政大學術集成


Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/54749


Title: 食譜粉絲團行銷策略之研究-以 Facebook 之 icook 為例
The marketing strategies for a recipe community:An example of iCook on Facebook
Authors: 陳婉姿
Chen, Wan Tzu
Contributors: 祝鳳岡
Chu, Feng Kang
陳婉姿
Chen, Wan Tzu
Keywords: Facebook
粉絲團
食譜
社群
使用動機
資訊來源
服務品質
顧客滿意度
顧客忠誠度
Facebook
Facebook Page
community
recipe
using motivation
information sources
service quality
customer satisfaction
customer loyalty
Date: 2011
Issue Date: 2012-10-30 11:42:31 (UTC+8)
Abstract: 全球第一大社群網站 Facebook,在 2007 年推出的 Facebook 粉絲專頁(Fan Page),是一個公開的介面,集合了娛樂、社交、資訊尋求三項商業行銷功能。根據 Facebook 官方統計,目前共有 118 萬個粉絲專頁,由一百多萬個公司團體開立,更吸引了超過 5 億 3,000 萬人次粉絲。近年來,台灣食譜 Facebook 粉絲團備受關注,本研究將探討網友對 iCook 愛料理粉絲團的使用動機。

其次,本研究目的,在探討 iCook 食譜粉絲團之「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」之意涵。探討人口統計變相對「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」的顯著差異性。檢定「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」具有顯著關係。經由量化分析與質化訪談之相關研究,針對iCook食譜粉絲團提出行銷策略建議。

本研究以 馬斯洛《需求層級理論》,探討 Facebook 粉絲團的閱聽眾使用動機,針對經常瀏覽 iCook 粉絲團的常用使用者為研究對象,本研究利用「問卷調查法」與「深度訪談法」進行研究,兼顧量化及質化兩種研究途徑。透過網路問卷抽樣調查方式,回收有效問卷 506 份,並針對 iCook 愛料理網站創辦人、美食部落客、粉絲團會員重度使用者進行深度訪談。

研究結果顯示, iCook 食譜粉絲團以女性家庭主婦和上班族為主,年齡層以26-45 歲居多,教育程度以大學為最多,居住地區以北部為主。在使用動機、資訊來源及服務品質對於顧客滿意度有顯著正相關;使用動機、資訊來源及服務品質及顧客忠誠度有顯著正相關;顧客滿意度與忠誠度有顯著正相關。

經質化與量化分析,本研究對於 iCook 食譜粉絲團之行銷策略建議如下:
1. 提供豐富多樣的食譜資訊,讓使用者感覺有其價值性
2. 善用社群口碑行銷傳播,以內容取代廣告創造利基
3. 優化服務與開拓異業結盟機會,有助品牌知名度與滿意度
  綜合上述,以鞏固其品牌忠誠度,朝長久經營之路邁進。
Facebook, the biggest social network site in the world, launched the Page service in 2007. It is a public platform including entertainment, social contact and information seeking functions for business and marketing. According to the official statistics from Facebook, there are currently 1.18 million Facebook Pages created by more than 1 million organizations, attracting more than 530 million users. In recent years, the cookbook’s Facebook Pages in Taiwan attract more attention than before therefore the research is going to discuss the motivation of fans using iCook Facebook Page.

Furthermore, the purpose of this study is to explore using motivation, sources, service quality, customer satisfaction and customer loyalty for iCook Facebook Page. To analyze the demographic variables differences on using motivation, information sources, service quality, customer satisfaction, customer loyalty differences. Also to test the relation between using motivation, information sources, service quality, customer satisfaction, customer loyalty. Through quantitative and qualitative research methods, provide marketing strategy recommendation.

The study is based on “Maslow's Hierarchy of Needs Theory” and investigates Facebook Page audiences’ usage motivation. The target research group is the user who visits iCook Facebook Page frequently. In order to give consideration to both quantitative and qualitative approach, this study adopts questionnaire survey and in-depth interviews for research methods. There are 506 effective questionnaires from the Internet survey and conducts the in-depth interviews to iCook founder, Cuisine Bloggers and heavy users.

The result indicates that the users of iCook Facebook Page are mainly female, housewife and office worker by occupations, the age between 26 and 45, education background is college and above, living around the northern Taiwan. The using motivation, information sources and service quality have a significant positive correlation with customer satisfaction, as well as customer loyalty. Therefore the service quality and customer loyalty are positive correlation.

