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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/119161

    Title: 內容為王?內容行銷對線上消費者購買意願之影響:以台灣低成本航空公司臉書內容策略為例
    Content is king? The impact of content marketing on purchase intention of online consumers: a study of Facebook content strategy of low-cost carriers in Taiwan
    Authors: 陳依蓮
    Chen, I-Lien
    Contributors: 陳聖智
    Chen, Sheng-Chih
    Chen, I-Lien
    Keywords: 內容行銷
    Content marketing
    Purchase intention
    User engagement
    Brand image
    Taiwanese online consumers
    Low-cost carrier
    Facebook content strategy
    Date: 2018
    Issue Date: 2018-08-02 16:25:34 (UTC+8)
    Abstract: The research seeks to understand the relationship between Facebook content, user engagement, and online consumers’ purchase intention of low-cost carriers (LCCs) in Taiwan. By analyzing the data of Facebook Business Manager, and distributing online surveys (N=331) among Taiwanese online consumers of LCCs, the result demonstrated a positive relationship between the content of LCCs’ Facebook Pages, the engagement with LCCs’ Facebook Pages, the reliability and image of LCCs, and the purchase intention of LCCs. Moreover, respondents who have become fans of LCCs’ Facebook Pages have more positive sentiments towards the content, more engagement, and higher purchase intention. For the ‘super fans’ who view and interact with the Pages for once or twice or more per week, they react more positively towards LCCs’ Facebook content, more engagement, and higher purchase intention. Airfare promotion is the most popular type of content that fans engage with. The research contributes to understanding the LCC’s content marketing trends in Taiwanese market and the key factors that influence purchase intention.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104461009
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.IMICS.008.2018.F05
    Appears in Collections:[國際傳播英語碩士學程] 學位論文

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