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題名 社群媒體之內容行銷研究-以快速消費品為例
Research of Content Marketing on Social Media ‐Taking Fast Moving Consumer Goods as an Example
作者 姜俊邑
Chiang, Chun Yi
貢獻者 白佩玉
Pai, Pei Yu
姜俊邑
Chiang, Chun Yi
關鍵詞 社群媒體
內容行銷
產品態度
品牌態度
購買意圖
Social media
Content marketing
Product attitude
Brand attitude
Purchase intention
日期 2015
上傳時間 21-Jul-2016 10:50:36 (UTC+8)
摘要 傳統媒體逐漸式微，原生廣告、內容行銷成為現今企業及行銷人員重視的議題。內容行銷廣告的宗旨在於：如何在廣告資訊供過於求的環境中，讓消費者主動注意到品牌及產品，並藉由提供有趣、好玩的訊息，或是請專家或是專業部落客撰寫實用的資訊，以求與消費者進行對話建立更進一步的關係。因此本研究旨在討論原生廣告的價值，以及原生廣告代言人對消費者產品或是品牌態度影響為何。
本研究針對網路使用者發放網路問卷，問卷發放期間為一個月，共收集有效問卷258份。再透過迴歸分析檢驗研究假設，研究結果歸納如下：
1. 廣告內容訊息的享樂性價值對於產品態度與品牌態度呈現顯著正相關。
2. 廣告代言人的喜好度對於產品態度呈現顯著正相關。
3. 產品態度對購買意圖的影響力大於品牌態度。

根據研究結果，本研究提出具體建議供企業參考，同時也提供未來研究的參考。
As the influence of traditional media declines, content marketing and native advertisement becomes the critical issues which marketers and advertisers focus on. Marketers communicate and build relationships with consumers by means of content marketing. It is essential to enhance consumers’ brand awareness and attitude toward products, by providing interesting contents or by inviting the experts or bloggers to write some-things useful. There is little research on the value of content marketing, the endorsers of native advertisement, and influences on consumer attitudes toward the product and brand. Therefore, this study fulfills the research gap.
The study collects 258 valid online questionnaires. Results and discussions are concluded below:

1. The hedonic value of advertisement message has significant positive influence on both attitude toward product and brand.
2. The attractiveness of the endorser in the advertisement has significant positive influence on attitude toward product.
3. The attitude toward product has more influence on purchase intention than that toward brand does.

This study encourages the development of effective and practical guidelines for content marketing strategies, as well as provides avenues for further research of online marketing.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
103363087
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103363087
資料類型 thesis
dc.contributor.advisor 白佩玉zh_TW
dc.contributor.advisor Pai, Pei Yuen_US
dc.contributor.author (Authors) 姜俊邑zh_TW
dc.contributor.author (Authors) Chiang, Chun Yien_US
dc.creator (作者) 姜俊邑zh_TW
dc.creator (作者) Chiang, Chun Yien_US
dc.date (日期) 2015en_US
dc.date.accessioned 21-Jul-2016 10:50:36 (UTC+8)-
dc.date.available 21-Jul-2016 10:50:36 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2016 10:50:36 (UTC+8)-
dc.identifier (Other Identifiers) G0103363087en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99474-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 103363087zh_TW
dc.description.abstract (摘要) 傳統媒體逐漸式微，原生廣告、內容行銷成為現今企業及行銷人員重視的議題。內容行銷廣告的宗旨在於：如何在廣告資訊供過於求的環境中，讓消費者主動注意到品牌及產品，並藉由提供有趣、好玩的訊息，或是請專家或是專業部落客撰寫實用的資訊，以求與消費者進行對話建立更進一步的關係。因此本研究旨在討論原生廣告的價值，以及原生廣告代言人對消費者產品或是品牌態度影響為何。
本研究針對網路使用者發放網路問卷，問卷發放期間為一個月，共收集有效問卷258份。再透過迴歸分析檢驗研究假設，研究結果歸納如下：
1. 廣告內容訊息的享樂性價值對於產品態度與品牌態度呈現顯著正相關。
2. 廣告代言人的喜好度對於產品態度呈現顯著正相關。
3. 產品態度對購買意圖的影響力大於品牌態度。

根據研究結果，本研究提出具體建議供企業參考，同時也提供未來研究的參考。		zh_TW
dc.description.abstract (摘要) As the influence of traditional media declines, content marketing and native advertisement becomes the critical issues which marketers and advertisers focus on. Marketers communicate and build relationships with consumers by means of content marketing. It is essential to enhance consumers’ brand awareness and attitude toward products, by providing interesting contents or by inviting the experts or bloggers to write some-things useful. There is little research on the value of content marketing, the endorsers of native advertisement, and influences on consumer attitudes toward the product and brand. Therefore, this study fulfills the research gap.
The study collects 258 valid online questionnaires. Results and discussions are concluded below:

1. The hedonic value of advertisement message has significant positive influence on both attitude toward product and brand.
2. The attractiveness of the endorser in the advertisement has significant positive influence on attitude toward product.
3. The attitude toward product has more influence on purchase intention than that toward brand does.

This study encourages the development of effective and practical guidelines for content marketing strategies, as well as provides avenues for further research of online marketing.		en_US
dc.description.tableofcontents 目錄
中文摘要 I
英文摘要 II
謝誌 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍與步驟 8
第二章 文獻探討 10
第一節 社群媒體 10
第二節 內容行銷 13
第三節 快速消費品 20
第四節 內容訊息價值 22
第五節 代言人特質 25
第六節 態度 31
第七節 行為意圖 36
第三章 理論架構與研究方法 38
第一節 研究架構 38
第二節 研究假設 38
第三節 研究設計 45
第四章 資料分析與研究結果 64
第一節 樣本結構 65
第二節 效度與信度分析 66
第三節 研究假設檢定 69
第四節 研究結果討論 77
第五章 結論與建議 82
第一節 研究結論 82
第二節 管理意涵 84
第三節 研究限制與後續研究方向 88
參考文獻 90		zh_TW
dc.format.extent 1546469 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103363087en_US
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) 內容行銷zh_TW
dc.subject (關鍵詞) 產品態度zh_TW
dc.subject (關鍵詞) 品牌態度zh_TW
dc.subject (關鍵詞) 購買意圖zh_TW
dc.subject (關鍵詞) Social mediaen_US
dc.subject (關鍵詞) Content marketingen_US
dc.subject (關鍵詞) Product attitudeen_US
dc.subject (關鍵詞) Brand attitudeen_US
dc.subject (關鍵詞) Purchase intentionen_US
dc.title (題名) 社群媒體之內容行銷研究-以快速消費品為例zh_TW
dc.title (題名) Research of Content Marketing on Social Media ‐Taking Fast Moving Consumer Goods as an Exampleen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、 中文書目
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