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題名 金融業社群媒體行銷策略之探討—以永豐銀行LINE官方帳號為例
Social Media Marketing in Financial Industry: A Case Study of the LINE Official Account for Bank Sinopac
作者 韋霖謙
Wei, Lin-Chien
貢獻者 陳冠儒
Chen, Kuan-Ju
韋霖謙
Wei, Lin-Chien
關鍵詞 LINE官方帳號
使用與滿足理論
廣告內容認知
資訊內容品質
LINE official account
Uses and gratifications Theory
Perception of advertising Content
Content quality
日期 2022
上傳時間 10-二月-2022 13:22:49 (UTC+8)
摘要 台灣民眾網路使用密度之高，行動上網使用率更達98.9%，且全台人口共有95.6%透過網路使用通訊服務，並有83%為社群媒體使用者。在所有類別App中，LINE的下載次數及活躍用戶數皆高居第一名；其龐大的用戶數利基為LINE帶來可觀的潛在商機，而LINE也開始提供社群商務服務，LINE官方帳號即是其一解決方案。在台灣LINE官方帳號數已逾200萬、年成長率近20%下，企業端要如何在該紅海中經營和管理與消費者間的客戶關係，已成為一門學問之道。
     
     因此，本研究以使用與滿足理論作為主要理論框架，探討LINE用戶主動加入並使用LINE官方帳號之動機與目的、影響消費者接收行動廣告內容時認知之因素；以期歸納出讓消費者持續使用LINE官方帳號，並降低封鎖率的主要原因。此外，有鑑於在台灣有近六成的官方帳號使用者都有使用金融業官方帳號的習慣，為所有類別之首，故本研究後續進一步以「永豐銀行LINE官方帳號」為個案研究對象，探討金融業者如何善用LINE 官方帳號提供之各項行銷功能來優化行動廣告內容，與社群客戶互動，並分析其社群媒體經營策略。
     
     本研究的主要貢獻在於，藉由探討及分析消費者使用社群媒體之行銷偏好、永豐銀行操作LINE 官方帳號之經營策略，提供各行各業LINE官方帳號經營者未來在規劃企業社群商業服務、擬定社群行銷策略時之參考建議；以期強化社群行銷效益，並提升顧客與企業之間的關係品質及品牌態度。
Internet is in frequent use by most of Taiwanese people among which the usage rate via mobile devices is as high as 98.9%. Apart from this, 95.6% of the population in Taiwan use online communication services and 83% are social media users. In all app categories, LINE ranks the first in terms of number of downloads and active users. The great number of users brings considerable business opportunities in that LINE has begun to provide business services to leverage online communities. The LINE official account is one of the typical solutions for businesses all shapes and sizes. Yet, with more than 2 million official line accounts in Taiwan and an annual growth rate of nearly 20%, the ways in which businesses stand out from the competition and manage LINE official accounts effectively have become the most critical marketing issue.
     
