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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102055

    Title: 網路社交媒體創造產品造型享樂價值之探究 : 以小麥家造型蛋糕為例
    Other Titles: The exploratory study of creating product form as consumption hedonic value through online social media : an example of online store "Winnie Cake"
    Authors: 林亦倫;Lin, I-Lun
    Contributors: 淡江大學國際企業學系碩士在職專班
    黃哲盛;Huang, Je-Sheng
    Keywords: 消費者價值;享樂價值;網路社交媒介;使用者創作內容;網路口碑;Consumer value;Hedonic Value;Online Social Media;User-generated content;Electronic Word-of-Mouth
    Date: 2014
    Issue Date: 2015-05-04 09:46:10 (UTC+8)
    Abstract: 隨著資訊科技的發達與進步,網路社群媒體已成為現代人生活周遭密不可分的一部分。作為社群網站的必要元素、且大多應用在資訊瀏覽與資料蒐集的使用者創作內容(UGC, User-Generated Content),更扮演了使用者在下決策時不可或缺的參考依據。
    Thanks to the big and fast progress in the technology industry, online social media has become indispensable in our daily life. As a part element of the social network sites, User-Generated Content that is mostly applied to information exploration and collection also plays an important role for people’s decision making.
    To relieve from heavy pressure, people incline to spend more wages on those products or services with higher hedonic value. For this trend, elaborated design on any product form is a necessary consideration for manufacturers, doubtless to say in the food industry, since it is the most popular selling category through the online stores surveyed by the Department of Commerce, Ministry of Economic Affairs in 2012.
    According to the above background, this study used Content analysis as the research method to explore the following issues from the online food store:
    1. How does the designed food that primarily appeals to people’s sight create consumer’s hedonic value?
    2. What communication does consumer’s hedonic value transmit on the internet?
    3. What hedonic value do the keypals gain after they are disseminated by posters’ articles on the online social media?
    4. What hedonic value does the initial poster gain or enhance after getting any response from the keypals on the net?
    The research finds that people gain physio-pleasure, socio-pleasure, psycho-pleasure and ideo-pleasure when they contact designed food. And when consumers are satisfied with the food design, they express their joyfulness via User-Generated Content or Electronic word-of-mouth. The keypals of the posters gain physio-pleasure, socio-pleasure, psycho-pleasure when they see hedonic articles on the online social media. Furthermore, when the initial posters get positive replies from their keypals, their socio-pleasure is enhanced, and the psycho-pleasure is enhanced or gained.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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