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研究生:羅元媛
研究生(外文):LO, YUAN-YUAN
論文名稱:社交資本與社群媒體廣告對品牌知覺與O2O購買意願之影響
論文名稱(外文):Social Capital and Social Media Advertising on Brand Awareness and O2O Purchase Intention
指導教授:陳綉里陳綉里引用關係
指導教授(外文):CHEN, HSIU-LI
口試委員:張俊民張盛華
口試委員(外文):CHANG, CHUN-MINGCHANG, SHENG-HUA
口試日期:2020-05-08
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:105
中文關鍵詞:社群媒體廣告社交資本品牌態度品牌知覺O2O購買意願實體店面消費意願
外文關鍵詞:Community Media AdvertisingSocial CapitalBrand AttitudeBrand PerceptionO2O Purchase IntentionPhysical Store Consumption Intention
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在這科技發達的時代,消費者對社群媒體廣告產生了對品牌的態度及知覺。而社交資本,是可促使個人在社群網路內的社交組織中,發展關係的一種資源。消費者擁有社群媒體的資訊後,將會影響他們購物的模式,這些是本研究的目的。

本研究之方法是以LISREL結構模式技術來探討「社群媒體廣告」、「消費者社交資本」、「品牌態度」、「品牌知覺」對「O2O購買意願」之因果關係。透過網路問卷,以便利抽樣之方式,進行樣本收集。

本研究實證分析結果為:(1)消費者會因社群媒體廣告影響品牌態度(2)消費者社交資本是會影響品牌態度(3)消費者會因為品牌態度而產生品牌知覺(4)消費者的品牌態度越高會提升意願前往實體店面購物(5)消費者的品牌知覺越高會提升消費者至實體店面購物。

本研究在過去,鮮少有人將「社群媒體廣告」、「品牌態度」對「O2O購買意願」進行因果關係之分析,研究發現品牌態度對消費者至實體店面購買意願是有影響的,在未來研究者可以將此構面進行更深入的研究。
In this age of technological development, consumers have developed attitudes and perceptions about brands in social media advertising. And social capital is a resource that can intervene in individuals to develop relationships in social organizations within a social network. After consumers have information from group media, it will affect their shopping patterns. These are the purposes of this research.
This study used LISREL to explore the causality relationships of "social media advertising", "consumer social capital", "brand attitude", and "brand perception" to "O2O purchase intention" with LISREL structural model technology. In this study, sample collection was conducted through online questionnaires in a convenient sampling manner.
The positive analysis results of this study are as below: (1) consumers will affect brand attitudes due to social media advertising (2) consumer social capital will affect brand attitudes(3) consumers will generate brand perceptions due to brand attitudes(4) consumption The higher the brand attitude of the consumer, the higher the willingness to go to the physical store to shop(5) The higher the consumer's brand perception, the higher the consumer's shopping experience.
In the past, few people used "social media advertising" and "brand attitude" to analyze the causality of "O2O purchase intention". The study found that brand attitude has an impact on consumers' purchase intention to physical stores. In the future Researchers can conduct further research on this aspect.

目 錄 I
圖 目 錄 V
表 目 錄 VI
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與步驟 4
第貳章 文獻探討 5
第一節 社群媒體 5
一、社群媒體定義 5
二、社群媒體廣告 9
三、社群廣告類型 10
第二節 消費者社交資本 14
一、社交資本之定義 14
二、社交資本的價值 16
第三節 態度 17
一、態度之定義 17
二、社交媒體廣告和消費者反應的態度 20
第四節 品牌知覺 22
一、品牌知覺之定義 22
二、品牌知覺與消費者 23
第五節 O2O購買意願 25
一、O2O電子商務定義 25
二、購買意願定義 27
三、購買意願的影響因素 28
第參章 研究方法 30
第一節 研究架構 30
第二節 研究假設 31
第三節 研究變數 35
一、自變數:社群媒體廣告與消費者社交資本 35
二、應變數:品牌態度、品牌知覺與O2O購買意願 37
第四節 抽樣設計與研究方法 40
一、研究設計 40
二、研究對象及抽樣方法 40
三、問卷設計 40
第五節 資料分析方法 42
一、基本資料統計分析 42
二、敘述性統計分析 42
三、信度分析 42
四、效度分析 42
五、線性結構關係 43
第肆章 實證分析與假設檢定 44
第一節 基本資料之統計分析 44
第二節 敘述性統計分析 46
第三節 信效度及因素分析 50
一、社群媒體廣告 50
二、消費者社交資本 51
三、品牌態度 52
四、品牌知覺 53
五、O2O購買意願 54
第四節 結構模式結果分析 55
一、結構模型與變數衡量 55
二、估測結果 58
三、假設驗證 63
四、直接、間接效果分析 65
第五節 本章小結 67
第伍章 結論與管理意涵 68
第一節 研究結論 68
一、消費者對於社群媒體廣告對品牌態度有顯著正向影響 68
二、消費者對於社交資本對品牌態度有顯著正向影響 69
三、消費者對於品牌態度對其品牌知覺有顯著正向影響 69
四、消費者對於品牌態度對O2O購買意願有顯著正向影響 70
五、消費者對於品牌知覺對O2O購買意願有顯著正向影響 70
第二節 管理意涵 71
第三節 研究限制與未來研究之建議 73
一、研究對象及範圍之限制 73
二、資料蒐集時間之限制 73
三、問卷設計之限制 73
參考文獻 74
附錄:研究問卷 85


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