行銷科學學報最新文献

{"title":"團結力量大嗎？網路團購從眾傾向與知覺風險的調節式中介模式","authors":"李政達 李政達, 徐孝芳 Jeng-Da Lee, 王如鈺 Hsiao-Fang Hsu","doi":"10.53106/181666012023041901004","DOIUrl":"https://doi.org/10.53106/181666012023041901004","url":null,"abstract":"\u0000 網路團購是一種新興的消費方式，買家之間透過相互合作與商家協商，以獲取低價或增加產品的數量。本研究以刺激—有機體—反應理論模型為基礎，檢視參與網路團購的消費者，他們的從眾傾向是否會調節知覺風險與購買意願之間的關係，並以調節式中介模式進行效果驗證。本研究透過網路調查共蒐集573名過去曾經參與過網路團購的消費者進行調查。研究發現，網路口碑資訊對知覺風險具有顯著負向影響，知覺風險對購買意願具有顯著負向影響。雖然從眾傾向在知覺風險和購買意願之間具有調節作用，但從眾傾向對維持購買意願的作用有限。調節式中介模式檢定的結果驗證了從眾傾向的情境效應。最後進行討論，並說明理論貢獻、實務意涵與未來研究方向。\u0000 Online group buying is a relatively new consumption practice, through mutual cooperation between buyers negotiate with businesses to obtain low prices or an increased number of products. This study employed stimulus-organism-response theory model to examine whether customer’ conformity tendency moderates the relationship between perceived risk and online group buying intention, a moderated mediation model was proposed and tested. By the analysis of online survey data from 573 customers who have participated in group buying, the result of the study show that online word-of-mouth information has negative effect on perceived risk, and perceived risk has negative impact on online group buying purchase intention. Although conformity tendency has moderating effects between perceived risk and purchase intention, but the role of conformity tendency in preserving purchase intention is found to be limited. Results from moderated mediation model testing verify the contextual effect of conformity tendency. Theoretical implications have been suggested along with the direction for future researches.\u0000 \u0000","PeriodicalId":280799,"journal":{"name":"行銷科學學報","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121628755","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"電商平台中的遊戲化機制對購買意圖影響之研究","authors":"邱于平 邱于平, 姚乃文 Yu-Ping Chiu","doi":"10.53106/181666012023041901003","DOIUrl":"https://doi.org/10.53106/181666012023041901003","url":null,"abstract":"\u0000 由於Covid-19疫情，電子商務平台近幾年成長迅速，關於線上消費行為的研究也受到極大關注，尤其是消費者的購買意圖，會受到何種因素影響，是值得被釐清的。本研究從電子商務的遊戲化機制出發，探討其中哪些遊戲化機制會引發消費者的購買意圖，並透過問卷調查法，衡量受試者的購買意圖是否受到遊戲化機制所影響。研究結果顯示，電子商務平台上遊戲化機制中的挑戰與社會互動會引起消費者的知覺享受，競爭則會正向影響到知覺玩樂，而知覺享受與知覺玩樂會顯著影響消費者的購買意圖。本研究結果在學術面，能提供後續關於遊戲化對於電子商務平台消費者購買行為研究之參考架構；而在實務面，也能給予電子商務平台業者在管理上的策略依據。\u0000 Affected by the Covid-19 outbreak, research on online consumption behavior have also received great attention, especially for determinative factors of consumers’ purchase intention. This study attempts to explore what causes consumers’ purchase intention on e-commerce platforms. This study used the questionnaire to examine how gamification mechanisms impact purchase intention. The results showed that challenges and social interaction had a positive relationship with consumers’ perceived enjoyment; competitiveness also had a positive relationship with consumers’ perceived playfulness. Moreover, both consumers’ perceived enjoyment and perceived playfulness influence purchase intention. Overall, this study provides the theoretical implication for explaining how gamification influences buying behavior in the online marketplace and managerial reference for suggestions to e-commerce platform managers.\u0000 \u0000","PeriodicalId":280799,"journal":{"name":"行銷科學學報","volume":"61 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123061840","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"DRTS對民眾使用高鐵進行國內旅遊意願之研究","authors":"蕭至惠 蕭至惠, 張簡琬庭 Chih-Hui Hsiao","doi":"10.53106/181666012023041901001","DOIUrl":"https://doi.org/10.53106/181666012023041901001","url":null,"abstract":"\u0000 本研究旨在探討價格促銷、知覺價值、特定目的式DRTS服務知覺、民眾搭乘台灣高鐵進行國內旅遊之意願，四研究變數之間的關係。