內容行銷對台灣和越南客戶購買決策的影響

The different of content marketing effects on customers purchase decision from Taiwan and Vietnam

范氏秋庄(THI THU TRANG PHAM)

指導教授 ： 楊斯琴

淡江大學/商管學院/經營管理全英語碩士學位學程/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00443

摘要

如今，科技的爆炸性發展和互聯網賦予了消費者更多了解產品信息的權利。因此，內容營銷的出現是為了連接公司和客戶之間的關係。
這項研究的目的是根據4E的營銷組合策略，內容營銷的購買決策中客戶行為的差異。為了探討內容營銷策略對台灣和越南兩個國家的客戶的不同影響。
本研究提供的問卷共收集了240名參與者，其中120名參與者是台灣人，120名參與者是越南人，並且使用描述統計分析來了解內容營銷如何對客戶的購買決策產生影響，並更容易比較台灣和越南的客戶行為。

研究結果顯示，台灣和越南的大多數客戶都使用社群軟體與人聯繫並蒐索資訊。台灣人和越南人使用Google搜索頻率最高，其次是Line，Facebook，Instagram和其他社群軟體等。不過，台灣人最喜歡的是Line，而越南人最喜歡的是Facebook和Zalo。在網上購物時，台灣人偏愛直接到產品的公司網頁購買或是使用產品的公司推出的APP應用程式及Momo和PChome等購物網站，而越南人偏愛使用Facebook，Lazada和Amazon等網站進行購物。

關鍵字

內容行銷 ； 4E的行銷組合 ； 客戶購買行為

並列摘要

Nowadays, the booming development of technology and the internet ordained consumers the right to know more about product information. As the result, content marketing was born to connect the relationship between companies and customers.
The aim of this study to investigate the difference of customer behavior in buying decision based on 4E’s marketing mix strategies content marketing. In order to explored the difference effects of content marketing strategies on customers of two nationality: Taiwanese and Vietnamese.
The questionnaire offered in this study collected total 240 participants, therein, 120 participants are Taiwansese and 120 participants are Vietnamese and the descriptive statistics analysis was used to understand how content marketing effect on customers’ purchase decision and easier to compare customer behavior from Taiwan and Vietnam.
The finding was most of customers in both Taiwan and Vietnam used social media to connect with people and search information. Taiwanese and Vietnamese used Google for searching the most, following by social media like Line, Facebook, Instagram and others social media. Nevertheless, Taiwanese favorite was Line and Vietnamese favorite was Facebook and Zalo. When shopping online that Taiwanese prefer company website, application, Momo and PChome channels while Vietnamese prefer to use Facebook, Lazada and Amazon channels for shopping.

並列關鍵字

content marketing ； the 4E’s marketing mix ； customer purchase behavior

參考文獻

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