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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/109697


    Title: 線上社群行銷之研究~以寢具傢俱業為例
    Authors: 張愛華
    Contributors: 企管系
    Keywords: 網路口碑;NVivo10;廣告效果;調節焦點;訊息框架
    eWOM;NVivo10;advertising effect;regulatory focus;message framing
    Date: 2015
    Issue Date: 2017-05-17 15:36:18 (UTC+8)
    Abstract: 席夢思(Simmons)為一美國寢俱品牌,該公司長期致力於產製優質床墊以協助顧客獲得良好的睡眠品質,因此在世界的床墊市場享有悠久的美譽。在台灣,席夢思公司以品牌行銷與銷售服務為主,並將創新經營的想法運用在行銷與客戶服務方面。2011年起,席夢思開始在臉書上經營粉絲團專頁,成為同業中最早開始經營網路行銷與社群的品牌,目前已獲得41萬餘會員,是寢俱業中非常難見到的,因為床墊是購買週期十分長的耐久財,對多數人而言,也是低關心度的產品,因此能有規模不小的線上社群成員經常互動,顯示其線上品牌社群經營已獲頗佳的成果。網路口碑與社群媒體已成為當今網際網路盛行下,企業不可忽視的一股影響力量。席夢思不斷地充實數位行銷與線上社群經營的相關知識,並應用協力廠商的服務,使其網路行銷的能力日漸增強。為檢視網路中品牌社群成員的需求、購買行為與品牌印象,本研究團隊與台灣席夢思公司合作,應用內容分析法來分析獨立論壇與
    官方品牌社群網站中成員的想法。研究議題有二,其一為消費者購買床墊的決策過程,另一為消費者對席夢思以及主要競爭品牌的網路口碑內容。樣本來自於西元2009至2015年5月間台灣各大論壇中共計198篇的網路口碑。研究結果顯示,消費者在床墊的購買考量中,首要內在因素是為了改善睡眠品質,而主要外在因素乃為廠商的促銷活動吸引力。在資訊蒐集管道部分,雖然愈來愈多消費者會從網路上蒐集資訊,但主要仍透過床墊實體通路獲得完整產品資訊。在價格方面,消費者多半會在不同銷售通路間進行比較,由不同品牌的促銷方案中尋找最理想的購買方案,期望能以較低價格購入理想的高品質床墊。在服務方面,賣場銷售人員的專業程度與態度是消費者評估服務的依據。有關席夢思的口碑,最主要來自於個人使用經驗的評論以及品牌相關的評論,分別各佔四成。其中席夢思正面口碑中,最主要是屬於個人使用評論,而負面口碑最主要是與價格相關。為了更進一步了解消費者對席夢思網路廣告創意策略的看法,本研究另以實驗法探討廣告設計(廣告來源揭露度、訊息框架)與消費者特質(調節焦點)對消費者廣告分享意願、廣告態度、購買意願和品牌態度的影響。研究結果顯示,廣告的訊息框架能喚起消費者對廣告的移情作用。此外,廣告的訊息框架亦能影響消費者收看廣告前後的品牌態度差異。在二階交互作用的部分,訊息框架和廣告來源揭露程度對消費者廣告分享意願有顯著的影響。當廣告來源揭露程度低時,促進焦點的訊息框架會比預防焦點的訊息框架更讓消費者產生廣告分享意願。此外,與低廣告來源揭露程度相比,預防焦點的訊息框架在高廣告來源揭露程度時會讓消費者產生較高的廣告分享意願。上述研究結果所帶來的實務意涵將可提升台灣席夢思公司的線上社群經營成效,更使得虛擬與實體行銷的結合更為緊密,產生最大的綜效。
    In the era of digital age, companies cannot ignore the influence of eWOM and online community. In order to examine mattress buyers’ needs, purchase behavior and brand image, this study cooperates with Simmons to analyze consumers’
    opinions in independent forums and official online communities. The samples were 198 eWOMs collected on internet from 2009 to May of 2015. The results include two parts. The first part is related to consumers’ mattress buying behavior. The most important intrinsic motivation is to improve sleep quality. Moreover, sales promotion is important extrinsic motivation to drive buying decision. In terms of information collection, consumers tend to rely on offline channel to acquire complete product information. Most consumers compare the price between channels to get the most ideal options. Finally, the expertise and attitude of salespeople are the key criteria of service quality. The second part is about the eWOMs of Simmons and competitors
    on forum. We found that eWOMs concern most with using experiences and brand reputation, each takes up about 40% of volume. The positive eWOMs of Simmons are related to using experiences and the negative eWOMs centers around price level. This study also examined the effect of online
    advertisement. A 2 (source identification) x 2 (regulatory message framing) x 2 (regulatory focus) between subject experiment were conducted. The results show a significant main effect of message framing on transference. The main effect of regulatory message framing on Simmons brand
    attitude change is also significant. The main effect of consumers’ regulatory focus on Simmons brand attitude change is significant. Furthermore the interaction effect of regulatory message framing and video source identification has significant effect on sharing intention. The findings of this study offers some practical suggestions for Simmons to enhance its brand equity and management of online community.
    Relation: MOST 103-2622-H-004-001-CC3
    Data Type: report
    Appears in Collections:[企業管理學系] 國科會研究計畫

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