     Hence, this research adopts the Uses and Gratifications theory as the theoretical framework to explore consumers’ motivation of joining and using the LINE official account, as well as the factors influencing consumers’ perception of mobile advertising content. Moreover, this research aims to discover the key factors determine LINE users to continue to use LINE official accounts and decrease the blocking rate. In addition, in view of the fact that nearly 60% of LINE official account users in Taiwan are provided by the financial industry, which ranks the first among all app categories, the research further selects “the Bank Sinopac LINE official account” as the target for a case study analysis. The purpose is to observe how the financial industry make good use of various marketing tools provided by the LINE official account to optimize mobile advertising content and interact with customers via an online community. The contributions of this research are to provide suggestions for enterprises in various industries when they plan community business services online and design social media marketing strategies with an attempt to improve relationship quality between customers and enterprises.
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     李慶章、余心馨 (2007)。多媒體行動廣告之研究。第十八屆國際資訊管理學術研討會論文集。
     柯秀佳、劉泯彤、詹忠諺（2014）。從使用與滿足理論探索影響臉書使用者持續使用地標打卡之意圖的因素。International Journal of Advanced Information Technologies (IJAIT), Vol.8, No.2。
     許家榮 (2021)。行動廣告內容、認知負荷對用戶沉浸體驗與忠誠度之影響—以 LINE 官方帳號為例。國立高雄大學資訊管理學系碩士班。
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     陳建文、吳紹榮、余姵歆、袁綾（2015）。Facebook粉絲專頁對網路持續使用行為意圖之影響：以使用與滿足理論與社會影響觀點。朝陽商管評論，第十四卷，特刊，19-38。
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     中文網路資料
     LINE官方 (2018)。LINE公開2019年商務溝通三大趨勢。2018/11。取自https://linecorp.com/zh-hant/pr/news/zh-hant/2018/2466
     彭杏珠 (2018)。LINE是好友還是敵人？。遠見。2018/06。取自https://www.gvm.com.tw/article/44822
     LINE官方 (2019)。精準溝通再進化！LINE開放新功能強化個別化行銷。2019/10。取自https://tw.linebiz.com/news/20191023/
     LINE官方 (2020)。LINE CONVERGE 2020年度記者會-全新發佈十五大亮點。2020/07。取自https://tw.linebiz.com/news/20200713-01
     LINE官方 (2021)。經典案例：和成功的 LINE 官方帳號經營者學習經營之道。2021/07。取自https://tw.linebiz.com/column/successful-case-manage/
     LINE官方 (2021)。LINE Account Connect 2021 Q3官方帳號。2021/07。取自https://tw.linebiz.com/download/line-official-account
     LINE官方 (2021)。LINE Biz-Solutions。2021/07。取自https://tw.linebiz.com/
     LINE官方 (2021)。2021 LINE CONVERGE行銷年會-TO THE NEXT BIZ。2021/11。取自https://linecorp.com/zh-hant/pr/news/zh-hant/2021/4000
     尼爾森媒體大調查 (2018)。2018 LINE使用行為調查。2019。取自https://linecorp.com/zh-hant/pr/news/zh-hant/2018/2466
     尼爾森媒體大調查 (2019)。2019 LINE使用行為調查。2020。取自https://linecorp.com/zh-hant/pr/news/zh-hant/2019/2956
     國家通訊傳播委員會 (2021)。2021年第2季行動通訊市場統計資訊。國家通訊傳播委員會官方網站。2021/07。https://www.ncc.gov.tw/chinese/files/21093/3773_46676_210930_1.pdf
     財團法人台灣網路資訊中心 (2020)。2020年台灣網路報告。財團法人台灣網路資訊中心官方網站。2020/10。取自 https://www.twnic.tw/doc/twrp/202012e.pdf
     鉅亨網新聞中心 (2013)。NHN 掌門人李海珍：Line 會成為全球贏家麼？。鉅亨網。2013 / 04。取自https://news.cnyes.com/news/id/1418851
     邱品蓉 (2020)。福島核災中成聯繫橋樑、台灣滲透率高達 9 成！LINE 如何靠可愛 貼圖攻佔捲全亞洲？。數位時代。2020 / 12。取自 https://www.bnext.com.tw/article/60696/line-naver
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     英文網路資料
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     Internet World Stats (2021). Internet 2021 Usage in Asia: Internet Users, Facebook Subscribers & Population Statistics for 35 countries and regions in Asia. Retrieved from https://www.internetworldstats.com/stats3.htm
     We Are Social (2021). DIGITAL 2021: TAIWAN. Retrieved from https://datareportal.com/reports/digital-2021-taiwan
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363027
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363027
資料類型 thesis
dc.contributor.advisor 陳冠儒zh_TW
dc.contributor.advisor Chen, Kuan-Juen_US
dc.contributor.author (作者) 韋霖謙zh_TW
dc.contributor.author (作者) Wei, Lin-Chienen_US
dc.creator (作者) 韋霖謙zh_TW
dc.creator (作者) Wei, Lin-Chienen_US
dc.date (日期) 2022en_US
dc.date.accessioned 10-二月-2022 13:22:49 (UTC+8)-
dc.date.available 10-二月-2022 13:22:49 (UTC+8)-
dc.date.issued (上傳時間) 10-二月-2022 13:22:49 (UTC+8)-
dc.identifier (其他 識別碼) G0108363027en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139005-
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) 108363027zh_TW
dc.description.abstract (摘要) 台灣民眾網路使用密度之高，行動上網使用率更達98.9%，且全台人口共有95.6%透過網路使用通訊服務，並有83%為社群媒體使用者。在所有類別App中，LINE的下載次數及活躍用戶數皆高居第一名；其龐大的用戶數利基為LINE帶來可觀的潛在商機，而LINE也開始提供社群商務服務，LINE官方帳號即是其一解決方案。在台灣LINE官方帳號數已逾200萬、年成長率近20%下，企業端要如何在該紅海中經營和管理與消費者間的客戶關係，已成為一門學問之道。
     