Based on the quantitative and qualitative analysis, this study suggests that iCook Facebook Page should apply more Social Media Marketing strategies and several recommendations as follows:
1. Providing various recipe for readers to let users feel valuable.
2. To leverage the power of Word of Mouth Marketing (WOMM) and to replace the advertisement to content in order to create the niche.
3. Optimizing the web services and features to expand cross-industry strategic alliance opportunities, it helps to promote the brand image and reputation.
Reference: 古明泓(2004)。《探討即時通訊之使用動機、使用行為與滿足之關係》。國立政治大學資訊管理研究所碩士論文。
朱文禎、陳哲賢(2007)。〈探討虛擬社群之知識分享行為:以線上遊戲社群為例〉,《電子商務研究》,第五卷,第一期,春季號:55-80。
李郁菁(2000)。《影響虛擬社群忠誠度產生之因素探討》。國立中山資訊管理研究所論文。
李明仁(2001)。《虛擬社群與網友忠誠度之研究》。台灣科技大學資訊管理系碩士班論文。
李宜安(2010)。《互動電視(IPTV)加值服務之滿意度與忠誠度之關係研究》。國立政治大學傳播學院在職班碩士論文。
何宥緯(2011)。《服務品質、知覺價值與顧客滿意度、顧客忠誠度之關聯性研究-以網路購物品牌Lativ 國民服務為例》。國立政治大學傳播學院在職班碩士論文。
汪亦翔(2000)。《虛擬社群社團版主特質對內容吸引力的影響-以CityFamily網路同學會為例》。中山大學企業管理學系研究所碩士論文。
沈吉育(1997)。《全球資訊網上的多人情境學習遊戲》。國立中央大學資訊工程研究所碩士論文。
邱皓政(2007)。《量化研究與統計分析-SPSS中文視窗版分析範例解析》。台北:五南。
吳富傑(2010)。《企業利用FACEBOOK平台經營粉絲專頁社群之研究》。國立政治大學科技管理研究所碩士論文。
吳萬益(2011)。《企業研究方法》。台北:華泰文化。
郭珍利(1998)。《電視台網站使用動機與行為之研究》。國立中山大學傳播管理研究所碩士論文。
徐采縈(2010)。《知覺價值、品牌形象與顧客滿意度、忠誠度之相關研究-以台灣區SanDisk記憶卡產品為例》。國立政治大學傳播學院在職班碩士論文。
莊克仁(1988)。《傳播科技學理》,台北:正中。(原書:E. M. Rogers[1986〕.)。
陳心怡(2009)。《求職網站使用動機、服務品質與滿意度之關係硏究》。國立政治大學管理碩士論文。
許敦傑(2009)。《由購買動機、品牌形象探討顧客滿意度與顧客忠誠度關係-以日本UMPC品牌KJS為例》。國立政治大學經營管理碩士論文。
許慈雅(2010)。《社交網站與組織內人際網路之關聯性研究,以Facebook為例》。國立政治大學傳播學院碩士在職專班碩士論文。
黃郁珮(2010)。《圖文創作部落格使用動機、使用行為、滿意度與忠誠度之研究》。國立政治大學傳播學院在職班碩士論文。
溫石松(2002)。《顧客價值與網路忠誠度之關係》。國立中興大學企業管理學系碩士班論文。
創市際(2011年4月)。<網友使用社群網站時間較入口網站高出2小時>,《創市際電子報》。上網日期:2011年12月3日,取自:
http://www.insightxplorer.com/news/news_04_20_11.html
楊世瑩(2009)。即學即用 SPSS 統計分析。台北:碁峯資訊。
董彥欣(2010)。《探討影響使用facebook粉絲專頁意圖之因素及其對品牌形象、購買意願之影響:以KKBOX為例》。國立中正大學電訊傳播研究所碩士論文。
趙荻媛、楊欣霖(2011年10月)。<FACEBOOK 粉絲團百強出列>。《數位時代》,209期 : 134-138。
陳人和(2011年12月)。<食譜分享社群網站 iCook 愛料理>,《數位時代》。上網日期:2012年1月22日,取自:
http://www.bnext.com.tw/article/view/cid/157/id/21532
鄭緯筌(2010年7月)。<虛擬大國誕生,第三波淘金潮在FACEBOOK>,《數位時代》。上網日期:2012年1月22日,取自:http://www.bnext.com.tw/focus/view/cid/103/id/15342
蕭銘鈞(1998)。《台灣大學生網路使用行為、使用動機、滿足程度與網路成癮現象之初探》。國立交通大學傳播研究所碩士論文。
蘇芬媛(1996)。《網路虛擬社區的形成:MUD 之初探研究》。國立交通大學傳播研究所碩士論文。
謝旭州(2008)。《社會統計與資料分析》。台北:威士曼文化。
羅之盈(2010年1月)。<2010年FACEBOOK粉絲專頁熱門榜,50強現身>,《數位時代》。上網日期:2012年1月22日,取自:http://www.bnext.com.tw/article/view/cid/130/id/13458
Jasmine Hsu (2011年10月)。<日本三分之一家庭主婦愛用的食譜社群網站:Cookpad>,《INSIDE》。上網日期:2012年3月2日,取自: http://www.inside.com.tw/2011/07/27/
Iris Chung (2012)。<你不知道的 iCook:那些在高流量背後的故事>。《科技報橘》。上網日期:2012年5月15日,取自:http://techorange.com/2012/05/14/icook/
Armstrong & John Hagel III. (1996) .The real value of online communities. Harvard
Business Review, May-June.
Assael,H. (1998). Consumer Behavior and Marketing Action (6th). In South-Western College Publishing.
Anderson, E. W. & Sullivan, M. W. (1993). The antecedents and consequences
of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
Bhote, R. K. (1996). Beyond Customer Satisfaction to Customer Loyalty-The Key to Greater Profitability. American Management Association, New York, p.31.
Britt, S. H.(1950). The Strategy of Consumer Motivation. Journal of Marketing, 14(5),666-674.
Blackwell, D. R., P. W. Miniard and J. F. Engel. (2001). Consumer Behavior
(9th ed.). Harcourt, Inc.
Brown, G.H. Brand loyalty-fact or fiction?. Advertising Age, 23, June 19, 1952, 53-55.
Butcher, K., Sparks B., and O’Callaghan F. (2001). Evaluative and relational influences on service loyalty. International Journal of Service Industry Management, Vol. 12, No. 4, 310-327.
Cardozo, R.N. (1965). An experriment study of consumer effort, expectation and statisfaction. Journal of Marketing Research, Vol. 2, 244-249.
Czepiel, J. A., Rosenberg, L. J., & Akerele, A. (1974). Perspectives on consumer satisfaction. In AMA educators’ proceedings. Chicago: American Marketing Association.
Engel, J. F., D. T. Kollat and R. D. Blackwell. (1973). Consumer Behavior( 2nd). Rinehart and Winston, Inc, 247-265.
