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    題名: Facebook上的廣告如何影響消費者的購買決定：蒙古酸奶研究
    其他題名: How Facebook Advertising Affects Consumers' Purchasing Decisions: A Study on Yogurt of Mongolia
    作者: 曾蜜
    ADIYASUREN, TSEGMID
    貢獻者: 企業管理學系管理科學碩博士班
    范惟翔
    FAN, WEI-SHANG
    關鍵詞: Facebook;促銷;酸奶;購買決定
    Facebook;Advertising;Yogurt;Purchasing Decision
    日期: 2020
    上傳時間: 2022-05-17 14:34:53 (UTC+8)
    摘要: 　　自2008年至今，蒙古人大約已使用Facebook。在此期間，用戶數量迅速增長到超過200萬。企業家和營銷經理正在積極利用Facebook營銷來獲得競爭優勢，改善營銷活動並在短期內推廣和銷售其產品。這項研究旨在調查Facebook廣告如何影響購買酸奶的消費者，並確定影響Facebook用戶不同行為和購買決策過程的因素。　　該研究採用定量方法通過問卷收集數據。該研究是通過對219位在蒙古使用Facebook和酸奶的Facebook用戶進行問卷調查而從數據中收集的。調查方法包括6個因素和29個變量。通過統計軟件SPSS 23.0和MS Excel對數據進行了分析和檢查。這些包括描述性統計分析，因子分析和可靠性測試，回歸分析，相關性分析。　　研究的重要性在於，消費者將識別出Facebook廣告提供的特定產品的優缺點以及其他用戶的觀點和想法。企業家將了解目標用戶，他們希望在Facebook廣告中選擇哪種類型，形式和內容，從而確定當前針對Facebook制定的促銷政策的困難和機遇。　　結果表明，在Facebook上的Reaction，Comment，Post和Share創建了購買酸奶的意圖，並積極地影響了採購。此外，親密朋友，陌生人和名人的廣告態度也會影響購買。此外，根據您在Facebook上投放廣告的內容，形式和時機的不同，會影響消費者的購買決定。
    　　Facebook has been used by Mongolians approximately, since 2008 until now. During this time, the number of users has grown rapidly to over 2 million. Entrepreneurs and marketing managers are actively using Facebook marketing to gain a competitive advantage, improve marketing activities and to promote and sell their products in the short term. This research is to examine how Facebook advertising affects consumer who buy yogurt and to determine the factors affecting Facebook user's different behavior and the purchasing decision-making process.　　The study used a quantitative approach to collect data through questionnaires. The research was collected from data through questionnaires 219 Facebook users who use Facebook and yogurt in Mongolia. The survey method consists of 6 factors and 29 variables. The data were analyzed and examined via statistical software known as SPSS 23.0 and MS Excel. These include Descriptive statistics analysis, Factor analysis and Reliability test, Regression analysis, Correlation analysis.　　The importance of research is the consumers will identify the advantages and disadvantages of selected products offer by Facebook advertising and the opinions and thoughts of other users. And entrepreneurs will know of target users who preferred which type, form, and content in Facebook advertising, identifying the difficulties and opportunities of the promotion policies currently in place for Facebook.　　There were results that Reaction, Comment, Post and Share on Facebook create an intention for yogurt purchase and influence on procurement positively. Also, attitude for the advertising of close friends, strangers, and celebrities affect purchases, too. In addition, depending on the content, form, and timing of your ads on Facebook differentiated to influence consumers' purchasing decisions.
    顯示於類別:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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