- 學位論文
品牌關係之初探性研究 — 以電子化政府為例
Exploring Brand Relationships — A Case Study of E-Government Website Service
摘要
從1990年起，世界各國推動電子化政府，進行政府服務e化重大變革，電子化政府並非僅將各個政府相關的介面整合為一平台，其中更代表政府流程改革與服務的創新。同時近年來，不僅西方先進國家，甚至我國政府也開始推動「品牌台灣」(Branding Taiwan)的行銷與新形象的建構。事實上，因現今電子化服務的研究有限，而且又因網路使用者在虛擬空間裏的行為模式與品牌相關的文獻缺乏，學術界與相關負責單位人員未能冒然提出結論或建議。有鑑於此，本研究藉由質化研究，採滾雪球抽様法，並透過一對一深入訪談12位電子化政府網路使用者，深入探討目前電子化政府如何與網路使用者建立其品牌關係？同時瞭解網路使用者心中電子化政府之品牌印象為何？其線上社群對品牌建立何種價值？期盼研究結果提供未來研究(者)論述有價值之參考。 本研究提出三點結論：(1)網路使用者與電子化政府之品牌關係的建立是一種長久彼此互動所累積的，並非只是經由網路中介經驗發生的短暫經驗，換言之，它是從過往日常生活累積建構而成的關係與印象；(2)電子化政府的品牌形象結果顯示多數網路使用者仍保有對政府的刻板印象(如：嚴肅、官方、制式等)；相反地，有少部份網路使用者已建構其新形象(如：貼心、方便、省時、便民等)，來鼓勵改革中的政府組織；(3)隨著科技的精進，傳統的大眾品牌行銷模式，將因電子化使用者的差異轉為社群客製化的趨勢。
並列摘要
Since 1990, all countries in the world have promoted the concept of e-government and offered e-services to change government itself. In other words, e-government not only provides a platform to integrate different services, but also stands for innovations and improvements. Meanwhile, not only western countries but also Taiwan focuses on promoting the concept of “Branding Taiwan” in marketing and constructing the novel image(s) of itself. In fact, the relevant research of current electronic services is limited, and the patterns of consumer behaviors of internet users in cyberspace and brand relationships in academic literature is just beginning. Due to all of these concerns, we have questioned researchers and relevant administrators directly come to any conclusion or suggestion on e-government services. Therefore, this study is adopted qualitative research, using snowball sampling, to in-depth interview 12 informants who are e-government internet regular users. The purpose of this study is to explore how Taiwan e-government and internet users build up their brand relationships? And it is to understand how the e-government users create its brand image? What kind of values do online community members build up? Hopefully, the results will provide the great insights to the future research(ers). This study provides the three conclusions: (1) Brand relationships between internet users and e-government are built by mutual interactive communications and experiences, and it cannot be only focused on mediated experiences. In other words, they are accumulated or constructed through daily experiences; (2) The brand image of e-government shows that the majority of internet users remain on the government's stereotypes (e.g., serious, the official, formal); on the contrary, a few users describe its new image (e.g., caring, convenient, time-saving etc.) to encourage the reform of governmental organizations; (3) With the sophisticated technology revolution, the new trend is emerging that the traditional and popular brand marketing model has been changed to online community customization oriented.