社群媒體行銷、資訊可信度對顧客滿意度與品牌績效關聯性之研究—以NBA短影音行銷為例

人人都可以成為網紅的世代，自製媒體愈趨盛行的情況下，吸引了廣告商的眼球，除了精準投放、數據分析外，潮流的引領、資金的考量、碎片化的時間更是廣告商需首先考量之因素，因此為達成本效益，廣告商紛紛投入短影音的新媒體經營，在各社群平台Instagram、Tik Tok、Facebook、YouTube等佈局，而消費者接收資訊及自我表達的主要方式帶動了短影音興起的趨勢，企業運用短影音廣告的投放更具說服力，且已成為網路世代必須掌握的數位趨勢。因此，本研究希望藉由娛樂、社交互動、資訊、潮流、專業性、可信賴性、喜愛程度、資訊可信度等動機構面著手，來了解觀看完NBA短影音的消費者對於使用與滿足理論、社群媒體行銷活動、來源可信度及資訊可信度是否能滿足顧客的需求，使顧客產生滿意度從而影響品牌之聲譽、忠誠度、再購意願與推薦，最後投射在企業品牌聲譽及品牌績效上。本研究問卷採用網路問卷，在PTT(批踢踢實業坊)上以非隨機便利抽樣方式發放，以觀看過該品牌短影音者為填答對象(其影片為Under Armour及Nike YouTube官方影片)，研究結果發現不論哪個NBA短影音對於其娛樂、潮流、專業性、資訊可信度、品牌聲譽、忠誠度、再購意願、推薦皆具正向影響，而資訊及社交互動並不顯著，亦發現觀看Under Armour的觀眾認為代言人越具有可信賴信，對於接收到的資訊會越信任；觀看Nike的觀眾對代言人的喜愛程度越高，越信任其短影音之資訊。本研究結果與發現也有助於品牌及短影音平台未來發展的方向及如何增加觀眾的忠誠度、黏著度，並提出對於品牌及代言人有不同的建議、平台精準的行銷投放，並藉此研究擴充過去對於品牌應用短影音行銷研究的不足。

關鍵字

短影音； NBA ；使用與滿足理論；社群媒體行銷；資訊可信度；顧客滿意度；品牌聲譽；品牌績效

並列摘要

In the era when anyone can become the Internet celebrities and self-made media is becoming more and more popular, it is attracting the attention of advertisers. In addition to precise delivery and data analysis, trend leading, funds consideration and fragmented time are the priority factors to be taken into account by the advertisers. Therefore, in order to achieve cost-effectiveness, advertisers are investing in the new media operation of short videos and are deployed on various social platforms, such as Instagram, Tik Tok, Facebook, YouTube, etc. However, the main way of consumers receiving information and express themselves has led to the rise of short video. And companies using short video ads are more convincing and it has become a digital trend that must be mastered in the Internet age.Therefore, this author of this study wishes to start from the aspects of entertainment, social interaction, information, trend, expertise, trustworthiness, likability, information credibility, etc., and hopes to understand whether Uses and Gratification Theory, Social Media Marketing Activities, Source Credibility and Information Credibility can satisfy the needs of the customers who have watched NBA short video with the purpose of increasing customer satisfaction, so as to affect the brand reputation, loyalty, repurchase intention and recommendation. And finally it will be projected on the the brand reputation and brand performance of the company. The questionnaire for this research is in the form of online questionnaire, which was carried out on a non-random and convenient sampling method on PTT (PTT Industry Square), and the respondents are those who have watched the brand short videos such as the videos of Nike, Under Armour, YouTube official). The research results show that no matter which NBA short video has a positive impact on its entertainment, trend, expertise, information credibility, brand reputation, loyalty, repurchase, and recommendation, but information and socialization did not have a significant effect. It was also discovered that the audience watching Under Armour believes that the more trustworthy the spokesperson is, the more trustworthy information they will receive; The more the audiences who have watched the Nike videos like the spokesperson, the more they trusted the information in their short videos. The results and findings of this study also contribute to the future development direction of the brand and short video platform as well as how to increase the loyalty and audience adhesion, and put forward different suggestions for the brand and spokesperson, and accurate marketing launch of the platform. Meanwhile, the author also take this opportunity to expand the past research on brand short video marketing and enrich the shortcomings.

並列關鍵字

Short Video ； NBA ； Uses and Gratification Theory ； Social Media Marketing ； Information Credibility ； Satisfaction ； Brand Reputation ； Brand Performance