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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 謝明慧(Ming-Huei Hsieh) | |
| dc.contributor.author | Ya-Ching Chung | en |
| dc.contributor.author | 鍾雅晴 | zh_TW |
| dc.date.accessioned | 2022-11-23T09:27:04Z | - |
| dc.date.available | 2021-07-23 | |
| dc.date.available | 2022-11-23T09:27:04Z | - |
| dc.date.copyright | 2021-07-23 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-07-06 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/80117 | - |
| dc.description.abstract | 本研究探討OTT 影音平台消費領域中顧客旅程類型影響顧客忠誠之形塑方式。過去研究顧客旅程之文獻大多觀察出順暢特性之旅程類型，建議品牌採取簡單、效率且可預期的設計原則，卻未進一步探討不同消費領域中可能呈現的特殊消費行為。因此，本研究採用質性之探索性研究方法，聚焦OTT 影音平台消費領域中所有可能呈現的顧客旅程樣貌，並深入頗析每種樣貌之特性與需求。 首先回顧顧客忠誠與顧客旅程之相關文獻，並同時蒐集領域內品牌之現行行銷活動，再深度訪談23-28歲具OTT 影音平台消費經驗之使用者作為研究對象。本研究將顧客區分為三種分群，分別為「慣性放縱者」、「自律舒壓者」與「恣意爆肝者」。了解各群顧客於旅程中五個階段的行為模式，並詮釋各群之深度需求與核心價值。本研究分析核心需求後界定每群顧客之顧客旅程類型，發現其中兩群顧客皆展現不順暢顧客旅程之特性，僅一群呈現順暢顧客旅程，更發現即使是以往文獻甚少探討之不順暢顧客旅程，仍然能使消費者不斷進入忠誠迴路，形成忠誠。筆者更針對各階段接觸點給予行銷管理建議，係本篇實務貢獻所在。 再者，本研究亦對學術面有所承接，首先，本篇選取OTT 影音平台消費行為執行不順暢顧客旅程之實證研究，關閉學術缺口；其二，本研究根據不同分群顧客給予細分至每階段的行銷優化策略建議。而行銷方案之設計方向，高度符合前人提出之服務設計大原則，驗證並延續了前人研究發現；最後，本篇針對顧客旅程進行細部各階段的頗析，以微觀角度發現同一群顧客並非總是完全呈現單一旅程類型之特性，在不同階段中可能有例外行為出現。未來研究可聚焦其他消費領域之質性研究或量化研究，延續挖掘忠誠顧客的顧客旅程形塑過程。 | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-23T09:27:04Z (GMT). No. of bitstreams: 1 U0001-0607202115061000.pdf: 11136331 bytes, checksum: 49cef2c8874b9baf47879abcb43fd6d8 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 目錄 誌謝 i 中文摘要 ii Abstract iii 目錄 v 圖目錄 vii 表目錄 viii 第一章、 緒論 1 1.1 研究背景 1 1.2 研究目的 3 1.3研究問題 4 1.4研究流程 4 第二章、文獻回顧 6 2.1 顧客忠誠 6 2.2 顧客旅程 8 2.2.1 顧客旅程地圖 8 2.2.2 顧客決策旅程 10 2.2.3 順暢顧客旅程 13 2.2.4 不順暢顧客旅程 15 2.3 OTT影音平台產品 17 第三章、 研究方法 19 3.1 質性研究 19 3.2 資料搜集 20 3.2.1 深度訪談之目的性抽樣 20 3.2.2 其他資料來源 21 3.3抽樣方法 21 3.3.1受眾選擇 21 3.3.2受訪者介紹 24 3.3.3訪綱 25 第四章、 OTT影音平台品牌敘述 29 4.1 品牌簡介及背景 29 4.2各階段行銷活動 29 第五章、 分析與討論 39 5.1 顧客旅程階段 39 5.2 顧客分群與輪廓 40 5.3顧客洞察 45 第六章、 結論與建議 48 6.1 顧客忠誠關鍵因素 48 6.2 實務貢獻 52 6.3 理論貢獻 66 6.4 研究限制與未來方向 67 參考文獻 68 | |
| dc.language.iso | zh-TW | |
| dc.subject | OTT 影音平台 | zh_TW |
| dc.subject | 顧客旅程 | zh_TW |
| dc.subject | 顧客忠誠 | zh_TW |
| dc.subject | 順暢顧客旅程 | zh_TW |
| dc.subject | 不順暢顧客旅程 | zh_TW |
| dc.subject | customer journey | en |
| dc.subject | OTT TV | en |
| dc.subject | sticky customer journey | en |
| dc.subject | smooth customer journey | en |
| dc.subject | customer loyalty | en |
| dc.title | 以顧客旅程觀點探討顧客忠誠之形塑-以OTT影音平台消費行為為例 | zh_TW |
| dc.title | Exploring the Formation of Customer Loyalty from the View of Customer Journey–OTT TV Consumer Behavior as an Example | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 郭佳瑋(Hsin-Tsai Liu),陳炳宇(Chih-Yang Tseng) | |
| dc.subject.keyword | 顧客旅程,顧客忠誠,順暢顧客旅程,不順暢顧客旅程,OTT 影音平台, | zh_TW |
| dc.subject.keyword | customer journey,customer loyalty,smooth customer journey,sticky customer journey,OTT TV, | en |
| dc.relation.page | 72 | |
| dc.identifier.doi | 10.6342/NTU202101297 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2021-07-07 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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|---|---|---|---|
| U0001-0607202115061000.pdf | 10.88 MB | Adobe PDF | 檢視/開啟 |
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