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引文資料
題名:
品牌APP與事件行銷對品牌態度與購買意願之影響
書刊名:
行銷評論
作者:
張秀樺
/
黃筱涵
作者(外文):
Chang, Hsiu-hua
/
Huang, Hsiao-han
出版日期:
2017
卷期:
14:4
頁次:
頁367-389
主題關鍵詞:
品牌APP
;
事件行銷
;
品牌態度
;
購買意願
;
Branded APP
;
Event marketing
;
Brand attitude
;
Purchase intention
原始連結:
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相關次數:
被引用次數:期刊(
1
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
1
共同引用:
9
點閱:15
行動裝置的普及造就了行動應用程式(mobile application)的蓬勃發展與廣泛使用,APP更有別於傳統廣告,擁有便利性、互動性、立即性和無所不在的特質,企業為了有效與消費者進行互動,紛紛推出專屬的品牌APP,透過APP舉辦不同類型的行銷活動,以讓消費者對該品牌產生正向態度進而引發購買意願。然而,過去卻鮮少有相關研究直接針對品牌APP類型與事件行銷之交互效果進行探討,因此,本研究透過2 x 3因子實驗設計,以APP類型(資訊型、體驗型)與事件行銷類型(銷售導向、特別創意事件導向、慈善導向)為變數設計出六種情境,來探討不同情境下,對於品牌態度及購買意願的影響。結果顯示,相較於資訊型APP,體驗型APP較能提高消費者對品牌APP的品牌態度,且以體驗型APP搭配上任何型態之事件行銷類別之效果較高,而品牌態度亦能顯著影響購買意願。據此,本研究亦提出學術與實務上的貢獻與建議。
以文找文
While mobile devices have widely accepted by consumers, mobile applications (apps) which are convenient, interactive, immediate, and omnipresent are a popular marketing communications tool for interacting with consumers. Companies can operate marketing activities through their branded app to promote product information or service their customers to improve brand attitudes. However, few studies directly examine the effects of event marketing and branded apps on consumer brand attitudes and purchasing intentions. To address these gaps, this study uses a 2x3 factorial experimental design, including branded app type (information-based or experience-based) and type of event marketing (sales-oriented, special event-oriented, charitable-oriented), to illustrate the relationships between constructs. Based on the findings of this study, app and event marketing types can significantly impact brand attitudes toward the specific brand, and then influence consumer purchasing intentions. Finally, academic and practical contributions are discussed.
以文找文
期刊論文
1.
林隆儀、許慶珍(20071200)。參考群體與消費態度在消費動機對購買意圖影響的干擾效果--以老年消費者購買保健食品為例。行銷評論,4(4),421-448。
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2.
Wohlfeil, M.、Whelan, S.(2005)。Event-marketing as innovative marketing communications: Reviewing the German experience。Journal of Customer Behaviour,4(2),181-207。
3.
Zarantonello, L.、Schmitt, B. H.(2013)。The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude。International Journal of Advertising,32(2),255-280。
4.
Bauer, H. H.、Barnes, S. J.、Reichardt, T.、Neumann, M. M.(2005)。Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study。Journal of Electronic Commerce Research,6(3),181-192。
5.
Martensen, A.、Grønholdt, L.、Bendtsen, L.、Jensen, M. J.(2007)。Application of a Model for the Effectiveness of Event Marketing。Journal of Advertising Research,47(3),283-301。
6.
Bellman, S.、Potter, R. F.、Treleaven-Hassard, S.、Robinson, J. A.、Varan, D.(2011)。The effectiveness of branded mobile phone Apps。Journal of Interactive Marketing,25(4),191-200。
7.
楊政霖(20130200)。品牌App發展現況與應用案例分析。證券櫃檯,163,46-51。
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8.
Kim, S. C.、Yoon, D.、Han, E. K.(2016)。Antecedents of mobile app usage among smartphone users。Journal of Marketing Communications,22(6),653-670。
9.
Pagani, Margherita(2004)。Determinants of adoption of third generation mobile multimedia services。Journal of Interactive Marketing,18(3),46-59。
10.
Kim, S. J.、Wang, R. J. H.、Malthouse, E. C.(2015)。The effects of adopting and using a brand's mobile application on customers' subsequent purchase behavior。Journal of Interactive Marketing,31,28-41。
11.
