博碩士論文 etd-0801115-173556 詳細資訊


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姓名 陳函妤(Han-yu Chen) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 103學年第2學期
論文名稱(中) 社群媒體上參與式行銷活動的參與意圖之研究
論文名稱(英) Intention to participate in Engagement Marketing Activities in Social Media
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    紙本論文:2 年後公開 (2017-09-01 公開)

    電子論文:使用者自訂權限:校內 2 年後、校外 2 年後公開

    論文語文/頁數 中文/107
    統計 本論文已被瀏覽 5386 次,被下載 491 次
    摘要(中) 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。
    摘要(英) 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.
    關鍵字(中)
  • 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
  • 關鍵字(英)
  • Tie Strength
  • Theory of Planned Behavior
  • Other’s Attitude
  • Perceived Value
  • Engagement Marketing
  • Sense of Virtual Community
  • 論文目次 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
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    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/
    口試委員
  • 邱兆民 - 召集委員
  • 何淑君 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2015-07-24 繳交日期 2015-09-01

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