Engel, J. F., Blackwell, R. D and Miniard, P. W. (1990). Consumer Behavior (6th ed. ). The Dryden Press, a division of Holt, Rinehart and Winston, Inc.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56, 1, 6-21.
Griffen, J. (1997). Customer Loyalty: How to Earn It, How to Keep It. Lexington Book, New York.
Gillespie., A.. Krishan, M., Oliver, C., Olsen, K. & Thiel, M. (1999). Online Behavior Stickiness.
Grewal, D., Iyer, G.R., Levy, M. (2004). Internet retailing: enablers,limiters and market consequences. Journal of Business Research,57 p 703-713.
Grønholdt, L., Martensen A., & Kristensen K. (1999).Measuring the impact ofbuying behaviour on customer satisfaction. Total Quality Management, Vol.10, No.4, 602-614.
Grønholdt, L., Martensen A., & Kristensen K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11(4/5/6), 509-514.
Jacoby, J. & Kyner D.B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, Vol. 10, No. 1, 1-9.
Jones, T. O. and Sasser Jr. W. E. (1995). Why satisfied customer defect. Harvard Business Review, 73(6), 88-91.
Kotler, P. and Gary Armstrong (1999). Principles of Marketing(7th edition).Prentice-Hall.
Kotler, P. (1997). Marketing management-analysis, planning, implementation and control (9th ed.). Englewood Cliffs. New Jersey: Prentice-Hall.
Kotler, P. (2003). Marketing Management (11th ed.). Prentice-Hall Inc., Upper Saddle River, NJ.
Lee, M. K. O., A. (1999). Comprehensive Model of Internet Consumer Satisfaction. unpublished working paper, City University of Hong Kong.
Maslow, A. H. (1943). A Theory of Human Motivation. Psychological Review, 50(3), pp.370-396.
Maslow, A. H. (1954). Motivation and Personality. Harper and Row, New York.
Maslow, A. H.(1987). Motivation and Personality (3th ed.). Harper Collins,New York.
McGuire, W. J. (1976). Some Internal Psychological Factors Influencing Consumer Choice, Journal of Consumer Research, 2, pp.302-319.
Murray, H. A. (1938). Explorations Personality. New York:Oxford University Press.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 4, 460-469.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L., &quot;. (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service
Quality: Implications for Further Research&quot;. Journal of
Marketing, (58), Jan, p. 111-124.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1985). A conceptual model of service quality and its implication for future research. Journal of Marketing,49,41-50
Reichheld, Frederick F. & Schefter P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, July-August, 105-113.
Reichheld, F.F. & Sasser W.E. (1990). Zero defections quality comes to services. Harvard Business Review, Vol. 68, 105-111.
Szymanski, D. M., & Henard, D. H. (2001) .Customer Satisfaction: A Meta-Analysis of the Empirical Evidence. Journal of the Academy of Marketing Science, 29(1), p 16-35.
Schiffman, L. G.. and L. L. Kanuk. (2000). Consumer Behavior(7th ed.). Prentice Hall, Inc.
Wolfinbarger, M. & Gilly, M.C. (2003). eTailQ: Dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198.
Yoo. B & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Zeithaml, V. A., Parasuraman A. and Malhotra A. (2000). e-service quality: Definition, dimensions and conceptual model. Working Paper. Marketing Science Institute, Cambridge, MA.
Zeithaml, V.A., Parasuraman, A. and Malhotra A. (2002). Service
Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge. Academy of Marketing Science, 30(4), p362-375.
Zeithaml, V. A., Parasuraman A. & Malhotra A. (2005). E-S-QUAL: A multiple -item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
Description: 碩士
國立政治大學
傳播學院碩士在職專班
97941004
100
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097941003
Data Type: thesis
Appears in Collections:[EMA Program in Communication] Theses

Files in This Item:

There are no files associated with this item.



All items in 學術集成 are protected by copyright, with all rights reserved.


社群 sharing