臺灣博碩士論文加值系統

本研究以食品產業為主要研究出發，主要探討網紅經濟與社群行銷對於品牌形象及品牌知名度之間的關聯性，其本研究假說推測網紅經濟與社群行銷皆會正向的影響其品牌形象與品牌知名度。本研究亦期能透過學術性之分析，來結合業界高階經理人之實務經驗，進而延伸出實務性相關之結論，以求本研究之結論不僅能 提供學術性參考，亦可套用於實務性業界經營當中。從學術性問卷分中當中，可驗證本研究推論之研究假說，網紅經濟與社群行銷兩者，皆能正向且顯著的影響本研究之依變數品牌形象及品牌知名度。而就以訪談實務性高階經理人之意見交流當中，亦可驗證，本研假說成立，網紅經濟與社群行銷確實與品牌形象及知名度存在正向的影響，當網紅或社群媒體為正向發展時，則品牌亦會朝正向發展， 而高階經理人訪談內容中，則皆認為兩者應相輔相成，而非單一存在，建議當企業組織欲藉由網紅或社群媒體，來經營品牌時，還是會建議短期內兩者皆尚需投入成本，進而觀察 其效益後再加以調整投入之成本比例，尋求一個成本最小，效益極大之平衡。

This study takes the food industry as the main research and mainly discusses the relationship between the network red economy and social marketing for brand image and brand awareness. The hypothesis in this research speculates that the internet celebrity economy and social marketing will positively affect its brand image and brand awareness. This study also combines the practical experience of senior managers in the industry through academic analysis, and then extend the practical conclusions so that the conclusions of this study can not only provide an academic reference but also apply to the practical industry operations.
From the academic questionnaire analysis, the research hypothesis of this research inference can be verified. Both the internet celebrity economy and social marketing can positively and significantly influence the brand image and brand awareness of the research. In the exchange of opinions of interviewing practical high-level managers, it can also be verified that the hypothesis of this study is established, and the internet celebrity economy and community marketing do have a positive impact on brand image and popularity. In the case of positive development, when the brand develops in a positive direction, it is considered that the two should complement each other rather than a single existence. It is also recommended that when the organization wants to use the internet celebrity economy or social media, it is still recommended that both of them need to invest in the short-term, and then observe the benefits and then adjust the cost ratio of the input seeking a minimum cost and a great balance of benefits.

誌謝 I
摘要 II
Abstract III
圖目錄V
表目錄VI
第一章
導 論 1
第一節
研究背景 1
第二節
研究問題 2
第三節
研究目的 3
第四節
研究架構 3
第二章
文獻探討 4
第一節
品牌形象 4
第二節
品牌知名度 5
第三節
網紅經濟 6
第四節
社群行銷 8
第五節 品牌涉入 9
第六節 知覺價值 11
第七節 研究假說 13
第三章
研究方法 14
第一節
研究 對象 與資料收集 14
第二節
變數操作型定義與問卷設計 15
第三節
資料分析方法 19
第四章
研究結果 22
第一節
樣本結構 22
第二節
相關分析結果 26
第三節
迴歸分析結果 27
第四節
深入訪談結果 28
第五節
小結 36
第六節
研究假說之驗證 37
第五章
結論與建議 39
第一節
研究研究結論結論 39
第二節
管理意涵管理意涵 40
第三節
未來研究建議未來研究建議 41
參考文獻 42
附錄問卷 55

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