Gupta, S.(2013)。For mobile devices, think apps, not ads。Harvard Business Review,91(3),70-75。
12.
Wang, H. Y.、Liao, C.、Yang, L. H.(2013)。What affects mobile application use? The roles of consumption values。International Journal of Marketing Studies,5(2),11-22。
13.
Salo, M.、Frank, L.(2017)。User behaviours after critical mobile app location incidents: The relationship with situational context。Information Systems Journal,27(1),5-30。
14.
Sneath, Julie Z.、Finney, R. Zachary、Close, Angeline Grace(2005)。An IMC approach to event marketing: The effects of sponsorship and experience on customer attitudes。Journal of Advertising Research,45(4),373-381。
15.
Gupta, S.(2003)。Event marketing: Issues and challenges。IIMB Management Review,15(2),87-96。
16.
Sallam, M. A. A.、Wahid, N. A.(2012)。Endorser credibility effects on Yemeni male consumer's attitudes towards advertising, brand attitude and purchase intention: The mediating role of attitude toward brand。International Business Research,5(4),55-65。
17.
Farache, F.、Perks, K. J.、Wanderley, L. S. O.、Sousa Filho, J. M. D.(2008)。Cause related marketing: Consumers' perceptions and benefits for profit and non-profits organisations。BAR-Brazilian Administration Review,5(3),210-224。
18.
Close, A. G.、Finney, R. Z.、Lacey, R. Z.、Sneath, J. Z.(2006)。Engaging the consumer through event marketing: Linking attendees with the sponsor, community, and brand。Journal of Advertising Research,46(4),420-433。
19.
Edmondson, D. R.、Lafferty, B. A.(2007)。Cause related marketing: A model of consumer's attitude toward the cause-brand alliance。Distinguished Teaching Competition-Sponsored by Sherwin- Williams,67,20-23。
20.
Moon, Ji-Won、Kim, Young-Gul(2001)。Extending the TAM for a world-wide-web context。Information & Management,38(4),217-230。
21.
Bruner, G. C. II、Kumar, A.(2005)。Explaining consumer acceptance of handheld Internet devices。Journal of Business Research,58(5),553-558。
22.
Spears, Nancy、Singh, Surendra N.(2004)。Measuring Attitude toward the Brand and Purchase Intentions。Journal of Current Issues & Research in Advertising,26(2),53-66。
23.
Pavlou, Paul A.(2003)。Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model。International Journal of Electronic Commerce,7(3),101-134。
24.
Kimery, Kathryn M.、McCord, Mary(2002)。Third-party assurances: Mapping the road to trust in e-retailing。Journal of Information Technology Theory and Application,4(2),63-82。
25.
Tsang, Melody M.、Ho, Shu-Chun、Liang, Ting-Peng(2004)。Consumer Attitudes Toward Mobile Advertising: An Empirical Study。International Journal of Electronic Commerce,8(3),65-78。
26.
Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research,28(3),307-319。
學位論文
1.
陳榮楷(2003)。非營利組織事件行銷之研究--以四結福德廟為例(碩士論文)。南華大學。
延伸查詢
2.
施宏旻(2010)。事件行銷對品牌經驗影響之研究:以奢侈品為例(碩士論文)。國立東華大學。
延伸查詢
圖書
1.
張永誠(1999)。事件行銷100。台北:遠流。
延伸查詢
2.
Cohen, J.(2010)。Statistical Power Analysis for the Behavioral Sciences。New York:Academic Press。
3.
葉鳳強(2014)。整合行銷傳播:理論與實務。台北:五南圖書出版股份有限公司。
延伸查詢
4.
Fishbein, Martin A.、Ajzen, Icek(1975)。Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research。Addison-Wesley。
5.
Kotler, Philip、Keller, Kevin Lane、Ancarani, Fabio、Costabile, Michele(2014)。Marketing Management。Pearson。
6.
Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。
其他
1.
Schoknecht, P.(2012)。Re: 5 Factors of mobile APPlication Success,http://www.clickz.eom/clickz/column/2144961/factors-mobile-APPlication-success。
2.
資策會(2014)。2014臺灣消費者行動裝置暨APP使用行為研究調查報告,https://www.iii.org.tw/Press/NewsDtl.aspx7fin_sqno=14&nsp_sqno=1367, 。
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