線上教學平臺之個人化服務與社群媒體行銷對消費者購買意願的影響

The Effects of Personalized Service and Social Media Marketing on Consumers' Purchase Intention of Online Teaching Platform

10.6285/MIC.202108/SP_02_10.0012

劉嘉雯(Jia-Wen Liou)；王之弘(Chih-Houng Wang)；林均棻(Chun-Fen Lin)；許宏明(Hung-Ming Hsu)

個人化服務 ； 社群媒體行銷 ； 購買意願 ； Personalization Service ； Social Media Marketing ； Purchase Intention

管理資訊計算

10卷特刊2（2021 / 08 / 01）

130 - 139

繁體中文

在科技進步與數位內容產業蓬勃發展的情況下，線上教學已成為人們重要的學習方式之一，且因線上教學可以方便大眾隨時隨地上網學習外，更不受時間或空間的限制，是不分男女老少皆可在日常生活中進行學習的方式。過去研究指出，可以透過消費者的需求來設計個人化的課程，同時使用個人化服務以精準地瞭解每位消費者期望的課程內容，並利用社群媒體行銷來達到宣傳的效果，藉此提高消費者的購買意願。因此，本研究旨在探討線上教學平臺個人化服務、社群媒體行銷對購買意願的影響；亦即透過問卷調查的方式來瞭解線上教學平臺的使用者其對於個人化服務的感受，及其如何透過社群媒體行銷影響購買意願。本研究以使用過線上教學平臺的消費者做為研究對象，共計發放300份調查問卷，刪除漏答者與無效問卷等樣本後，共計回收之有效問卷為249份，有效問卷回收率為83%。研究結果顯示：（1）個人化服務會正向影響消費者購買意願；（2）社群媒體行銷會正向影響消費者購買意願；（3）社群媒體行銷會增強個人化服務對購買意願的正向關係。本研究依據研究結果提出管理意涵及後續研究建議。

Following the technological evolution and the flourishing of the digital content industry, online teaching has become a crucial learning method for people. Online teaching enables people to learn online anywhere and anytime, and it is a daily learning model applicable to all people. Studies have reported that courses can be personalized to accommodate consumers' needs, and personalized services can be offered to accurately understand consumer expectations of the course content. Social media marketing should be used to enhance effectiveness of the promotion, thereby raising consumers' purchase intentions. The purpose of this research is to understand how users of online education platforms feel about personalized services through questionnaire surveys, and how they can influence purchase intentions through social media marketing. Therefore, this research aims to explore the impact of online teaching platform personalization services and social media marketing on purchase intentions. A total of 300 questionnaires were administered and 249 valid questionnaires were returned, for a valid response rate of 83%. The empirical results are as follows: (1) Personalized services will positively affect consumers' purchase intentions; (2) Social media marketing will positively affect consumers' purchase intentions; (3) Social media marketing will enhance the positive relationship between personalized services and purchase intentions. According to these results, managerial implications and suggestions for future studies were proposed.

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