- 學位論文
以從眾行為與口碑效果分析雷神巧克力飢餓行銷事件
The Analysis of Thunder Chocolate Hungry Marketing Event on Conformity Behavior and Word-of-Mouth
摘要
近年來，飢餓行銷相當流行，即是廠商運用商品稀少性的一種行銷策略來吸引消費者，在各行各業以各種不同的方式層出不窮，但為何飢餓行銷可行？它如何能夠影響消費者？而飢餓行銷是否會有正負面口碑效果？正是本研究所期望探討的。 本研究特以2014年轟動一時的雷神巧克力飢餓行銷事件作為範例，來探討消費者在此飢餓行銷事件下，其從眾行為與口碑效果之關聯性。本研究運用從眾行為與口碑效果來分析雷神巧克力飢餓行銷事件，經由文獻探討與整理，歸納出從眾行為中的參考他人意見、參與別人活動、搜尋有價值資訊等三個構面以及口碑效果中的顧客忠誠度、顧客滿意度、知覺價值、產品購買率等四個構面來加以探討。採便利抽樣法，樣本對象為便利商店之大眾消費者族群12-35歲學生及上班族，共回收有效問卷566份，採信度分析、皮爾森相關分析、T檢定及迴歸分析探討在雷神巧克力飢餓行銷事件下，消費者之從眾行為對口碑效果之影響。 本研究經研究結果顯示，在雷神巧克力飢餓行銷事件下，消費者之從眾行為對口碑效果有部分顯著影響，飢餓行銷確實會造成負面口碑效果，過度的飢餓行銷所造成的負面口碑效果，會讓消費者對便利商店產生負面評價甚至影響其日後參與便利商店行銷活動的意願。而本研究又以分群迴歸來分析，在性別類別下，從眾行為對口碑效果是否有差異性，經結果發現，在性別類別下，女性之從眾行為對口碑效果較男性來得有顯著影響，整體結果與分群結果上的不同，顯示在此飢餓行銷事件下，性別類別對於從眾行為對口碑效果具有差異性。
並列摘要
In recent years, hunger marketing is very popular, that is, manufacturers use a marketing strategy about commodity scarcity to attract consumers. This strategy is happening in the various walks of life, but why hunger marketing feasible? How can it affect consumers? And does hunger marketing cause positive or negative effects of word of mouth? These are what we expect to see in this study. In this study, we especially use Thunder chocolate hunger marketing event in 2014 as an example to explore the association in conformity behavior and word-of-mouth of consumers in this hunger marketing event. We use conformity behavior and word-of-mouth to analyze Thunder chocolate hunger marketing event, through the literature, we summarize conformity behavior of three factors: “Referencing Views of others”, “Participating Activities of Others” and “Valuable Information Searching”. And also summarize word-of-mouth of four factors: “customer loyalty degree”, “customer satisfaction degree”, “perceived value” and “products buying rate”. Therefore, in this research, adopting convenience sampling method, the sample objects are the mass consumer groups of convenience store: 12-35 year-old students and office workers. As a result, 566 valid questionnaires were collected, adopted reliability analysis, Pearson correlation analysis, T-test method, and regression analysis to explore conformity behavior of consumers affect word-of-mouth in Thunder chocolate hunger marketing event. According to the research result, first, conformity behavior of consumers partially affect word-of-mouth, hunger marketing really causes negative word-of-mouth. Second, Negative word-of-mouth is caused by excessive hunger marketing, consumers will have negative evaluation of the convenience store and even influence their willingness to participate marketing activities of convenience store in future. Third, the research also adopts clustering regression to analysis: In the gender category, is there a difference in conformity behavior affects word-of mouth? The results show that in the gender category, women’s conformity behavior have significant impact on word-of-mouth more than men. Overall results are different from clustering results that show: In the gender category, there really is a difference in conformity behavior affects word-of mouth.