本研究共計回收333份有效問卷，以獨立樣本t檢定與ANOVA進行假說之驗證分析。\u0000本文的驗證結果顯示：一、當知覺價值高時，相對於無價格促銷，有價格促銷會導致更高的使用高鐵進行國內旅遊的意願；二、相對於低度特定目的式DRTS服務知覺，高度特定目的式DRTS服務知覺對旅遊意願具有正向影響；三、當特定目的式DRTS服務知覺高時，比起無價格促銷，有價格促銷會導致更高的使用高鐵進行國內旅遊的意願。\u0000 This research aims to explore the relationships among the four research variables- price promotion, perceived value, service perceived value of destination-specific DRTS, peoples’ willingness to take Taiwan’s HSR for domestic travel.\u0000A total of 333 valid questionnaires were conducted to verify the hypothesis via independent sample t test and ANOVA analysis. The results indicate that: 1. Compared to a lack of price promotion, the presence of promotion can improve the consumers’ willingness to travel by THSR when there is a high perceived value. 2. Compared to a low service perceived value of Destination-specific DRTS, a high service perceived value of Destination-specific DRTS has a more positive influence on the consumers’ willingness to travel. 3. Given a high service perceived value of destination-specific DRTS, the consumers’ willingness to travel by THSR is also higher with price promotions.\u0000 \u0000","PeriodicalId":280799,"journal":{"name":"行銷科學學報","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121346582","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"場地依賴與再購意願之關係—滿意度之中介效果","authors":"周建亨 周建亨, 鄭毓齡 Chien-Heng Chou","doi":"10.53106/181666012023041901002","DOIUrl":"https://doi.org/10.53106/181666012023041901002","url":null,"abstract":"\u0000 在探討場地依賴對學習成效和表現之影響、及其後續之消費行為的研究中，大多以實體教學環境為研究情境，而欠缺以虛擬教學環境為研究情境背景。本研究以近一年內曾經參與過補教業線上語言學習平台之人士為研究對象，探討消費者之場地依賴與其再購意願之關係，及滿意度對上述關係的中介效果。本研究以網路電子問卷採便利抽樣方法收集資料，樣本來源包含Facebook、Google等社群平台使用者，共收集221份有效樣本。分析結果顯示，消費者之場地依賴與其再購意願為顯著正相關，滿意度為上述關係之部分中介變數，本研究的所有假說都獲得支持。根據研究結果，本研究提出理論與管理意涵。\u0000 Research on the effects of field dependence on learning output and outcome, and the following consumer behavior, has mainly been conducted in the context of physical environment of learning. Little research has been conducted in the context of virtual environment. Using customers who have learned language online within one year before this study as subjects, this study investigates the relationship between field dependence and repurchase intention, and the moderating effect of satisfaction on the above relationship. An online questionnaire was distributed to users of Facebook and Google communities by convenience sampling method. A total of 221 valid responses are collected. The results show that field dependence is positively and significantly related to repurchase intention, and satisfaction is a partial mediator of the relationship between field dependence and repurchase intention. All of the hypotheses are supported. The managerial and theoretical implications of the results are discussed.\u0000 \u0000","PeriodicalId":280799,"journal":{"name":"行銷科學學報","volume":"109 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115268254","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"農會導入行動科技之決策評估模式","authors":"周建亨 周建亨, 施光訓 Chien-Heng Chou, 謝建達 Kuang-Husn Shih","doi":"10.53106/181666012022101802004","DOIUrl":"https://doi.org/10.53106/181666012022101802004","url":null,"abstract":"\u0000 數位轉型為我國政府推動的六大核心戰略之一，農會必須要思考如何有效善用新興科技進行數位轉型，提高經營績效與服務品質，補強人口高齡化及外移所出現的勞動力缺口。爰此，農會要如何有效導入行動科技至組織中，促進農會數位轉型的關鍵成功因素是什麼，成為本研究動機之一。回顧過去研究，探討農會轉型的主題多採用員工的問卷調查，但缺少對農會經營者的想法，此為本研究機動之二。