推廣客家文化O2O之研究

The Study on online to offline of Hakka culture promotion

袁劍雲(Chien-Yun Yuan) ； 鄭宇盛(Yu-Sheng Jheng) ； 汪淯琪(Yu-Chi Wang) ； 丁明晟(Ming-Cheng Ding) ； 溫皓閔(Hao-Min Wen)

《致理學報》 34期:人文與生活應用特刊 (2014/07) Pp. 1103-1136

摘要

隨著網際網路興盛，上網搜尋資訊及使用各項應用服務已經成為大部分民眾生活中不可或缺的一部分，本研究主要為運用AISAS行銷概念，探討客家委員會「好客ING客家影音網路平台」網友進行線上到線下（Onlineto Offline）的行為調查，並以網頁美學的角度探討情緒模組及下線後行為的關係，研究結果可做為如何將網友由線上導引至實體體驗的參考。研究結果發現：（1）網友心中以「美食、景點、節慶」較受到注意（Attention）且感興趣（Interest）；（2）線下行為中的實際行動（Action）高於分享（Share），分享高於主動搜尋（Search）；（3）網友對網頁美學的感知，以「組織性」、「井然有序」及「淺顯易懂」感覺較佳，而對於網頁的「創造力」、「吸引力」及「難忘的」感覺則較低；（4）「網頁美學」顯著正向影響「愉悅」情緒及「線下行為」；（5）「愉悅」在「網頁美學」與「線下行為」之間具有部分中介效果。由本研究結果得知，好的「網頁美學」促使網友產生「愉悅」的正向情緒，進而可提高資訊搜尋（Search）、實際行動（Action）與分享（Share）等線下行為。

關鍵字

AISAS行銷概念 ； 網頁美學 ； 情緒模組 ； O2O

並列摘要

Because of the rapid development of internet, searching information and application services by internet have become the part of most people's life. The purpose of this study is to explore the behavior of website users' from ＂ING Hakka video network platform＂ of Taiwan Hakka Affairs Council, based on AISAS model. This study also verified the relationship among web aesthetics, emotion and actions by an O2O survey. This study found that (1) the Hakka website users have more attention and interest in cuisine, scenery and festivals (2) intention of ＂action＂ is higher than ＂share＂, and then ＂search＂ (3) the website is considered as well organized, ordered and legible rather than fascinating, creative and impressive (4) ＂web aesthetic＂ have significant positive effect on ＂pleasure＂ and ＂offline behavior＂ (5) ＂pleasure＂ has partial mediating effect on the relationship between ＂web aesthetics＂ and ＂offline behavior＂. It indicates that higher perception of ＂web aesthetics＂ can increase in ＂pleasure＂, and lead to offline behavior improvement, including search, action and share.

並列關鍵字

AISAS model ； web aesthetic ； emotion ； online to offline