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系統識別號 U0026-0208201711354800
論文名稱(中文) 社群行銷對B2C網購平台品牌權益的影響
論文名稱(英文) The Effect of Social Media Marketing Activities on B2C Online Shopping Platforms Brand Equity
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 105
學期 2
出版年 106
研究生(中文) 呂文瑄
研究生(英文) Wen-Hsuan Lu
學號 RD6044144
學位類別 碩士
語文別 中文
論文頁數 95頁
口試委員 指導教授-張紹基
口試委員-鄭至甫
口試委員-林豪傑
口試委員-翁鶯娟
中文關鍵字 電子商務  網站品牌權益  網路忠誠度  社群媒體  品牌權益 
英文關鍵字 E-Commerce  Online Brand Equity  E-Loyalty  Social Media  Brand Equity 
學科別分類
中文摘要 近年來,社群媒體開始遍佈在人與人的生活當中,Facebook、Line、Instagram都是屬於社群媒體的應用,社群媒體不僅成為了人與人交流、互動的平台,由於其所聚集的大量人口,亦成為了各式組織、零售商行銷甚至是銷售的管道。隨著網路交易越來越方便、越來越多的零售商甚至消費者本身都可以在社群媒體上進行交易,對過去知名的大型網購平台來說,則是要開始思考如何維持其競爭優勢,可以看到的是,有許多B2C網購平台也開始藉由社群媒體與消費者進行互動。
品牌權益被視為是網站在眾多競爭者中獲利的關鍵,然而,在過去,有關B2C網購平台提升品牌權益的方式主要都把焦點放置在網站的設計、客戶服務、安全隱私性、交易履行度及所提供的價值主張等五大因素。有鑒於近期社群媒體的興起,以及消費者在購物過程中與他人互動、分享的重要性,本研究將社群媒體的行銷活動獨立成為一個構面,納入影響網站品牌權益的因素後經實證發現,過去被視為影響網站品牌權益的上述五大因素在目前雖會對B2C網購平台帶來知名度、信任、及價值聯想,卻皆無法對網購平台直接建立品牌權益中最重要的因子-消費者忠誠度。反觀B2C網購平台在社群媒體上的活動不僅有助於提升B2C網購平台的知名度、信任、價值聯想,甚至還能直接影響消費者忠誠度,進而提高B2C網購平台的品牌權益。由此可知,雖然目前追蹤B2C網購平台之社群媒體專頁的消費者尚不多,但B2C網購平台若能善用社群媒體上的行銷活動才是目前能為其創造品牌價值的關鍵。藉由此研究,不僅對理論上,也對實務上B2C網購平台能如何將其品牌權益最大化帶來新的契機。
英文摘要 Social media has spread among people’s lives -Facebook, Line, and Instagram, for example. With the emergence of social media, as well as the popularity of promotions and transactions on this new channel, it is a big issue for large B2C online shopping platforms to consider how to maintain their competitive advantages. This study takes social media marketing activity as a new factor for B2C online shopping platforms to build brand equity and examines the effect with the other factors which have been identified as the important elements of online brand equity, such as website design, customer service, security, fulfillment and value proposition. The result of this study recognizes that social media marketing activity is the only factor that has a direct and positive influence on customers’ loyalty which is the key component of online brand equity. On the other hand, website design, customer service, security, fulfillment and value proposition can merely affect brand awareness, trust association, and value association, and influence online brand equity indirectly. This finding supports the study that variables of building brand equity will change with different context and identifies that social media marketing activity could be used as a valuable approach to create profits for B2C online shopping platforms and needs to be invested more resources in academic research and practical applications.
論文目次 目錄 VII
表目錄 IX
圖目錄 X
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究架構 6
第二章 文獻探討 7
第一節 B2C網購平台 7
壹、企業對企業(Business to Business, B2B) 7
貳、企業對消費者(Business to Customer, B2C) 8
參、消費者對消費者(Customer to Customer, C2C) 8
肆、消費者對企業(Customer to Business, C2B) 8
第二節 品牌權益 10
壹、David Allen Aaker品牌權益理論模型 11
貳、Kevin Lane Keller品牌權益理論模型 15
第三節 網站品牌權益 17
壹、Rios and Riquelme網站品牌權益架構 17
貳、Christodoulides and Chernatony網站品牌權益架構 20
參、Page and Lepkowska-White網站品牌權益架構 22
第四節 影響網站品牌權益之關鍵因素 24
壹、網站設計 26
貳、客戶服務 26
參、交易履行度 26
肆、安全隱私性 27
伍、價值主張 27
陸、近期之網站品牌權益影響因素 28
第五節 社群行銷 28
壹、消費者使用社群專頁之動機 29
貳、社群媒體對品牌的影響 30
第六節 小結與推論假設 31
壹、網站品牌權益之架構 31
貳、影響網站品牌權益之因素 33
第三章 研究方法 37
第一節 研究架構 37
第二節 問卷設計與變數衡量 39
壹、問卷設計 39
貳、變數衡量 40
參、資料搜集方法 45
第三節 資料分析方法 46
壹、驗證性因素分析 46
貳、結構模型評估與假設驗證 48
第四章 實證結果與探討 50
第一節 前測 50
第二節 正式問卷回收概況與敘述性統計 52
壹、樣本基本資料特徵 52
貳、樣本之網路購物使用經驗 54
參、樣本之社群媒體使用行為 55
第三節 模型衡量 57
壹、 常態性檢定 57
貳、信度分析 58
參、適配度分析 60
肆、收斂效度 62
伍、區別效度 64
第四節 結構模型與假設驗證 65
壹、結構模型適配度評估 66
貳、路徑分析結果與假設檢定 67
第五章 結論與建議 75
第一節 研究結論 75
第二節 理論與實務意涵 78
第三節 研究限制與後續研究建議 81
參考文獻 83
附錄:正式問卷內容 90
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