:::

詳目顯示

回上一頁
題名:社群網站使用者「打卡」、「分享」行為對資訊接受者購買意圖之影響
書刊名:行銷評論
作者:葉子明江季芸白凢芸
作者(外文):Yeh, Tsu-mingChiang, Chi-yunPai, Fan-yun
出版日期:2017
卷期:14:4
頁次:頁391-415
主題關鍵詞:社群網站關係強度訊息內容豐富度促銷活動訊息企業形象Social network websiteTie strengthInformation richnessPromotion activities messageCorporate image
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:36
  • 點閱點閱:16
Facebook (FB)是最著名的社群網站,FB的興起使得企業開始利用特有推薦機制(打卡與分享功能),傳遞行動社群口碑,希望提升消費者所知覺之知覺企業形象與消費者購買意圖。為進一步了解此方式是否真的能達到企業的目的,因此本研究使用者按讚或是分享行為對資訊接受者之影響,本研究分析資訊傳送者與資訊接受者之關係強度、訊息內容豐富度與促銷活動訊息對資訊接受者認知之企業形象以及購買意圖之影響。本研究採用實驗設計法,設計不同使用者使用打卡與分享功能之虛擬情境,並分析不同情境下企業形象與購買意圖之差異,研究結果顯示,透過Facebook推薦機制來傳遞口碑確實可以提升企業形象與消費者之購買意圖,然而關係強度不是顯著影響消費者之購買意圖的原因,因此企業若想有效提升企業形象,可以發佈豐富的訊息以及促銷活動訊息來吸引FB使用者的注意,並且與其建立起良好的互動,以達企業社群行銷之目的。
Social network websites (SNWs) become popular so that corporates interact with customers on these websites, such as Facebook. Check-in and Share functions are commonly used tools to create mobile social word of mouth to create positive corporate image and increase consumer purchasing intention. In order to prove it is an effective tool, this study construct a conceptual model and investigates the relationships among tie strength between message senders and receiver, information richness of a message, promotion information of a message, receiver's perceived corporate image and receiver's purchasing intention. Experiments are designed and employed to investigate the proposed hypotheses. Different scenarios are tested and ANOVA and regression were employed to analyze collected data. The results showed that corporates can take advantage of commendation mechanism in SNWs to disperse mobile WOM. It is verified that check-in and share function increase message receivers’ purchasing intention through improving their perception on corporate image.
期刊論文
1.林隆儀、陳彥芳(20050600)。價格促銷、認知價值與商店形象對購買意願影響之研究--以大臺北地區3C連鎖家電為例。管理與資訊學報,10,51-85。new window  延伸查詢new window
2.Campbell, L.、Diamond, W. D.(1990)。Framing and sales promotion: The characteristics of a Good Deal。Journal of Consumer Marketing,7(4),25-31。  new window
3.Keller, K. L.(2001)。Building customer-based brand equity。Marketing Management,10(2),14-21。  new window
4.Bansal, H. S.、Voyer, P. A.(2000)。Word-of-mouth processes within a service purchase decision context。Journal of Service Research,3(2),166-177。  new window
5.Wulf, K. D.、Schillewaert, N.、Muylle, S.、Rangarajan, D.(2006)。The Role of Pleasure in Website Success。Information and Management,43(4),434-446。  new window
6.Souiden, N.、Kassim, N. M.、Hong, H. J.(2006)。The effect of corporate branding dimensions on consumers' product evaluation: A cross-cultural analysis。European Journal of Marketing,40(7/8),825-845。  new window
7.Cornwell, T. B.、Roy, D. P.、Steinard, E. A.(2001)。Exploring managers' perceptions of the impact of sponsorship on brand equity。Journal of Advertising,30(2),41-51。  new window
8.Yang, X. C.、Zhang, X. H.、Wu, J.、Xu, J. B.(2008)。Impact of marketing efforts and customer satisfaction on word-of-mouth study based on mobile phone users in China。Journal of Chinese Marketing,1,41-46。  new window
9.Herr, P. M.、Kardes, F. R.、Kim, J.(1991)。Effects of word-of-mouth and persuasion: an Accessibility-Diagnosticity perspective。Journal of Consumer Research,17(4),454-462。  new window
10.Griffin, G.(2002)。Image: It's all the mind (that's why it drives sales)。Instant and Small Commercial Printer,21(8),12-15。  new window
11.Ellison, N. B.、Steinfield, C.、Lampe, C.(2013)。The benefits of Facebook "Friends": social capital and college students' use of online social network sites。Journal of Computer-Mediated Communication,12(4),1143-1168。  new window
12.Hansson, L.、Wrangmo, A.、Soilen, K. S.(2013)。Optimal ways for companies to use Facebook as a marketing channel。Journal of Information, Communication and Ethics in Society,11(2),112-126。  new window
13.Nguyen, N.(2006)。The perceived image of service cooperatives: An investigation in Canada and Mexico。Corporate Reputation Review,9(1),62-78。  new window
14.Engel, J. F.、Kollat, D. T.、Blackwell, R. D.(1993)。Thoughtful and reasoned action undertaken to bring need and satisfaction。Consumer Behavior,26。  new window