爰此，為探討農會導入行動科技應用之決策準則，本研究結合決策實驗室分析法（Decision Making Trial and Evaluation. Laboratory, DEMATEL）與網路分析程序法（Analytic Network Process, ANP），建立農會數位轉型之決策架構，分析結果可作為農會決策者規劃經營策略及分配資源之重要參考依據。\u0000 Digital transformation is one of the six core strategies in Taiwan. Farmers’ associations must consider how to effectively introduce emerging technologies to carry out digital transformation, improve business performance and service quality, and fill the labor gap caused by an aging population and out-migration. Therefore, how to effectively introduce mobile technology into the organization and what are the key success factors to promote the digital transformation of the farmers’ association have become one of the motivations of this study. Reviewing previous studies, the topic of discussion on the transformation of farmers’ associations mostly uses questionnaires from employees, but there is a lack of ideas for operators of farmers’ associations, which is the second motivation of this study. In order to discuss how the farmers’ association can effectively introduce mobile technology, this study combined the Decision Making Trial and Evaluation Laboratory (DEMATEL) and the Analytic Network Process (ANP) to establish a decision-making evaluation framework for the digital transformation of farmers’ associations. The results can be used as an important reference for managers to plan business strategies and allocate resources.\u0000 \u0000","PeriodicalId":280799,"journal":{"name":"行銷科學學報","volume":"96 3","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114016029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"「企業的善意，你相信嗎？」--消費者懷疑論的干擾角色","authors":"朱芳誼 朱芳誼, 何淑熏 Fang-Yi Chu","doi":"10.53106/181666012022101802001","DOIUrl":"https://doi.org/10.53106/181666012022101802001","url":null,"abstract":"\u0000 永續發展已然成為全球企業的使命與目標，經理人使用善因行銷時，品牌熟悉度與消費者懷疑論成為影響購買意願的重要因素。本研究探討品牌熟悉度對消費者購買意願之影響及檢驗消費者懷疑論的干擾效果，共發放304份網路問卷進行調查。結果顯示，品牌熟悉度對購買意願呈正向相關，消費者懷疑論於品牌熟悉度與購買意願兩者之間具干擾效果。分析所有實驗情境，研究發現消費者持高度懷疑時，不管品牌熟悉度的高低，皆使消費者購買意願下降，建議企業應時刻注意消費者是否產生懷疑並立即提出對策以消除消費者的懷疑；消費者持低熟悉度時，消費者懷疑論將直接負向影響購買意願，由此得知當企業提高消費者對品牌的熟悉度可減低消費者懷疑態度之負面影響。\u0000 Nowadays, sustainable development is considered as one of company’s missions and goals. Brand familiarity and consumer skepticism are critical to the purchase intention when marketing managers use cause-related marketing. The purpose of this research is to examine the effects of brand familiarity and to test the moderating effects of consumer skepticism. A total of 304 questionnaires was collected. The result shows that brand familiarity is positively correlated with the diffusion of purchase intention, and consumer skepticism has moderate effect between brand familiarity and purchase intention.\u0000This research found that when consumers are high in skepticism, no matter consumers are high or low in familiarity to the brand, it will lower consumer’s purchase intention. In this light, research suggests companies to pay high attention when consumers are skeptical to the CSR events and to provide authentic contents to eliminate consumer negative response. Moreover, lower brand awareness could bring negative influences on purchased intension directly. Therefore, we conclude that increasing brand familiarity could avoid the company be influenced by skepticism.\u0000 \u0000","PeriodicalId":280799,"journal":{"name":"行銷科學學報","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124520118","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"探討稀缺性對消費者購買意願與認知失調之影響-以從眾效應為中介效果","authors":"鄭淑勻 鄭淑勻, 余梅香 余梅香","doi":"10.53106/181666012022101802002","DOIUrl":"https://doi.org/10.53106/181666012022101802002","url":null,"abstract":"\u0000 現今人們因工時增加而導致休閒時間減少，購物變成重要的休閒娛樂。