Facebook企業粉絲專頁經營對品牌形象、購買意願及顧客忠誠度之研究

隨著網際網路的普及，網際網路的使用人數逐年成長，許多企業利用社群網路來做行銷，Facebook粉絲專頁是最多企業使用的行銷方式之一，企業不僅可以利用Facebook粉絲專頁進行資訊分享與交換，也可以與粉絲進行互動，來維持與粉絲之間的連結。本研究目的主要探討企業粉絲專頁、購買意願與顧客忠誠度之關係，並探討企業粉絲專頁經營、購買意願與顧客忠誠度之間是否存在品牌形象中介效果，以網路與紙本問卷進行發放，在問卷回收整理後，使用敘述性統計、信度分析、效度分析、相關性分析與迴歸分析來探討各構面之影響，。並且以研究結給與學術與實務之建議。研究結果如下: 1.企業粉絲專頁經營會正向影響品牌形象。 2.企業粉絲專頁經營會正向購買意願與顧客忠誠度。 3.品牌形象在企業粉絲專頁經營與購買意願間存在中介效果。 4.品牌形象在企業粉絲專頁經營與顧客忠誠度間存在中介效果。

關鍵字

網路行銷； Facebook粉絲專頁；品牌形象；購買意願；顧客忠誠度

並列摘要

With the rise popularity of the Internet, the number of Internet users has grown year by year. Many businesses use the social network marketing. Facebook fan page is one of the marketing methods used by most enterprises. Enterprises can not only use Facebook fan pages sharing and exchange information, but also interact with fans to maintain the connection with fans. The purpose of this study is to investigate the relationship between enterprises fan pages management, purchase intention and customer loyalty, and explore whether there is a brand image will mediator the effects between the enterprise’s fan page management, purchase intention, and customer loyalty. The research method is questionnaire survey, and after the questionnaire survey was collected use descriptive statistics, reliability analysis, validity analysis, correlation analysis and regression analysis to explore the influence of each facet. And to study the advice and academic and practical advice. The results of the study are as follows:(1) Enterprise fan page management have a positive significant impact on Brand Image.(2) Enterprise fan page management have a positive significant impact on purchase intentions and customer loyalty.(3) The mediating effect of brand image onenterprise’s fan page management and purchase intention. (4) The mediating effect of brand image on enterprise’s fan page management and customer loyalty.