精准行銷對消費者品牌態度及購買意願的影響 -以運動品牌為例

The Impact of Precision Marketing on Consumer Brand Attitude and Purchase Intention - Take Sports Brand as An Example

吴悦彤(Yue-Tong Wu)

指導教授 ： 何怡芳

淡江大學/商管學院/國際企業學系碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00859

摘要

隨著互聯網的快速普及與網路終端的多元化，我們的生活從真實可觸碰的現實世界開始往虛擬的網路世界延伸，網路生活占整體生活的比重也愈來愈大。當然，與此同時，基於網路的行銷方式便應運而生了。精准行銷的出現使得商家可以能用較低的成本將公司想要傳達的廣告資訊與理念更加精確的傳達給其目標人群，但消費者對運用精准行銷的品牌態度如何，企業精准行銷對消費者購買意願如何產生影響的研究卻一直沒有得到足夠的重視。
本研究以運動品牌之精准行銷為例，來探討這一行銷方式的五個構麵包括資訊准確性、資訊生動性、資訊密集性、互動特徵及顧客參與對消費者品牌態度及購買意願所產生的影響，而這些影響是正面亦或是負面的。並將品牌態度作為仲介變量來探討其中介效果。
經過對前人的相關文獻查閱與整理後建立了初步研究模型，提出了研究假設，以運動品牌為研究對象進行問卷發放與SPSS軟件對所得數據進行統計分析後可以得知，精准行銷的五個構面及品牌態度對購買意願都有顯著的正向影響。消費者品牌態度包括認知性品牌態度及情感性品牌態度，其對消費者購買意願也均有顯著正向影響，同時作為精准行銷對消費者購買意願的仲介變量，也起到了仲介效果。且消費者的不同特徵變量對購買意願也有著不同程度的影響。
最後，本研究提出了有針對性的建議，並闡述了研究限制與未來研究方向。

關鍵字

精准行銷 ； 大數據 ； 運動品牌

並列摘要

With the rapid popularization of the Internet and the diversification of network terminals, our life extends from the real world to the virtual world, and the proportion of network life in the whole life is also increasing. Of course, at the same time, Internet based marketing came into being. The emergence of precision marketing enables businesses to more accurately convey the advertising information and ideas that companies want to convey to their target groups at a lower cost. However, the research on consumers' attitude towards the brand of precision marketing and the impact of enterprise precision marketing on consumers' purchase intention has not been paid enough attention.

This study takes the precise marketing of sports brands as an example to explore the impact of five aspects of this marketing mode, including information accuracy, information vividness, information intensity, interaction characteristics and customer participation, on consumers' brand attitude and purchase intention, and whether these effects are positive or negative. And brand attitude as a mediator variable to explore its mediating effect.

Based on the previous literature review and collation, this paper establishes a preliminary research model, puts forward the research hypothesis, and takes the sports brand as the research object to conduct questionnaire distribution and SPSS software to conduct statistical analysis on the data. It can be seen that the five dimensions of precision marketing and brand attitude have a significant positive impact on the purchase intention. Consumers' brand attitude includes cognitive brand attitude and emotional brand attitude, which also has a significant positive impact on consumers' purchase intention. At the same time, as an intermediary variable of precision marketing on consumers' purchase intention, it also plays an intermediary effect. And the different characteristic variables of consumers also have different degrees of influence on purchase intention.

Finally, this study puts forward some suggestions, and expounds the research limitations and future research directions.

並列關鍵字

Precision Marketing ； Big Data ； Sports Brand

參考文獻

參考文獻

一、中文文獻

王寧, & 肖歡. (2011). 精准行銷研究綜述. 現代商貿工業(24), 144-144.

成英玲, & 甲魯平. (2008). Web2.0時代廣告精准行銷探析. 新聞界(01), 138-139.

伍青生, 餘穎, & 鄭興山. (2006). 精准行銷的思想和方法. 市場行銷導刊, 000(005), 39-42.