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丁子然
葛梅
商學院
工商管理博士學位(DBA)課程(中文學制)
博士
2023
社交媒體內容營銷與顧客購買意願關係之研究 : 以抖音社交媒體平臺為例
Research on the Relationship between Content Marketing and Customer Purchase Intention in Social Media : Take Douyin Social Media Platform as An Example
社交媒體內容營銷 ; 顧客信任感知 ; 顧客購買意願 ; 顧客參與 ; 社交分享 ; SIPS模型
Social Media Content Marketing ; Customer Trust Perception ; Customer Purchase Intention ; Customer Engagement ; Social Sharing ; SIPS Model
公開日期：13/3/2027
在社交媒體時代，顧客雖然擁有更多的信息選擇權，但他們也面臨著由於社交媒體信息過載而導致的注意力稀缺，以及決策困難等問題。商家應該通過社交媒體短視頻平臺向顧客傳播更具個性化、更有吸引力，以及更有價值的商品信息，來提升顧客關注度，增強顧客的購買意願。因此，本研究以抖音社交媒體平臺作為研究對象，探討內容營銷對顧客購買意願的影響因素。
本研究基於SIPS消費者行為理論為基礎，構建了社交媒體內容營銷對顧客購買意願影響的研究模型，並提出研究假設。本研究藉助以往學者的成熟量表，形成調研問卷，並對不同地區抖音平臺顧客進行問卷調查，總計發放問卷600份，回收有效問卷539份。運用SPSS29及AMOS26 軟件對有效問卷數據進行分析，並對研究假設進行檢測。
本研究結論包括：一是商家可以通過社交媒體內容營銷的娛樂性、功能性及互動性內在維度來激發顧客購買意願。二是驗證了社交媒體內容營銷對於增強顧客認知信任和情感信任，提升顧客購買意願都起到了積極正向的作用。三是顧客信任感知在社交媒體內容營銷與顧客購買意願之間起到了中介作用。四是本研究從社交媒體開放、互動及社交溝通視角的探討中，得出顧客參與和社交分享行為對於加深顧客信任感知是有正向的調節作用。
本研究成果既可以為希望透過社交媒體平臺，提升品牌影響力的商家提供一個掌握顧客消費心理和行為的指引，更為商家如何製作個性化、引人入勝且有價值的營銷內容，以便更好地增強顧客的關注度、信任感，進而提高購買意願提供了有價值的參考依據。
本研究基於SIPS消費者行為理論為基礎，構建了社交媒體內容營銷對顧客購買意願影響的研究模型，並提出研究假設。本研究藉助以往學者的成熟量表，形成調研問卷，並對不同地區抖音平臺顧客進行問卷調查，總計發放問卷600份，回收有效問卷539份。運用SPSS29及AMOS26 軟件對有效問卷數據進行分析，並對研究假設進行檢測。
本研究結論包括：一是商家可以通過社交媒體內容營銷的娛樂性、功能性及互動性內在維度來激發顧客購買意願。二是驗證了社交媒體內容營銷對於增強顧客認知信任和情感信任，提升顧客購買意願都起到了積極正向的作用。三是顧客信任感知在社交媒體內容營銷與顧客購買意願之間起到了中介作用。四是本研究從社交媒體開放、互動及社交溝通視角的探討中，得出顧客參與和社交分享行為對於加深顧客信任感知是有正向的調節作用。
本研究成果既可以為希望透過社交媒體平臺，提升品牌影響力的商家提供一個掌握顧客消費心理和行為的指引，更為商家如何製作個性化、引人入勝且有價值的營銷內容，以便更好地增強顧客的關注度、信任感，進而提高購買意願提供了有價值的參考依據。
In the era of social media, although customers have more information choices, they also face problems such as scarcity of attention and difficulty in decision-making due to information overload on social media. Merchants should use social media short video platforms to disseminate more personalized, more attractive, and more valuable product information to customers to increase customer attention and enhance customers' willingness to purchase. Therefore, this study takes the Douyin social media platform as the research object to explore the factors that influence content marketing on customer purchase intention.
This study is based on the SIPS consumer behavior theory, constructs a research model on the impact of social media content marketing on customer purchase intention, and puts forward research hypotheses. This study used the mature scales of previous scholars to form a survey questionnaire and conducted a questionnaire survey on Douyin platform customers in different regions. A total of 600 questionnaires were distributed and 539 valid questionnaires were recovered. SPSS29 and AMOS26 software were used to analyze the valid questionnaire data and test the research hypotheses.
