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顾客乐于在社交媒体中表达与讨论品牌与产品,因而带动企业参与网络社交经营。社交媒体成为企业在品牌推广与紧密顾客关系上的重要传播媒介之一,并利于强化顾客的忠诚行为。过去社交媒体研究多侧重于顾客使用行为分析与使用动机,较少着墨于企业使用社交媒体行为探讨。为了补足企业用户行为文献,本研究以S-O-R 模式为架构,验证网站互动性之在线刺激与顾客反应。个案研究结果发现社交营销活动具备越高网站互动性的刺激,会正向影响顾客的参与行为。文末提出管理涵意。
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Dian Zi Shang Wu Xue Kan Scientific Journal of E-Business
SJEB Apr. 2012 Vol.1 No.1 PP.1-10 www.sjae.org 2011American V-King Scientific Publishing, LTD | 1
1 2
1. 811
2. 811
S-O-R
S-O-R
Website Interactivity-Based Social Marketing and Customer Responses
Echo Huang1, Yihui Yang
2
1. Department of Information Management, National Kaohsiung First University of Science and Technology, Kaohsiung, 811
2. Graduate Institute of Management, National Kaohsiung First University of Science and Technology, Kaohsiung, 811
AbstractMore and more online users participate in social media for brands/products sharing which attracts brands pay particular
attention on social media engagement. Due to the advantages of social media on brand awareness and customer intimacy, brands employ
social media to conduct customer loyalty programs and referral programs. Fruitful studies on customer social media use were found, but
there were few discussions on companies social media engagement. To amend the gap of literature, this study integrates Website
Interactivity, Media Richness Theory and Social Presence Theory to explain company social media engagement and customer responses.
Derived from the two case studies, our findings indicate that interactivity, media richness, and social presence have positive impacts on
customer responses. The connotation of management is proposed in the final section.
Keyword: Social media marketing; Website Interactivity; S-O-R model
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Scientific Journal of E-Business Dian Zi Shang Wu Xue Kan
2 | SJEB Apr. 2012 Vol.1 No.1 PP.1-10 www.sjae.org 2011American V-King Scientific Publishing, LTD
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Dian Zi Shang Wu Xue Kan Scientific Journal of E-Business
SJEB Apr. 2012 Vol.1 No.1 PP.1-10 www.sjae.org 2011American V-King Scientific Publishing, LTD | 3
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Scientific Journal of E-Business Dian Zi Shang Wu Xue Kan
4 | SJEB Apr. 2012 Vol.1 No.1 PP.1-10 www.sjae.org 2011American V-King Scientific Publishing, LTD
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Dian Zi Shang Wu Xue Kan Scientific Journal of E-Business
SJEB Apr. 2012 Vol.1 No.1 PP.1-10 www.sjae.org 2011American V-King Scientific Publishing, LTD | 9
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Electronic Commerce Research and Application (ECRA), Internet Research, Computer and Human Behaviors(CHB)E-mail: [email protected]
The International Conference on E-Business and E-Government ICEE2011 E-mail: [email protected]