消費者加入企業網路社交群體動機對品牌態度及購買意願之影響

由於社交網路平台可以提供行銷的功能，因此吸引了許多企業與各式各樣的社交網路平台合作，發展出企業官方帳號，提供企業品牌與消費者之間互動的專屬網域。無可否認的，企業為了增加品牌曝光度與產品利潤，需先了解消費者加入企業官方帳號的動機，才能擬訂適切的行銷廣告策略。本研究即以消費者動機作為研究重心，探討出現於社交網路平台內產品的品牌態度與購買意願間之關係。本研究整理出易懂性、有用性、享樂性、促銷優惠等動機因素，以Line App社交網路為研究標的，透過結構方程模型的分析，發現企業官方網站內容易懂性，會增加消費者加入企業官方網站的動機，而消費者加入動機的高低會正向影響產品的品牌態度，進而正向影響消費者的購買意願。本研究就理論層面而言，支持消費者動機對品牌態度與購買意願的影響，亦適用於網路行銷的範圍；就實務層面而言，企業應該了解消費者加入網路社交平台官方網站的動機，才能擬訂有效的廣告訊息，達到預期的行銷效益。

關鍵字

企業網路社交群體；消費者動機；品牌態度；購買意願

並列摘要

Seeing that social networking platforms equipped with marketing functions, many companies have collaborated with those platforms and registered an official account in them. The fundamental purpose is to provide a domain to enhance the interactions between consumers and a company’s brands. In order to increase brand exposures and, as a result, profits, companies need to understand consumers’ motivation to sign in to their official account so as to design appropriate marketing advertising strategies. Thus, this study focuses on consumers’ motivation and tries to explore the relationships between brand attitude and purchase intention on products which appeared in social networking platforms. Taking LINE App as an exemplar social networking platform, this study adopts structural equation modeling to investigate the motivation factors (understandability; usefulness; hedonic; promotion) on purchase intention. Results indicate that understandability would increase a consumer’s motivation to sign in a company’s account, the level of motivation is positively related to brand attitude and hence purchase intention. Theoretically, this study supports the impact of consumer motivation on brand attitudes and purchase intentions, which is also applicable in online marketing. Practically, the results advocate that only when a company comprehends consumers’ motivations for joining its official account in online social platforms can it formulate effective advertising messages and achieve the anticipated marketing benefits.