如何透過口碑行銷提升禮服出租率?- 以高價手工禮服租賃市場為例
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2023
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在資訊網路科技盛行的現今，消費者在選擇產品或服務時，諸多學者皆證實口碑行銷將影響其消費決策。本研究首先透過文獻整理，統整過去學者們所提出之口碑行銷傳播方式，發現美國口碑行銷協會所提出的十種口碑行銷方式為最完整之分類。接著透過深度訪談的研究方法，訪談對象包含高價手工禮服之利害關係人，如：相關產業業主、顧客以及潛在消費者等人，最終收集資料並分析出三種口碑行銷方式：友人推薦方案、社群媒體行銷與影響者行銷，為直接影響租賃高價手工禮服主要之三種口碑行銷方式。雖現今社群媒體與網紅行銷蓬勃發展，但本研究發現在高價手工禮服租賃行為中，親朋好友的認同感與推薦排序第一，亦即友人推薦方案為增加高價手工禮服租賃行為之最佳方案。相關研究發現亦可提供學者未來研究與手工禮服產業之發展依據。
Nowadays, information technology has been highly developed, so when consumers consider and choose products or services they would like to purchase, “Word of Mouth Marketing” will influence consumers’ purchase decisions, which a lot of academic researchers proved based on their past thesis and research. The research thesis aims to explore the most complete Word-of-Mouth Marketing engagements through the literature review and proceed with the in-depth interview to figure out which Word-of-Mouth Marketing engagements are the most effective for consumers to decide to rent the pricy hand-made dress.According to the “Word of Mouth Marketing Association”, Word-of-Mouth Marketing has been clearly defined as 10 different engagements. After in-depth interviews on the influence of renting pricy hand-made dresses and Word-of-Mouth Marketing with the stakeholders, including the professional in the industry, current consumers, and potential consumers, “Friend Referral Programs”, “Social Media Marketing” and “Influencer Marketing” are the main Word-of-Mouth Marketing engagements that directly influence their rental decisions.Though social media and influencer marketing are popular at present, the research discovers that Friend referrals with a sense of trust influence consumers’ rental behavior of pricy hand-made dresses the most. Implementing the “Friend Referral Programs” is the most effective to increase the rental. The research can be a reference for scholars and the development of the hand-made dress industry in the future.
Nowadays, information technology has been highly developed, so when consumers consider and choose products or services they would like to purchase, “Word of Mouth Marketing” will influence consumers’ purchase decisions, which a lot of academic researchers proved based on their past thesis and research. The research thesis aims to explore the most complete Word-of-Mouth Marketing engagements through the literature review and proceed with the in-depth interview to figure out which Word-of-Mouth Marketing engagements are the most effective for consumers to decide to rent the pricy hand-made dress.According to the “Word of Mouth Marketing Association”, Word-of-Mouth Marketing has been clearly defined as 10 different engagements. After in-depth interviews on the influence of renting pricy hand-made dresses and Word-of-Mouth Marketing with the stakeholders, including the professional in the industry, current consumers, and potential consumers, “Friend Referral Programs”, “Social Media Marketing” and “Influencer Marketing” are the main Word-of-Mouth Marketing engagements that directly influence their rental decisions.Though social media and influencer marketing are popular at present, the research discovers that Friend referrals with a sense of trust influence consumers’ rental behavior of pricy hand-made dresses the most. Implementing the “Friend Referral Programs” is the most effective to increase the rental. The research can be a reference for scholars and the development of the hand-made dress industry in the future.
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口碑, 口碑行銷, 手工禮服, 租賃行為, 深度訪談, Word of Mouth, Word of Mouth Marketing, Hand-Made(Evening)Dress, Rental Behavior, In-depth Interview