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https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/33433
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| Title: | 辨別保養品之非意見領袖中的病毒行銷傳播者 |
| Other Titles: | Identifying viral marketers in the skin-care industry among non-opinion leaders |
| Authors: | 蔣士蘭;Chiang, Shih-lan |
| Contributors: | 淡江大學企業管理學系碩士班
徐悌;Hsu, Ti |
| Keywords: | 病毒行銷;意見領袖;非意見領袖;網路自我效能;Viral Marketing;Opinion Leaders;Non-opinion Leaders;Internet self- efficacy |
| Date: | 2006 |
| Issue Date: | 2010-01-11 04:06:17 (UTC+8) |
| Abstract: | 網際網路的功能不再僅限於資訊的傳遞，企業體認到網路市場的日趨重要，越來越多的廠商與品牌將行銷活動與品牌訊息透過網路進行傳遞。
從口碑行銷（Word-of-Mouth）演繹發展的病毒行銷（Viral Marketing），從歐美各地的應用實例看來，似乎有著卓越的效果，但是在台灣，病毒行銷的應用仍有未成熟之處，除了必須擺脫與垃圾郵件劃上等號外，慎選病毒行銷對象才是行銷策略成功的關鍵。
此份研究前測共收到90份問卷；經過修改後，正式問卷置於中華電信網路一點靈網站約五週，計以372份有效問卷進行分析。利用King and Summers 等人 (1970) 與Flynn, et al等人（1996）意見領袖與意見搜尋者的問卷，我們實際上區分出了非意見領袖當中有在作皮膚保養品的病毒行銷行為的人。
本研究顯示了以下結論：
1. 「網路自我效能」的高低會影響病毒行銷行為。網路運用程度跟技巧越高的受訪者，越有可能會成為病毒行銷的傳播者。
2. 「非意見領袖」是病毒行銷傳播者中的一份子。研究顯示熱衷皮膚保養品資訊的年輕女性，雖沒有意見領袖的傾向，但是進行病毒行銷行為卻十分頻繁。
3. 受訪者的個人背景，如學歷、職業等，對於傳遞病毒行銷行為有著極大的關係。
The usage of internet is now not only limited to the transmission of information. Nowadays, many enterprises acknowledge the increasing importance of internet markets. More and more firms are conducting their marketing activities or raising the brand awareness through the wired world.
Viral Marketing, extended from the marketing concept of word-of-mouth, has been applied in some enterprises of western countries with remarkable results. However, in Taiwan, it is still in its infant stage. Selecting the right marketing target, in addition to overcome the mistaken and negative image of viral marketing as spam mails, is the key factor toward a successful marketing strategy.
Based on the results of a pilot test of 90 responses, the revised survey instrument was put on the Chunghwa Telecom website for five weeks to solicit skin-care users. 372 effective responses were collected and then analyzed. Relying on the Opinion Leaders Scale and Opinion Seekers Scale developed respectively by King & Summers (1970) and Flynn et al (1996), we were able to identify viral marketers among non-opinion leaders in the skin care industry. Findings of the study revealed the following conclusions.
1. The self-perceived Internet self-efficacy of the survey respondents is indeed a factor that may affect the viral marketing behavior. Those who have had more experiences with the Internet and/or who use the Internet more frequently on a weekly basis are more likely to be involved in the viral marketing.
2. Young, particularly female, skin-care users, who crave for more product information are often inclined to carry out viral marketing activities even though they do not appear to be equipped with the characteristics of opinion leaders.
3. Survey respondents’ demographic attributes, including educational attainment, occupation, etc., are closely and significantly associated with the viral marketing behavior. |
| Appears in Collections: | [企業管理學系暨研究所] 學位論文
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