- 學位論文
日台社群媒體行銷模式之比較－以AISAS與SIPS模型之實證研究－
Comparative Study of Social Media Marketing in Japan and Taiwan : Based on AISAS and SIPS Model
摘要
隨著社群媒體的普及,使得消費者資訊獲得的方式逐漸多樣化,消費者購買行為的 變化也比從前更加激烈。消費者開始使用社群媒體分享彼此的購物經驗,也透過企業的 官方粉絲帳號與企業做交流。日本電通發表了消費者行為模型AISAS,並在之後發表名 為SIPS的消費者行為模型來反映目前社群媒體的使用習慣。社群媒體時代的行銷手法, 無非是追求消費者與企業的雙向溝通,更重要的是,企業使用社群媒體聽取消費者的意 見,並讓消費者感到共鳴。 本研究考察目前日台網路行銷的狀況,並以問卷調査日台消費者行為,使用電通發 表之消費者行為模型AISAS與SIPS檢視日台消費者行為於各消費者行為階段有無不同, 另外透過與運用社群媒體行銷的企業進行訪談,來徹底分析出社群媒體的行銷策略,探 求日台社群媒體行銷之整體趨勢。 本研究得到以下結果。於日台消費者行為調查,AISAS模型中,除了「注意」階段之 外,日台之間於「興趣」「搜尋」「行動」「分享」階段皆有顯著性差異。於企業訪談 研究,日台企業使用社群媒體進行行銷,皆得到有效促進購買和使用的結果。
並列摘要
With the rapid spread of social media, customers not only can share their consumer experiences with one another, but also communicate with businesses through their official social media accounts. A consumer behavior model called “AISAS” was advocated by Dentsu based on the traditional media form. Dentsu later launched a new consumer behavior model called “SIPS”, which takes consideration of user behaviors in the now popular social media. Social media changes the concept of business-to- consumer communication from unidirectional to bidirectional. The most important thing is that businesses must listen to consumers’ responses and make consumers feel more respected. This research evaluates the current status of social media between Japan and Taiwan. Each consumer activity stages are also compared between Japan and Taiwan, using the consumer behavior model “AISAS” and “SIPS”. In addition, this research also conducted surveys on those companies which uses social media marketing in Japan and Taiwan, to analyze social media marketing strategy differences between Japan and Taiwan. This research obtained the following conclusions: The Japan-Taiwan consumer behavior analysis shows that, with the exception of the “Attention” stage, Taiwanese and Japanese consumers behave quite differently in all stages (“Interest", “ Search", “ Action", “Share" stages). From interviewing businesses, it is shown that both Japanese and Taiwanese businesses using social media as a marketing tool are able to improve results in product purchase and consumption.