以社群媒體設計婚紗攝影行銷系統使用者互動之評估

Designing the Social Media Fan Page of the Wedding Photography Company and Improving its Usability

李政諺(Cheng-Yen Li)

指導教授 ： 陳弘明

國立臺中科技大學/資訊與流通學院/資訊工程系碩士班/碩士(2016年)

摘要

台灣婚紗市場面臨消費者需求持續降低的問題，婚紗經營業者主要行銷方式仍以舉辦展覽的方式，打著週年慶優惠促銷的行銷方式來吸引撿便宜的消費者。這種方式反而讓婚紗經營業利潤空間受到壓迫。真正能讓消費者心動的，主要除了婚紗禮服之外就是攝影風格。攝影風格是婚紗經營最主要賣點之一，但消費者與婚紗經營者之間的想.法不同，且市場競爭激烈，在這消費者意識抬頭的年代，透過資訊快速的傳遞，可利用社群媒體粉絲頁的設計與經營來透過消費者找到對於婚紗照所想要的婚紗攝影師的攝影風格，來進行正向的行銷進一步達到購買其婚紗服務的目的。本研究利用社群媒體設計婚紗攝影行銷系統為平臺，進行實驗評估觀察及修正，用SUS系統易用性量表，經過兩次測試以及觀察評估與修正改善，可以從SUS使用性問卷比較兩次的結果，發現受測者在臉書粉絲專頁上有良好的互動反應。而QUIS滿意度問卷的五個面向上也都有顯著的正向數據，同時受測的消費者也認為對於臉書粉絲專頁的介面非常的喜歡。如此讓消費者自己選擇想要的婚紗攝影風格，成為婚紗攝影者的忠實粉絲。

關鍵字

社群媒體 ； 婚紗攝影 ； 行銷系統

並列摘要

The Wedding Industry in Taiwan faces the problem that customers’ demands keep decreasing. Nowadays, one of the main marketing strategies for wedding operators is to hold exhibition by advertising anniversary promotion in a lower price to attract customers. However, using these methods normally compress the profit margin of wedding business. Furthermore, apart from the design of wedding dress itself, what can really capture customers’ attention is photography style.
Photography style is the hottest selling point for wedding operation. However, under the tense completion in wedding dress market, the high rise of customers’ awareness even as well as the conflict thoughts between customers and wedding operators for what define as beauty can all be untangled by running a social media fan page. It can be used to display a range of photography styles so as to help customer finding their ideal looks, and set as the function of purchase incentives as well.
This study designs wedding photography system as a platform to do the experiment by using System Usability Scale (SUS) to estimate and modify. After these two tests, we find out that subjects have positive interaction on Facebook fan page.
What’s more, the five aspects of satisfaction questionnaires designed by QUIS get all positive feedback in the result and customers who under tests are extremely satisfied with the interface on Facebook fan page. Therefore, by using this method, customers can easily choose their perfect wedding style and become a devoted fan of that specific wedding photographer.

並列關鍵字

social media fan page ； wedding photography ； marketing

參考文獻

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