社群媒體特性對購買意圖影響效果之研究──以品牌認同為中介變數

The Influences of Social Media Characteristics on Purchase Intention-brand Identification as the Mediator

在網際網路的發展及智慧型手機的普及下，社群媒體以驚人速度的發展，重要性不可小覷。企業善用社群媒體，與消費者建立更快速即時的互動與資訊分享，不僅能滿足消費者的需求，企業也能保有競爭優勢。本研究主要在探討社群媒體特性、品牌認同與購買意圖間的關係，以運用社群行銷著稱的TT面膜作為研究品牌，受測者為透過社群媒體平台知道此品牌的消費者，有效問卷為340份。研究結果顯示：（1）社群媒體特性對品牌認同具有顯著影響；（2）品牌認同對購買意圖具有顯著影響；（3）品牌認同在社群媒體特性與購買意圖間具有中介效果。

Social media is growing at a tremendous speed under the development of the Internet and the popularization of Smartphone, and its importance should not be underestimated. Therefore, not only brand should make consumer to feel good upon the consumption, but also should make good use of social media to interact with its consumers. In this way, the brand can fulfill the substantial need of consumer and have its own competitive advantage, and eventually results in sustainable development. This study focuses on the relationship among social media characteristics, brand identification and purchase intention. Timeless Truth Mask, a successful brand using Social Marketing to achieve brand loyalty ,was selected in this study. Subjects in the survey were consumers who know the brand through the social media, and 340 responses were valid. Research results show that (1) social media characteristics have significant impact on brand identification. (2) brand identification has significant impact on purchase intention. (3) brand identification has mediatiing role between social media characteristics and purchase intention.