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    Title: 分享、媒介豐富度與知覺有用性對於品牌效果之研究 : 以LINE企業贊助貼圖為例
    Other Titles: A study of influence of brand on shareing, media richness and perceived usefulness : case study of enterprise-sponsored stickers in LINE
    Authors: 邱奕品;Chiu, I-Pin
    Contributors: 淡江大學大眾傳播學系碩士班
    黃振家;Huang, Jenn-Jia
    Keywords: 品牌;AISAS;知覺有用性;媒介豐富度;貼圖;Brand;Perceived Usefulness;Media Richness;sticker
    Date: 2015
    Issue Date: 2016-01-22 15:00:25 (UTC+8)
    Abstract: 因為行動裝置的普及與行動網路涵蓋量增加,人們開始將注意力轉移至手上的裝置。因此企業也跟隨著消費者的習慣進行轉變。人們大量使用行動裝置上的即時通訊來進行溝通,而透過即時回饋、多線索的特性,消費者溝通頻率增加,並使用貼圖來進行回覆。即時通訊軟體已經滲透到消費者的生活中。因此企業透過贊助貼圖來建立品牌形象的方式在此背景下產生。

    企業贊助貼圖是即時通訊軟體的表情貼圖置換成企業的吉祥物或是代言人的貼圖的轉變,而消費者使用行為透過傳遞貼圖進行溝通,是一種主動去分享的行為,將貼圖不斷地擴散出去。企業藉由此媒介與消費者重複地進行接觸,欲造成品牌形象的建立。
    企業贊助貼圖的設計會影響到使用意願,發送者所選擇的貼圖會影響到接收的人,所以本研究認為企業贊助貼圖的分享、貼圖顯示順序與文字加貼圖的設計,進一步探討消費者的增加使用意願來影響「品牌認知」與「品牌態度」,作為日後企業設計贊助貼圖之參考。

    研究方法使用量化,透過在發放問卷實際結果得知消費者對於品牌認知與品牌態度與分享、知覺有用性與媒介豐富度之間相關關係。研究結果發現「分享」、「知覺有用性」、「媒介豐富度」對於「品牌認知」和「品牌態度」皆有影響之效果。其中「媒介豐富度」對於「品牌認知」影響較大,說明貼圖附文字會增加品牌認知。而「分享」則是對於「品牌態度」影響較大。表示透過分享會增加消費者的品牌態度。
    As the population of mobile devices and the expansion of mobile networks, people are more attracted by the devices on their hands, and thus enterprises follow the new trend. People heavily depend on instant messaging of mobile devices to communicate. The communication frequency increases and consumers use stickers to reply due to the timely feedback and multiple threads. Instant messaging can be found in every corner of our lives; therefore, enterprises intend to build brand image through the sponsored stickers.
    The enterprise-sponsored stickers refer to the emoticon stickers with the mascot or endorser of an enterprise. Consumers use stickers in communication, meaning that they actively share and spread the stickers. In this way, frequent and repeated exposure to consumers helps build the brand image.
    The design of enterprise-sponsored stickers will influence the willingness to use. The stickers that a sender selects will have influences on the receiver. Accordingly, the Study aims to explore the influence of consumers’ increased willingness on “brand recognition” and “brand involvement” based on the sharing and display orders of stickers and the stickers with words for the reference of enterprises in sticker design.
    The quantitative method is applied in the study. It is known from the questionnaires that there is connection between brand recognition and involvement of consumers and sharing, perceived usefulness and media richness. The result shows that “sharing”, “perceived usefulness” and “media richness” have influences on “brand recognition” and “brand involvement,” especially the “media richness,” meaning the stickers with words can boost brand recognition. “Sharing” has greater influences on “brand involvement” than other factors, demonstrating that sharing helps improve brand involvement of consumers.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

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