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題名 線上禮物平台收禮者與品牌權益的關係- 以LINE 禮物為例
The Relationship Between Gift Recipients and Brand Equity in Online Gift Platforms: A Case Study of LINE GIFT作者 郭睿
Kuo, Jui貢獻者 白佩玉
Pai, Pei-Yu
郭睿
Kuo, Jui關鍵詞 品牌權益
互惠
送禮行為
禮物平台
禮物行銷
關係行銷
Brand Equity
Reciprocity
Gift-Giving Behavior
Gift Platform
Gift Marketing
Relationship Marketing日期 2024 上傳時間 5-八月-2024 12:09:48 (UTC+8) 摘要 在電子商務蓬勃發展的今日，許多電子商務平台陷入低價的競爭之中，然而LINE禮物以協助用戶維繫關係為出發，以線上送禮的方式打破距離以及空間的限制，在眾多電商平台業績下滑的狀況中仍逆游而上。此外，由於送禮平台的曝光度高，送禮平台也成為品牌接觸陌生客群的媒介。因此，本論文以LINE禮物的收禮者做為研究對象，旨在探討線上收禮行為如何影響收禮者對陌生品牌的在心中的品牌權益、如何影響收禮者對熟識品牌的品牌權益。 本研究選定9位具有代表性的受訪者進行深度訪談，並根據受訪者在收禮前對於品牌的熟識程度（由低到高）分成三群人，驚喜者、探索者、熟識者；搭配品牌共鳴金字塔模型的分析架構，得出以下結論：(1)線上禮物平台的收禮者在收禮物階段因為時間差，所以收禮後會出現兩次反應。反應一會針對禮物本身的實用性以及情感性進行分析。反應二則是會針對與品牌接觸後的總體體驗進行實用性的分析；(2)驚喜者因收禮而對陌生品牌建構出品牌顯著性，且若收禮品項符合本身喜好，則可能因為收禮建立起品牌意義；(3)探索者則是藉由收禮體驗已知品牌，使心中的品牌權益從品牌意義，攀升至品牌反應，甚至到最高層級的品牌共鳴；(4)熟識者則不受到收禮體驗影響其對於已知品牌的品牌權益層級。 本論文針對品牌提出以下實務建議：(1)品牌應重視收禮時、兌換禮物當下，完善每個接觸點，並嘗試提出誘因讓收禮者成為長期客戶，例如邀請收禮者加入會員即提供可使用的現金優惠；(2)品牌應根據自我認知建立在禮物平台上正確的期待，小品牌應重在提高認知，大品牌則追求讓收禮者在兌換禮品後轉換為品牌粉絲；(3)品牌皆應推出數位禮品卡選項，特別是飲食品牌，提高收禮者的禮物使用彈性。
In today's booming e-commerce market, many platforms are caught in price wars. However, LINE Gift has taken a different approach by helping users maintain relationships through online gifting, breaking the constraints of distance and space. Amidst declining sales on numerous e-commerce platforms, LINE Gift has managed to thrive. Additionally, due to the high exposure of gifting platforms, they have become a platform for brands to reach new customers. Therefore, this thesis focuses on recipients of LINE gifts to explore how online gifting behavior impacts the brand equity of unfamiliar brands and familiar brands in the minds of recipients. This study conducted in-depth interviews with 9 representative respondents and divided them into three groups based on their familiarity with the brands before receiving the gifts (from low to high): Surprise Recipients, Explorers, and Familiar Recipients. Using the customer-based brand equity (CBBE) model as the analytical framework, the following conclusions were drawn: (1) Recipients on online gift platforms exhibit two reactions due to the time lag in receiving gifts. The first reaction involves analyzing the utility and emotional significance of the gift itself. The second reaction involves analyzing the overall experience after interacting with the brand; (2) Surprise Recipients build brand salience for unfamiliar brands through receiving gifts, and if the gift matches their preferences, it can establish brand meaning; (3) Explorers elevate the brand equity of known brands from brand meaning to brand response, and even to the highest level of brand resonance through the gifting experience; (4) Familiar Recipients’ brand equity levels are not affected by the gifting experience for already known brands. Based on the research results, the following practical recommendations are made for brands: (1) Brands should pay attention to every touchpoint during the gift-receiving and redemption process, and try to provide incentives to convert recipients into long-term customers, such as offering cash discounts for joining the membership program; (2) Brands should set realistic expectations on gift platforms based on their self-awareness. Small brands should focus on increasing awareness, while big brands should aim to convert gift recipients into brand fans after gift redemption; (3) All brands, especially those in the food and beverage industry, should offer digital gift card options to increase the flexibility of gift usage for recipients.