臺灣博碩士論文加值系統

在日新月異、科技快速變革的社會，隨著 Web2.0 時代的來臨，媒體越來越多樣化，網際網路上的社群平台如雨後春筍般出現，企業也逐漸重視這部分的行銷策略 。本研究對消費者以發放問卷方式收集量化資料，研究樣本以大專院校的學生在網上或校園隨機抽樣方式進行調查。本研究總共發放 321 份問卷，有效回收問卷為 311 份，有效問卷回收率 96.88% 。本研究經實證分析後，得到(1)社群媒體行銷對品牌意識之關係呈現顯著影響。(2)社群媒體行銷對購買意圖之間 關係呈現顯著影響。(3)品牌意識對購買意圖之關係呈現顯著影響。社群媒體行銷較好時，品牌意識愈高，則購買意圖也愈高。

In a fast-changing society where technology is changing rapidly, with the advent of the Web 2.0 era, the media is becoming more and more diverse, and social platforms on the Internet are springing up. Enterprises are gradually paying attention to this part of their marketing strategies. In this study, collect questionnaires by issuing questionnaires to consumers. The research sample was conducted by random sampling of college students online or on campus. In this study, a total of 321 questionnaires were distributed, with 311 valid questionnaires returned, and the effective questionnaire recovery rate was 96.88%. After empirical analysis, this study found that (1) the relationship between social media marketing and brand awareness has a significant impact. (2) Social media marketing has a significant impact on the relationship between purchase intentions. (3) Brand awareness has a significant influence on the relationship between purchase intentions. When social media marketing is better, the higher the brand awareness, the higher the purchase intention.

中文摘要 i
Abstract ii
致謝 iii
表目錄 vi
圖目錄 vii
第壹章 緒論 1
一、 研究背景 1
二、 研究動機 2
三、 研究目的 3
四、 研究流程 3
第貳章 文獻探討 5
一、 社群媒體行銷 (Social Media Marketing) 5
二、 品牌意識 (Brand Awareness) 9
三、 購買意圖 (Purchase Intention) 10
第參章 研究方法 13
第一節 研究架構 13
第二節 研究假設 14
第三節 變數衡量 7
第四節 研究對象與資料收集方法 19
一、 研究對象 19
二、 資料收集方法 19
第五節 問卷設計與預試 19
一、 問卷設計 19
二、 項目分析 20
第四章 實證分析 22
第一節 問卷背景與研究量表之現況分析 22
一、樣本分布與樣本背景 22
二、研究量表之現況分析 25
第二節 相關分析與信度分析 28
一、相關分析 28
二、正式問卷信度分析 30
第三節 迴歸分析 32
一、「社群媒體行銷」對「品牌意識」之影響分析 32
二、「品牌意識」對「購買意圖」之影響分析 33
三、「社群媒體行銷」對「購買意圖」之影響分析 34
第五章 結論 36
參考文獻 41
附錄：問卷 46

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