雜誌行銷策略對消費者滿意度、消費者忠誠度及購買意願的影響－以《秋刀魚》雜誌為例

The Impact of Magazine Marketing Strategies on Consumer Satisfaction, Loyalty, and Purchase Intent: A Case Study of <Sanmal> Magazine

許聿寧；李侑霜

圖書出版 ； 行銷策略 ； 消費者滿意度 ； 消費者忠誠度 ； 購買意願 ； literary market place ； marketing strategy ； customer satisfaction ； consumer loyalty ； purchase intention

圖文傳播藝術學報

2024（2024 / 04 / 01）

254 - 265

繁體中文;英文

如今，網路媒體快速發展下，越來越多的消費者傾向閱讀電子書或透過網路文章獲取新的知識和消息，在不可逆的趨勢之下，傳統實體出版商如何活用全新的行銷方式推廣自身，同時賦予既有實體出版品獨特的價值與吸引力以求生存，是值得我們探討的問題。隨著整體環境產業結構的變遷，近年來關於書籍出版研究多半以實體書出版轉型數位出版風險評估進行探討，但鮮少對於出版業的行銷創新作相關研究，因此本研究希望以臺灣出版產業為例，針對雜誌出版產業中實體雜誌《秋刀魚》的行銷策略，並以其消費者為研究對象，深入研究關於雜誌如何透過「行銷策略」的加值方式，進而影響「消費者滿意度」、「消費者忠誠度」、「購買意願」等四個變項差異性作深入之探討，期望能提供台灣實體出版產業業者於未來經營發展上的參考。依本研究結果，顯示行銷策略對於消費者滿意度、消費者忠誠度及購買意願呈現顯著性正相關，且產品策略影響力高於通路策略，因此本研究建議期刊、雜誌出版業者，可以針對產品的行銷策略進行更深入的規劃，以更有效率的方式，以行銷策略的改善，提升消費者滿意度、消費者忠誠度及購買意願。

Faced with this significant change in industry dynamics, publishing houses and independent creators must actively adapt their existing marketing strategies to enhance competitiveness. With the rapid development of online media, an increasing number of consumers are inclined towards reading eBooks or obtaining new knowledge and information through web articles. In this irreversible trend, how traditional physical publishers leverage entirely new marketing methods to promote themselves while endowing their physical publications with unique value and allure for survival is a pertinent issue worthy of exploration. Studies on book publishing have primarily focused on the transition from physical to digital publishing in response to changes in the overall environmental industry structure. However, there has been limited research on marketing innovation within the publishing industry. Therefore, this study aims to use Taiwan's publishing industry as a case study, specifically examining the marketing strategies of the physical magazine "Autumn Mackerel" within the magazine publishing sector. It will delve into how magazines, through their "marketing strategies," add value and consequently affect four variables - "consumer satisfaction," "consumer loyalty," "purchase intention," and other differences. The research will focus on the magazine's consumers, aiming to provide insightful exploration into how marketing strategies influence these variables. Ultimately, this study hopes to offer valuable insights for stakeholders in Taiwan's physical publishing industry for their future operational development. According to this research, the results indicate a significant positive correlation between marketing strategies and consumer satisfaction, consumer loyalty, and purchase intention. Additionally, product strategy has a greater impact than distribution strategy. Therefore, this study suggests that journal and magazine publishers can delve deeper into planning marketing strategies for their products. By enhancing marketing strategies more effectively, they can elevate consumer satisfaction, loyalty, and purchase intent.