     因此，本研究以使用與滿足理論作為主要理論框架，探討LINE用戶主動加入並使用LINE官方帳號之動機與目的、影響消費者接收行動廣告內容時認知之因素；以期歸納出讓消費者持續使用LINE官方帳號，並降低封鎖率的主要原因。此外，有鑑於在台灣有近六成的官方帳號使用者都有使用金融業官方帳號的習慣，為所有類別之首，故本研究後續進一步以「永豐銀行LINE官方帳號」為個案研究對象，探討金融業者如何善用LINE 官方帳號提供之各項行銷功能來優化行動廣告內容，與社群客戶互動，並分析其社群媒體經營策略。
     
     本研究的主要貢獻在於，藉由探討及分析消費者使用社群媒體之行銷偏好、永豐銀行操作LINE 官方帳號之經營策略，提供各行各業LINE官方帳號經營者未來在規劃企業社群商業服務、擬定社群行銷策略時之參考建議；以期強化社群行銷效益，並提升顧客與企業之間的關係品質及品牌態度。		zh_TW
dc.description.abstract (摘要) Internet is in frequent use by most of Taiwanese people among which the usage rate via mobile devices is as high as 98.9%. Apart from this, 95.6% of the population in Taiwan use online communication services and 83% are social media users. In all app categories, LINE ranks the first in terms of number of downloads and active users. The great number of users brings considerable business opportunities in that LINE has begun to provide business services to leverage online communities. The LINE official account is one of the typical solutions for businesses all shapes and sizes. Yet, with more than 2 million official line accounts in Taiwan and an annual growth rate of nearly 20%, the ways in which businesses stand out from the competition and manage LINE official accounts effectively have become the most critical marketing issue.
     
     Hence, this research adopts the Uses and Gratifications theory as the theoretical framework to explore consumers’ motivation of joining and using the LINE official account, as well as the factors influencing consumers’ perception of mobile advertising content. Moreover, this research aims to discover the key factors determine LINE users to continue to use LINE official accounts and decrease the blocking rate. In addition, in view of the fact that nearly 60% of LINE official account users in Taiwan are provided by the financial industry, which ranks the first among all app categories, the research further selects “the Bank Sinopac LINE official account” as the target for a case study analysis. The purpose is to observe how the financial industry make good use of various marketing tools provided by the LINE official account to optimize mobile advertising content and interact with customers via an online community. The contributions of this research are to provide suggestions for enterprises in various industries when they plan community business services online and design social media marketing strategies with an attempt to improve relationship quality between customers and enterprises.		en_US
dc.description.tableofcontents 中文摘要 I
     英文摘要 II
     目錄 IV
     表目錄 V
     圖目錄 VI
     壹、 緒論 1
     第一節、研究背景與動機 1
     第二節、研究目的 7
     第三節、研究流程 9
     第二章、 文獻探討 10
     第一節、LINE簡介 10
     第二節、使用與滿足理論 20
     第三節、行動廣告 22
     第四節、廣告內容認知及資訊內容品質 24
     第三章、 研究方法 31
     第四章、 「永豐銀行LINE官方帳號」個案研究 33
     第一節、 永豐銀行LINE官方帳號之功能應用分析 33
     第二節、 永豐銀行LINE官方帳號之行銷策略分析 51
     第五章、結論與建議 67
     第一節、研究結果與討論 67
     第二節、研究貢獻 70
     第三節、研究限制與未來建議 73
     第六章、參考文獻 75		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363027en_US
dc.subject (關鍵詞) LINE官方帳號zh_TW
dc.subject (關鍵詞) 使用與滿足理論zh_TW
dc.subject (關鍵詞) 廣告內容認知zh_TW
dc.subject (關鍵詞) 資訊內容品質zh_TW
dc.subject (關鍵詞) LINE official accounten_US
dc.subject (關鍵詞) Uses and gratifications Theoryen_US
dc.subject (關鍵詞) Perception of advertising Contenten_US
dc.subject (關鍵詞) Content qualityen_US
dc.title (題名) 金融業社群媒體行銷策略之探討—以永豐銀行LINE官方帳號為例zh_TW
dc.title (題名) Social Media Marketing in Financial Industry: A Case Study of the LINE Official Account for Bank Sinopacen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻
     李慶章、余心馨 (2007)。多媒體行動廣告之研究。第十八屆國際資訊管理學術研討會論文集。
     柯秀佳、劉泯彤、詹忠諺（2014）。從使用與滿足理論探索影響臉書使用者持續使用地標打卡之意圖的因素。International Journal of Advanced Information Technologies (IJAIT), Vol.8, No.2。
     許家榮 (2021)。行動廣告內容、認知負荷對用戶沉浸體驗與忠誠度之影響—以 LINE 官方帳號為例。國立高雄大學資訊管理學系碩士班。
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dc.identifier.doi (DOI) 10.6814/NCCU202200121en_US