內容為王？內容行銷對線上消費者購買意願之影響：以台灣低成本航空公司臉書內容策略為例

Content is king? The impact of content marketing on purchase intention of online consumers: a study of Facebook content strategy of low-cost carriers in Taiwan

陳依蓮(Chen I-Lien)

指導教授 ： 陳聖智

國立政治大學/傳播學院/國際傳播英語碩士學位學程(IMICS)/碩士(2018年)

https://doi.org/10.6814/THE.NCCU.IMICS.008.2018.F05

摘要

本論文以英文書寫，作者無提供中文摘要。

關鍵字

內容行銷 ； 購買意願 ； 使用者互動 ； 品牌形象 ； 台灣線上消費者 ； 低成本航空 ； 臉書內容策略

並列摘要

The research seeks to understand the relationship between Facebook content, user engagement, and online consumers’ purchase intention of low-cost carriers (LCCs) in Taiwan. By analyzing the data of Facebook Business Manager, and distributing online surveys (N=331) among Taiwanese online consumers of LCCs, the result demonstrated a positive relationship between the content of LCCs’ Facebook Pages, the engagement with LCCs’ Facebook Pages, the reliability and image of LCCs, and the purchase intention of LCCs. Moreover, respondents who have become fans of LCCs’ Facebook Pages have more positive sentiments towards the content, more engagement, and higher purchase intention. For the ‘super fans’ who view and interact with the Pages for once or twice or more per week, they react more positively towards LCCs’ Facebook content, more engagement, and higher purchase intention. Airfare promotion is the most popular type of content that fans engage with. The research contributes to understanding the LCC’s content marketing trends in Taiwanese market and the key factors that influence purchase intention.

並列關鍵字

Content marketing ； Purchase intention ； User engagement ； Brand image ； Taiwanese online consumers ； Low-cost carrier ； Facebook content strategy

參考文獻

Araujo, T., & Neijens, P. (2012). Friend me: which factors influence top global brands participation in social network sites. Internet Research, 22(5), 626-640.

Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of research in Marketing, 23(1), 45-61.

Bonsón, E., & Ratkai, M. (2013). A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page. Online Information Review, 37(5), 787-803.

Budd, L., Francis, G., Humphreys, I., & Ison, S. (2014). Grounded: Characterising the market exit of European low cost airlines. Journal of Air Transport Management, 34, 78-85.

Bryman, A., & Bell, E., (2011). Business Research Methods. 3rd Edition. Oxford: Oxford University Press.