O2O行銷模式下社會支持對品牌社群整合關係之探討

隨著電子商務市場的快速發展，也帶動了許多創新營運模式，從行動商務的崛起到多通路、全通路、O2O行銷模式的應用，如何有效運用線上/線下通路行銷來整合會員社群，妥善培養顧客關係來滿足消費者的全方位需求，創造差異化價值以提升品牌忠誠度，成為品牌業者所要思考的課題。而過去文獻較多是在探討單一通路在各領域的應用，且較少研究能以整合觀點去檢視企業、品牌、消費者及社群間之關係。因此，本研究針對O2O行銷模式下品牌社群之通路整合，以社會支持觀點來檢視分別以Online及Offline通路起家跨足另一通路時，顧客在品牌社群間的關係以提升品牌忠誠度。本研究分別以Online to Offline（86小舖）以及Offline to Online（屈臣氏）兩種通路經營模式下的品牌社群參與者作為研究對象進行分析，採用SPSS統計軟體作為分析工具，以便利抽樣方式共收回有效樣本344份。研究結果顯示，在 O2O行銷模式下，工具性社會支持對品牌社群有部分顯著正向影響，訊息性、情緒性社會支持對品牌社群具有正向影響；品牌社群整合關係對品牌忠誠度有部分顯著正向影響；在 Online to Offline 的整合下，品牌社群整合關係對品牌忠誠度較Offline to Online 有部分顯著呈現較大的影響，於各構面的表現上，Offline to Online在社會支持、品牌社群及品牌忠誠度等構面皆大於Online to Offline，並根據上述結果提出理論意涵及管理建議。

關鍵字

虛實整合行銷；社會支持；品牌社群；品牌忠誠

並列摘要

With the rapid development of the e-commerce market, it has also driven many innovative business models. From the rise of mobile commerce to the application of multi-channel, omni-channel, and O2O marketing models, how to effectively use Online/Offline marketing to integrate member communities and properly cultivate customer relationships to meet the full range of consumer needs and create differentiated value in order to increase brand loyalty, it has become a topic for brand owners to think about. In the past, more literature was exploring the application of single channels in various fields, and less research could examine the relationships among companies, brands, consumers, and communities in an integrated perspective. Therefore, this research aims to enhance the brand loyalty by focusing on the channel integration of the brand community under the O2O marketing model and using the social support perspective to examine the relationship between the customers in the brand community when starting with the Online and Offline channels respectively. This study analyzes the brand community participants in the online to offline (86 shop) and Offline to Online (Watsons) modes respectively. The SPSS statistical software was used to analyze the data of 344 valid samples. The research results show that under the O2O marketing model, instrumental social support has a significantly positive impact on the brand community, and informational and emotional social support has a positive impact on the brand community; Brand community integration has some significant positive effects on brand loyalty; Under the integration of Online to Offline, the brand community integration relationship has a greater impact on brand loyalty than Offline to Online in terms of the performance of various aspects. Offline to Online's social support, brand community and brand loyalty are all greater than Online to Offline. Based on the findings, this study proposes theoretical implications and management suggestions.