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研究生:周慈寧
研究生(外文):Tzu-Ning Chou
論文名稱:探討體驗行銷對線上品牌關係維繫之效果: 以Facebook之品牌社群為例
論文名稱(外文):Understanding the Impact of Experiential Marketing on the Maintenance of Online Brand: The Empirical Study of Brand Communities in Facebook
指導教授:陳煇煌陳煇煌引用關係陳世智陳世智引用關係
指導教授(外文):Huei-Huang ChenShih-Chih Chen
口試委員:陳煇煌陳世智
口試委員(外文):Huei-Huang ChenShih-Chih Chen
口試日期:2014-01-06
學位類別:碩士
校院名稱:大同大學
系所名稱:資訊經營學系(所)
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:82
中文關鍵詞:線上品牌品牌社群體驗行銷品牌關係
外文關鍵詞:Brand relationshipsBrand communityExperiential marketingOnline brand
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資訊化的時代,促使虛擬社群媒體的崛起,不僅改變人們的活動模式,也改變了企業的行銷手法。根據Facebook官方統計至2012年9月全球每年的活躍用戶數已高達10億人,在亞太地區約有3.4億的活躍用戶並以每年33%的比例持續成長當中,儼然成為虛擬社群媒體的最佳代表。而虛擬社群媒體的力量已延燒至企業中,企業藉由遊戲、影音和打卡等宣傳行銷方式,以體驗行銷做為號召與顧客互動,吸引潛在顧客的注意及提升顧客與虛擬品牌社群的關係。華爾街日報指出亞洲200大指標的企業裡,已有80%的企業在社群媒體上曝光,和2010年相比已大幅成長約40%。虛擬社群媒體不僅是人與人之間不可或缺的溝通管道,也是虛擬品牌社群與顧客之間最直接且重要的互動平台。故本研究基於虛擬社群媒體的品牌社群透過體驗行銷對顧客價值的衝擊,來探討虛擬社群媒體的顧客與線上品牌企業後續發展之關係。
本研究的研究對象以國內有使用虛擬社群之顧客為探討範圍,主要以網路填答My Survey網站來收集。本研究回收有效樣本284份,以SPSS 18.0與Smart PLS 2.0作為分析工具,採用偏最小平方法 (Partial least square)進行統計分析。本研究結果發現: (1)基於虛擬社群媒體之品牌社群的體驗行銷顯著影響美感價值、享樂性、顧客投資報酬及服務優越性; (2)美感價值、顧客投資報酬及服務優越性顯著影響顧客的滿意度,而享樂性與滿意度有正向關係,但無顯著影響; (3)正向體驗經驗之結果產生滿意度及持續使用意圖,顯著影響顧客與線上品牌之關係。線上品牌社群可藉由創新的體驗行銷影響顧客的感受,瞭解顧客所評估的觀點進而提升顧客對於線上品牌社群之滿意度,並維繫顧客與線上品牌社群間的持續使用意願及良好的品牌關係。希望本研究能提供線上品牌實務上行銷及經營品牌社群之建議。
According to official statistics from Facebook in September 2012 global annual number of active users has reached 1 billion people. In the Asia-Pacific region, there are about 340 million active users and an annual rate of 33% among the proportion continues to grow, becoming the best virtual community media representatives. The power of social media has spread from the user of community to enterprises, enterprise through games, video, punch and other promotional marketing way interact with the user, attract the attention of potential customers and enhance the brand relationship. Wall Street Journal pointed out that Asia's 200 major indicators of enterprises, more than 80% of the enterprises in the social media exposure, and in 2010 has been substantial growth compared to about 40%. Social media is not only an indispensable channel of communication between people, but also the most direct and important interactive platform between online brands and consumers. Therefore, this research Social media based band communities through experiential marketing impact on consumer value, to explore the relationship between social media users and online brands.
Using an online survey based on My Survey (www.mysurvey.tw), the research collected data from used virtual community users. The research sample comprises 284 respondents. Analysis tools are used SPSS 18.0 and Smart PLS 2.0 software. A partial least square (PLS) model serves the purpose of hypothesis testing. The result show that : (1) Experiential marketing in social media based band communities significant impact on Aesthetics, Playfulness, Consumer Return on Investment and Service Excellence. (2) Aesthetics, Consumer Return on Investment and Service Excellence significant impact on Satisfaction. Playfulness and Satisfaction has a positive relationship, but no significant effect. (3) The results produced a positive experience Satisfaction and Continued Intention, significantly affect the relationship between users and online brand. Social media based band communities through innovative experiential marketing can affect the value of the consumer. Understanding the consumer's mind and enhance satisfaction. Create consumers' willingness continued use and maintain stable brand relationships. Hope that this research can provide online brand marketing and brand management recommendations, and provide directions for future research.
謝誌 ii
摘要 ii
ABSTRACT iii
目錄 v
圖目錄 ix
表目錄 x
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3研究流程與論文結構 3
第二章 文獻探討 5
2.1基於社群媒體的品牌社群 5
2.2體驗行銷 6
2.2.1消費體驗之定義 6
2.2.2體驗行銷 7
2.2.3體驗行銷之策略體驗模組 8
2.3體驗價值 13
2.3.1顧客投資報酬 14
2.3.2服務優越性 14
2.3.3美感價值 15
2.3.4享樂性 15
2.4 滿意度 15
2.5持續使用意圖 16
2.6線上品牌關係 17
2.7小結 19
第三章 研究方法 20
3.1 研究假說及架構 20
3.1.1 體驗行銷對體驗價值的相關假說 20
3.1.2 體驗價值對滿意度的相關假說 21
3.1.3 滿意度對持續使用意圖的相關假說 23
3.1.4 滿意度與持續使用意圖對線上品牌關係的相關假說 23
3.1.5 研究架構 25
3.2 研究變數之操作型定義 25
3.3 問卷設計 26
3.3.1體驗行銷 26
3.3.2美感價值 27
3.3.3享樂性 28
3.3.4顧客投資報酬 28
3.3.5服務優越性 29
3.3.6滿意度 29
3.3.7持續使用意圖 30
3.3.8線上品牌關係 30
3.4 研究對象與抽樣方法 31
3.5 資料分析方法 31
第四章 資料分析與結果 32
4.1 敘述統計分析 32
4.2 測量模式分析 36
4.2.1 驗證性因素分析 36
4.2.2 信度分析 39
4.2.3 內容效度 41
4.2.4 收斂效度 41
4.2.5 區別效度 41
4.2.6 R2判定係數 43
4.3 內模式分析 44
4.3.1 路徑分析 44
4.4 中介分析 46
4.4.1 美感價值之中介分析 46
4.4.2 享樂性之中介分析 47
4.4.3 顧客投資報酬之中介分析 48
4.4.4 服務優越性之中介分析 49
4.4.5 滿意度之中介分析 50
4.4.6 持續使用意圖之中介分析 56
第五章 結論與建議 57
5.1 研究結果與討論 57
5.1.1體驗行銷與體驗價值之關係 58
5.1.2體驗價值與滿意度之關係 60
5.1.3滿意度與持續使用意圖之關係 61
5.1.4持續使用意圖、滿意度與線上品牌關係之關係 62
5.1.5中介效果之關係 62
5.2管理意涵 64
5.3研究限制 65
5.4 未來研究方向 65
參考文獻 67
附錄 75
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