Responsive image
博碩士論文 etd-0801115-173556 詳細資訊
Title page for etd-0801115-173556
論文名稱
Title
社群媒體上參與式行銷活動的參與意圖之研究
Intention to participate in Engagement Marketing Activities in Social Media
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
107
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-07-24
繳交日期
Date of Submission
2015-09-01
關鍵字
Keywords
計劃行為理論、關係強度、虛擬社群意識、知覺價值、他人態度、參與式行銷
Tie Strength, Theory of Planned Behavior, Other’s Attitude, Perceived Value, Engagement Marketing, Sense of Virtual Community
統計
Statistics
本論文已被瀏覽 5891 次,被下載 694
The thesis/dissertation has been browsed 5891 times, has been downloaded 694 times.
中文摘要
以往的行銷方式,需要行銷方自己去推播消息,但是由於社群媒體的出現,現在除了從行銷方接收行銷資訊外,還會從社群媒體的其他使用者接收他們分享的資訊,而使用者對於這些由社群好友傳遞的資訊通常會有更好接受度。參與式行銷活動從引起使用者的注意開始,將活動訊息傳遞給使用者,使其想與活動產生連結,並進一步分享給其他的使用者。現在社群媒體上,時常都能看到參與式行銷活動的出現,像是冰桶挑戰,引起大家的討論後,往往也會吸引到電視媒體的報導,使活動能更快速的傳遞給更多人。
本研究透過計劃行為理論、知覺價值、虛擬社群意識、關係強度、他人態度研究使用者對於參與式行銷活動的參與意圖,並透過現有認知度較高的活動延伸探究是否影響實際行為。研究結果發現:(1)使用者對於參與式行銷活動的知覺價值會影響到參與態度。(2) 使用者對於社群平台的虛擬社群價值及關係強度會影響到主觀規範。(3)使用者認知他人態度會影響到主觀規範。(4)使用者對於參與式行銷活動的參與態度、主觀規範、知覺行為控制會影響到參與行為。
Abstract
Marketers need to disseminate information in traditional marketing. Because of the appearance of social media, users get information from not only marketers but also other users in social media. Information shared by other users in social media is often easily accepted. Engagement marketing uses certain activities to catch users’ attentions and then attract their interests to connect with the activity and to share with other people in social media. Recently, we can see more engagement marketing activities in social media, such as the ice bucket challenge.
In this study, we used the theory of planned behavior, perceived value, sense of virtual community, tie strength, and other’s attitude to explain user’s intention of engaging in engagement marketing activities. Our findings indicate that: (1) the perceived value of engagement marketing activities had a positive effect on the attitude toward participation; (2) the sense of virtual community and tie-strength with the social media had a positive effect on subjective norm;(3) Other’s attitude perceived by the user positively affected the subjective norm; and (4) the attitude, subjective norm, and perceived behavioral control of engagement marketing activities positively affected their participation behavior.
目次 Table of Contents
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究流程 6
第四節 論文架構 7
第二章 文獻探討 8
第一節 參與式行銷 8
第二節 計劃行為理論 9
第三節 知覺價值 11
第四節 虛擬社群意識 13
第五節 關係強度 14
第六節 他人態度 15
第三章 研究架構與方法 16
第一節 研究架構 16
第二節 推論與假說 17
第三節 研究變項與操作型定義 21
第四節 研究方法及問卷設計 26
第五節 資料分析方法 27
第六節 前測 29
第四章 資料分析 36
第一節 敘述統計分析 36
第二節 問卷信效度分析 42
第三節 檢定結果分析 49
第四節 研究結果彙整 65
第五章 結論與建議 69
第一節 結論 69
第二節 研究貢獻 72
第三節 研究限制與未來研究方向建議 72
參考文獻 74
附錄 問卷情境 81
附錄 問卷內容 85
參考文獻 References
中文部分
Titan. (2014), "我願意為你朗讀——善用網路與行動平台的年輕世代,"Inside, http://www.inside.com.tw/
吳明隆, and 葛建志 (民95), "國民小學學生數學歸因信念、數學態度、數學焦慮與數學成就之相關研究 " 高雄師大學報, Vol.21, pp 1-18.
林姿岑 (民103), "「in」行銷發燒 行銷模式大演進," 電子商務時報 http://www.ectimes.org.tw/.
徐盈佳, and 賴筱茜 (民100), "新型態病毒行銷-以理性行為理論探討 Facebook 使用者分享意圖," 中華傳播學會2011年年會論文.
