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系統識別號 U0002-1601202016200700
中文論文名稱 內容行銷對台灣和越南客戶購買決策的影響
英文論文名稱 The different of content marketing effects on customers purchase decision from Taiwan and Vietnam
校院名稱 淡江大學
系所名稱(中) 經營管理全英語碩士學位學程
系所名稱(英) Master's Program in Business and Management (English-Taught Program)
學年度 108
學期 1
出版年 109
研究生中文姓名 范氏秋庄
研究生英文姓名 THI THU TRANG PHAM
學號 605585271
學位類別 碩士
語文別 英文
口試日期 2019-12-17
論文頁數 59頁
口試委員 指導教授-楊斯琴
委員-涂嘉峪
委員-李旭華
中文關鍵字 內容行銷  4E的行銷組合  客戶購買行為 
英文關鍵字 content marketing  the 4E’s marketing mix  customer purchase behavior 
學科別分類
中文摘要 如今,科技的爆炸性發展和互聯網賦予了消費者更多了解產品信息的權利。因此,內容營銷的出現是為了連接公司和客戶之間的關係。
這項研究的目的是根據4E的營銷組合策略,內容營銷的購買決策中客戶行為的差異。為了探討內容營銷策略對台灣和越南兩個國家的客戶的不同影響。
本研究提供的問卷共收集了240名參與者,其中120名參與者是台灣人,120名參與者是越南人,並且使用描述統計分析來了解內容營銷如何對客戶的購買決策產生影響,並更容易比較台灣和越南的客戶行為。

研究結果顯示,台灣和越南的大多數客戶都使用社群軟體與人聯繫並蒐索資訊。台灣人和越南人使用Google搜索頻率最高,其次是Line,Facebook,Instagram和其他社群軟體等。不過,台灣人最喜歡的是Line,而越南人最喜歡的是Facebook和Zalo。在網上購物時,台灣人偏愛直接到產品的公司網頁購買或是使用產品的公司推出的APP應用程式及Momo和PChome等購物網站,而越南人偏愛使用Facebook,Lazada和Amazon等網站進行購物。
英文摘要 Nowadays, the booming development of technology and the internet ordained consumers the right to know more about product information. As the result, content marketing was born to connect the relationship between companies and customers.
The aim of this study to investigate the difference of customer behavior in buying decision based on 4E’s marketing mix strategies content marketing. In order to explored the difference effects of content marketing strategies on customers of two nationality: Taiwanese and Vietnamese.
The questionnaire offered in this study collected total 240 participants, therein, 120 participants are Taiwansese and 120 participants are Vietnamese and the descriptive statistics analysis was used to understand how content marketing effect on customers’ purchase decision and easier to compare customer behavior from Taiwan and Vietnam.
The finding was most of customers in both Taiwan and Vietnam used social media to connect with people and search information. Taiwanese and Vietnamese used Google for searching the most, following by social media like Line, Facebook, Instagram and others social media. Nevertheless, Taiwanese favorite was Line and Vietnamese favorite was Facebook and Zalo. When shopping online that Taiwanese prefer company website, application, Momo and PChome channels while Vietnamese prefer to use Facebook, Lazada and Amazon channels for shopping.
論文目次 TABLE OF CONTENT

CHAPTER I. INTRODUCTION
1.1 Background ………………………………………………………………….1
1.2 Research motivation ……………………………………………4
1.3 Research question……………………………………………………4
1.4 Purpose of study………………………………………………………5
1.5 Research structure…………………………………………………5

CHAPTER II. LITERATURE REVIEW
2.1 Definition of marketing …………………………………6
2.2 Digital Marketing……………………………………………………7
2.3 Content marketing …………………………………………………7
2.4 The 4E’s Marketing Mix ……………………………………8
2.5 Customers’ purchase behavior ……………………9

CHAPTER III. METHODOLOGY
3.1 Participants………………………………………………………………11
3.2 Data collection ……………………………………………………13
3.3 Procedure ………………………………………………………………….14
3.3 Data analysis……………………………………………………………14

CHAPTER IV. RESULT AND DISCUSSION
4.1 The different of content marketing effects on customers purchase decision
from Taiwan and Vietnam……………………………………………15
4.1.1 Demographic……………………………………………………………15
4.1.2 Using Internet……………………………………………………17
4.1.3 Using Social media…………………………………………19
4.1.4 Shopping online…………………………………………………23
4.1.5 Content marketing……………………………………………26
4.1.6 The 4E’s marketing mix………………………………30
4.2 Summarize………………………………………………………………...37
4.3 Discussion………………………………………………………………….38