The conclusions of this study include: First, merchants can stimulate customers' purchase intention through the entertainment, functionality and interactive intrinsic dimensions of social media content marketing. Second, it is verified that social media content marketing plays a positive role in enhancing customers' cognitive trust and emotional trust, and increasing customers' purchase intention. Third, customer trust perception plays a mediating role between social media content marketing and customer purchase intention. Fourth, from the perspective of social media openness, interaction and social communication, this study concluded that customer participation and social sharing behavior have a positive regulatory effect on deepening customer trust perceptions.
The results of this research can not only provide merchants who hope to enhance their brand influence through social media platforms with a guide to understand customer consumption psychology and behavior, but also provide merchants with how to create personalized, engaging and valuable marketing content in order to better It provides a valuable reference to enhance customers' attention and trust, thereby increasing purchase intention.
This study is based on the SIPS consumer behavior theory, constructs a research model on the impact of social media content marketing on customer purchase intention, and puts forward research hypotheses. This study used the mature scales of previous scholars to form a survey questionnaire and conducted a questionnaire survey on Douyin platform customers in different regions. A total of 600 questionnaires were distributed and 539 valid questionnaires were recovered. SPSS29 and AMOS26 software were used to analyze the valid questionnaire data and test the research hypotheses.
The conclusions of this study include: First, merchants can stimulate customers' purchase intention through the entertainment, functionality and interactive intrinsic dimensions of social media content marketing. Second, it is verified that social media content marketing plays a positive role in enhancing customers' cognitive trust and emotional trust, and increasing customers' purchase intention. Third, customer trust perception plays a mediating role between social media content marketing and customer purchase intention. Fourth, from the perspective of social media openness, interaction and social communication, this study concluded that customer participation and social sharing behavior have a positive regulatory effect on deepening customer trust perceptions.
The results of this research can not only provide merchants who hope to enhance their brand influence through social media platforms with a guide to understand customer consumption psychology and behavior, but also provide merchants with how to create personalized, engaging and valuable marketing content in order to better It provides a valuable reference to enhance customers' attention and trust, thereby increasing purchase intention.
