政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/119161

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/119161

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政大機構典藏 > 傳播學院 > 國際傳播英語碩士學程 > 學位論文 > Item 140.119/119161

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题名:	內容為王？內容行銷對線上消費者購買意願之影響：以台灣低成本航空公司臉書內容策略為例 Content is king? The impact of content marketing on purchase intention of online consumers: a study of Facebook content strategy of low-cost carriers in Taiwan
作者:	陳依蓮 Chen, I-Lien
贡献者:	陳聖智 Chen, Sheng-Chih 陳依蓮 Chen, I-Lien
关键词:	內容行銷購買意願使用者互動品牌形象台灣線上消費者低成本航空臉書內容策略 Content marketing Purchase intention User engagement Brand image Taiwanese online consumers Low-cost carrier Facebook content strategy
日期:	2018
上传时间:	2018-08-02 16:25:34 (UTC+8)
摘要:	The research seeks to understand the relationship between Facebook content, user engagement, and online consumers’ purchase intention of low-cost carriers (LCCs) in Taiwan. By analyzing the data of Facebook Business Manager, and distributing online surveys (N=331) among Taiwanese online consumers of LCCs, the result demonstrated a positive relationship between the content of LCCs’ Facebook Pages, the engagement with LCCs’ Facebook Pages, the reliability and image of LCCs, and the purchase intention of LCCs. Moreover, respondents who have become fans of LCCs’ Facebook Pages have more positive sentiments towards the content, more engagement, and higher purchase intention. For the ‘super fans’ who view and interact with the Pages for once or twice or more per week, they react more positively towards LCCs’ Facebook content, more engagement, and higher purchase intention. Airfare promotion is the most popular type of content that fans engage with. The research contributes to understanding the LCC’s content marketing trends in Taiwanese market and the key factors that influence purchase intention.
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描述:	碩士國立政治大學國際傳播英語碩士學位學程(IMICS) 104461009
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0104461009
数据类型:	thesis
DOI:	10.6814/THE.NCCU.IMICS.008.2018.F05
显示于类别:	[國際傳播英語碩士學程] 學位論文

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