陳凌 (民103), 說服傳播-過程和實踐,臺灣: 五南
黃永猛 (民98), "參與式行銷,帶來良性互動":中華人事主管協會(CPEA).
黃翫, Gioglio, J., and Walter, E. (2014), "讓人目不轉睛的視覺行銷 8 步驟,"大師輕鬆讀, http://www.master60.com.tw/
資策會FIND. (2014), "2014臺灣消費者行動裝置暨APP使用行為研究調查報告,"資策會FIND, http://www.find.org.tw/
數位時代. (2015), "網路產業誰領風騷?2015 台灣百大熱門網站揭曉!,"數位時代, http://www.bnext.com.tw/

英文部分
Ajzen, I. (1985), "From Intention to Action: A theory of Planned Behavior," in Action-Control: From Cognition to behavior, J. Kuhl and J. Beckmam (eds.), Berlin, Heidelberg, New York, Tokyo:Springer-Verlag, pp. 11-39.
Ajzen, I. (1989), "Attitude structure and behavior," in Attitude structure and function, A. R. Pratkanis, S. J. Beckler and A. G. Greenwald (eds.), Hillsdale, NJ:Lawrence Erlbaum, pp. 241-274.
Ajzen, I. (1991), "The Theory of Planned Behavior " Organizational behavior and human decision processes, Vol.50,No.2, pp 179-211.
Ajzen, I. (2002), "Constructing a TPB Questionnaire: Conceptual and Methodological Considerations"
Bansal, H. S., and Voyer., P. A. (2000), "Word-of-mouth processes within a services purchase decision context," Journal of service research, Vol.3,No.2, pp 166-177.
Becker, H. S. (1970), Sociological work; method and substance,Chicago: Aldine Pub. Co.
Belk, R. W. (1974), "An exploratory assessment of situational effects in buyer behavior," Journal of marketing research, Vol.11,No.2, pp 156-163.
Blanchard, A. L. (2007), "Developing a Sense of Virtual Community Measure," Cyber Psychology & Behavior, Vol.10,No.6, pp 827-830.
Brodie, R. J., Ilic, A., Juric, B., and Hollebeek, L. (2013), "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Vol.66, pp 105-144.
Brown, J. J., and Reingen, P. H. (1987), "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Vol.14,No.3, pp 350-362.
Cheon, J., Lee, S., Crooks, S. M., and Song, J. (2012), "An investigation of mobile learning readiness in higher education based on the theory of planned behavior," Computers & Education, Vol.59,No.3, pp 1054-1064.
Chin, W. W. (1998), "The partial least squares approach for structural equation modeling," Modern methods for business research, Vol.295,No.2, pp 295-336.
Dennis, A. R., Pootheri, S. K., and Natarajan, V. L. (1998), "Lessons from the early adopters of Web groupware," Journal of Management Information Systems, Vol.14,No.4, pp 65-86.
Duhan, D. F., Johnson, S. D., Wilcox, J. B., and Harrell, G. D. (1997), "Influences on consumer use of word-of-mouth recommendation sources," Journal of the Academy of Marketing Science Vol.25,No.4, pp 283-295.
eMarketer. (2013), "India Leads Worldwide Social Networking Growth" http://www.emarketer.com/Article/
Facebook. (2014), "The Ice Bucket Challenge on Facebook" http://newsroom.fb.com/news/
Figallo, C. (1998), in Hosting Web communities: Building relationships, increasing customer loyalty, and maintaining a competitive edge., New York:John Wiley & Sons, Inc.
Fishbein, M., and Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research Addison-Wesley
Fornell, C., and Larcker, D. F. (1981), "Structural equation models with unobservable variables and measurement error: Algebra and statistics," Journal of marketing research, Vol.18,No.3, pp 382-388.
Frenzen, J. K., and Davis, H. L. (1990), "Purchasing Behavior in Embedded Markets," Journal of Consumer Research, Vol.17,No.1, pp 1-12.
Giannakis-Bompolis, C., and Boutsouki, C. (2014), "Customer Relationship Management in the Era of Social Web and Social Customer: An Investigation of Customer Engagement in the Greek Retail Banking Sector," Procedia - Social and Behavioral Sciences Vol.148, pp 67-78.
Granovetter, M. S. (1973), "The Strength of Weak Ties," American Journal of Sociology, Vol.78,No.6, pp 1360-1380.
Hansen, T., Jensen, J. M., and Solgaard, H. S. (2004), "Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior," International Journal of Information Management, Vol.24,No.6, pp 539-550.
