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|Title: ||展覽形象與臉書涉入對消費者口碑分享之影響 : 以時藝多媒體「達利特展」、「積木特展」、「國家地理影像特展」為例|
|Other Titles: ||The study of exhibition image, Facebook involvement, and word-of-mouth of social media users : the case studies of National Geographic, The Art of The Brick, and Salvador Dali|
|Authors: ||李書嫻;Li, Shu-sian|
|Keywords: ||展覽形象臉書;涉入;臉書口碑;Exhibition Image;Media Involvement;Word-of-Mouth of Social Media|
|Issue Date: ||2016-01-22 15:00:34 (UTC+8)|
本研究並根據Chowdury, Reardon and Srivastava (1998)提出消費者對商家產生印象的商店形象五大構面為理論基礎，提出本研究的展覽形象五大構面：「展覽主題」、「展覽氛圍」、「服務能力」、「價格」、「便利性」，並以Zaichkowshy (1994)的兩極化語義差異評量表為基礎，提出「臉書涉入」衡量構面，和Harrison-Walker(2001)提出的口碑活躍性與口碑正面性口碑傳播行為衡量要素，訂立「口碑分享」與「臉書口碑分享」兩大構面，做為問卷的主要設計，透過問卷探討展覽消費者對策展團隊打造的展覽形象滿意度，其與臉書涉入程度對消費者在口碑與臉書口碑分享意願間的關聯，最後對業者在未來的特展執行與行銷策略上提出建議。
Due to the shrinking of the market and the audience-growing limitaion, the exhibition organizers in Taiwan have to do more than ever. To curate a successful exhibition, being familiar to internal audiences is a clear key to win, especially to their preference and willing to “buzz”, so-called the “worth-of-mouth”.
The object of this study is the audiences of specific-topic exhibitions. I chose three exhibitions hold by Media Sphere Communications LTD. , an exhibition organizer of Want Want China Times Inc. , between 2012 and 2013. They are top three exhibitions having the most likes in facebook fanpages, which are Salvador Dali- Mind of Genius, Nathan Saway-The Art of The Brick, and National Geography at 125-A New Age of Exploration. I used questionnaire for gathering the information from the audiences, and interviewed all three curating teams to know the whole picture of the inside strategy, including their observation to the behavior of their facebook fans, and the most important, the working of worth-of-mouth communication.
This study is based on the research by Chowdury, Reardon and Srivastava(1998) , talking about how consumers make their impression for the store with five different perspectives; I build my five perspectives about exhibition image- the theme of the exhibition, the atmosphere of the exhibition, the service of the staff, the price and the convenience. Also I build “Facebook-involvement judging perspective”based on Zaichkowsky (1994) rPII (r-Personal Involvement Inventory).
Last, I used “worth-of-mouth communication” and “worth-of-mouth communication in Facebook”as the main perspectives of my questionnaire, based on the activeness and the positivity of worth-of-mouth by Harrison-Walker(2001). From this questionnaire, I analyze audiences’ satisfaction for the exhibition image, and the relationship between their involvements in Facebook and the willing to share for worth-of-mouth. In the end, I made some suggestions to exhibition organizers to their future execution and marketing strategy.
This study was quantified by descriptive analysis, test of goodness-of-fit and ANOVA; along with the knowing of strategy for Facebook campaign and exhibition images by deep interviews with the three exhibition organizing groups, and the audiences ‘usage and worth-of-mouth in Facebook I observed.
Below are the results,
1.The five perspectives about exhibition image are the crucial factors for the audiences.
2.The five perspectives about exhibition image is positive correlation to audiences’ willing to buzz.
3.The audiences’ willing to buzz is positive correlation to it on Facebook.
4.The audiences’ involvement in Facebook is positive correlation to the regulation of the exhibition image and their willing to buzz.
5.Propose the difference analysis and suggestion for all three exhibitions about the exhibition image and the marketing strategy for their official fanpage.
|Appears in Collections:||[Graduate Institute & Department of Mass Communication] Thesis|
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