消費者在購物時，除了需求上的滿足，想要展現自我與眾不同的需求也越來越高，常以購物來展現自我。稀缺性產品的消息會比非稀缺性產品有著更加良好的傳播效果。可得知稀缺性可以做為刺激消費者在網路購物決策過程的一項有效工具，因此許多業者開始利用稀缺性作為他們的銷售手法來吸引顧客。「稀缺推廣」是實務上常用的行銷策略，本研究以供給性稀缺為基礎，探討消費者受到從眾效應之影響進而改變自身的購買決策之可能性，而在購買產品後是否會因結果不如預期而產生購後認知失調。\u0000本研究以問卷調查法為研究工具，問卷計分採用李克特 ( Likert-scale ) 五點尺度量表作為計算方式，將主要研究對象設定在有購買過限量性產品的消費者，共發出274份，刪除有亂填跡象與無購買過稀缺性產品之無效樣本72份後，有效問卷總共為202份，問卷有效率為74%。本研究透過信度分析、敘述性統計分析、獨立樣本T檢定、單因子變異數分析及迴歸分析得出以下結果：（1）稀缺性會正向影響產品的購買意願；（2）從眾效應在稀缺性與購買意願上具有中介效果；（3）從眾效應會正向影響產品的購買意願；（4）從眾效應會正向影響購後認知失調；（5）稀缺性對認知失調不具顯著正向影響。並依據研究結果提出實務建議供業者參考。\u0000 Shopping is now one of the most popular leisure activities in this era. People with a high need for uniqueness are more eager to obtain commodities that are different from others, thus showing their uniqueness. Information of scare products will have a better spread effect than non-scarce products. Marketers frequently use scarcity promotions, where a product is limited in availability, as a marketing tactic to enhance customer shopping decision and purchase willingness. Based on the scarcity of supply, this study seeks to examine how scarcity appeal affects consumer purchase intention and to examine their post-purchase cognitive dissonance as well. Quantitative analysis and convenience sampling were used to survey consumers who have purchased limited-edition products. 202 valid online questionnaires were obtained, and the study used descriptive statistics, and regression analysis to test hypotheses and to examine the mediating effect of conformity effect. The results indicate that:1. Scarcity has a positive effect on consumer purchase intention;2. Conformity effect mediates the relationship between scarcity and purchase intention;3. Conformity effect is positively related to purchase intention;4. Conformity effect will positively affect post-purchase cognitive dissonance; 5. Scarcity has no significant effect on post-purchase cognitive dissonance.\u0000 \u0000","PeriodicalId":280799,"journal":{"name":"行銷科學學報","volume":"133 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131655410","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"如何在不同種類之續集產品中調整品牌正統性","authors":"王學驤 王學驤, 施登山 Hsueh-Hsiang Wang, 楊台寧 Teng-San Shih","doi":"10.53106/181666012022101802003","DOIUrl":"https://doi.org/10.53106/181666012022101802003","url":null,"abstract":"\u0000 自Beverland（2009）提出建構品牌的正統性原則後，此領域的研究多著重於品牌正統性本質之探索性研究或進行量表之建構，目前針對品牌正統性進行相關消費者議題上之實證研究依舊相當有限，本研究試圖回答下列幾個問題 1.產品正統性消費者品牌信任之關係為何，品牌信任是評估品牌延伸活動之因素，消費者能否透過正統性之尋找來加強品牌信任? 2.什麼元素構成品牌正統性?消費者如何回應不同續集產品（體驗性/收尋性）之正統性。本研究分別使用Apple iPhone and The Fast And The Furious做為搜尋性產品及體驗性產品之代表，透過紙本問卷調查，針對同時使用及消費過上述產品的消費者來了解其如何評估不同產品屬性之正統性。本研究採用複迴歸偏最小平方（Partial Least Squares, PLS）來進行測量模型之檢測。研究發現並非所有正統性元素皆能夠反映出消費者的品牌信任。此外，不同產品類型下，不同品牌正統性元素會各自影響到消費者的品牌信任。一致性代表往往是消費者辨識品牌的準則，更是正統性中重要元素，類似品牌延伸中的契合度概念，因此不論在何種產品類型下，一致性皆會對品牌信任產生影響。然而只有在體驗性產品中，原創性只會會影響消費者信任。\u0000 Since Beverland (2009) put forward the principle of brand legitimacy, research in this field has mostly focused on exploratory research on the nature of brand legitimacy or the construction of scales. Currently, empirical research on related consumer issues in conducting for brand legitimacy still quite limited. This study attempts to answer the following questions: 1. What is the relationship between product legitimacy and consumer brand trust? Brand trust is a factor in evaluating brand extension activities. Can consumers strengthen brand trust through the search for legitimacy? 