線上顧客參與成效探究

Exploring the Effects of Online Customer Engagement

顧客參與是顧客所做出非交易的行為表現，舉凡分享資訊、討論產品等。隨著網路科技的迅速發展與社群網站服務的普及，行銷人員開始試圖透過網路服務傾聽顧客的聲音，並開始透過社群網站與顧客進行溝通與對話。企業也開始積極在網路上透過多種的管道讓顧客進行參與、討論、分享與協同創造等活動。本研究旨在歸納線上顧客參與的成因、行為與價值等構面，藉以發展出線上顧客參與行為成效之理論模型，並探討不同參與程度之線上顧客參與。本研究以網路問卷調查方式，共回收1166份有效樣本，確立了線上顧客參與成因、行為與效益之衡量模式。

With the development of technology and the popularity of the internet, channels for corporate marketing started to change into digital media from the traditional media. The way to measure customers’ value was not only from their buying behavior, but also from sharing, distribution or co-creation of online customer engagement. Thus, companies began offering customer to engage via social media in order to enhance customer loyalty, and to create higher customer lifetime value. Based on literature review, this study summarized the dimensions of customer engagement to develop the conceptual framework, in order to explore the differences of engagement level. This study collected 1,166 valid Taiwanese internet users’ samples through an online survey. Based on these findings, discussions and conclusions were also provided for future studies and practices.