套用SOR理論探討社群粉絲專頁的病毒式行銷

Applying SOR Theory to Explore Viral　Marketing of Fan Pages on Social Media

陳冠茹(Guan-Ru Chen)

指導教授 ： 李家瑩

共同指導教授 ： 黃彥智

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2020年)

摘要

在網路蓬勃的世代，人們利用網路平台來分享資訊、創作和交流，並以多種不同方式來呈現，包括：文字、圖像和影音。在此趨勢下，眾多業者在社群上建立起自己品牌形象的粉絲專頁和官方帳號，雖然早期的病毒式行銷以電子郵件方式開始，但近年來許多業者透過社群媒體進行病毒式行銷，然而過去研究並未有相關研究探討社群的粉絲專頁對於病毒式行銷影響，因此，本研究以人們使用廣泛的社群媒體Facebook和Instagram為研究目標，並以SMCR(Sender-Message-Channel-Receiver)溝通理論和SOR理論(Stimulus-Organism-Response Theory)為架構基礎，從品牌社媒(可信度和病毒活動)、訊息內容(樂趣和想像力)、個人(品牌偏好)及社群管道(合適性和網路外部性)四個外部環境刺激因素，探討病毒行銷對於消費者內部情感感染的影響，以及其如何進而影響消費者的分享意圖。

本研究的調查對象為曾經分享粉絲專頁或官方帳號的消費者，共收回452份有效問卷。之後並以Smart PLS進行分析，研究結果顯示：(1)可信度對於分享意圖有正向顯著的影響；(2)病毒活動、樂趣、想像力、品牌偏好對於情緒感染有正向顯著的影響；(3)情緒感染對於分享意圖有正向顯著的影響；(4)合適性、網路外部性對於分享意圖有正向顯著的影響。最後，依據研究結果提出相應的建議與實務意涵。

關鍵字

SOR理論 ； 社群媒體 ； 病毒式行銷 ； 粉絲專頁 ； 分享意圖

並列摘要

In the era of rapidly growing internet, people use internet platforms to share, create and communicate information, which is presented in different ways, including text, images and video. Following this trend, many companies establish their own fan pages and official account on the community. Although years ago, viral marketing started with email, in recent years many companies have conducted viral marketing through community websites. However, to the best of my knowledge, there seems to be no research examining the influence of community fan pages on viral marketing. Therefore, this study focuses on Facebook and Instagram, two extensively used social platforms, and uses the SMCR (Sender, Message, Channel, Receiver) communication theory and the SOR Theory (Stimulus-Organism-Response Theory) as the theoretical foundation.
Specifically, this research identifies the brand (source credibility and viral activity), message content (fun and imagination), personal (brand preference) and community channels (fit and network externalities) as four components of external environment stimuli to explore how viral marketing evokes consumers’ internal emotions, and in turn affects their sharing intentions.
The data were collected via a questionnaire survey of people who have shared fan pages or official accounts. Overall, 452 valid questionnaires were gathered, and the data were analyzed with Smart PLS. The results showed that: (1) source credibility has a positive effect on share intention, (2) viral activity, fun, imagination, and brand preference has positive effects on emotional contagion, (3) emotional contagion has a positive effect on share intention, (4) fit and network externalities have a positive effect on share intention. Based on these results, theoretical and practical implications are suggested.

並列關鍵字

Stimulus-Organism-Response Theory ； Social Media ； Viral Marketing ； Fan Pages ； Share Intention

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