本論文主要探討網路行銷媒體溝通應用於臺灣廚櫃產業對顧客關係之影響,以臉書、部落格、及LINE等三項網路行銷媒體溝通為主要研究基準,此外,就不同消費族群及購買動機,調查可否藉由這些網路行銷媒體溝通提升臺灣廚櫃產業的顧客關係及增加購買意願。研究中以問卷調查方式對消費者進行資料蒐集並加以分析,網路問卷總計回收168份,根據研究提出三項假設:1、網路行銷媒體溝通對顧客關係有正向顯著影響。2、不同的網路使用者瀏覽習慣對網路行銷媒體溝通有顯著差異。3、顧客關係會影響購買意願。 透過研究結果得知,基本上三項假設均成立,換言之,臺灣廚櫃產業只要加深與顧客間之關係,會提升顧客購買意願。與顧客間關係可藉由網路行銷媒體本身行銷功能或產品資訊傳遞提升。
This study evaluates the influence of internet marketing media communication on customer relationship in Taiwan’s kitchen cabinet industry, and focuses on Facebook, Blog, and Line communication media. Moreover, from different customer groups and purchasing motivations, this study investigates whether the internet marketing media communications will improve the relationship and increase the purchasing intension in Taiwan’s kitchen cabinet industry. The research statistics are collected from customers by questionnaire investigation. 168 useful questionnaires were collected from internet. According to the research, there are three hypotheses: First, internet marketing media communication will positively affect to customer relationship. Second, the different habit of internet users will affect internet marketing media communication significantly. Third, customer relationship will affect purchasing intension significantly. Through the research results, basically four hypotheses are supported. On the other hand, in Taiwan’s kitchen cabinet industry, the internet marketing media will significantly increase the purchasing intension as long as the customer relationships were improved. The customer relationship could be improved by the marketing function and product information inside internet marketing media.