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研究生:劉雅芬
研究生(外文):Ya-Fen Liu
論文名稱:ZMET技術應用在女性購物網站EDM行銷之研究
論文名稱(外文):A Study of an Application of ZMET in Female Shopping Website EDM Marketing
指導教授:許人杰許人杰引用關係
指導教授(外文):Ren-jye Sheu
學位類別:碩士
校院名稱:世新大學
系所名稱:傳播管理學研究所(含碩專班)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:214
中文關鍵詞:ZMETEDM行銷女性購物網站女性行銷
外文關鍵詞:ZMETEDM MarketingFemale Shopping WebsiteFemale Marketing
相關次數:
  • 被引用被引用:15
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  • 收藏至我的研究室書目清單書目收藏:5
隨著網路購物市場蓬勃成長,一個最原始、潛力最大的女性消費市場,卻是近幾年才被重視的方向,目前市場上針對女性行銷的研究及報導少之又少,而電子商務中,最常使用的行銷工具EDM(直接電子郵件廣告),近年來受到垃圾郵件影響,開信率越來越低,因此,如何吸引女性消費者開啟信件,成了相當重要的研究課題;此外,EDM的文案與視覺設計,亦會影響女性消費者點閱及購買意願,女性購物網站經營者該如何精準掌握女性消費族群需求,應用EDM行銷策略,成功進行銷售為本研究主要目的。

目前國內關於EDM行銷研究多以量化為主,要觸動女性對美麗的渴望,產生感性購物,靠的是網頁構圖與文字功力,ZMET以消費者蒐集來的圖片做為線索提示工具,透過圖片中所含之隱喻,得以探索人們潛意識下的情況;了解消費者心中的構念元素與共識地圖,行銷人員才能掌握消費者需求本質,藉由ZMET隱喻誘技術,能有效探索消費者的心智活動,而這些訊息可能非傳統的、字面意義傾向的研究工具所能獲得。本研究以PayEasy及Pchome女性購物兩大女性購物網站為研究對象,將ZMET應用在女性消費者對於心目中理想看到或收到之女性購物EDM的想法之研究,藉此探索出EDM行銷重要的構念元素,以提供給網站行銷人員、產品經理、設計人員之參考。

研究發現,ZMET結合圖像與文字溝通,確實能挖掘更豐富、更有意義或連受訪者都沒有明顯察覺到的訊息,經過ZMET解構出女性消費者對於心中想看到或收到之女性購物網站EDM:一、標題、文案方面,「聳動」的標題與「簡潔」的文案較能吸引目光;二、版面配置,宜採用「構圖簡單」方式呈現;三、整體風格,則以「溫馨」、「甜蜜幸福」風為主;四、色系與背景的選擇,以「粉紅色」與「可愛插圖」,最受到喜愛;五、商品訂價,則要讓消費者有種「高貴不貴」的感覺;六、商品與代言人方面,選擇具有「獨特性」並「符合季節與流行性商品」,代言人則要讓人有「信任感」;七、商品拍攝,除了「商品清楚」呈現外,「生動構圖」,讓消費者感覺商品像是呈現在自己面前一樣。

隱喻是觀察消費者的思考與感覺,並進一步了解顧客行為的關鍵工具,利用受訪者的心智地圖與共識地圖,可以清楚描述出受訪者對於心目中理想看到或收到的女性購物報的構念,藉此歸納出EDM行銷之完整架構。
With rapid growth of the internet shopping market, the female consumer market, a most primitive market with the greatest potential, has not been emphasized until the recent years. Currently, there are only a handful of studies and reports on marketing directed toward women. In electronic commerce, the most commonly used marketing tool, EDM(Email Direct Marketing), has been affected in recent years by junk mail, and have had lower and lower rates of being opened. Therefore, how to prompt female consumers to open their mail has become a very important issue. Additionally, the text and visual design of EDM can also affect consumers in opening mail and in their willingness to purchase. The primary purpose of this study is to discover how operators of female shopping websites can precisely grasp the needs of women shoppers, apply EDM marketing strategies to successfully complete sales.

