近年來利用粉絲專頁廣告行銷的廠商逐年增加,透過Facebook粉絲專頁販賣的產品也五花八門,對於消費者的選擇產品重要因素,廠商也紛紛推出各式各樣的行銷策略,目的就是想要吸引消費者購買目光。 本研究匯集文獻探討與專家問卷法,歸納出使用粉絲專頁口碑行銷主要考量因素及變數,並建立分析之層級關係,再以層級分析法(AHP),決定各層級變數間相互之權重。利用消費者價值模式文獻探討發現粉絲專頁關鍵成功因素前四個重要構面依序為「功能性價值」、「情感性價值」、「嘗新性價值」、「情境性價值」。研究結果提供欲藉由Facebook粉絲專頁廣告產品的廠商,在參與經營Facebook粉絲專頁之參考方針。
Recently, many firms using fan pages to help advertising and marketing campaigns increase year by year. The products trafficking through Facebook fan pages become diversified. Vendors propose a variety of marketing strategies to attract the attention of potential consumers. In this study, we use literature survey and expert questionnaire to summarize major considerations and variables of fan-pages marketing and construct their hierarchical relationship among different factors. We explore and conclude a four-key-dimensions AHP model whose dimensions are function value, social value, emotional value and conditional value, respectively. Our research results greatly contribute to the vendors who are interested in fan pages marketing activities.