從品牌權益觀點探討病毒行銷對顧客購買意願影響之研究

網際網路的出現帶給廠商們許多的挑戰與機會。他們必須有效率地找出更創新的溝通方式來瞭解目標市場。病毒行銷就是這樣的一種方法。本研究的第一個目的即是要對病毒行銷進行更深入的瞭解並釐清其構面。第二個目的為從過去的各種品牌價值文獻中尋找出共識。第三個目的則是要透過品牌價值評估病毒行銷對消費者購買意向的影響。最後一個目的則是根據實證結果對廠商提供實務上的建議並期望病毒行銷能成為廣告的一種工具。實證結果顯示病毒行銷是由1.有趣、實用、帶有情報的內容2.是否有收到訊息3.是否有閱讀訊息與4.攻擊性內容所組成，其中每個構面對品牌價值與購買意向的效果各自不同。其中病毒行銷所顯示的內容對品牌價值與購買意向均為正向影響。此外，訊息是否有被閱讀是病毒行銷要對品牌價值或購買意向產生正向影響的重要前提，而訊息是否有被收到則只能產生負向影響。品牌價值則是由1.品牌知名度2.品質與價值3.品牌忠誠度所組成。品質與價值及品牌知名度對品牌忠誠度具有正向影響，同時兩者間也具有正向的關係。品牌知名度及品質與價值對消費者購買意向不具有顯著影響，但品牌忠誠度對消費者購買意向卻具有決定性地影響。整體而言，病毒行銷對消費者購買意向的直接效果比透過品牌價值後的間接效果略大。然而，間接效果仍不能被忽略，尤其部分病毒行銷的構面，其間接效果明顯大於直接效果。此外，透過品牌價值的中介後，訊息是否有被收到的負向影響可被抑制。

關鍵字

病毒行銷；品牌價值；購買意向；廣告

並列摘要

The advent of the Internet has presented several challenges as well as opportunities for marketers. More and more, marketers have had to find more innovative methods of communicating effectively with their target market. Viral marketing is one such method. The first objective of the research was to clarify and give a more comprehensive understanding of the viral marketing concept. The second goal was to reach a consensus on the previously un-unified brand equity literature. The third goal was to assess the impact of viral marketing on consumer purchase intention through customer-based brand equity. The final goal of the research was then to use the empirical results to form practical recommendations for marketing practitioners wishing to utilise viral marketing as an advertising tool. The empirical results revealed that viral marketing is made up of interesting, useful and informative content; message interaction; message reception; and offensive content, which each had differing effects on customer-based brand equity and purchase intention. The content of viral media displayed positive effects on brand equity and purchase intentions. Additionally, it was found that the interaction with viral marketing messages was extremely important in order to positively influence either brand equity or purchase intentions, as mere message reception had detrimental effects on brand equity and purchase intentions. Customer-based brand equity was made up of brand awareness, quality, and value; and brand loyalty. A positive relationship was also discovered between these two components, where brand awareness, quality and value had a positive influence on brand loyalty. While brand awareness, quality and value had no significant impact on consumer purchase intentions; brand loyalty was found to be the gatekeeper to consumer purchase intentions. It was found that, in general, viral marketing had a relatively stronger direct effect on consumer purchase intention, compared with the indirect effect through customer-based brand equity. However, it is important to note that the indirect effect of viral marketing on consumer purchase intention cannot be ignored as some of the content of viral marketing messages serves to influence purchase intention through the creation of brand equity. Furthermore, by including brand equity as a moderator, the negative effect of message reception on consumer purchase intentions can be transformed into a positive effect.

並列關鍵字

Viral marketing ； customer-based brand equity ； purchase intention ； advertising

參考文獻

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3.Aaker, D.A. (1996). “Measuring Brand Equity Across Products and Markets,” California Management Review, 38(3), pp. 102 – 120.

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從品牌權益觀點探討病毒行銷對顧客購買意願影響之研究

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