參考文獻 一、中文文獻 1.邱志聖（2013）。行銷研究:實務與理論應用。台北：智勝文化。 2.潘淑滿（2022）。質性研究：理論與應用。新北市:心理出版社。 二、英文文獻 1.Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27-32. 2.Belk, R. W. (1977). Gift-giving behavior/BEBR No. 449. Faculty working papers; no. 449-450. 3.Blau, P. (2017). Exchange and power in social life. Routledge. 4.Chan, C., & Mogilner, C. (2017). Experiential gifts foster stronger social relationships than material gifts. Journal of Consumer Research, 43(6), 913-931. 5.Eggert, A., Steinhoff, L., & Witte, C. (2019). Gift purchases as catalysts for strengthening customer–brand relationships. Journal of Marketing, 83(5), 115-132. 6.Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard Business Review, 84(10), 92-101. 7.Elder-Vass, D. (2020). Defining the gift. Journal of Institutional Economics, 16(5), 675-685. 8.Givi, J., Birg, L., Lowrey, T. M., & Galak, J. (2023). An integrative review of gift‐giving research in consumer behavior and marketing. Journal of Consumer Psychology, 33(3), 529-545. 9.Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the Academy of Marketing Science, 26, 101-114. 10.Halls, W., & Mauss, M. (2002). The gift: The form and reason for exchange in archaic societies. Routledge 11.Hwang, J., & Chu, W. (2019). The effect of others’ outcome valence on spontaneous gift-giving behavior: the role of empathy and self-esteem. European Journal of Marketing, 53(4), 785-805. 12.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. 13.Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Science Institution. 14.Lévi-Strauss, C. (1971). The elementary structures of kinship. Beacon Press. 15.Molm, L. D. (1994). Dependence and risk: Transforming the structure of social exchange. Social Psychology Quarterly, 163-176. 16.Molm, L. D., Collett, J. L., & Schaefer, D. R. (2007). Building solidarity through generalized exchange: A theory of reciprocity. American Journal of Sociology, 113(1), 205-242. 17.Sherry, J. F. (1983). Gift giving in anthropological perspective. Journal of Consumer Research, 10(2), 157-168. 18.Song, R., Moisio, R., & Kang, M. Y. (2021). Capitalizing on the spirit of giving: seeding virtual gift purchases in online social networks. European Journal of Marketing, 55(6), 1724-1746. 19.Takahashi, N. (2000). The emergence of generalized exchange. American Journal of Sociology, 105(4), 1105-1134. 20.Whitham, M. M. (2021). Generalized generosity: How the norm of generalized reciprocity bridges collective forms of social exchange. American Sociological Review, 86(3), 503-531. 三、網路文獻 1.楊孟軒（2022）。咖啡到按摩椅都能送好友 Line禮物如何靠賣「關係」，業績年增3倍？（民113年02月01日，取自：https://www.cw.com.tw/article/5120523） 2.高士閔（2023）。價格更貴反創2.5倍銷量 Line禮物「弱連結爆賣法」！(民113年02月01日，取自:商業週刊1884期) 3.Pulse（2024）。KakaoTalk Gift uses AI to enhance recommendations (民113年02月01日，取自: https://pulsenews.co.kr/view.php?year=2024&no=79128) 4.Simon Kemp（2023）。Digital 2023:Taiwan (民113年02月01日，取自: https://datareportal.com/reports/digital-2023-taiwan) 5.Kakao Commerce Business Team（2018）。Introduction to KakaoTalk Gift (民113年02月01日，取自: https://t1.kakaocdn.net/kakao_biz_common/public/docs/%EC%B9%B4%EC%B9%B4%EC%98%A4%ED%86%A1%EC%84%A0%EB%AC%BC%ED%95%98%EA%B8%B0_%EC%84%9C%EB%B9%84%EC%8A%A4%EC%86%8C%EA%B0%9C%EC%84%9C_ENG_20181206.pdf) 6.LINE台灣官方Blog（2015）。【LINE 禮品小舖】用手機不只能送貼圖，現在還可以送禮物給親友囉！