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博碩士論文 etd-0906114-160009 詳細資訊
Title page for etd-0906114-160009
The influence of advertisement style and involvement of bloggers on customers' brand loyalty-case of cosmetic
Year, semester
Number of pages
Yu-Ping Wang
Advisory Committee
Ming-Chu Yu
Date of Exam
Date of Submission
blogger, brand loyalty, cosmetic
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The thesis/dissertation has been browsed 5707 times, has been downloaded 614 times.
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
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
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
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