口碑行銷之影響變數探討—以台灣文創電影產業為案例

The Influencing Factors of Word of Mouth in Taiwan’s Culture and Creative Movies Industry

鄭志彬(Anton Jaya The)

指導教授 ： 陳澤義

國立臺北大學/商學院/國際企業研究所/碩士(2012年)

摘要

本研究在探討在台灣文創電影產業中，規範、敘述以及促銷是否會透過品牌形象與品牌熟悉度進而影響口碑。本研究使用SPSS及LISREL等軟體來驗證假說以及使用配額抽樣方法並於台北地區收集問卷。本研究的實證結果指出，敘述會顯著地透過品牌形象進而影響口碑。本研究的實證結果也提供台灣文創電影產業去使用規範、敘述以及促銷因素去增強口碑形像。大家可以使用品牌形象和品牌熟悉度的方法來強調口碑因素。因此，台灣文創電影管理者可以藉由本研究的實證結果去發展行銷策略以及讓顧客在行為方面透過口碑產生信任感。

關鍵字

口碑、規範、敘述、促銷、品牌形象、品牌熟悉度、文化創意產業

並列摘要

This research investigates that whether norms, narrative, and sales promotion influence Word of Mouth in
Taiwan’s cultural innovation movies industry through brand image and brand familiarity with the consumers’ involvement in it. This study uses SPSS and LISREL to test the hypothesis and collect questionnaires from
Taipei using quota sampling method. The empirical results from our research indicate that narrative significantly influence Word of Mouth through brand image. In addition, the empirical results in this research offer some information for Taiwan’s cultural innovation movies industry to use norms, narratives, and sales promotion to magnify the influence factors of word of mouth. People can also focus on their brand image and brand familiarity
to greaten their influence of WOM to be spread goodly in society. Note that people can use empirical results from our study to develop their marketing strategy and make their costumers become believing toward one’s brand through WOM strategy.

並列關鍵字

Word of Mouth, norms, narrative, sales promotion, brand image, brand familiarity, cultural innovation industry.

參考文獻

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