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題名:以變革準備及社會性影響理論之觀點探討B2B通路成員接受網路行銷策略之過程
作者:郭馨禧
作者(外文):KUO, HSIN-SI
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:蔡顯童
學位類別:博士
出版日期:2022
主題關鍵詞:變革準備社會性影響理論影響策略感知變革適當性感知變革效能科技準備度Chang ReadinessSocial Influence TheoryInfluence TacticsPerceived Change AppropriatenessPerceived Change EfficacyTechnology Readiness
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經營B2B (business-to-business) 通路的汽車售後服務市場品牌企業,其通路成員大多採取傳統之實體通路行銷模式,網路行銷對他們而言是品牌行銷的變革。有鑑於此,本研究將組織變革研究領域中的變革準備 (Change Readiness) 概念運用於探討B2B通路行銷變革,並以社會性影響理論 (Social Influence Theory)為依據,探討品牌企業之影響策略 (influence tactics) 如何形成通路成員之網路行銷變革準備信念,包含「感知變革適當性」(perceived change appropriateness)及「感知變革效能」(perceived change efficacy) ,並因而採用網路行銷策略之過程。本研究同時以科技準備度(technology readiness) 的四種特質做為探討網路行銷變革意願與網路行銷採用行為之間關係的調節變數。
本研究有以下三項主要發現。首先,品牌企業之影響策略,包含「支持承諾」、「激勵性訴求」及「建議」策略,將正向影響其B2B通路成員之網路行銷變革信念。第二,通路成員之行銷變革準備,包含「感知變革適當性」及「感知變革效能」將提升成員接受品牌企業網路行銷變革之意願。第三,通路成員的網路行銷變革意願對其採用品牌企業之網路行銷策略有顯著的影響作用,包含利用社群媒體與顧客互動,發布產品與服務訊息,及推播促銷訊息。此外,本研究以「科技準備度」為調節變數,發現對於網路科技持有樂觀偏見之通路成員,其網路行銷變革意願傾向於高估其實際表現行為。本研究結果除了深化虛實通路整合行銷之議題,亦提供經理人若干管理實務之建議。
The distribution channel of automotive aftermarket business is typically a B2B (business-to-business) model. For B2B channel members who run marketing activities in physical distribution channels, online marketing is a change of marketing strategy to build brand awareness. Based on the concept of Change Readiness and Social Influence Theory, this study develops a conceptual framework to identify the influence tactics that applied by the automotive aftermarket brand owner to impact channel members’ change readiness that including perceived change appropriateness and perceived change efficacy, which is hypothesized to lead to channel members’ intention and adoption of online marketing strategy. At the same time, this study applies four traits that relating to Technology Readiness concept as the moderating variables of the relationship between the intention and behavior of adopting online marketing strategy.
This study has three main findings. First of all, the influence tactics of brand owners that includes “promise of support”, “inspiring appeal” and “recommendation” will impact the B2B channel members’ change readiness of online marketing strategy. Second, the change readiness of channel members will enhance their intention to accept the online marketing changes that proposed by brand owner. Finally, such intention leads to the adoption of brand owner’s online marketing strategy, including interating with customers, publishing product, service and promotion campaign messages through social media. Meanwhile, this research finds out that people with optimism bias on Internet technology tend to overestimate their actual behaviors in performing Internet marketing plan. This study has not only deepened the research on integrated marketing of multi-channels, but also provide managers with suggestions on management practices.
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