Hsieh, J. P.-A., Rai, A., and Keil., M. (2008), "Understanding digital inequality: Comparing continued use behavioral models of the socio-economically advantaged and disadvantaged," MIS quarterly, Vol.32,No.1, pp 97-126.
Karahanna, E., Straub, D. W., and Chervany, N. L. (1999), "Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs," MIS quarterly, Vol.23,No.2, pp 183-213.
Khalifa, M., and Shen., K. N. (2008), "Drivers for transactional B2C m-commerce adoption: Extended theory of planned behavior," The Journal of Computer Information Systems, Vol.48,No.3, pp 111.
Kotler, P. (1967), Marketing Management: Analysis, Planning and Control,Englewood Cliffs, N.J: Prentice-Hall
Liu, C., and Arnett, K. P. (2000), "Exploring the factors associated with Web site success in the context of electronic commerce," Information & Management, Vol.38,No.1, pp 23-33.
Lu, Y., Zhou, T., and Wang, B. (2009), "Exploring Chinese users' acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory," Computers in Human Behavior, Vol.25,No.1, pp 29-39.
Mano, Haim, and Oliver., R. L. (1993), "Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction," Journal of Consumer research, Vol.20,No.3, pp 451-466.
Marketo. (2014), "The 7 Principles of Engagement Marketing" http://www.marketo.com/ebooks/elements-of-engagement-marketing/
Marsden, P. V., and Campbell, K. E. (1984), "Measuring tie strength," Social forces, Vol.63,No.2, pp 482-501.
McCracken, G. (1993), "The value of the brand: an anthropological perspective," in Brand equity and advertising, D. Aaker and A. Biel (eds.), Hillsdale, NJ:Lawrence Erlbaum Associates, pp. 125-142.
McMillan, D. W., and Chavis, D. M. (1986), "Sense of Community: A Definition and Theory " Journal of Community Psychology Vol.14,No.1, pp 6-23.
Mitchell, V.-W., Schlegelmilch, B. B., and Mone, S.-D. (2015), "Why should I attend? The value of business networking events," Industrial Marketing Management.
Newbert, S. L. (2008), "Value, rareness, competitive advantage, and performance: a conceptual‐level empirical investigation of the resource‐based view of the firm," Strategic management journal, Vol.29,No.7, pp 745-768.
Pavlou, P. A., and Fygenson., M. (2006), "Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior," MIS quarterly, Vol.30,No.1, pp 115-143.
Peter, J. P., Olson, J. C., and Grunert, K. G. (1999), Consumer behavior and marketing strategy,London: McGraw-Hill
Rheingold, H. (1993), The virtual community: Homesteading on the electronic frontier
Rotter, J. B. (1982), The Development and Application of Social Learning Theory,New York: Praeger
Ryu, S., HO, S. H., and Han, I. (2003), "Knowledge sharing behavior of physicians in hospitals," Expert Systems with applications, Vol.25,No.1, pp 113-122.
Schiffman, L. G., and Kanuk., L. L. (2000), Consumer Behavior, 7th.
Sheth, J. N., Newman, B. I., and Gross, B. L. (1991), "Why We Buy What We Buy: A Theory of Consumption Values," Journal of Business Research, Vol.22,No.2, pp 159-170.
Statista. (2015), "Number of daily active Facebook users worldwide as of 2nd quarter 2015 (in millions) " Statista, http://www.statista.com/
Steffes, E. M., and Burgee, L. E. (2009), "Social ties and online word of mouth," Internet Research, Vol.19,No.1, pp 42-59.
Sweeney, J. C., and Soutar, G. N. (2001), "Consumer perceived value: The development of a multiple item scale," Journal of Retailing, Vol.77,No.2, pp 203-220.
Taylor, S., and Todd, P. (1995a), "Assessing IT Usage: The Role of Prior Experience," MIS Quarterly, Vol.19,No.4, pp 561-570.
Taylor, S., and Todd, P. A. (1995b), "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research, Vol.6,No.2, pp 144-176.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., and Verhoef, P. C. (2010), "Customer engagement behavior: Theoretical foundations and research directions," Journal of Service Research, Vol.13,No.3, pp 253-266.
Weber, A. L., and Johnson., J. (2006), Introduction to psychology Harper Collins

網站部分
資策會FIND: http://www.find.org.tw/find/home.aspx
數位時代:http://www.bnext.com.tw/
Inside:http://www.inside.com.tw/
eMarketer:http://www.eMarketer.com/
Facebook:http://newsroom.fb.com/news/
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code