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

Abstract

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.