社群媒體之體驗行銷研究－以內容行銷為基礎

為了使消費者能迅速搜尋到他所需要的產品資訊，企業預先把消費者所需的資訊準備好，以使顧客能輕易的找到，故企業紛紛開啟內容行銷的策略。現今消費者除了主動搜尋資訊之外，也希望能夠表達個人意見、參與活動、進行分享，因此雙向、甚至多向交流已成為當代網路行銷的基礎模式。企業應設計能讓顧客願意主動前來尋找所需資訊、提供顧客參與機會的環境，藉此活化企業和顧客的互動關係，進行有效的顧客關係管理。本研究據此將Facebook粉絲團建立在內容行銷的基礎下，結合策略性體驗行銷模組理論來規劃所需的內容，建構出一個兼具理論與管理意涵的研究架構。本研究共計蒐集到336份有效問卷，在經過統計分析與驗證後，得到的結果為體驗行銷中的情感體驗、感官體驗、思考體驗、關聯體驗會正向影響消費者對Facebook粉絲專頁的品牌滿意度，消費者的品牌滿意度會正向影響品牌忠誠度。最後，根據本研究結果提出實務建議，提供給欲在Facebook粉絲專頁上行銷之企業及品牌做為日後訂定內容行銷策略之參考。

關鍵字

Facebook粉絲團；內容行銷；體驗行銷；顧客參與

並列摘要

In order to let consumers search information fast and easily, companies prepare information that consumers may need in advance; therefore, consumers can easily find such information when they need it. Many companies utilize content marketing to contact their consumers. Beside searching for information, consumers also hope to express opinions, participate activities, and share ideas; for this reason, two-way or multi-way interactions have become modern internet marketing foundation. Companies should provide a marketing environment for customers to actively search information and take part in the company's activities. Companies, therefore, can enhance the customer interactions and manage the customer relationship. The present study utilized Facebook fan pages as the content marketing foundation and examine the content of the Facebook fans pages through the strategic experience module (SEM), so as to develop a research framework with theorical and empirical conceptions. The survey collected 336 questionnaires. The empirical results indicate that sense experience, feel experience, think experience, and relate experience can positively affect consumers' brand satisfaction toward the Facebook fan pages. Besides, brand satisfaction can positively affect brand loyalty. Finally, based on the results, this study provides empirical suggestions for companies which intent to use content marketing on their Facebook fan pages.

並列關鍵字

Facebook fan pages ； Content Marketing ； Strategic Experience Module (SEM) ； Customer Participation

參考文獻

Dong. B., Evans K. R., & Zou. S. (2008). The Effects of Customer Participation in Co-Created Service Recovery. Journal of the Academy of Marketing Science, 36(1)， 123-137. doi: 10.1007/s11747-007-0059-8

Coco (2018)。為什麼品牌說的你都信？3 個經典內容行銷案例大公開！2019 年12 月 16 日取自https://growthmarketing.tw/%E5%85%A7%E5%AE%B9%E8%A1%8C%E9%8A%B7%E6%A1%88%E4%BE%8B/

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社群媒體之體驗行銷研究－以內容行銷為基礎

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