2 . What elements constitute brand legitimacy? How consumers respond to the legitimacy of different sequel products (experiential/searchable). This research uses Apple iPhone and The Fast And The Furious as representatives of search products and experiential products respectively. Through paper questionnaires, consumers who have used and consumed the above products at the same time are chosen to understand how they evaluate the relationship between different product attributes of orthodoxy. In this study, partial least squares (PLS) was used to test the model. Research has found that not all elements of legitimacy reflect consumer brand trust. In addition, under different product types, different elements of brand legitimacy will individually affect consumers’ brand trust. Consistency is often a criterion for consumers to identify a brand, and it is an important element in legitimacy. Therefore, no matter what type of product, consistency will have an impact on brand trust. However, only in experiential products, originality only affects consumer trust.\u0000 \u0000","PeriodicalId":280799,"journal":{"name":"行銷科學學報","volume":"102 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131999550","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"探討組織創新、組織能力、組織策略和市場績效之優化","authors":"吳明和 吳明和","doi":"10.53106/181666012022041801001","DOIUrl":"https://doi.org/10.53106/181666012022041801001","url":null,"abstract":"\u0000 「創新」為企業本身整合資源和能力的相對結果，「創新」也是企業可以保持長期競爭優勢的關鍵重要因素，在學術界和工商業界中，已經研究許多與創新有關的重要議題，但在相關文獻中，缺乏有效率的經驗法則，可以進行分析組織創新與其他因素之間的關係，以及與市場績效的相關影響。\u0000因此，本研究採用基於能力的觀點，建立一個綜合性研究整體框架，用以分析組織創新、組織能力、組織策略和市場績效之間的關係。此項研究中，相關資料來自於台灣2014年員工人數排名在前5000家的企業公司，以分層隨機抽樣，採用比例分配來抽取500個樣本，總共發出500份問卷，退回100份，去除無效樣本8份，有效問卷92份，有效回覆率為18％，此研究的重要假設，使用回歸分析法進行驗證動作，研究的結果整理如下： a. 根本性創新和行銷能力的相互作用，對採用市場導向戰略的企業，產生積極影響。 b. 根本性創新和服務創新能力的相互作用，對採用市場導向戰略的企業，產生負面影響。 c. 根本性創新和行銷能力的相互作用，對採用成本導向戰略的企業，產生顯著的積極影響。 d. 根本性創新和服務創新能力的相互作用，對採用成本導向戰略的企業，產生負面影響。 e. 採取根本性創新的組織，將通過以市場為導向的戰略，對市場績效產生重大的積極影響。 f. 採取徹底創新的組織，將通過以成本為導向的戰略，對市場績效產生重大的積極影響。 此外，並討論其管理意涵與未來可以進行之相關研究方向。\u0000 “Innovation” is the result that the enterprise integrates their own resources and competences. It is also the key element that the enterprise maintains long-term competitive advantage. Although the issues related to innovation has been studied by academia and industry, the literature lack of empirical method to analyze the relationships among organizational innovation and other organizational factors, and the impact of market performance comprehensively.\u0000As a result, this research adopts competence-based view to establish an integrated framework to analyze the relationships among organizational innovation, organizational competences, organizational strategy, and market performance. In this study, the population was from the ranked 5000 of the companies in Taiwan in 2014. This study adopted proportion allocation in stratified random sampling to draw 500 samples. The 500 questionnaires were sent out, 100 copies were returned, 8 invalid samples were removed, and there were 92 valid copies with effective response rate was 18%. Regression Analysis was utilized to test the hypotheses of this study. The results of this study are shown as follows: a. The interaction of radical innovation and marketing capability is positive impact on the firms with market-oriented strategy. b. The interaction of radical innovation and service innovation capability is negative impact on