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消費者加入Facebook成衣粉絲團動機之研究 = Consumers’...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

消費者加入Facebook成衣粉絲團動機之研究 = Consumers’ Motivations to Join Clothes Fans Page on Facebook

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Consumers’ Motivations to Join Clothes Fans Page on Facebook
作者:	譚仕宏,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	49面圖，表格 : 30公分;
標題:	臉書
標題:	Facebook
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/56627227378978205004
附註:	參考書目：面35-38
摘要註:	近年來臉書會員快速成長，其粉絲專頁更成為企業行銷的利器，粉絲專頁上之行銷除了擁有良好與完善的系統平台之外，如何吸引消費者加入更是粉絲團行銷的第一步。因此本研究以成衣業店家之粉絲團為標的，探討消費者加入臉書線上粉絲團之動機。研究結果發現，消費者加入粉絲團的主要動機為品牌動機與資訊取得動機，次要動機為社交動機、工具性動機、以及娛樂動機。使用量化與質化整理，在量化之問卷調查中得到消費者參與動機之前三名依序為品牌動機、工具性動機和資訊取得動機；而在質化訪問中本研究則彙整出三個主題，分別為加入粉絲團的動機、網路品牌經營的要素以及五分埔成衣商在品牌經營上需要注意的事項。本研究之結果希望可提供給欲採用線上粉絲團之成衣業者，做為吸引會員之參考方向。 In the recent years the Facebook users are rapid growing and the fans page of the Facebook has become the popular corporate marketing platform. In the marketing platform the fans page provides a well system to the end-user, but how to attract consumers to join is the important step for the fans page owner. This study investigates the consumers’ motivations to join clothing fans page on Facebook. As results showed, the main motive is the brand and information’s obtains on the fans page and they are the social, instrumental and entertainment. In the quantitative survey study, as the top three results for fans participation to join in fans page are rated 1) The brand motivation. 2) Instrumental motivation. 3) Information obtained motivation. In the qualitative interviews, this study summarize into three topics. 1) The consumer motivation to join the clothing shop fans page. 2) The factors of the brand management. 3) Garments maker/industry need to pay attention to brand management. In this study is to provide useful information to the consumers’ motivations to the clothing shop and give the clothing shop a good start-up to create the fans page in Facebook.

消費者加入Facebook成衣粉絲團動機之研究 = Consumers’ Motivations to Join Clothes Fans Page on Facebook
譚, 仕宏

消費者加入Facebook成衣粉絲團動機之研究 = Consumers’ Motivations to Join Clothes Fans Page on Facebook / 譚仕宏撰 - [高雄市] : 撰者, 2012[民101]. - 49面 ; 圖，表格 ; 30公分.
參考書目：面35-38.
臉書Facebook

消費者加入Facebook成衣粉絲團動機之研究 = Consumers’ Motivations to Join Clothes Fans Page on Facebook
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