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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 簡睿哲 | zh_TW |
| dc.contributor.advisor | Ruey-Jer Jean | en |
| dc.contributor.author | 鄭立儀 | zh_TW |
| dc.contributor.author | Li-Yi Zheng | en |
| dc.date.accessioned | 2024-08-05T16:28:11Z | - |
| dc.date.available | 2024-08-06 | - |
| dc.date.copyright | 2024-08-05 | - |
| dc.date.issued | 2024 | - |
| dc.date.submitted | 2024-07-30 | - |
| dc.identifier.citation | Aaker, D. A. (1996). Building Strong Brands. Free Press. https://books.google.com.tw/books?id=E_cOAQAAMAAJ
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/93544 | - |
| dc.description.abstract | 隨著LINE在台灣、日本及泰國等地區成為廣泛使用的通訊工具，已有許多品牌以LINE官方帳號作為數位行銷平台之一，使得如何有效利用LINE官方帳號提升品牌忠誠度成為重要課題。然而，現有研究主要集中於Facebook和Instagram等平台，對於LINE官方帳號之訊息格式和訊息長度對品牌忠誠度影響的研究較少。
本研究旨在探討LINE官方帳號中不同的訊息格式與訊息長度對品牌忠誠度的影響，並進一步檢驗社交媒體偏好、訊息閱讀意願、訊息理解程度及訊息重要性感知等調節變數的作用。本研究透過行為問卷調查收集數據，總計回收165份有效問卷，使用SmartPLS 4.1.0.4之偏最小平方法結構方程模型（PLS-SEM）進行數據分析。 研究結果顯示，圖片格式的訊息相比純文字格式，更能有效提升消費者的品牌忠誠度；而較長的訊息對品牌忠誠度也有部分顯著的正向影響。此外，訊息閱讀意願及訊息重要性感知皆顯著調節訊息長度與品牌忠誠度之間的關係；訊息理解程度顯著調節訊息格式與品牌忠誠度之間的關係。為品牌在LINE平台上制定有效的訊息策略提供了實證支持，建議品牌根據目標受眾的訊息閱讀意願、訊息理解程度及訊息重要性感知來調整訊息的格式和長度，以達到最佳的品牌忠誠度提升效果。 | zh_TW |
| dc.description.abstract | As LINE has become a widely used communication tool in regions such as Taiwan, Japan, and Thailand, more and more brands use LINE official accounts to conduct digital marketing activities. This makes it crucial for brands to understand how to effectively enhance brand loyalty through this platform. However, existing research on social media posts primarily focuses on platforms like Facebook and Instagram, with limited studies examining the impact of different message formats and lengths on brand loyalty on LINE official accounts.
This study aims to explore the effects of different message formats and lengths on brand loyalty through LINE official accounts. It further examines the moderating roles of social media preferences, willingness to read messages, message comprehension, and perceived importance of messages. Data were collected through a behavioral questionnaire survey, resulting in 165 valid responses. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.1.0.4. The results indicate that messages in image format are significantly more effective in enhancing consumer brand loyalty than plain text messages. Longer messages also have a partially significant positive impact on brand loyalty. Additionally, willingness to read messages and the perceived importance of messages significantly moderate the relationship between message length and brand loyalty. Message comprehension significantly moderates the relationship between message format and brand loyalty. These findings provide empirical support for brands to develop effective messaging strategies on the LINE platform. It is recommended that brands adjust their message format and length based on the target audience's willingness to read messages, message comprehension, and the perceived importance of messages to achieve optimal brand loyalty enhancement. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-08-05T16:28:11Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2024-08-05T16:28:11Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 摘要 i
ABSTRACT ii 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 1 第三節 研究範圍與對象 3 第四節 研究流程 4 第二章 文獻回顧 5 第一節 社交媒體與品牌溝通的時代 5 第二節 LINE在台灣的發展與地位 6 第三節 訊息對消費者行為的影響 7 第四節 品牌忠誠度 8 第五節 文獻缺口 15 第三章 假設推論與研究架構 16 第一節 假設推論 16 第二節 研究架構 31 第四章 研究方法 33 第一節 研究樣本資料來源 33 第二節 研究變數與問卷設計 33 第三節 衡量工具與統計分析 37 第四節 信效度分析與自變數操作 37 第五章 資料分析與結果 42 第一節 敘述性統計 42 第二節 路徑係數分析結果 44 第三節 本研究模型概況 46 第六章 結論與建議 51 第一節 研究結果 51 第二節 管理實務意涵 54 第三節 研究限制與未來建議 55 參考文獻 56 附錄 正式實驗問卷 61 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 社交媒體偏好 | zh_TW |
| dc.subject | LINE官方帳號 | zh_TW |
| dc.subject | 品牌忠誠度 | zh_TW |
| dc.subject | 訊息格式 | zh_TW |
| dc.subject | 訊息長度 | zh_TW |
| dc.subject | 訊息閱讀意願 | zh_TW |
| dc.subject | 訊息理解程度 | zh_TW |
| dc.subject | 訊息重要性感知 | zh_TW |
| dc.subject | LINE official account | en |
| dc.subject | perceived importance of messages | en |
| dc.subject | message comprehension | en |
| dc.subject | willingness to read messages | en |
| dc.subject | social media preference | en |
| dc.subject | message length | en |
| dc.subject | message format | en |
| dc.subject | brand loyalty | en |
| dc.title | LINE訊息長度與格式對品牌忠誠度之影響 | zh_TW |
| dc.title | The Impact of LINE Message Length and Format on Brand Loyalty | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 112-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 劉佳玲;林谷合 | zh_TW |
| dc.contributor.oralexamcommittee | Chia-Ling Liu;Ku-Ho Lin | en |
| dc.subject.keyword | LINE官方帳號,品牌忠誠度,訊息格式,訊息長度,社交媒體偏好,訊息閱讀意願,訊息理解程度,訊息重要性感知, | zh_TW |
| dc.subject.keyword | LINE official account,brand loyalty,message format,message length,social media preference,willingness to read messages,message comprehension,perceived importance of messages, | en |
| dc.relation.page | 70 | - |
| dc.identifier.doi | 10.6342/NTU202402386 | - |
| dc.rights.note | 同意授權(限校園內公開) | - |
| dc.date.accepted | 2024-08-01 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 國際企業學系 | - |
| dc.date.embargo-lift | 2029-07-26 | - |
| 顯示於系所單位： | 國際企業學系 | |
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