CHAPTER V. CONCLUSION
5.1 Conclusion………………………………………………………………..39
5.2 Implication……………………………………………………………….40
5.3 Limitation and Suggestion……………………………40
5.3.1 Limitation………………………………………………………………40
5.3.2 Suggestion ……………………………………………………………41

REFERENCES…………………………………………………………….......42
APPENDIX………………………………………………………………….......45
APPENDIX A Chinese questionnaire………………….45
APPENDIX B Vietnamese questionnaire……………52

List of Figures

Figure 1.1 The rising number internet users worldwide from 2014 to 2020…………………………………………………………………………………….1

Figure 1.2 The rising number social media users worldwide from 2010 to 2021….............................................................................................................................2

Figure1.3 The most popular social platform……………………………………….......3

Figure 1.4 Percentage of B2B small business marketers using content marketing…...4

Figure 4.1 The comparing of respondents based on sex category……………………………………………………………………………….15

Figure 4.2 The comparing of respondents based on age category……………………………………………………………………………….16

Figure 4.3 The comparing of respondents based on income category……………………………………………………………………………….16


Figure 4.4 Taiwanese respondents spend time online per day…………………………………………………………………………………….17

Figure 4.5 Vietnamese respondents spend time online per day……………………….18

Figure 4.6 Activities Taiwanese respondents often do when they online……………..21

Figure 4.7 Activities Vietnamese respondents often do when they online……………21

Figure 4.8 Things Taiwanese respondents usually read or watch………………………………………………………………………………….22

Figure 4.9 Things Vietnamese respondents usually read or watch………………………………………………………………………………….22

Figure 4.10 Channels Taiwanese responses usually search information……………………………………………………………………………23

Figure 4.11 Channels Vietnamese respondents usually search information……………………………………………………………………………23
Figure 4.12 Taiwanese respondents often shopping

online………………………………………………………………………………….23

Figure 4.13 Vietnamese respondents often shopping

online………………………………………………………………………………….24

Figure 4.14 Channels Taiwanese respondents usually shopping
online…………… ......................................................................................................... 24
Figure 4.15 Channels Vietnamese respondents usually shopping online…………….........................................................................................................25

Figure 4.16 Activities Taiwanese respondents often do when they shopping………………………………………………………………………………25

Figure 4.17 Activities Vietnamese respondents often do when they shopping………………………………………………………………………………26

Figure 4.18 Taiwanese respondents spend time to search information before buying something……………………………………………………………………………..27

Figure 4.19 Vietnamese respondents spend time to search information before buying something……………………………………………………………………………..27

Figure 4.20 Information Taiwanese respondents will search when they shopping….28

Figure 4.21 Main reason to buy products or services of Taiwanese respondents…...28 Figure 4.22 Taiwanese respondents will make purchase decision base on what people talk about product or service………………………………………………………….28


Figure 4.23 Information Vietnamese respondents will search when they shopping…29 Figure 4.24 Main reason to buy products or services of Vietnamese respondents…..29 Figure 4.25 Vietnamese respondents will make purchase decision base on what people talk about product or service………………………………………………………….29

Figure 4.26 Price Taiwanese respondents accepted………………………………......30

Figure 4.27 Price Vietnamese respondents will accepted…………………………….30

Figure 4.28 Promotion Taiwanese respondents will like……………………………..31

Figure 4.29 Promotion Vietnamese respondents liked………………………………..31

Figure 4.30 Taiwanese respondents care about after care service…………………….32

Figure 4.31 Vietnamese respondents care about after care service……………………32

Figure 4.32 Information attract Taiwanese respondents……………………………....32

Figure 4.33 Information attract Vietnamese respondents……………………………..33

Figure 4.34 Activities Taiwanese respondents did when they be attracted…………...33

Figure 4.35 Activities Vietnamese respondents did when they be attracted…………..34

Figure 4.36 Taiwanese respondents watch advertising when they online…………….35

Figure 4.37 Taiwanese respondents believe advertising without searching Information……………………………………………………………………………35

Figure 4.38 Taiwanese respondents will complain to company if they do not satisfy about company’s products…………………………………………………………….35

Figure 4.39 Vietnamese respondents watch advertising when they online…………...36

Figure 4.40 Vietnamese respondents believe advertising without searching information…………………………………………………………………………....36

Figure 4.41 Vietnamese respondents will complain to company if they do not satisfy about company’s products………………………………………………………….....36




List of Tables

Table 3.1 Sex category of participants……………………………………………..11

Table 3.2 Age category of participants……………………………………………..12
Table 3.3 Income category of participants…………………………………………12

Table 4.1 Summarized the demographic features had the most responses of Taiwanese respondents and Vietnamese respondents…………………………………………..17

Table 4.2 Social media Taiwanese respondents used……………………………….19

Table 4.3 Social media Vietnamese respondents used……………………………...20
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