臺灣博碩士論文加值系統

越南的茶葉產品一直以來在其整體農業產值中佔有相對高的比重。然而，以往越南的茶產業主要以加工出口為主，鮮少透過品牌經營的方式行銷。此外，隨著日漸蓬勃發展的網路科技及電子商務，有效利用社群媒體工具已成為當代品牌經營中最熱門與必需的行銷溝通技巧。因此，在這個社群媒體發展越來越成熟的時代，許多品牌經營者開始透過經營社群來擴大品牌的接觸點，讓品牌能更快速地曝光，同時善加利用社群媒體的溝通來建構與維繫良好的顧客關係。因此，瞭解社群媒體行銷操作對品牌經營管理之影響，已成為現今管理者必須特別關注的焦點。
本研究將以刺激-有機體-反應 (S-O-R) 理論為基礎，探討社群媒體行銷、品牌體驗、品牌滿意度與品牌忠誠度間的關聯程度。本研究主要以購買過越南茶葉產品與接觸過茶葉公司社群媒體行銷活動的消費者為研究對象，透過發放問卷調查的方式蒐集資料。
本研究結果顯示，在越南的茶葉公司中，社群媒體行銷構念中的娛樂性、潮流性、互動性與廣告等構面皆正向顯著地影響品牌體驗。另外，品牌體驗和品牌滿意度之間呈現顯著地正向關係，且品牌滿意度對品牌忠誠度間亦具有顯著地正向影響關係。此外，本研究採用不對稱分配假設的拔靴法來檢驗研究模型的中介效果是否成立。實證結果顯示，社群媒體行銷構念中的娛樂性、潮流性、互動性和廣告，將透過品牌體驗和品牌滿意度的兩階段中介效果影響品牌忠誠度。最後，本研究之實證結果能為社群媒體行銷和品牌經營管理的相關理論及實務意涵產生重要的意義與貢獻。

Tea products have accounted for a significant proportion of Vietnam’s overall agriculture for a long time. However, Vietnam’s tea industry is mainly processed and exported and rarely marketed in the form of brand management. The development trend of internet technology and e-commerce, social media marketing has grown to be the most widely used and essential marketing medium tool in contemporary brand management. Moreover, as the development of the community becomes more and more mature, many brand managers have begun to expand brand contact points through the operation community to expose the brand more quickly. Also, maintain good consumer relationships through the operation of social media. As a result, business managers are very interested in comprehending the connection between social media marketing and brand management.
According to Stimulus-Organism-Response (S-O-R) theory, this study will examine the relationship between social media marketing, brand experience, brand satisfaction, and brand loyalty. This study mainly takes consumers who have purchased Vietnamese tea products and have been exposed to tea corporations’ social media marketing as the research object and collects information by sending questionnaires, with 300 samples used in this research.
The results of this study show that, among tea companies in Vietnam, aspects of social media marketing, such as entertainment, trendiness, interaction, and advertising, all positively and significantly affect the brand experience. On the other hand, the positive relationship between brand experience and brand satisfaction is a significant impact, and customer brand satisfaction has a significant positive impact on brand loyalty. In addition, this research uses the bootstrap method of asymmetric allocation assumptions to test whether the mediation effect is established. The empirical results show that entertainment, trendiness, interaction, and advertisement of social media marketing will affect brand loyalty through a two-stage mediation effect of customer brand experience and satisfaction. Therefore, the conclusion of the study leads to important implications for both theory and practice for social media marketing and brand management.

摘 要 I
ABSTRACT III
TABLE OF CONTENTS V
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER I: INTRODUCTION 1
1.1. RESEARCH BACKGROUND AND MOTIVATION 1
1.2. RESEARCH PROBLEM 4
1.3. RESEARCH PROCESS 7
CHAPTER II: LITERATURE REVIEW 8
2.1. STIMULUS-ORGANISM-RESPONSE THEORY 8
2.2. SOCIAL MEDIA MARKETING 14
2.3. BRAND EXPERIENCE 21
2.4. BRAND SATISFACTION 28
2.5. BRAND LOYALTY 33
CHAPTER III: METHODOLOGY 40
3.1. RESEARCH FRAMEWORK 40
3.2. HYPOTHESIS DEVELOPMENT 43
3.3. MEASUREMENT 53
CHAPTER IV: RESEARCH RESULT 56
4.1. DESCRIPTIVE STATISTICS RESULTS 56
4.2. RELIABILITY AND VALIDITY ASSESSMENT 57
4.3. RESULTS OF THE HYPOTHESIS TESTING 63
CHAPTER V: DISCUSSION AND CONCLUSION 68
5.1. DISCUSSION 68
5.2. CONCLUSION 70
5.3. RESEARCH LIMITATIONS AND SUGGESTIONS FOR FUTURE RESEARCH 73
REFERENCES 75
APPENDIX 82

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