使用教學大公開！ (民113年03月14日，取自: https://line-tw-official.weblog.to/archives/42249163.html) 7.陳冠榮（2018）。LINE 全新「錢包」頁面彙整支付與消費，禮品小舖升級「LINE 酷券」(民113年03月14日，取自: https://technews.tw/2018/10/15/line-app-new-wallet-page/) 8.Liz Chen（2013）。LINE 發豪語：年底前台灣使用者將達 2000 萬(民113年03月14日，取自:https://www.inside.com.tw/article/2546-line-aims-for-20-million-users-in-taiwan-by-year-end) 9.LINE台灣官方網站（2024）(民113年03月14日，取自: https://linecorp.com/tw/) 10.林克威（2022）。Line送禮業績暴增3倍，它優勢在哪？專家：討厭的人就不收禮物，對方也沒損失！(民113年03月16日，取自: https://www.storm.mg/lifestyle/4387955?page=1) 11.LINE禮物合作夥伴專區（2024）(民113年05月04日，取自: https://giftshop.linebiz.com/join.php) 12.睿鼎數位官方網站 (2024) (民113年05月04日，取自:https://www.12cm.com.tw/line-giftshop/) 13.精誠數位官方網站(2024) (民113年05月04日，取自:https://tw.systex.com/linegiftcase/#） 14.ASIANCE (2021) (民113年05月24日，取自: https://www.asiance.com/blog/2021/07/27/insight-posting-kakaotalk-gift-ii/） 15.未來流通研究所(2022)。台灣 6 大電商營業規模成長近五成，疫情前後電商滲透率比較一文看懂(民113年05月26日，取自:https://fc.bnext.com.tw/articles/view/2516) 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363013資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363013 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.advisor Pai, Pei-Yu en_US dc.contributor.author (作者) 郭睿 zh_TW dc.contributor.author (作者) Kuo, Jui en_US dc.creator (作者) 郭睿 zh_TW dc.creator (作者) Kuo, Jui en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-八月-2024 12:09:48 (UTC+8) - dc.date.available 5-八月-2024 12:09:48 (UTC+8) - dc.date.issued (上傳時間) 5-八月-2024 12:09:48 (UTC+8) - dc.identifier (其他 識別碼) G0111363013 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152424 - 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) 111363013 zh_TW dc.description.abstract (摘要) 在電子商務蓬勃發展的今日，許多電子商務平台陷入低價的競爭之中，然而LINE禮物以協助用戶維繫關係為出發，以線上送禮的方式打破距離以及空間的限制，在眾多電商平台業績下滑的狀況中仍逆游而上。此外，由於送禮平台的曝光度高，送禮平台也成為品牌接觸陌生客群的媒介。因此，本論文以LINE禮物的收禮者做為研究對象，旨在探討線上收禮行為如何影響收禮者對陌生品牌的在心中的品牌權益、如何影響收禮者對熟識品牌的品牌權益。 本研究選定9位具有代表性的受訪者進行深度訪談，並根據受訪者在收禮前對於品牌的熟識程度（由低到高）分成三群人，驚喜者、探索者、熟識者；搭配品牌共鳴金字塔模型的分析架構，得出以下結論：(1)線上禮物平台的收禮者在收禮物階段因為時間差，所以收禮後會出現兩次反應。反應一會針對禮物本身的實用性以及情感性進行分析。反應二則是會針對與品牌接觸後的總體體驗進行實用性的分析；(2)驚喜者因收禮而對陌生品牌建構出品牌顯著性，且若收禮品項符合本身喜好，則可能因為收禮建立起品牌意義；(3)探索者則是藉由收禮體驗已知品牌，使心中的品牌權益從品牌意義，攀升至品牌反應，甚至到最高層級的品牌共鳴；(4)熟識者則不受到收禮體驗影響其對於已知品牌的品牌權益層級。 本論文針對品牌提出以下實務建議：(1)品牌應重視收禮時、兌換禮物當下，完善每個接觸點，並嘗試提出誘因讓收禮者成為長期客戶，例如邀請收禮者加入會員即提供可使用的現金優惠；(2)品牌應根據自我認知建立在禮物平台上正確的期待，小品牌應重在提高認知，大品牌則追求讓收禮者在兌換禮品後轉換為品牌粉絲；(3)品牌皆應推出數位禮品卡選項，特別是飲食品牌，提高收禮者的禮物使用彈性。 zh_TW dc.description.abstract (摘要) In today's booming e-commerce market, many platforms are caught in price wars. However, LINE Gift has taken a different approach by helping users maintain relationships through online gifting, breaking the constraints of distance and space. Amidst declining sales on numerous e-commerce platforms, LINE Gift has managed to thrive. Additionally, due to the high exposure of gifting platforms, they have become a platform for brands to reach new customers. Therefore, this thesis focuses on recipients of LINE gifts to explore how online gifting behavior impacts the brand equity of unfamiliar brands and familiar brands in the minds of recipients. This study conducted in-depth interviews with 9 representative respondents and divided them into three groups based on their familiarity with the brands before receiving the gifts (from low to high): Surprise Recipients, Explorers, and Familiar Recipients. Using the customer-based brand equity (CBBE) model as the analytical framework, the following conclusions were drawn: (1) Recipients