Facebook廣告對線上購買意願之影響

Effect of Facebook Advertisement on Online Purchase Intention

張氏秋香(Truong Thi Thu Thom)

指導教授 ： 李正文

中原大學/商學院/國際經營與貿易研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600191

摘要

由於互聯網的延伸賦予了企業使用更多不同的行銷方式。Facebook網站的行銷對於企業來說相對便利及有效，企業有更多機會與顧客直接溝通。關於Facebook的廣告研究較少，且數量與質量還存在著許多限制。本研究針對Facebook的廣告和購買意願的關係進行探討，通過探討與品牌態度、品牌形象和品牌權利的關係，去證明兩個變數之間存在關係。本研究使用問卷收集消費者對於Facebook廣告的認知與意見。資料收集並整理後使用李克特五點量表、結構方程式模型並使用Amos軟體進行分析，可得知Facebook廣告、品牌態度、品牌權利與購買意願存在著正向關係。品牌形象受Facebook廣告的影響，同時它也影響到品牌態度、品牌權利，但品牌形象不影響到購買意願。因此，Facebook的廣告與線上購買意願之間存在正向關係。本研究對於Facebook廣告有相關貢獻，也對於學術界以及管理階層者具有意義。

關鍵字

Facebook廣告、購買意願、結構方程式模型

並列摘要

With the development of Internet, there are many methods for entrepreneurs to promote their business. Facebook is a good choice, which is inexpensive, convenient and effective way to connect customers and brands. However, the research about Facebook advertisement is limited in both quantity and quality. This study aims to investigate about the relationship between Facebook advertisement and online purchase intention through studying about the way that Facebook advertisement improves brand attitude, brand image and brand equity and the way three of them changes customer purchase intention. A descriptive survey in term of methodology with questionnaire is used to get the idea of customer about Facebook advertisement. Data analysis was carried out by using structural equation model, 5-point Likert scale and Amos software. The result shows that Facebook advertisement has a positive effect on brand attitude, brand image, brand equity and purchase intention. Brand image affects brand attitude and brand equity but does not have any relation with purchase intention. In contrast, brand attitude and brand equity positive affect purchase intention. It indicates a direct relationship between Facebook advertisement and online purchase intention through increasing brand attitude and brand equity. The result of this research makes a big contribution for both academic world and for managers in the marketplace.

並列關鍵字

Facebook Advertisement, Online Purchase Intention, Structural Equation Model

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