社群行銷之網路互動性與訊息論點品質對購買意願的影響效應

Marketing in a Social Media Environment: The Impact of Interactivity and Argument Quality on Consumer Purchase Intentions

馮天昱(Tien-Yu Feng) ； 陳玉華(Yu-Hua Chen)

《資訊傳播研究》 5卷2期 (2015/04) Pp. 47-71

https://doi.org/10.6144/JIC.2015.0502.03

摘要

隨著網際網路的興盛，社群媒體已成為行銷傳播活動的重要場域，個人與企業紛紛在網路平臺建立粉絲專頁，並透過社交網絡的力量開發商機。為了探討社群行銷模式中網路互動性與訊息論點品質對於購買意願的影響效果，本研究針對社群網站Facebook之使用者進行網路問卷調查。根據377位填答者的資料進行分類，網路互動性涵蓋人際互動、溝通、口碑與回應四項特性，訊息論點品質則區分為強論點品質與弱論點品質。研究結果顯示，不論是內容驅動或需求衍生的購買意願都受到互動性與訊息論點品質的影響，特別是溝通、口碑的好壞，以及強調產品抽象連結的弱論點品質對於購買意願更具重要性。因此，個人或企業若能在Facebook等社群平臺提供雙向、即時的產品資訊或互動服務，累積更多、更好的口碑，並呈現較佳的商品圖文設計，都有助於增進社群媒體使用者之產品消費意願。

關鍵字

社群行銷 ； 訊息論點品質 ； 網路互動性 ； 購買意願

並列摘要

The Internet has given rise to social media, which connects society. Through social media platforms such as Facebook, individuals and businesses have created and promoted their own identities and advertisements as a marketing strategy. The current study investigated the effects of online interactivity and argument quality on the purchase intentions of online consumers based on social media marketing strategies. A total of 377 Facebook users completed the questionnaire, which assessed personal use, perception of social media, and possible purchase intention. The results showed that online interactivity consisted of four dimensions, interpersonal interactivity, communication, responsiveness, and word of mouth. Argument quality consisted of two dimensions: strong and weak arguments. In addition, purchase intention comprised two dimensions: content-driven and need-derived intentions. Only the dimensions of communication and word of mouth for online interactivity were significantly associated with content-driven purchase intention in a social media environment. Regarding the effect of argument quality, both strong- and weak-argument messages were found to affect content-driven and need-derived purchase intentions. Our findings indicated that to promote products and services through a social media marketing strategy, creating a platform available for real-time two-way communication, word-of-mouth advertising, and weak-argument message sharing is essential.

並列關鍵字

Social media marketing ； Argument quality ； Internet interactivity ； Purchase intention

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