政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146802
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113160/144130 (79%)
造訪人次 : 50754516      線上人數 : 648
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/146802


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/146802


    題名: 6.1英吋螢幕的行銷活動：探索Z世代顧客參與手機會員APP數位活動
    Marketing Activities in 6.1-inch Screens: Exploring Generation Z Customer Engagement in Mobile Membership Apps
    作者: 陳子淦
    Chan, Tsz-Kam
    貢獻者: 李怡慧
    Lee, Yi-Hui
    陳子淦
    Chan, Tsz-Kam
    關鍵詞: 行動商務
    手機會員App
    顧客參與
    Z世代
    質性研究
    M-commerce
    Mobile membership app
    Customer engagement
    Generation Z
    Qualitative case study
    日期: 2023
    上傳時間: 2023-08-16 13:36:11 (UTC+8)
    摘要: 手機會員App在客戶關係管理中扮演越來越重要的角色，然而，關於它們如何透過數位活動設計影響Z世代（GenZ）顧客的參與，現有研究非常有限。本研究從活動理論的角度出發，探討台灣星巴克的手機會員App如何有效地吸引和管理年輕人的顧客關係。透過質性研究方法，本研究發現了一個由數位活動引導的、動態的、長期的顧客參與過程，受訪的年輕客戶較少獨自參與數位活動，傾向與朋友和家人合作，共同獲得遊戲獎勵，並經由系統性的任務分配，達成他們預設的遊戲目標，這種「獨樂樂不如眾樂樂」的行為，擴大了顧客的使用頻率和參與程度。本研究將過去手機會員App文獻著重的個人價值，延伸至群體價值，為此，提出了一個Z世代手機會員App客戶參與的過程模型，並說明其中數位行銷活動的關鍵要素。這些研究結果可以應用在企業發展和管理手機會員App時，提供更豐富的見解。
    Mobile membership apps are playing a progressively crucial role in customer relationship management; However, research regarding how they impact Generation Z’s (GenZ’s) customer engagement in the digital activities is scant. This study, taken from Activity Theory, discovers how Starbucks Taiwan’s mobile membership app effectively manages the young cohort’s customer affiliation. The research findings have revealed a dynamic process of customer engagement journey, representing young customers’ engagement largely built upon digital gamified activities, where they often work with friends and families collaboratively to gain setting rewards. Their customer engagements are facilitated via sharing the funs of game elements with the motivation of achieving the ultimate goal. A Process Model of GenZ Customer Engagement in Mobile Membership Apps is proposed, outlining the key elements of marketing activities. This research results can be further developed to offer more fruitful insights to elaborate how a mobile memberships app can facilitate businesses to manage the customer relationship of this particular group.
    參考文獻: References in Chinese:

    蕭閔云. (2020). 無懼路易莎與上萬超商追兵，星巴克靠3招鞏固台灣咖啡龍頭地位. Business Next. Retrived from https://www.bnext.com.tw/article/56786/starbucks-taiwan-tech

    Referecnes in English:

    Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110.
    Allen, D. K., Brown, A., Karanasios, S., & Norman, A. (2013). How should technology-mediated organizational change be explained? A comparison of the contributions of critical realism and activity theory. MIS quarterly, 835-854.
    Alnawas, I., & Aburub, F. (2016). The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions. Journal of Retailing and consumer Services, 31, 313-322.
    Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47(1), 70-82.
    Baptista, G., & Oliveira, T. (2015). Understanding mobile banking: The unified theory of acceptance and use of technology combined with cultural moderators. Computers in Human Behavior, 50, 418-430.
    Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of marketing, 80(6), 122-145.
    Berman, B. (2006). Developing an effective customer loyalty program. California management review, 49(1), 123-148.
    Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the academy of marketing science, 28(1), 95-108.
    Chen, H. (2018). College-aged young consumers` perceptions of social media marketing: The story of Instagram. Journal of Current Issues & Research in Advertising, 39(1), 22-36.
    Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345.
    Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, communication & society, 22(10), 1432-1446.
    Dowling, G. R., & Uncles, M. (1997). Do customer loyalty programs really work? Sloan management review, 38, 71-82.
    Eisenhardt, K. M., & Graebner, M. E. (2007). Theory building from cases: Opportunities and challenges. Academy of management journal, 50(1), 25-32.
    Engeström, Y. (1987). Learning by expanding: An activity-theoretical approach to developmental research. Cambridge University Press.
    Engeström, Y. (2001). Expansive learning at work: Toward an activity theoretical reconceptualization. Journal of education and work, 14(1), 133-156.
    Euromonitor. (2018). Generation Z: The Next Wave of Consumers. Retrived from https://www.euromonitor.com/article/generation-z-next-wave-consumers
    Goldman, S. M. (2010). Transformers. Journal of consumer marketing.
    Hsia, T.-L., Wu, J.-H., Xu, X., Li, Q., Peng, L., & Robinson, S. (2020). Omnichannel retailing: The role of situational involvement in facilitating consumer experiences. Information & Management, 57(8), 103390.
    Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective. International Journal of Information Management Data Insights, 2(1), 100065.
    Jimenez, N., San-Martin, S., & Azuela, J. I. (2016). Trust and satisfaction: the keys to client loyalty in mobile commerce. Academia Revista Latinoamericana de Administración, 29(4), 486-510.
    Karanasios, S. (2018). Toward a unified view of technology and activity: The contribution of activity theory to information systems research. Information Technology & People, 31(1), 134-155.
    Keh, H. T., & Lee, Y. H. (2006). Do reward programs build loyalty for services?: The moderating effect of satisfaction on type and timing of rewards. Journal of Retailing, 82(2), 127-136.
    Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239-247.
    Kim, S. J., Wang, R. J.-H., & Malthouse, E. C. (2015). The effects of adopting and using a brand`s mobile application on customers` subsequent purchase behavior. Journal of Interactive Marketing, 31, 28-41.
    Kuutti, K. (1996). Activity theory as a potential framework for human-computer interaction research. Context and consciousness: Activity theory and human-computer interaction, 1744, 9-22.
    Larivière, B., Joosten, H., Malthouse, E. C., Van Birgelen, M., Aksoy, P., Kunz, W. H., & Huang, M. H. (2013). Value fusion: The blending of consumer and firm value in the distinct context of mobile technologies and social media. Journal of Service Management, 24(3), 268-293.
    Li, C.-Y. (2018). Consumer behavior in switching between membership cards and mobile applications: The case of Starbucks. Computers in Human Behavior, 84, 171-184.
    Lim, B., Xie, Y., & Haruvy, E. (2022). The impact of mobile app adoption on physical and online channels. Journal of Retailing, 98(3), 453-470.
    Liu, H., Lobschat, L., Verhoef, P. C., & Zhao, H. (2019). App adoption: The effect on purchasing of customers who have used a mobile website previously. Journal of Interactive Marketing, 47, 16-34.
    Malhotra, N. K. (2012). Basic marketing research: Integration of social media. 2012. Pearson International Edition.
    Martins, C., Oliveira, T., & Popovič, A. (2014). Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, 34(1), 1-13.
    Merriman, M. (2015). What if the next big disruptor isn’ta what but a who. Ernst & Young.
    Myers, M. D. (2020). Qualitative Research in Business & Management. In: New York: Sage Publications.
    Nash, J. (2019). Exploring how social media platforms influence fashion consumer decisions in the UK retail sector. Journal of Fashion Marketing and Management: An International Journal, 23(1), 82-103.
    Nysveen, H., Pedersen, P. E., Thorbjørnsen, H., & Berthon, P. (2005). Mobilizing the brand: The effects of mobile services on brand relationships and main channel use. Journal of Service Research, 7(3), 257-276.
    Ou, W. M., Shih, C. M., Chen, C. Y., & Wang, K. C. (2011). Relationships among customer loyalty programs, service quality, relationship quality and loyalty: An empirical study. Chinese management studies, 5(2), 194-206.
    Parker, C., Scott, S., & Geddes, A. (2019). Snowball sampling. SAGE research methods foundations.
    Priporas, C.-V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers` expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381.
    Priporas, C.-V., Stylos, N., & Kamenidou, I. E. (2020). City image, city brand personality and generation Z residents` life satisfaction under economic crisis: Predictors of city-related social media engagement. Journal of Business Research, 119, 453-463.
    PwC. (2020). Gen Z is Talking. Are you Listening? Retrived from https://www.pwc.de/de/handel-und-konsumguter/gen-z-is-talking-are-you-listening.pdf
    Ross, G. M. (2021). I use a COVID-19 contact-tracing app. Do you? Regulatory focus and the intention to engage with contact-tracing technology. International Journal of Information Management Data Insights, 1(2), 100045.
    Schlossberg, M. (2016). Teen Generation Z is being called`millennials on steroids,`and that could be terrifying for retailers. Retrieved, 9, 2016.
    Shaw, N., & Sergueeva, K. (2019). The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value. International Journal of Information Management, 45, 44-55.
    Son, Y., Oh, W., Han, S. P., & Park, S. (2020). When loyalty goes mobile: Effects of mobile loyalty apps on purchase, redemption, and competition. Information Systems Research, 31(3), 835-847.
    Tamilmani, K., Rana, N. P., Wamba, S. F., & Dwivedi, R. (2021). The extended Unified Theory of Acceptance and Use of Technology (UTAUT2): A systematic literature review and theory evaluation. International Journal of Information Management, 57, 102269.
    Van Heerde, H. J., Dinner, I. M., & Neslin, S. A. (2019). Engaging the unengaged customer: The value of a retailer mobile app. International Journal of Research in Marketing, 36(3), 420-438.
    Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
    Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
    Vesel, P., & Zabkar, V. (2009). Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program. Journal of Retailing and Consumer Services, 16(5), 396-406.
    Vygotsky, L. S., & Cole, M. (1978). Mind in society: Development of higher psychological processes. Harvard university press.
    Wang, R. J.-H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the go: How mobile shopping affects customer purchase behavior. Journal of Retailing, 91(2), 217-234.
    Wang, Y., Lewis, M., Cryder, C., & Sprigg, J. (2016). Enduring effects of goal achievement and failure within customer loyalty programs: A large-scale field experiment. Marketing Science, 35(4), 565-575.
    Xu, J., Forman, C., Kim, J. B., & Van Ittersum, K. (2014). News media channels: Complements or substitutes? Evidence from mobile phone usage. Journal of marketing, 78(4), 97-112.
    描述: 碩士
    國立政治大學
    資訊管理學系
    110356049
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0110356049
    資料類型: thesis
    顯示於類別:[資訊管理學系] 學位論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    604901.pdf1555KbAdobe PDF2149檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