on online gift platforms exhibit two reactions due to the time lag in receiving gifts. The first reaction involves analyzing the utility and emotional significance of the gift itself. The second reaction involves analyzing the overall experience after interacting with the brand; (2) Surprise Recipients build brand salience for unfamiliar brands through receiving gifts, and if the gift matches their preferences, it can establish brand meaning; (3) Explorers elevate the brand equity of known brands from brand meaning to brand response, and even to the highest level of brand resonance through the gifting experience; (4) Familiar Recipients’ brand equity levels are not affected by the gifting experience for already known brands. Based on the research results, the following practical recommendations are made for brands: (1) Brands should pay attention to every touchpoint during the gift-receiving and redemption process, and try to provide incentives to convert recipients into long-term customers, such as offering cash discounts for joining the membership program; (2) Brands should set realistic expectations on gift platforms based on their self-awareness. Small brands should focus on increasing awareness, while big brands should aim to convert gift recipients into brand fans after gift redemption; (3) All brands, especially those in the food and beverage industry, should offer digital gift card options to increase the flexibility of gift usage for recipients. en_US dc.description.tableofcontents 摘要 i Abstract ii 目錄 iv 圖目錄 vi 表目錄 vii 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程 3 第貳章 文獻回顧 5 第一節 送禮行為 5 第二節 互惠 11 第三節 品牌權益 13 第參章 研究方法 17 第一節 質化訪談分析法 17 第二節 研究個案 20 第三節 訪談流程與設計 28 第四節 訪談對象選擇原則 35 第肆章 研究分析與討論 46 第一節 收禮者之線上收禮旅程 46 第二節 驚喜者與收禮品牌的關係 56 第三節 探索者與收禮品牌的關係 61 第四節 熟識者與收禮品牌的關係 72 第五節 小結 81 第伍章 結論與建議 84 第一節 結論 84 第二節 研究貢獻 85 第三節 實務建議 86 第四節 研究限制與未來研究建議 89 參考文獻 91 附錄一 徵求受訪者之問卷 95 zh_TW dc.format.extent 4101844 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363013 en_US dc.subject (關鍵詞) 品牌權益 zh_TW dc.subject (關鍵詞) 互惠 zh_TW dc.subject (關鍵詞) 送禮行為 zh_TW dc.subject (關鍵詞) 禮物平台 zh_TW dc.subject (關鍵詞) 禮物行銷 zh_TW dc.subject (關鍵詞) 關係行銷 zh_TW dc.subject (關鍵詞) Brand Equity en_US dc.subject (關鍵詞) Reciprocity en_US dc.subject (關鍵詞) Gift-Giving Behavior en_US dc.subject (關鍵詞) Gift Platform en_US dc.subject (關鍵詞) Gift Marketing en_US dc.subject (關鍵詞) Relationship Marketing en_US dc.title (題名) 線上禮物平台收禮者與品牌權益的關係- 以LINE 禮物為例 zh_TW dc.title (題名) The Relationship Between Gift Recipients and Brand Equity in Online Gift Platforms: A Case Study of LINE GIFT en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻 1.邱志聖（2013）。行銷研究:實務與理論應用。台北：智勝文化。 2.潘淑滿（2022）。質性研究：理論與應用。新北市:心理出版社。 二、英文文獻 1.Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27-32. 2.Belk, R. W. (1977). Gift-giving behavior/BEBR No. 449. Faculty working papers; no. 449-450. 3.Blau, P. (2017). Exchange and power in social life. Routledge. 4.Chan, C., & Mogilner, C. (2017). Experiential gifts foster stronger social relationships than material gifts. Journal of Consumer Research, 43(6), 913-931. 5.Eggert, A., Steinhoff, L., & Witte, C. (2019). Gift purchases as catalysts for strengthening customer–brand relationships. Journal of Marketing, 83(5), 115-132. 6.Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard Business Review, 84(10), 92-101. 7.Elder-Vass, D. (2020). Defining the gift. Journal of Institutional Economics, 16(5), 675-685. 