以內容行銷探討網路社群吸引力之關鍵因素 — 以A工作室為例

由於網際網路2.0的發展，使一個從網站到可以為終端使用者提供網路應用的服務平台，社群媒體應運而生，網路商機活絡不絶。財團法人台灣網路資訊中心(2018)資料顯示，在台灣社群媒體的網路應用已達台灣人口的80%，其中臉書Facebook(以下簡稱FB)在台使用率最高(98.5%)。由於網路使用的遍及化，消費者購買行為也隨之轉變由AIDMA(注意、興趣、渴望、行動)模式轉變成AISAS(注意、興趣、尋找、行動、分享)模式。為了掌握消費者的消費取向，網路行銷策略和佈局也應該隨之調整。有鑑於此，A個人工作室決定改變行銷模式，為了協助A工作室轉型上的需要，如何在網路社群中找到吸引顧客、貼近顧客需求的發文內容，成為本研究關注的焦點。企圖在消費者購買行為前期時就能抓住消費者目光加強內容行銷，配合口碑行銷的活動增加消費者的購買慾望並採取行動，最後再發展關係行銷擴大品牌宣傳的效益。本研究以內容行銷探討網路社群吸引力之關鍵因素以A工作室為例，研究成果顯示內容行銷具吸引力的三大構面分別為「相關的主題(D)」、「適當的形式(E)」及「精彩的敍述(F)」和11項關鍵因素有「訊息的品質(D1)」、「具價值的內容(Ｄ2)」、「顧客的需要(D3)」、「圖片(E1)」、「文章(E2)」、「影音(E3)」、「標註(E4)」、「創作力與豐富性(F1)」、「充沛活力 (F2)」、「故事具有感染力 (F3)」及「產品與感情的聯結(F4)」等。藉由搜集相關學者的文獻資料加上德爾菲專家訪談法的過程和IPA分析整理出經營網路社群的關鍵因素和管理意涵，並對A工作室業主提出改善績效的建議和未來發展的方向。以此提供一般個人工作室或初期開創業者參考，期能縮減創業時的摸索期和提升業者開創品牌優勢的競爭力。

關鍵字

網路社群；社群媒體；內容行銷,IPA分析；德爾菲專家訪談法

並列摘要

Because of the development of Internet 2.0, a service platform from web site to end users can provide Internet applications. Social media came into existence and Internet business opportunities are endless. According to Taiwan Internet Information Center of the consortium legal person (2018), the Internet application of social media has reached 80% of population in Taiwan, of which Facebook (hereinafter referred to as FB) has the highest use rate (98.5%). Due to the widespread use of the Internet, consumers' purchase behavior has changed from AIDMA (attention, interest, desire, action) modle to AISAS (attention, interest, search, action, sharing) modle. In order to grasp consumers' consumption orientation, the network marketing strategy and layout should be adjusted accordingly. In view of this, personal studio A has decided to change its marketing modle. In order to help studio A transform, how to find the content that attracts customers and closes to customers' needs in the online community has become the focus of this study. In the early stage of consumer buying behavior, we try to seize consumers' attention to strengthen content marketing, cooperate with word-of-mouth marketing activities to increase consumers' purchase desire and take action, and finally develop relationship marketing to expand the benefits of brand publicity. In this study, we take studio A as an example to explore the key factors of online community attractiveness in content marketing. The research results show that the three dimensions of content marketing attractiveness are "Relevant Theme (D)", "Appropriate Form (E)", "Wonderful Presentation (F)", and 11 key factors are "Message Quality (D1)", "Valuable Content (D2)", "Customer Needs (D3)"," Pictures (E1), "Article (E2)," Video and Sound (E3), "Annotation (E4)," Creativity and Richness (F1), " Vitality ( F2)," Story has Appeal (F3), "Product and Emotion Connection (F4)," etc. The paper sorted out the key factors and management implications of the business network community through the process of collecting relevant scholars' literature with Delphi expert interview and IPA analysis and put forward suggestions to improve the performance of studio A owner and the direction of future development. In order to provide reference for general personal studio or initial entrepreneurs, it is expected to reduce the exploration period of entrepreneurship and enhance the competitiveness of entrepreneurs in creating brand advantages.