15.林義屏、黃俊英、邱建偉(20030800)。網路廣告最佳化屬性組合之研究--以橫幅式標題網路廣告為例。中華管理評論,6(4),131-145。  延伸查詢new window
16.Wu, W. T.、Ralph, L. D.、MacKay, D. B.(1988)。Consumer benefits versus product attributes: An experimentalist。Journal of Business and Economics,27(3),88-106。  new window
17.Alvarez, B. A.、Casielles, R. V.(2005)。Consumer evaluation of sales promotion: The effect on brand choice。European Journal of Marketing,39(2),54-70。  new window
18.Raghubir, P.(2004)。Free gift with purchase: Promoting or discounting the brand。Journal of Consumer Psychology,14(1/2),181-185。  new window
19.Chandon, P.、Wansink, B.、Laurent, G.(2000)。A benefit congruency framework of sales promotion effectiveness。Journal of Marketing,64(4),65-81。  new window
20.DelVecchio, D.(2005)。Deal-prone consumers' response to promotion: The effects of relative and absolute promotion value。Psychology & Marketing,22(5),373-391。  new window
21.張愛華、陳仁惠、張馨云(20060100)。主題廣告、促銷活動與品牌層級之綜效研究。管理與系統,13(1),15-46。new window  延伸查詢new window
22.Nguyen, N.、LeBlanc, G.(2001)。Corporate image and corporate reputation in customers' retention decisions in services。Journal of Retailing and Consumer Services,8(4),227-236。  new window
23.Faircloth, J. B.、Louis, M. C.、Bruce, L. A.(2001)。The effect of brand attitude and brand image on brand equity。Journal of Marketing,93(3),61-75。  new window
24.Gray, E. R.、Balmer, J. M. T.(1998)。Managing corporate image and corporate reputation。Long Range Planning,31(5),695-702。  new window
25.Fisk, G.(1961)。A conceptual model for studying customer image。Journal of Retailing,37(4),1-8。  new window
26.Palka, Wolfgang、Pousttchi, Key、Wiedemann, Dietmar G.(2009)。Mobile Word-of-Mouth: A Grounded Theory of Mobile Viral Marketing。Journal of Information Technology,24(2),172-185。  new window
27.林南宏、王文正、邱聖媛、鍾怡君(20071200)。產品知識及品牌形象對購買意願的影響--產品類別的干擾效果。行銷評論,4(4),481-504。new window  延伸查詢new window
28.Chevalier, Judith A.、Mayzlin, Dina(2006)。The effect of word of mouth on sales: online book reviews。Journal of Marketing Research,43(3),345-354。  new window
29.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing,60(2),31-46。  new window
30.Brown, Jacqueline Johnson、Reingen, Peter H.(1987)。Social Ties and Word-of-Mouth Referral Behavior。Journal of Consumer Research,14(3),350-362。  new window
31.Buda, Richard、Zhang, Yong(2000)。Consumer Product Evaluation: The Interactive Effect of Message Framing, Presentation Order, and Source Credibility。Journal of Product & Brand Management,9(4),229-242。  new window
32.Hastak, Manoj、Olson, Jerry C.(1989)。Assessing the Role of Brand-related Cognitive Responses as Mediators of Communication Effects on Cognitive Structure。Journal of Consumer Research,15(4),444-456。  new window
33.Robertson, Thomas S.、Gatignon, Hubert(1986)。Competitive effects on technology diffusion。Journal of Marketing,50(3),1-12。  new window
34.Reichheld, Frederick F.、Sasser, W. Earl Jr.(1990)。Zero Defections: Quality Comes to Services。Harvard Business Review,68(5),105-111。  new window
35.Granovetter, Mark S.(1973)。The Strength of Weak Ties。American Journal of Sociology,78(6),1360-1380。  new window
36.Chu, Shu-Chuan、Kim, Y.(2011)。Determinants of consumer engagement in electronic word-ofmouth (eWOM) in soical networking sites。International Journal of Adverting,30(1),47-75。  new window
37.Daft, Richard L.、Lengel, Robert H.(1984)。Information Richness: A New Approach to Managerial Behavior and Organizational Design。Research in Organizational Behavior,6(1),191-233。  new window
38.Arndt, Johan A.(1967)。Role of Product-Related Conversations in the Diffusion of a New Product。Journal of Marketing Research,4(3),291-295。  new window
學位論文
1.林彥宏(2005)。網路口碑對消費者購買決策影響之探討(碩士論文)。國立中央大學。  延伸查詢new window
圖書
1.McCarthy, J.、Perreault, W.(1984)。Basic Marketing: A Managerial Approach。Homewood:Richard D. Irwin。  new window
2.林建煌(2007)。行銷管理。台北:華泰文化事業。  延伸查詢new window
3.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey:Prentice Hall。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關書籍
 
無相關著作
 
QR Code
QRCODE