8.Givi, J., Birg, L., Lowrey, T. M., & Galak, J. (2023). An integrative review of gift‐giving research in consumer behavior and marketing. Journal of Consumer Psychology, 33(3), 529-545. 9.Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the Academy of Marketing Science, 26, 101-114. 10.Halls, W., & Mauss, M. (2002). The gift: The form and reason for exchange in archaic societies. Routledge 11.Hwang, J., & Chu, W. (2019). The effect of others’ outcome valence on spontaneous gift-giving behavior: the role of empathy and self-esteem. European Journal of Marketing, 53(4), 785-805. 12.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. 13.Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Science Institution. 14.Lévi-Strauss, C. (1971). The elementary structures of kinship. Beacon Press. 15.Molm, L. D. (1994). Dependence and risk: Transforming the structure of social exchange. Social Psychology Quarterly, 163-176. 16.Molm, L. D., Collett, J. L., & Schaefer, D. R. (2007). Building solidarity through generalized exchange: A theory of reciprocity. American Journal of Sociology, 113(1), 205-242. 17.Sherry, J. F. (1983). Gift giving in anthropological perspective. Journal of Consumer Research, 10(2), 157-168. 18.Song, R., Moisio, R., & Kang, M. Y. (2021). Capitalizing on the spirit of giving: seeding virtual gift purchases in online social networks. European Journal of Marketing, 55(6), 1724-1746. 19.Takahashi, N. (2000). The emergence of generalized exchange. American Journal of Sociology, 105(4), 1105-1134. 20.Whitham, M. M. (2021). Generalized generosity: How the norm of generalized reciprocity bridges collective forms of social exchange. American Sociological Review, 86(3), 503-531. 三、網路文獻 1.楊孟軒（2022）。咖啡到按摩椅都能送好友 Line禮物如何靠賣「關係」，業績年增3倍？（民113年02月01日，取自：https://www.cw.com.tw/article/5120523） 2.高士閔（2023）。價格更貴反創2.5倍銷量 Line禮物「弱連結爆賣法」！(民113年02月01日，取自:商業週刊1884期) 3.Pulse（2024）。KakaoTalk Gift uses AI to enhance recommendations (民113年02月01日，取自: https://pulsenews.co.kr/view.php?year=2024&no=79128) 4.Simon Kemp（2023）。Digital 2023:Taiwan (民113年02月01日，取自: https://datareportal.com/reports/digital-2023-taiwan) 5.Kakao Commerce Business Team（2018）。Introduction to KakaoTalk Gift (民113年02月01日，取自: https://t1.kakaocdn.net/kakao_biz_common/public/docs/%EC%B9%B4%EC%B9%B4%EC%98%A4%ED%86%A1%EC%84%A0%EB%AC%BC%ED%95%98%EA%B8%B0_%EC%84%9C%EB%B9%84%EC%8A%A4%EC%86%8C%EA%B0%9C%EC%84%9C_ENG_20181206.pdf) 6.LINE台灣官方Blog（2015）。【LINE 禮品小舖】用手機不只能送貼圖，現在還可以送禮物給親友囉！使用教學大公開！ (民113年03月14日，取自: https://line-tw-official.weblog.to/archives/42249163.html) 7.陳冠榮（2018）。LINE 全新「錢包」頁面彙整支付與消費，禮品小舖升級「LINE 酷券」(民113年03月14日，取自: https://technews.tw/2018/10/15/line-app-new-wallet-page/) 8.Liz Chen（2013）。LINE 發豪語：年底前台灣使用者將達 2000 萬(民113年03月14日，取自:https://www.inside.com.tw/article/2546-line-aims-for-20-million-users-in-taiwan-by-year-end) 9.LINE台灣官方網站（2024）(民113年03月14日，取自: https://linecorp.com/tw/) 10.林克威（2022）。Line送禮業績暴增3倍，它優勢在哪？專家：討厭的人就不收禮物，對方也沒損失！(民113年03月16日，取自: https://www.storm.mg/lifestyle/4387955?page=1) 11.LINE禮物合作夥伴專區（2024）(民113年05月04日，取自: https://giftshop.linebiz.com/join.php) 12.睿鼎數位官方網站 (2024) (民113年05月04日，取自:https://www.12cm.com.tw/line-giftshop/) 13.精誠數位官方網站(2024) (民113年05月04日，取自:https://tw.systex.com/linegiftcase/#） 14.ASIANCE (2021) (民113年05月24日，取自: https://www.asiance.com/blog/2021/07/27/insight-posting-kakaotalk-gift-ii/） 15.未來流通研究所(2022)。台灣 6 大電商營業規模成長近五成，疫情前後電商滲透率比較一文看懂(民113年05月26日，取自:https://fc.bnext.com.tw/articles/view/2516) zh_TW
