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| Title: | 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 |
| Authors: | 陳依蓮
Chen, I-Lien |
| Contributors: | 陳聖智
Chen, Sheng-Chih
陳依蓮
Chen, I-Lien |
| Keywords: | 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 |
| Date: | 2018 |
| Issue Date: | 2018-08-02 16:25:34 (UTC+8) |
| Abstract: | 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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| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
104461009 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0104461009 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.IMICS.008.2018.F05 |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
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