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https://nccur.lib.nccu.edu.tw/handle/140.119/158364
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| 題名: | 從眾行為、消費依賴與永續轉型：以電商品牌為策略觀點
Bandwagon behavior, consumer reliance, and sustainable transformation strategies of e-commerce brands |
| 作者: | 羅瑞金
LO, JUI-CHIN |
| 貢獻者: | 周冠男
梁嘉紋
Chou, Robin K.
Liang, Chia-Wen
羅瑞金
LO, JUI-CHIN |
| 關鍵詞: | 從眾行為
消費者依賴
大數據行銷
永續轉型
電商品牌
Herd behavior
Consumer dependency
Big data marketing
Sustainable transformation
E-commerce branding |
| 日期: | 2025 |
| 上傳時間: | 2025-08-04 13:07:57 (UTC+8) |
| 摘要: | 本研究以「從眾行為、消費依賴與永續轉型」為主軸，探討電商品牌在數位平台環境中如何透過群體影響、信任養成與數據策略，引導消費者產生不理性或策略性消費行為，進而達成品牌黏著與永續價值的雙重目標。研究選擇三個具代表性的台灣品牌「Simply 新普利」、「m2 美度」、「MIRAE 未來美」作為個案，透過次級資料與深度訪談，分析其從眾誘因設計、消費依賴機制與永續實踐手段。研究發現，不同產業背景與產品性質將影響從眾觸發點與依賴建立方式，數據應用亦為永續與轉型策略的關鍵橋梁。本研究不僅補足既有從眾與依賴理論於電商與永續情境中的實證缺口，亦提供品牌在設計導購流程與永續溝通上具體的策略建議。
This research centers on the themes of herd behavior, consumer dependency, and sustainable transformation, examining how e-commerce brands influence consumer decision-making through social dynamics, trust-building mechanisms, and data-driven strategies. Focusing on three prominent Taiwanese brands 「Simply」, 「m2」, and 「MIRAE」 the study applies case analysis and qualitative interviews to explore how these companies construct conformity triggers, foster habitual reliance, and integrate sustainability into their brand narratives. The findings suggest that industry context and product nature significantly affect the mechanisms of herd behavior and dependency formation, while data analytics serves as a pivotal tool linking marketing effectiveness with sustainable goals. This study contributes to the theoretical development of social influence and brand dependency in digital commerce and offers strategic insights for brand transformation toward sustainability. |
| 參考文獻: | 一、中文文獻
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註：部分品牌得獎資訊與策略資料來自研究訪談紀錄與業者授權之內部文件，未另公開出版。 |
| 描述: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
113932131 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0113932131 |
| 資料類型: | thesis |
| 顯示於類別: | [經營管理碩士學程EMBA] 學位論文
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