| dc.contributor.advisor | 吳豐祥<br>吳豐祥 | zh_TW |
| dc.contributor.author (Authors) | 卓惠姿 | zh_TW |
| dc.creator (作者) | 卓惠姿 | zh_TW |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 12-Apr-2012 13:56:18 (UTC+8) | - |
| dc.date.available | 12-Apr-2012 13:56:18 (UTC+8) | - |
| dc.date.issued (上傳時間) | 12-Apr-2012 13:56:18 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0094359031 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/52524 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 科技管理研究所 | zh_TW |
| dc.description (描述) | 94359031 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 在資訊爆發的時代中，民眾上網查詢健康及醫藥相關資訊已經蔚為風氣，網路對大家生活帶來了十分驚人的改變！而部落格為Web2.0時代中最具代表性的產物，其所具有的互動、參與及分享的特性，促使部落格的快速發展，使得部落格成為傳播網路訊息與口碑的重要方式，而民眾受到部落格評價或評比影響其就醫選擇，這證明了網路口碑深深影響民眾的就醫行為。 體驗經濟時代來臨，然而千篇一律的體驗行銷手法似乎已經讓消費者麻木，該怎麼做才能真的打動民眾？本研究以部落格使用者為研究對象，並採取Schmitt (1999) 提出的策略體驗模組（感官 / 情感 / 思考 / 行動 / 關聯）為理論架構，目的在於探討部落格的體驗行銷、網路口碑與民眾的就醫行為的關係。 本研究採用網路問卷調查法蒐集樣本資料，並利用多元迴歸分析法來驗證整體架構。研究結果顯示：結論一：部落格的體驗行銷之思考體驗及行動體驗對網路口碑具有正向影響。結論二：部落格的體驗行銷之思考體驗、行動體驗及關聯體驗對就醫行為具有正向影響。結論三：部落格的網路口碑對民眾就醫行為有顯著影響力。結論四：部落格瀏覽者的男女性別，對於體驗行銷、網路口碑與民眾就醫行為有顯著的認知差異。結論五：部落格瀏覽者的年齡，對於體驗行銷感受程度有顯著的差異。 本研究進一步提出實務上的建議: 建議一：企業應該特別加強部落格體驗行銷之思考體驗、行動體驗及關聯體驗的層面。建議二：企業應該投入行銷資源去經營部落格，讓整合行銷更加全面。建議三：企業宜有效善用部落格的網路口碑效應來影響民眾就醫行為。建議四：企業執行部落格行銷活動時，需優先設定目標族群，此活動設計才會精確。 本研究希望可以協助部落格經營者以「體驗行銷」的角度思考，提高與民眾的互動，促進網路口碑效應，進一步民眾的就醫行為如何受醫療部落格所影響，改變現行醫療生態，並提供未來執行部落格行銷上之參考。 | zh_TW |
| dc.description.abstract (摘要) | 摘要 ......................................... i 目錄 ......................................... iv 表目錄 ....................................... vi 圖目錄 ....................................... viii 第壹章 緒論............................... 1 第一節 研究背景與動機...................... 1 第二節 研究目的與問題...................... 3 第三節 研究流程........................... 4 第貳章 文獻探討........................... 5 第一節 部落格............................. 5 第二節 體驗行銷........................... 17 第三節 網路口碑........................... 27 第四節 就醫行為........................... 31 第五節 文獻小結........................... 40 第參章 研究架構與研究設計.................. 41 第一節 研究架構與假設...................... 41 第二節 研究變項操作型定義.................. 45 第三節 研究方法........................... 48 第四節 研究對象........................... 49 第五節 研究限制........................... 50 第六節 問卷設計與抽樣...................... 51 第七節 資料分析方法......................... 53 第肆章 資料分析與研究結果.................... 55 第一節 敘述性統計分析....................... 55 第二節 信度與效度........................... 63 第三節 相關分析............................. 64 第四節 迴歸分析............................. 66 第五節 人口變項之差異性分析................... 72 第六節 假設檢定小結.......................... 76 第五章 研究結論與建議......................... 78 第一節 研究發現與結論......................... 78 第二節 實務上的建議........................... 81 第三節 後續研究建議........................... 84 參考文獻......................................... 86 附錄一：問卷...................................... 91 | - |
| dc.description.tableofcontents | 摘要 ......................................... i 目錄 ......................................... iv 表目錄 ....................................... vi 圖目錄 ....................................... viii 第壹章 緒論............................... 1 第一節 研究背景與動機...................... 1 第二節 研究目的與問題...................... 3 第三節 研究流程........................... 4 第貳章 文獻探討........................... 5 第一節 部落格............................. 5 第二節 體驗行銷........................... 17 第三節 網路口碑........................... 27 第四節 就醫行為........................... 31 第五節 文獻小結........................... 40 第參章 研究架構與研究設計.................. 41 第一節 研究架構與假設...................... 41 第二節 研究變項操作型定義.................. 45 第三節 研究方法........................... 48 第四節 研究對象........................... 49 第五節 研究限制........................... 50 第六節 問卷設計與抽樣...................... 51 第七節 資料分析方法......................... 53 第肆章 資料分析與研究結果.................... 55 第一節 敘述性統計分析....................... 55 第二節 信度與效度........................... 63 第三節 相關分析............................. 64 第四節 迴歸分析............................. 66 第五節 人口變項之差異性分析................... 72 第六節 假設檢定小結.......................... 76 第五章 研究結論與建議......................... 78 第一節 研究發現與結論......................... 78 第二節 實務上的建議........................... 81 第三節 後續研究建議........................... 84 參考文獻......................................... 86 附錄一：問卷...................................... 91 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0094359031 | en_US |
| dc.subject (關鍵詞) | 部落格 | zh_TW |
| dc.subject (關鍵詞) | 體驗行銷 | zh_TW |
| dc.subject (關鍵詞) | 網路口碑 | zh_TW |
| dc.subject (關鍵詞) | 民眾就醫行為 | zh_TW |
| dc.title (題名) | 體驗行銷對網路口碑與民眾就醫行為之影響-以中時健康達人部落格為例 | zh_TW |
| dc.title (題名) | The effect of experiential marketing on online word of mouth and the citizens medical care seeking behaviors：Chinatime-Health Blog | en_US |
| dc.type (資料類型) | thesis | en |
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