微部落格行銷之研究

RESEARCH ON MICRO-BLOG MARKETING

許建隆(Chien-Lung Hsu)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/博士(2011年)

摘要

在Web 2.0時代，無遠弗屆的網路特性使得微部落格快速興起而成為個人與社群記錄生活、經驗分享或搜尋資訊的最新選擇。微部落格所帶來的社群傳播效益對企業的網路行銷宣傳帶來了新的契機，同時也創造了新的商業模式。又現今的商業環境，已轉變為顧客導向，了解顧客，懂得顧客想要什麼，以及透過客製化的服務來滿足顧客的需求是企業必備的競爭力。隨著新科技發展，企業開始透過資訊系統建立與顧客的關係，利用當顧客在網際網路展開探索的過程，讓其能得到更多商品的資訊，並能即時得到顧客的回應，才能建立長遠的交易關係。又越來越多的企業以建立形象，來維持和吸引顧客，故企業的專業和服務形象的營造，有一定的重要性。因此，本研究結合資訊系統及行銷理論，根據關係行銷觀點，探討企業運用微部落格行銷建立與顧客關係以達顧客保留之效果，更加以探討顧客使用企業微部落內、外在動機及微部落格系統之變數，透過網路問卷調查，共回收1154份有效問卷進行分析，應用部分最小平方軟體 Visual PLS 1.04及SPSS 12.0 進行信度、效度、交叉負荷量及項目分析並利用Visual PLS 1.04進行結構方程模型分析以驗證模型假設。

　　研究結果顯示，微部落格特性因子：資訊可獲性及社群適應性皆對使用者的內在動機和外在動機有顯著正向的影響。外在動機因子：知覺有用性及知覺易用性對使用者的顧客滿意度及企業形象有顯著正向影響。內在動機因子：專注程度、好奇程度及愉悅程度對使用者的顧客滿意度及企業形象有顯著正向影響。顧客滿意度對顧客信任、顧客承諾及社群意識有顯著正向影響，雖對顧客保留無顯著影響，但會透過顧客信任及社群意識產生中介效果。企業形象對顧客信任、顧客承諾及社群意識有顯著正向影響，雖對顧客保留無顯著影響，但會透過顧客信任、顧客承諾及社群意識產生中介效果。顧客信任對顧客承諾、社群意識及顧客保留有顯著正向影響。顧客承諾對顧客保留有顯著正向影響。社群意識對顧客保留有顯著正向影響。

關鍵字

微部落格 ； 關係行銷 ； 企業形象 ； 社群意識 ； 顧客滿意度 ； 顧客承諾 ； 顧客信任 ； 顧客保留

並列摘要

In the Web 2.0 era, far-reaching network characteristics make the micro-blog become a record of personal and community life, experience-sharing options, or the latest search information. The community communication advantage of micro-blog has created a new opportunity of marketing and also set up a new business model. Moreover, business environment has changed for the customer orientation, to understand customers and provides customization service for every customer is really important for company. Within the technology development, the corporations begin to build up the relations between customers through the information system. When customers searching on the internet, the corporations not only can provide the product information, but also get more response from customers and have a long term relationship with them. Besides, more and more corporations build up their corporate image by information system to maintain and attract customers. Thus, this research combines information system and marketing theory. Based on relationship marketing view, this research investigates on micro-blog marketing to discuss the relationship between corporate micro-blog and customer retention. Also, the research explores the impact of system factors and motivation factors of micro-blog. Visual PLS 1.04 and SPSS 12.0 are used to analyze the validity of study, including Cronbach’s alpha, cross factor loading and items analysis. Structural equation modeling is conducted by Visual PLS 1.04 to test the hypothesis of the study.

　　The result indicated that the system factors of micro-blog, information accessibility and community adaptivity have significant positive impact on extrinsic and intrinsic motivation of corporate micro-blog. The extrinsic motivation, perceived usefulness and perceived ease of use have significant positive impact on customer satisfaction and corporate image. The intrinsic motivation, concentration, curiosity and enjoyment have significant positive impact on customer satisfaction and corporate image. Customer satisfaction has significant positive impact on customer commitment, customer trust and sense of community. Customer satisfaction has no significant impact on customer retention but the relationship is mediated by customer trust and sense of community. Customer satisfaction has significant positive impact on customer commitment, customer trust and sense of community. Corporate image has positive significant impact on customer commitment, customer trust and sense of community. Corporate image has no significant impact on customer retention but the relationship is mediated by customer commitment, customer trust and sense of community. Customer trust has significant positive impact on customer commitment, sense of community and customer retention. Customer commitment has significant positive impact on customer retention. Sense of community has significant positive impact on customer retention.

並列關鍵字

Micro-blog ； Relationship marketing ； Corporate image ； Sense of community ； Customer satisfaction ； Customer commitment ； Customer trust ； Customer retention

參考文獻

Aaker, D. A. & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.

Aaker, J. L. (2000). Accessibility or diagnosticity? Disentangling the influence of culture on persuasion processes and attitudes. Journal of Consumer Research, 26(4), 340-357.

Adams, J. S. (1963).Toward an understanding of inequity. Journal of Abnormal and Social Psychology, 67(5), 422-436.

Alderfer, C. P. (1969). An empirical test of a new theory of human needs. Organizational Behavior and Human Performance, 4(2), 142-175.

Amabile, T. M. (1994). The work preference inventory: assessing intrinsic and extrinsic motivational orientations. Journal of Personality and Social Psychology, 66(5), 950-967.