線上顧客參與行為成效探究

Exploring the Effects of Online Customer Engagement

陳宣佑(Hsuan-Yu Chen)

指導教授 ： 江義平 ； 蔡坤宏

國立臺北大學/商學院/資訊管理研究所/碩士(2013年)

摘要

顧客參與(customer engagement)是顧客所做出非交易的行為表現，舉凡分享資訊、討論產品等都是顧客參與行為表現。隨著網路科技的迅速發展與社群網站服務的普及，行銷人員開始試圖透過網路服務傾聽顧客的聲音，並開始透過社群網站與顧客進行溝通與對話。企業也開始積極在網路上透過多種的管道讓顧客進行參與、討論、分享與協同創造等活動。儘管線上顧客參與行為隨著科技的發展日趨重要，但迄今有關線上顧客參與的研究甚少，且缺乏有系統的理論架構基礎來衡量線上顧客參與行為效果。本研究旨在歸納線上顧客參與的成因、行為與效益等構面，藉以發展出線上顧客參與行為成效之理論模型，並探討不同參與程度、產品類別與正負面體驗等情境線上顧客參與。
本研究依據臺灣上網人口結構，以網路問卷調查方式，共回收1166份有效樣本，透過因素分析、信效度分析與結構方程模式分析等方法，確立了線上顧客參與成因、行為與效益之衡量模式。透過結構方程模式分析，本研究發現：(1)線上顧客參與行為大多是由內隱動機所引發，且行銷誘因對顧客參與之吸引力有限；(2)參與程度提昇會連帶增加顧客參與價值；(3)參與程度越高，越在意媒體豐富度；(4)負面評論影響力較正面評論強；(5)媒體豐富度在經驗品評論的重要性比搜尋品更明顯。最後根據本研究實證結果，提出結論和建議，供未來探討線上顧客參與相關議題之參考依據。

關鍵字

顧客參與 ； 網路行銷 ； 網路消費行為

並列摘要

With the development of technology and the popularity of the internet, channels for corporate marketing started to change into digital media from the traditional media. The way to measure customers’ value was not only from their buying behavior, but also from sharing, distribution or co-creation of online customer engagement. Thus, companies began offering customer to engage via social media in order to enhance customer loyalty, and to create higher customer lifetime value. Although online customer engagement is more important, to date online customer engagement related research still limited, and lacks theoretical framework to measure. Based on literature review, this study summarized the dimensions of customer engagement to develop the conceptual framework, in order to explore the differences of engagement level, product categories and positive/negative experience situation.
This study collected 1,166 valid Taiwanese internet users’ samples through an online survey. Using confirmatory factor analysis, the study enhanced the model for the measurement of customer engagement. Through SEM analysis, this study found that: (1) Most of online customer engagement behaviors are causted by the intrinsic motivation. (2) Highly engagement behavior with highly value. (3) The higher level of engagement, the more important of richness. (4) The influence of negative comment is stronger than postive. (5) The influence is deeper of media richness to comment with experience goods. Based on these findings, discussions and conclusions were also provided for future studies and practices.

並列關鍵字

Customer Engagement ； Internet Marketing ； Online Consumer Behavior

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