- 期刊
品牌網路迷因特性對品牌形象之影響：以網路自我效能與幽默感為干擾角色
The Impact of Brand Internet Memes on Brand Image: Internet Self-Efficacy and A Sense of Humor as Moderators
摘要
隨著科技的蓬勃發展，人們和網路已成了密不可分的關係。在這個背景下，品牌網路迷因成為企業新興的行銷策略。本研究採便利抽樣加滾雪球法，以網路問卷方式共取得476位大台北地區具迷因使用經驗的有效樣本，研究發現：（1）幽默性與淺顯易懂對功能性品牌形象具有正向影響；（2）情緒性與品牌關係對情感性品牌形象具有正向影響；（3）網路自我效能對幽默性與功能性品牌形象之關係具干擾效果；（4）網路自我效能對淺顯易懂與功能性品牌形象之關係具干擾效果；（5）幽默感對幽默性與功能性品牌形象之關係具干擾效果；（6）幽默感對情緒性與情感性品牌形象之關係具干擾效果；（7）幽默感對品牌關係與情感性品牌形象之關係具干擾效果。本研究據此，提出具體理論與實務意涵。
並列摘要
With the booming technology, people have built closed relationship with the internet. In this context, brand internet memes have been an emerging marketing strategy for the companies. This study used convenience and snowball sampling method with online survey in Taipei Metro Area to collect 476 valid samples which have the experience of used memes. The results show that: 1. Humorous design and ease of understanding positively affect functional brand image. 2. Emotion and brand relationship positively affect emotional brand impact. 3. Internet self-efficacy affects the relationship between humorous design and functional brand image. 4. Internet self-efficacy affects the relationship between ease of understanding and functional brand image. 5. Sense of humor affects the relationship between humorous design and functional brand image. 6. Sense of humor affects the relationship between emotion and emotional brand image. 7. Sense of humor affects the relationship between brand relationship and emotional brand image. Based on the results, this research proposes specific theory and practical implications.