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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/90131
標題: | Discord對品牌參與度影響要素調查 Investigating the Factors that Influence customer engagement on Discord: A Uses and Gratifications Study |
作者: | 蔡依達 I-Ta Tsai |
指導教授: | 潘雪 Shweta Pandey |
共同指導教授: | 陳家麟 Chialin Chen |
關鍵字: | none, Discord,Uses and Gratifications Theory,Social Media,Customer Engagement,Consumer Behavior,Brand Equity,Brand Relationship, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | none This thesis investigates the factors shaping customer engagement on Discord, an interactive online social media platform. Through the lens of Uses and Gratifications theory, the study explores the impact of social factors, user-based aspects, firm-generated information, co-creation values, and brand relationships on users' engagement with brands on Discord and its subsequent influence on brand equity. Using a quantitative approach, the research surveyed 184 active Discord users aged 18 to 44 who have encountered branded content. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0, the analysis demonstrated significant links between user-based factors, firm-generated information, co-creation values, and brand relationships with customer engagement. However, social-based factors were not found to significantly affect engagement motivations. Notably, customer engagement was revealed to positively impact brand perceptions, thereby enhancing brand equity. The implications of these findings extend to both academia and industry, offering insights for marketing and brand managers. The study underscores the importance of cultivating user motivations and fostering strong customer-brand relationships on Discord to enhance brand equity. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/90131 |
DOI: | 10.6342/NTU202303555 |
全文授權: | 同意授權(全球公開) |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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ntu-111-2.pdf | 709.79 kB | Adobe PDF | 檢視/開啟 |
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