臺灣博碩士論文加值系統

　　社交媒體成為多數人不可或缺的溝通工具，也是公司對消費者傳遞資訊的新溝通典範。本研究將社交媒體行銷活動分為娛樂、互動、趨勢、客製化和口碑等五個構面，探討社交媒體行銷活動、消費者反應、專家性、信賴與購買意圖間的關係。採用線上問卷調查法，篩選有瀏覽社交媒體習慣和購買臉部保養產品前會在社交媒體瀏覽資訊的消費者為研究對象，收回有效問卷共 462份。研究結果顯示:社交媒體行銷活動可促進消費者反應、專家性和可靠性，較多的消費者反應可進一步提高購買意圖。專家性可增加可靠性和購買意圖，可靠性對消費者反應和購買意圖皆有提升的效果。檢驗結果對相關業者的行銷策略與管理實務提供管理意涵和建議。

　　Social media platforms build vehicles for fostering relationships among business and consumers and provide plentiful product-related responses for consumers. Browsing product-related information before purchase is becoming a trend. However, there is an increase in concern about the level of trustworthiness and expertise of online reviews.
　　Therefore, the aim of this study is to examine the effect of social media marketing activities on consumer responses, which in turn affect purchase intention based on an online survey of 462 effective respondents. The social media marketing activities are measured by five dimensions, including entertainment, interaction, trendiness, customization and word-of-mouth. Consumers’ responses contain sharing, clicking like, and comments. Furthermore, this study investigates trustworthiness and expertise on the relationships between marketing activities and consumer. These results could provide implications and suggestions to practitioners how to increase consumer responses and purchase intention.

摘要　I
Abstract　II
Content　III
Tablet　IV
Figures　V

1. Introduction　1

2. Literature review
2.1 Social media marketing activities　3
2.2 Trustworthiness and Expertise　6
2.3 Consumers response and purchase intention　7
2.4 Hypothesizes development　7

3. Methodology
3.1 Questionnaire design　12
3.2 Participants and procedure　13
3.3 Measurement　13

4. Results
4.1 Sample profiles　15
4.2 Analysis of measurement model　19
4.3 Hypotheses Testing Results　22

5. Discussion, Implications and Future Research　24

References　27

Appendix – Chinese Questionnaire　33

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