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| Title: | 女性意象與女性消費研究 : 以PayEasy電視廣告及購物網站為例 |
| Other Titles: | A study of female image and women’s consumption : a case of PayEasy TV advertisement and shopping website |
| Authors: | 李蕙安;Lee, Hui-an |
| Contributors: | 淡江大學大眾傳播學系碩士班
吳怡國;Wu, Yi-kuo |
| Keywords: | 網路購物;品牌形象;女性意象;PayEasy;Online Shopping;Brand Image;Female Image;PayEasy |
| Date: | 2010 |
| Issue Date: | 2010-09-23 17:20:52 (UTC+8) |
| Abstract: | 近年來，隨著社會的進步以及女性意識的抬頭，出現了許多強調女性的論述，舉凡工作場域、政治場域或是學術場域，女性主論述都充斥其中。雖然虛擬網路對於真實社會中的兩性平權，到目前為止仍然無法產生實質的改變作用（莊伯仲、戴靜宜，2005），但不可否認，網際網路的出現，的確是提高女性自我認知的一個可能場域，可以讓在現實社會弱勢地位下的女性族群多了一個發言與展現自我的管道。
PayEasy從過去的PaySafe演變至今，已成功地將經營策略從過去強調「線上安全付費機制」轉變為「專屬於女性」的購物網站，換句話說，PayEasy將服務的訴求由「理性層面」轉為「感性層面」，視「女性」為目標市場，進而訂立明確的市場定位。因此本研究是以PayEasy為研究案例，欲以論述分析為主軸，探討PayEasy如何藉由電視廣告以及購物網站介面中所呈現的論述，建立出女性的自我意象，並進一步藉由深度訪談的形式，瞭解在電視廣告及購物網站中所營造出的女性意象，是否有成功的深植於消費者心中，並刺激了消費者的購買意願。
研究結果發現，PayEasy確實成功地藉由電視廣告來塑造品牌定位，讓女性消費者清楚瞭解到廣告所欲表達的新女性價值觀—自主與獨立。但綜觀PayEasy的廣告及網站行銷策略，本研究認為，其電視廣告氛圍如此吸引人、撼動人心，甚至獲得了「年度最感動廣告」之獎項，但購物網站卻完全沒有扣連與延續廣告所訴求的價值觀，反而是以「大賣場」式的編排來呈現，這不僅浪費了廣告成功所帶來的效益，更影響了消費者對品牌形象的形塑。畢竟品牌形象必須立足在企業形象、產品形象與使用者形象的一致性上，才能達到1加1大於2的效果，PayEasy在這個部分似乎掌握的不夠全面，忽略了電子商城與自創品牌兩者行銷方式的根本差異，使其網站定位模糊不清，也因此降低了廣告效益。
Recently, due to the progress of the society and feminism, more and more discourses concerning female rights are manifesting themsevles in various places, such as career, political or academic arena. Though the simulated internet has achieved little substantive changes on the gender equality in real society, it is obvious, however, that the advent of internet has indeed offered a likehood for women to have more self-recognition. This provides the female minority with a channel to make themselves and voice recognized.
From “PaySafe” to “PayEasy,” Payeasy has successfully transformed itself from “SSL ( Secure Socket Layer )” to shopping “web for women only” with respect to its marketing strategies. In other words, it now appeals to “sensability” rather than “rationality” and aims at “female” as the customers. It has an ensured marketing strategy. Therefore, this paper will focus on “PayEasy,” studies its discourses and explores how it manages to establish female self-image through TV commercials and the discourses projected on the shopping web media. Moreover, this paper, through depth interviews with the consummers, will also learn if the female image in question embeds itself in the consummers and urge them to purchase.
This study has reached the acknowledgement that PayEasy indeed successfully established itself as a brand through TV commercials. It enables the female consumers realize the female way of life which is promoted in the commercials in question, i.e. autocracy and independence. However, viewing the commercial strategies of PayEasy from a broader aspect, this study assumes that although its TV commercials are so appealing and touching as to win the 「The Yearly Most Touched Advertisement」Awards, the shopping website fails to stick to and sustain the value it propogates most. Instead, its display of products is more like that of wholesale market; this is wasting the effects brought by the commercial success on the one hand, and it also affects its image on the part of the consummers on the other. After all, the good image of the brand is established on the agreement of the enterprise image, product image and the consummers, bringing in a plus effect. Seemingly, PayEasy is rather weak in the respect. It fails to recognize the essential difference between the electronic markets and the self-developed brands. Consequently, it blurs the function of the website and weakens its commercial effects. |
| Appears in Collections: | [大眾傳播學系暨研究所] 學位論文
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