吸引消費者之企業網路社群內容要素研究

隨著Web2.0的發展以及手機的普及，社群媒體已成為企業行銷的平台，用以建立品牌知名度、對潛在用戶進行產品和功能與教育。諸如Facebook和Instagram⋯之類的社群網路平台已成為營銷和業務推廣活動的戰略組成部分。事實證明，這樣的平台對預算有限的新創公司特別有利。儘管新創公司可以輕鬆經營社群媒體，但仍無法最大限度地發揮潛力，且社群媒體的研究領域過去主要集中在各種環境下用戶生成內容UGC(User- Generated Content)；較少研究企業生成內容MGC(marketer generated content)；但新創公司更應該優先專注於社群內容基礎的建立。本研究主要探討吸引消費者參與企業網路社群之內容要素研究。藉由蒐集專家學者的文獻資料加上德爾菲專家訪談，獲得新創公司吸引消費者的六個關鍵因素分別為：簡單扼要，切中主題（A1）、品牌認同（A4）、品牌信任感（A5）、多媒體呈現方式（B1）、豐富有價值的內容（C1），以及提供參與體驗的活動（C2）。本研究之結果可提供新創微型企業在初創期，利用有限資源成功利用企業網路社群吸引消費者、並提升品牌競爭力。

關鍵字

新創公司；網路社群；企業生成內容；用戶參與；德爾菲法

並列摘要

With the development of Web2.0 and the popularization of mobile phones, social media has become a platform for corporate marketing to build brand awareness, provide products and functions and educate potential users. Social networking platforms such as Facebook and Instagram have become a strategic part of marketing and business promotion activities. Facts have proved that such a platform is particularly beneficial to startups with limited budgets. Although start-up companies can easily operate social media, they still cannot maximize their potential. In the past, the research field of social media was mainly focused on user-generated content (UGC) in various environments; less research on enterprise generation Content MGC (marketer generated content); but start-up companies should give priority to the establishment of social content foundation. This research mainly explores the content elements of attracting consumers to participate in corporate online communities. By collecting the literature data of experts and scholars and the Delphi expert interviews, the six key factors for new startups to attract consumers are: simple and concise, to the point (A1), brand identity (A4), brand trust (A5) ), multimedia presentation (B1), rich and valuable content (C1), and activities that provide participation experience (C2). The results of this research can provide that start-up micro-enterprises use limited resources to successfully use corporate network communities to attract consumers and enhance brand competitiveness.