在Web2.0強調以使用者為中心的時代,本研究從ETtoday.com的個案中,以網路消費者的體驗觀點出發,探討品牌效應與行銷操作在網路企業所扮演之角色,對消費者體驗的關聯性,進而從消費者的體驗價值中,推論該上述因素對於網路企業核心價值提升之影響與重要性。 本研究在文獻基礎下,透過ETtoday的會員電子報系統進行問卷調查,以個案網站之會員為主要調查對象,回收後有效問卷為279份,透過研究分析結果,再行推論相關構面與變項對於網路企業核心價值提升之影響,本研究結論與管理意涵,摘要說明如下: 一、網路品牌效應與消費者體驗具有正向影響。 二、網路行銷操作與消費者體驗具有正向影響。 三、在「Web2.0」時代的網絡思維下,網路企業應重視消費者的體驗需求,進而在價值 整合平台上與消費者共創企業價值的長尾效應。
ABSTRACT In the user-centric Web 2.0 generation, this study discussed the correlation between the brand effect and marketing practices to the consumer’s online experiences from the aspect of consumer’s feeling by the case “ ETtoday.com”, and deduce the importance and the effect to the Internet enterprises’ core value. The research based on the subscribers of the ETtody’s electronic newspaper to conduct a questionnaire survey. There were 279 valid questionnaires responded. From analyzing those valid questionnaires to determine the factors and the variables about how the Internet companies’ core value affect on the consumer’s using experience. The conclusions and implications are summarized below: 1.There is a positive correlation between the Internet branding and consumer’s experience. 2.There is a positive correlation between the Internet marketing practices and consumer’s experience. 3.Under the concept of web2.0, the Internet companies should pay more attention to consumer’s using experience. The internet companies should stand on the side of consumer and to improve and integrate the system with their consumer so as to co-build the long-tail effect. Key word:Brand effect, marketing practices, consumer experience, web2.0,core value