客忠誠度 7
第四節 顧客滿意度 8
第三章 研究方法 9
第一節 研究架構 9
第二節 研究假說 9
第三節 問卷對象與設計 10
第四節 資料分析方法 10
第四章 實證結果分析 12
第一節 敘述性結果 12
第二節 信效度分析 13
第三節 人口統計變數對研究變項之關係 16
第四節 相關分析 20
第五節 迴歸分析 21
第五章 結論與建議 24
第一節 研究結論 24
第二節 研究貢獻與建議 25
第三節 研究限制與未來方向 25
參考資料 26
中文部分 26
英文部分 26
附錄-內容行銷問卷 31

中文部分

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