2024
中文
189
致 謝 I
摘 要 II
Abstract IV
圖 目 錄 XI
表 目 錄 XII
第一章 緒 論 1
1.1 研究背景 1
1.2 研究意義 5
1.2.1 理論意義 5
1.2.2 實踐意義 6
1.3 研究目標 7
1.4 研究內容 8
1.5 研究對象與研究方法 12
1.5.1 研究對象 12
1.5.2 研究方法 12
1.6 可能的創新點 14
第二章 文獻綜述 16
2.1文獻計量分析 16
2.1.1 文獻計量研究數據來源 16
2.1.2 文獻計量研究方法 17
2.1.3 發文統計分析 18
2.1.4 研究團隊和地區分析 19
2.1.5 高被引文獻分析 22
2.1.6 研究熱點與趨勢分析 24
2.2 SIPS理論研究 28
2.3 社交媒體內容營銷的相關研究 32
2.3.1 社交媒體的相關研究 32
2.3.2 內容營銷的相關研究 37
2.3.3 社交媒體內容營銷的測量 41
2.4 顧客購買意願的相關研究 46
2.4.1 顧客購買意願的概念界定 46
2.4.2 顧客購買意願的測量 48
2.5 顧客信任感知的相關研究 51
2.5.1 顧客信任感知的概念界定 51
2.5.2 顧客信任感知的測量 53
2.6 顧客參與的相關研究 57
2.6.1 顧客參與的概念界定 57
2.6.2 顧客參與的測量 59
2.7 社交分享的相關研究 62
2.7.1 社交分享的概念界定 62
2.7.2 社交分享的測量 65
2.8文獻評述 68
第三章 研究假設與問卷設計 72
3.1 研究變量定義 72
3.1.1 社交媒體內容營銷 72
3.1.2 顧客購買意願 73
3.1.3 顧客信任感知 73
3.1.4 顧客參與 74
3.1.5 社交分享 75
3.2 研究假設與模型構建 75
3.2.1 研究假設 75
3.2.2 研究模型 85
3.3 問卷設計 86
3.4 變量的測量 88
3.4.1 顧客背景及特征統計量表設計 89
3.4.2 社交媒體內容營銷量表設計 90
3.4.3 顧客購買意願量表設計 91
3.4.4 顧客信任感知量表設計 92
3.4.5 顧客參與量表設計 93
3.4.6 社交分享量表設計 93
3.5 預調研及數據分析 94
3.5.1 預調研描述性統計結果 95
3.5.2 預調研信度與效度檢驗 98
3.5.3 預調研量表的修訂 105
第四章 資料處理及分析 107
4.1 正式調研及數據分析 107
4.1.1 正式調研描述性統計結果 108
4.1.2 正式調研信度與效度檢驗 111
4.1.3 模型假設檢驗 116
4.1.4 各變量的差異性分析 134
4.2 研究假設驗證總結 140
第五章 研究結論與建議 143
5.1 研究結論與討論 143
5.1.1 社交媒體內容營銷的研究結論 144
5.1.2 研究模型直接效應的研究結論 145
5.1.3 研究模型中介效應的研究結論 146
5.1.4 研究模型調節效應的研究結論 147
5.1.5 顧客社交媒體使用特征的研究結論 147
5.2 研究建議 149
5.3 研究局限與未來展望 151
參考文獻 155
作者簡歷 182
附錄： 183
摘 要 II
Abstract IV
圖 目 錄 XI
表 目 錄 XII
第一章 緒 論 1
1.1 研究背景 1
1.2 研究意義 5
1.2.1 理論意義 5
1.2.2 實踐意義 6
1.3 研究目標 7
1.4 研究內容 8
1.5 研究對象與研究方法 12
1.5.1 研究對象 12
1.5.2 研究方法 12
1.6 可能的創新點 14
第二章 文獻綜述 16
2.1文獻計量分析 16
2.1.1 文獻計量研究數據來源 16
2.1.2 文獻計量研究方法 17
2.1.3 發文統計分析 18
2.1.4 研究團隊和地區分析 19
2.1.5 高被引文獻分析 22
2.1.6 研究熱點與趨勢分析 24
2.2 SIPS理論研究 28
2.3 社交媒體內容營銷的相關研究 32
2.3.1 社交媒體的相關研究 32
2.3.2 內容營銷的相關研究 37
2.3.3 社交媒體內容營銷的測量 41
2.4 顧客購買意願的相關研究 46
2.4.1 顧客購買意願的概念界定 46
2.4.2 顧客購買意願的測量 48
2.5 顧客信任感知的相關研究 51
2.5.1 顧客信任感知的概念界定 51
2.5.2 顧客信任感知的測量 53
2.6 顧客參與的相關研究 57
2.6.1 顧客參與的概念界定 57
2.6.2 顧客參與的測量 59
2.7 社交分享的相關研究 62
2.7.1 社交分享的概念界定 62
2.7.2 社交分享的測量 65
2.8文獻評述 68
第三章 研究假設與問卷設計 72
3.1 研究變量定義 72
3.1.1 社交媒體內容營銷 72
3.1.2 顧客購買意願 73
3.1.3 顧客信任感知 73
3.1.4 顧客參與 74
3.1.5 社交分享 75
3.2 研究假設與模型構建 75
3.2.1 研究假設 75
3.2.2 研究模型 85
3.3 問卷設計 86
3.4 變量的測量 88
3.4.1 顧客背景及特征統計量表設計 89
3.4.2 社交媒體內容營銷量表設計 90
3.4.3 顧客購買意願量表設計 91
3.4.4 顧客信任感知量表設計 92
3.4.5 顧客參與量表設計 93
3.4.6 社交分享量表設計 93
3.5 預調研及數據分析 94
3.5.1 預調研描述性統計結果 95
3.5.2 預調研信度與效度檢驗 98
3.5.3 預調研量表的修訂 105
第四章 資料處理及分析 107
4.1 正式調研及數據分析 107
4.1.1 正式調研描述性統計結果 108
4.1.2 正式調研信度與效度檢驗 111
4.1.3 模型假設檢驗 116
4.1.4 各變量的差異性分析 134
4.2 研究假設驗證總結 140
第五章 研究結論與建議 143
5.1 研究結論與討論 143
5.1.1 社交媒體內容營銷的研究結論 144
5.1.2 研究模型直接效應的研究結論 145
5.1.3 研究模型中介效應的研究結論 146
5.1.4 研究模型調節效應的研究結論 147
5.1.5 顧客社交媒體使用特征的研究結論 147
5.2 研究建議 149
5.3 研究局限與未來展望 151
參考文獻 155
作者簡歷 182
附錄： 183
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