連鎖便利商店之社群媒體分析：探討媒介特質與行銷訴求對於顧客參與行為之影響

Social Media Analytics for Convenience Stores: The Effects of Media Characteristics and Marketing Appeals on Customer Engagement

在社群媒體蓬勃發展的時代，許多企業經常透過此管道提供各種多元的訊息與消費者溝通。因此，了解消費者偏好那些訊息，或是那些貼文特質較容易引起粉絲共鳴是業者非常關心的議題。在此動機下，本研究針對台灣四大連鎖便利商店粉絲專頁中的貼文進行分析，探討訊息的媒介特質（訊息生動性、訊息互動性），以及行銷訴求（品牌中心度、感性訴求、誘因行銷）對於顧客參與行為（按讚、留言、分享）之影響。本研究觀察2016年第一季四大連鎖便利商店臉書社群之貼文，總共蒐集1,112則貼文。研究結果顯示：(1)訊息互動性、誘因行銷對顧客參與行為的影響最大。(2)在不同顧客參與指標考量下，訊息的媒介特質以及行銷訴求對顧客參與行為的影響略有差異，因此建議相關業者可根據粉絲團規模大小選擇對應的模型，作為提升顧客參與績效之參考。

In this era of social media proliferation, many companies are using social media to facilitate effective communication and manage relationships. An interesting question arises: What kinds of messages trigger customer engagement? This is an important topic in seeking to maximize customer value, as well as the motivation for this paper. With this aim, this study examined how different media characteristics (vividness and interactivity) and marketing appeals (brand centrality, emotional appeal, and incentive marketing) affect customer engagement on Facebook (likes, comments, and shares). Brand posts of four major convenience stores in Taiwan during the first quarter of 2016 were collected as the study sample (for a total of 1112 posts). The results indicated that: (1) message interactivity and incentive marketing are two critical factors in encouraging customer engagement. (2) The effects of media characteristics and marketing appeals on customer engagement slightly differ in regard to different measures employed; therefore, it is advocated that business managers refer to different engagement models according to their fan size.