企業透過社群行銷對購買意願之影響-以社群網絡為中介

隨著資訊科技、網際網路的蓬勃發展，社群媒體已然成為生活中的一部分，傳統行銷的方式已不能趕上網際網路上的汰換速度，企業該如何運用社群行銷有效的提升消費者之購買意願為現今一大課題。本研究欲探討社群行銷、社群網絡及購買意願三個變項之間及其各構面間的關係，再深入探究社群網絡在社群行銷與購買意願之間是否具有中介效果。本研究採用 SPSS 為資料分析工具，總計回收 448 份問卷，扣除無效問卷 150 份，有效問卷共 298 份。透過迴歸分析驗證，得到以下之結論: 一、社群行銷及其四個構面會正向影響社群網絡及其兩個構面。二、社群網絡及其兩個構面會正向影響購買意願。三、社群行銷及其四個構面會正向影響購買意願。四、社群網絡及其兩個構面在社群行銷及其四個構面與購買意願間具有部分中介效果。

關鍵字

社群行銷；行銷 4P ；社群網絡；關鍵意見領袖；企業粉絲專業；購買意願

並列摘要

With the progress of science of technology, the fast development of internet, Social Media is a part of our lives, the way of traditional marketing can’t catch up with the speed of replacement on the internet. Nowadays, how to use Social Media to boost consumers’ Purchase Intention is one of the important lesson for enterprises. The main purpose of this study is to explore the relationship among Social Media Marketing, Social Networks, Purchase Intention, and all of their models. Besides, delve into Social Networks and it’s models have mediating effect between Social Media Marketing and Purchase Intention or not. This study uses SPSS as a tool for data analysis. 448 questionnaires were collected, collected 298 effective samples and 150 ineffective samples, the regression analysis of data used in this study, the conclusion is below: 1. Social Media Marketing and its’ models have positive impacts on Social Networks and its’ models. 2. Social Networks and its’ models have positive impacts on Purchase Intention. 3. Social Media Marketing and its’ models have positive impacts on Purchase Intention. 4. Social Networks and its’ models have partial mediation effect between Social Networks and its’ models and Purchase Intention.