题名

男性流行時尚雜誌之內容行銷效益評估

并列篇名

Effects of Social Media Content of Male Fashion Magazines on Customer Values and Brand Love

DOI

10.6123/JCRP.2018.002

作者

馮昱棠(Feng, Yu-Tang)；李雅靖(Lee, Ya-Ching)

关键词

品牌愛慕 ； 內容行銷 ； 粉絲專頁 ； 顧客價值 ； 購買意圖 ； brand love ； customer values ； Facebook fanpage ； purchase intention

期刊名称

傳播研究與實踐

卷期/出版年月

8卷1期（2018 / 01 / 01）

页次

27 - 63

内容语文

繁體中文
中文摘要

本研究以顧客價值理論為基礎，調查男性流行時尚雜誌在粉絲專頁上之內容發布如何影響顧客價值、品牌愛慕與購買意圖。本研究之問卷調查發現，娛樂性與知識技巧性內容會創造社群成員功能性、享樂性、象徵性、成本犧牲性、社交性價值效益。本研究之貢獻為探討社群粉絲專頁在發布何種類型之資訊內容可有效地提升顧客價值、品牌愛慕、購買意圖，並將顧客價值理論應用於媒體產業，找出適合評估媒體的顧客價值面向。最後，本研究之結果可針對男性流行時尚雜誌在未來社群資訊內容發布給予相關實務建議。
英文摘要

This study applied the theory of customer values to investigate influences of social media content by male fashion magazines on customer values, brand love, and purchase intentions. The survey results demonstrated that entertainment content and knowledge and expertise content can increase customers' functional, hedonic, symbolic, cost-sacrifice, and social values. This paper contributes to the literature by clarifying which kinds of content can effectively increase customer values, brand love, and purchase intentions. It also made academic contributions by extending customer values to media industry and found appropriate values to evaluate media's customer values. This study finally offered some practical suggestions.
主题分类 社會科學 > 傳播學
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