- 學位論文
探索越南的消費者在病毒行銷上的行為意圖
Exploring the Behavioural Intention of Viral Marketing in Vietnam's Consumers
摘要
病毒行銷（VM）越來越普及，其中增長最快的是病毒影片廣告，因為共享網站和社會網絡因素而成就使用病毒影片廣告成為最好行銷方式；行銷人員需要了解病毒影片廣告營銷活動的關鍵因素以決定該行銷能否成功，其中之一是消費者間的共享病毒影片廣告的行為意圖。本研究的目的在於了解越南消費者的主要行為意圖動機，分享病毒影片廣告提供有價值的訊息，做為行銷人員重新審視自己的戰略方向和戰略。 本研究包含三個面向：(1) 檢討在越南的電子商務發展和網際網路線上行銷使用病毒行銷和病毒影片廣告概況；(2)建構影響顧客對於使用病毒影片廣告消費行為意圖的模式；(3)發展影響顧客對於使用病毒影片廣告消費行為意圖的顯著因素。根據超過300個問卷調查結果，發現個人化（IN），利他主義（AL），知覺享樂（PE），好奇心（CUR）對於會影響消費者使用病毒行銷和病毒影片廣告的分享行為有較強和正面的影響。
並列摘要
Viral marketing (VM) is becoming increasingly popular, in which, the fastest growing is viral video advertisements (VVAs) because of the sharing sites and social networks so to use VVAs for marketing on the best way, the marketers need to understand the key factors that decide success or failure of viral marketing campaigns, one of which is the sharing VVAs behavior of consumers. This study aims to understand the main motivations of Vietnamese consumers to share VVAs to provide valuable information for the marketers to revisit their strategic directions and strategies in the VM campaigns in Vietnam. Three aspects are included in this research: (1) Reviewing of the internet using in Vietnam includes business development, marketing online, VM, VVAs, (2) Building model of the factors affecting consumers’ sharing VVAs behavior, and (3)Finding out the factors significant affecting consumers’ sharing VVAs behavior. Based on the full sample of more than 300 subjects surveyed in this study, it is found that individuation (IN) , altruism (AL), perceived enjoyment (PE), curiosity (CUR) are stronger factors affect the consumers' sharing VVAs intention (SI) and SI positively affects sharing VVAs behavior (SB).