Current domestic studies on EDM marketing emphasize quantification, but it is webpage layout and textual ability that inspires the female desire for beauty so that sensory shopping occurs. ZMET uses pictures collected from consumers as clue to a tool, through metaphors of the pictures, it is possible to explore the subconscious. After understanding the conceptual elements and consensus map in consumers’ minds, marketers can grasp the nature of consumer needs. The Zaltman Metaphor Elicitation Technique can be effectively used to explore psychological activity of consumers, acquiring information that may not be acquired by traditional research tools inclined to literal meanings. This study uses two high-profile female shopping websites, PayEasy and Pchome, as research subjects. Research that applies ZMET to female consumers’ ideal or perceived female shopping EDM is used to explore the important conceptual elements of EDM marketing, which is provided as a reference for website marketers, product managers, and designers.

This study finds that ZMET combines image and textual communication, and can indeed extract richer, more meaningful, or even imperfectly perceived signals by the interviewees. ZMET thus deconstructs the female shopping website that women shoppers want to see or receive: 1. In terms of titles and texts, “provocative” titles and “concise” texts are more likely to attract female consumers. 2. In terms of layout, the method of “simple image construction” should be used. 3. Overall style should primarily be “warm,” and “sweet and joyful.” 4. In terms of color and background, “pink” and “cute insert pictures” are most favored. 5. Product pricing should allow consumers to feel “elegant but inexpensive.” 6. In terms of product and product endorsers, products that are “unique” and “seasonal and fashionable” should be selected; the endorser should inspire “a sense of trust.” 7. Product photographs should not only have “clear product depiction,” but also “lively picture structures” so that consumers can feel that product is right before their eyes.

The metaphor is a crucial tool used to observe consumer thoughts and feelings, then in turn used to understand consumer behavior. Using the interviewees’ mind maps and consensus maps, it is possible to clearly describe their concepts of ideal or perceived female shopping information, and this is used to generalize a comprehensive framework for EDM marketing.
誌謝 III
論文摘要 IV
目錄 VII
表次 X
圖次 XIII
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機與目的 3
第二章、文獻探討 4
第一節、電子郵件行銷 4
一、電子郵件行銷的定義 4
二、電子郵件行銷演進 4
三、電子郵件行銷種類 5
四、電子郵件設計的基本原則 6
五、電子郵件行銷效果 7
六、電子郵件行銷策略 8
第二節、消費者心理與消費行為 12
一、消費者心理 12
二、消費者行為 13
三、網際網路對消費者決策過程影響 14
四、女性消費者購買行為 16
第三節、ZMET隱喻誘引技術 18
一、ZMET之來源 18
二、ZMET之七大假設 20
三、ZMET的功能與目的 21
四、ZMET的操作步驟 21
五、ZMET的應用 24
六、ZMET適用EDM行銷研究的優點 25
六、ZMET之衡量與限制 27
第三章、研究設計 29
第一節、研究架構 29
第二節、ZMET研究方法 31
一、ZMET的深度訪談 31
二、文獻探討 32
三、受訪者的圖片 32
第三節、抽樣分析 34
一、研究對象 34
二、抽樣方法 35
三、涉入度量表 35
第四節、ZMET預備作業 38
一、邀訪配合事項 38
二、研究器材 39
三、訪談大網 39
四、實施訪談 42
五、資料分析與整理 42
第四章、研究結果分析 44
第一節、以ZMET技術分析女性消費者對於心目中想看到或收到女性購物報之認知 44
一、說故事 44
二、遺失的議題或影像 80
三、分類整理 84
四、構念抽取 107
五、最具代表性圖片 119
六、相反的影像 123
七、感官影像 127
八、心智地圖 131
九、總結影像 151
十、小短文 151
第二節、共識地圖分析 162
一、十位受訪者構念元素整理與分析 162
二、依據EDM設計基本原則整理受訪者之構念 169
第五章、結論與建議 175
第一節、研究發現 175
第二節、研究結論與建議 178
一、給EDM產製相關人員的建議 178
二、EDM行銷策略擬定 184
第二節、ZMET應用在EDM行銷研究的適用性 187
第三節、研究限制 188
第四節、後續研究建議 189
參考文獻 190
中文文獻 190
西文文獻 193
中文文獻
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