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博碩士論文 etd-0906114-160009 詳細資訊
Title page for etd-0906114-160009
論文名稱
Title
部落格對顧客品牌忠誠度之影響-以美妝品為例
The influence of advertisement style and involvement of bloggers on customers' brand loyalty-case of cosmetic
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
78
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-10-06
繳交日期
Date of Submission
2014-10-06
關鍵字
Keywords
部落格、品牌忠誠度、美妝品
blogger, brand loyalty, cosmetic
統計
Statistics
本論文已被瀏覽 5789 次,被下載 615
The thesis/dissertation has been browsed 5789 times, has been downloaded 615 times.
中文摘要
尋找部落格及網路行銷中找出對顧客品牌忠誠度的影響,並已熟知的化妝品產業為例,希望能以消費者多方搜尋探討下,找出最適合自己的產品。本研究的目的如下:
1. 探討部落格特性對品牌形象的影響
2. 探討部落格文章對顧客品牌忠誠度的影響
3. 探討部落格文章對滿意度的影響
本研究結果證實,部落格特性會影響品牌形象,部落格特性中包含了互動分享,時效性、專業性以及部落格名譽。當企業在做網路行銷,尤其是部落格行銷時更要從這幾方面著手。無論是官方的部落格或是請美妝部落格當寫手,這幾點都不可或缺。企業在尋找美妝部落客寫手的時候,其實就跟找代言人一樣,足夠的人氣和穩定性也都在考慮內,所以企業可以自己也發展出一套固定的網路行銷,心得分享的方式,來貼近消費者。
Abstract
Nowadays blogging is a trend that people search for different uses. Blog changed the form of one way communication to two way communication tool, it can provides information to customers while at the same time it can send information to consumers by suppliers. When readers do search or post comment on blog, whether or not they are influenced by brand loyalty. This essay is about the formation of the possible outcomes for brand loyalty through blogging.
Around a decade ago, companies tended to use commercial to promote their products; we can see television commercial, posters and even those advertisements on buses. Consumer used to get new ideas from suppliers by advertisement and any product presentation. Companies also used conference to discuss what customer want and what can they improve in the market, however this way was getting weaker. They have to change the method within the business varietychanging as well. Blog started from ordinary people, it is not focus on technical skills but readers care about the big social network behind blogging. Millions bloggers blogging any field they are interested in, it made blog become a global platform. Recent years, companies started to use blogging to sending messages to consumers which we called “on-line marketing”. This kind of marketing strategy became popular because it is low budget compare to other methods. Readers can receive information quickly. Moreover, due to smart phones’ popularity, we seepeople holding their phones everywhere; it already became part of our life, and people receive new ideas almost 24 hours a day. In this way, companies can approach through consumers’ advises and opinions better. In fact, there are many applications that gather bloggers’ articles then put those in different orders for readers. Readers not only can receive new information but also find it easily in orders. These actions are internet marketing. The purpose of thesis research is analyze how this media became trendy and how do people accept it as a major part of purchasing.
Cosmetics known as makeup are care substances used to enhance the appearance of human body. Generally mixtures of chemical compounds; Recent years people’s need for cosmetic is increasing, so far in Taiwan there are almost 70 billion NT put in cosmetic industry. Not only those famous international brands are making cosmetics even some medical companies are trying to get in this market as well. Since there are variety sources therefore customers no longer have loyalty to brand like before.
目次 Table of Contents
目錄
論文審定書 i
謝詞 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 5
第一節 部落格(blog) 5
第二節 品牌(brand)定義 7
第三節 品牌的作用 8
第四節 品牌權益 8
第五節 品牌忠誠度(Brand Loyalty) 10
第六節 顧客滿意度(Customer satisfaction) 11
第七節 顧客忠誠度(customer loyalty degree) 13
第三章 研究方法 15
第一節 觀念性架構 15
第二節 問卷設計 16
第三節 對象及問卷 17
第四節 資料分析方法 19
第四章 資料分析 20
第一節 問卷回收及樣本資料分析 20
第一項 問卷回收 20
第二項 樣本資料分析 20
第二節 實證研究信度與效度 24
第一項 信度分析 24
第二項 效度分析 25
第三節 研究假說檢定 28
第一項 PLS路徑分析 28
第二項 中介效果分析 31
第三項 變異數分析 32
第五章 結論與建議 56
第一節 假設驗證結果 56
第二節 研究發現 57
第四節研究限制與未來研究方向 60
第六章 參考文獻 62
第一節 中文文獻 62
第二節 英文文獻 62
參考文獻 References
中文文獻
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