the firms with market-oriented strategy. c. The interaction of radical innovation and marketing capability is significantly positive impact on the firms with cost-oriented strategy. d. The interaction of radical innovation and service innovation capability is negative impact on the firms with cost-oriented strategy. e. The organizations adopting the radical innovation will significantly positive impact on market performance through market-oriented strategy. f. The organizations adopting the radical innovation will significantly positive impact on market performance through cost-oriented strategy. Managerial implications and future research directions are discussed.\u0000 \u0000","PeriodicalId":280799,"journal":{"name":"行銷科學學報","volume":"73 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133977478","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"社群媒體運用於企業對企業行銷成效之探索性分析","authors":"田寒光 田寒光, 張宜平 Han-Kuang Tien","doi":"10.53106/181666012022041801002","DOIUrl":"https://doi.org/10.53106/181666012022041801002","url":null,"abstract":"\u0000 互聯網的發展導致了全球市場的開放。隨著社群時代的來臨，企業與客戶之間的交流是透過許多新興社群媒體進行的。因此，透過社群媒體與用戶互動並建立關係非常重要。產品和服務資訊的快速傳播，甚至對競爭對手和潛在目標市場的了解，已成為企業對企業（Business to Business，B2B）行銷人員不可忽略的一環。\u0000全球的貿易模式在疫後正逐漸發生變化。貿易模式造成的訂單碎片化已經與傳統模式大相徑庭。許多國外研究報告表明，B2B企業可以透過運用社群媒體為核心行銷管道取得突破和進展。而大多數 B2B 公司仍處於起步階段，因為許多 B2B 從業者仍然不確定是否或如何有效地使用社群媒體。因此，本研究嘗試在商業運用發展的背景下探討「B2B環境中的社群媒體」現象，增加對於B2B在社群媒體行銷方面的理解與運用。\u0000本研究以質性研究（Qualitative Research）作為研究方法，研究對象是行銷領域中的顧問專家及B2B廠商運用社群媒體行銷超過五年的企業主管。採用質性研究能獲得更深入的了解，並從中發現及說明瞭解B2B行銷中如何使用社群媒體。研究歸納出以下之結論：(1) 提升品牌價值，透過內容行銷策略提供專業知識，強化品牌競爭力；(2)創造內容價值，持續發佈實用的內容資訊，累積人脈、信用及收益；(3) 增加客戶價值，客戶參與創新過程以產生連結。\u0000 The development of the internet has led to the opening of global markets. With the advent of the social age, the communication between companies and customers is through many emerging social media. Therefore, it is very important to interact with users and build relationships through online social media. The rapid dissemination of product and service information, and even understanding of competitors and potential target markets, has become an important part of Business to Business (B2B) marketers.\u0000Global trade patterns are gradually changing after the epidemic. The fragmentation of orders caused by trade model is already very different from traditional one. Many foreign research reports have shown that B2B companies can make breakthroughs and progress by using social media as their core marketing channel. In order to reach customers, companies have invested in the ranks of social marketing, grabbing the attention of consumers. Most B2B companies are still in their infancy, because many B2B practitioners are still unsure whether or how to use social media effectively.\u0000This study uses qualitative research as the research methods. Focusing on interviewing consultant and experts and corporate executives of B2B vendors who use social media as marketing channel for more than five years. We summarize the conclusions as following：(1) Promote brand value，Provide professional knowledge through content marketing strategy to strengthen brand competitiveness；(p2) Create the value of content，Continue to publish useful information to accumulate contacts, credit；(3) Increase customer value，Customers participate in the innovation process to generate connections.\u0000 \u0000","PeriodicalId":280799,"journal":{"name":"行銷科學學報","volume":"185 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114207981","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}