社群媒體行銷、參與行為與品牌權益之相關研究‒以健身工廠為例

本研究旨在探討社群媒體行銷功能、社群媒體參與行為與品牌權益之相關研究，並瞭解健身工廠粉絲專頁使用者人口背景變項對於探討變項之間的現況、差異情形，探究變項間的相關情形與其對於品牌權益之預測能力。本研究以有追蹤、按讚健身工廠粉絲專頁使用者為對象，採用立意抽樣於網路發放正式問卷，總計發放556份，剔除無效問卷16份，共計有效問卷為540份，有效率達97%，並以描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析與多元線性迴歸等統計方法進行資料分析。研究結果如下：(ㄧ) 健身工廠粉絲專頁使用者以女性、20-29歲、教育程度為大學 (專)、職業以服務業、多數加入健身工廠粉絲專頁不足三個月、使用Facebook情形以平均一天使用時間為30分鐘至一小時、頻率為每天都會使用、使用目的以瞭解健身工廠相關訊息、瀏覽粉專以15分鐘以內、偶爾分享、留言或評論為主。(二) 健身工廠粉絲專頁使用者對於社群媒體行銷功能、社群媒體參與行為以及品牌權益有良好之感受，並在不同人口背景變項以及網路使用特性中呈顯著差異，顯示使用者擁有不同的感知。(三) 社群媒體行銷功能、社群媒體參與行為與品牌權益各構面之間，均呈現中度以上正相關。依據研究結果，建議負責其粉絲專頁之管理者，應加強發布可與會員非會員產生對話、交流之貼文，增加在社群媒體中之話題性，更進一步為粉絲專頁提升品牌之特性，強化使用者對品牌之感知；建議後續研究可採用質性研究之方式，針對不同類型之健身俱樂部社群媒體經營人員進行訪談，進而根據經營者角度檢視其經營模式與消費者偏好之連結，賦予深度的瞭解與討論，使研究更加完善。

關鍵字

健身俱樂部；社群媒體；品牌權益

並列摘要

The purpose of this research was to explore the relevant research on social media marketing, social media engagement and brand equity, and to understand the demographic background of the users of the Fitness Factory fan page to explore the current status, differences, correlations between the variables and if the varibles predict to the brand equity. This research was aimed at users who have tracked and liked the fan page of the fitness factory. Through purposive sampling The formal questionnaires were distributed online. A total of 556 questionnaires were distributed, and 16 invalid questionnaires were excluded. There were 540 valid questionnaires obtained and achieved a valid return rate about 97%. The data were analyzed by statistical methods such as descriptive statistics, Independent-Sample t Test, One-way ANOVA, Pearson’s Correlation Analysis and Multiple Regression Analysis .The results of the research were as follows: (1) The main users in the fan page of Fitness Factory were female, ranging from 20 to 29, educational level was college and universities, occupation was in the service industry, most of them has joined the fan page of the Fitness Factory for less than three months. Besides, they spend 30 to 60 minutes per day on Facebook averagely and use Facebook every day. Their purpose of use are to understand the relevant information of the Fitness Factory, browsing were only within 15 minutes, and occasional sharing, leaving messages or comments. (2) Fitness Factory fan page users had good feelings about social media marketing, social media engagement and brand equity, and there were significant differences in different demographic background and Internet usage characteristics, showing users Have different perceptions. (3) Social media marketing, social media engagement, and brand equity are all positively correlated at a moderate or higher level. Based on the research results, it was recommended that the managers responsible for their fan pages should strengthen the publication of posts that can have dialogues and exchanges with members and non-members, increase the topicality in social media, and further enhance the brand characteristics for fan pages. To strengthen users’ perception of the brand; This research suggested that follow-up research could adopt qualitative research, interviewing different types of fitness club social media operators, and then examining the connection between their business model and consumer preferences from the perspective of the operators, giving in-depth understanding and discussion, and enabling research more perfect.