Title

以感性工程與Kano模型觀點探討社群媒體的體驗行銷策略-以王品旗下舒果 Facebook粉絲專頁為例

Translated Titles

Using Kansei Engineering and Kano Model to Develop Experiential Marketing Strategy for Social Websites Networking

DOI

10.6845/NCHU.2012.01318

Authors

曾啟華

Key Words

感性工程 ; Kano模型 ; 社群媒體行銷 ; 體驗行銷 ; Kansei engineering ; Kano model ; Social media marketing ; Experiential marketing

PublicationName

中興大學科技管理研究所學位論文

Volume or Term/Year and Month of Publication

2012年

Academic Degree Category

碩士

Advisor

王瑞德

Content Language

繁體中文

Chinese Abstract

公司社群網站的價值取決於粉絲專頁的粉絲活躍程度,使用者的關注與分享,將創造出膨大的廣告收益。如何改善現有的粉絲專頁以便從眾粉絲專頁中脫穎而出,為本研究重要課題。 本研究以體驗行銷做為設計元件發展的構念,接著以問卷找出使用者所預期的情緒,進而使設計者了解所需提供的情緒,最後用逐步迴歸將元件與情緒進行關聯連結。而在Kano模型中,則是利用構念所發展出的設計元件,以問卷加以分類,找出使用者的需求分類。利用感性工程與Kano模型的資料,將可協助我們提供一套可能的行銷規劃模式,意即找出了某些重要元件與該元件所需提供的情緒,對使用者的需求為何,以供管理者改善公司社群網站;在舒果粉絲專頁中,結合缺口分析的資料,提供舒果網站改善的順序。 本研究認為感性工程能藉Kano模型,找出符合使用者期待的公司社群網站改善方向;且由於Kano模型中魅力型需求影響了較多的使用者情緒,故在品質的改善上,屬魅力型需求且與使用者期待落差的元件為改善的首要目標。而感性工程與Kano的架構,能協助我們將難以描述的設計元件,加以闡述;提供一套社群媒體行銷的方法。

English Abstract

The value of a corporate social network site is made by the fans activities on its fan pages. Fans following and sharing may create a large number of advertising revenue for the company. How to design and improve the corporate social network site to become the most outstanding fans page are the main research issues of this thesis. The research framework integrates Kansei engineering and Kano model to understand and analyze user experience of corporate social network sites. Five experiential marketing constructs are used as design elements, and then literature review and questionnaire survey are used to find out users’ kanseis. Kano model is used to categorize design elements based on user requirements. Finally, the stepwise linear regression is applied to connect design elements and kansei words. This research is able to identify important design elements and corresponding Kanseis that is able to help companies to improve their social network sites. For the Sufood’s fans page, we offer some suggestions to improve their social network based on the gap analysis between user expectations and perceptions. The results show that the proposed method can help company improve their social network websites. We find that attractive design elements will affect more user kanseis. Therefore, attractive design elements with a higher gap score are the top priority for improvement.

Topic Category 管理學院 > 科技管理研究所
社會科學 > 管理學
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