網路品牌社群中美妝購物之驅動力與價值：品牌社群關係觀點

The Driving Factors and Values of Cosmetics Shopping in Online Brand Community:A Brand Community Relationship Perspective

黃美鈴(Bee-Ling Ng)

指導教授 ： 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2015年)

摘要

利用社群媒體的特性結合獨特的行銷策略，將可成為成功行銷的藍海策略(Williams, 2011)，目前已發展成功的社群網站Facebook深具社交功能，其粉絲專頁除可培養忠誠的粉絲，也可創造銷售績效，被視為是最具前瞻性的行銷工具之一。然而，現有研究雖已能支持品牌社群對顧客忠誠與購買行為的幫助，但這些研究仍未能闡述企業「如何」透過品牌社群經營驅動與影響消費者的行為，因此難以提供企業透過社群行銷有效創造績效的操作指引。再者，McAlexander、Schouten和Koenig(2002)指出以顧客為中心之品牌社群關係將更能有效解釋品牌與消費者間的關係。基於此，本研究以小三美日之品牌社群為例，主要目的在探討：(1)粉絲加入品牌社群之動機，以瞭解粉絲專頁如何影響粉絲加入社群；(2)如何透過品牌社群關係影響與刺激粉絲之購買行動；(3)社群成員參與粉絲專頁之過程所獲得之知覺價值為何？結果發現：1.企業欲激勵消費者加入粉絲專頁對其內外部動機的激勵同樣重要；2.從品牌社群關係驅動購買行為的分析中顯示，行銷人員（小編）與顧客關係影響粉絲購買行動被提及次數最多，其次依序為其他顧客與顧客關係、品牌與顧客關係、產品資訊與顧客關係；3.在參與品牌社群獲取的知覺價值中，社群成員獲得最多的為功能價值、其次為社會價值。最後，本研究根據結論提出實務建議與未來研究方向。

關鍵字

參與動機 ； 知覺價值 ； 品牌社群關係 ； 品牌社群

並列摘要

By using social media as a unique marketing strategy, it will be the successful marketing of blue ocean strategy, and for now the successfully developed social media ‘Facebook’ has its own social tools, such as the fan page to keep close with the fans, by elevating the strategy performance, and also considered to be one of the most proactive marketing tool.
However, existing studies have been able to support and the help of the brand on customer loyalty and purchasing behavior in the community, but these studies are still unable to explain ‘how’ business was driven by brand community and influence the consumer’s behavior. Hence, creating performance made it difficult to offer a business through effective community marketing operating instructions. Furthermore, McAlexander, Schouten and Koenig (2002) noted that customer-centric brand of community relations could explain more effectively the relationships between brands and consumers. Based on this, our research will take ‘Small Three Parity Beauty’ as an example, the prime is to define: (1) Fans joining the brand’s community as motivation, and by understanding how the fan page would affect fans by joining. (2) By figuring how to use the community to affect and drive fans to have more purchasing. (3) What perception do community members gain during the process? Results found:
1. Enterprises want to motivate consumers to join fan page due the importance on the external and internal motivation.
2. From the analysis of the brand communities that motivated the purchasing behavior, the relationship between marketing staff and consumers affect the most in purchasing activities, followed by the relationships are :between consumers and consumers, brand and consumers and information of product and consumer.
3. By gaining perceivable value during participating brand community, community members gain most of the functional value and social values. In conclusion, researches are according to the conclusions made substantive recommendations and future research directions.

並列關鍵字

Participating Motivation ； Perceiving Value ； Brand Communities Relationship ； Brand Community

參考文獻

34. 彭念慈(2012) 。網路口碑與從眾行為對知覺價值與團購意願關係之研究。碩士論文，嶺東科技大學國際企業研究所。

26. 莊道明(1998)。我國學術資訊網路使用及資訊倫理教育之研究。圖書館學刊 。 13， 169 - 197。

11. 張孝銘(2009)。遊客對海域運動觀光吸引力認知、旅遊體驗、知覺價值與行為意向之研究。休閒產業管理學刊。2(3)，31-51。

15. 林聰哲(2008)。中部地區高爾夫球場消費者服務品質、知覺價值、滿意度與行為意向之研究。管理實務與理論研究。2(9)，196-214 。

23. 陳宜棻(2010) 。從展望理論觀點探討網路口碑對消費者購買意願之影響。電子商務學報， 12(3), 527-546。