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[[alternative]]Research on the Relationship between Brand Image and KOL Online Marketing
No full text[[abstract]]本研究旨在深入探究KOL線上行銷策略中，影片內容與品牌形象間的相互關聯。KOL(Key Opinion Leader)泛指於特定領域內具有顯著影響力的人物，藉由其推廣活動能夠有效地提升品牌的知名度與形象。一、首先，本研究介紹了KOL/KOC產業的定義、特質以及發展趨勢。進一步分析了KOL與KOC在內容創作、信息傳播以及受眾群體上的差異。同時，深入探討了KOL/KOC的行銷模式、常見的行銷策略、消費者的期望與購買決策過程、KOL產業的結構、品牌與網路紅人之間的互動關係，以及消費者的購物傾向。二、其次，本研究採用多維度的方法收集問卷資料，進行報告和敘述性分析。通過調查，我們能夠統計出參與者的性別分佈、學生群體占比、年齡分佈(以21至30歲為主)以及月收入(以10000元以下居多)。三、通過本研究的結果，我們發現網紅的知名度在粉絲進行購買決策時起著至關重要的作用，而網紅的信譽亦直接影響到品牌的形象。例如，消費者對於品牌的形象、可靠性、吸引力和專業性有著多樣化的看法，而這些因素都會直接影響消費者的購買行為。綜上所述，KOL行銷在當今市場上佔有舉足輕重的地位，其影片內容與品牌形象之間的關係對於消費者的購買決策具有深遠的影響。因此，品牌和企業應謹慎選擇與合作的KOL，以確保其形象與信譽與品牌的核心價值相符。[[abstract]]The title of this practical project is "The Relationship between Video Content and Brand Image in KOL (Key Opinion Leader) Network Marketing." KOL refers to individuals who have influence in a specific field and can effectively increase brand awareness and image through their promotion.First, introduces the definition, characteristics, and development trends of the KOL/KOC industry, and analyzes their differences in content, communication, and audience. It also explores the marketing models, common marketing steps, consumer expectations and decision-making, KOL industry structure, the relationship between brands and influencers, and consumer shopping tendencies of KOL/KOC.Second, Using different dimensions to collect questionnaire data for reporting and descriptive analysis, it can be statistically determined from the survey that the respondents have an average gender distribution, the highest proportion of students, the highest age range being 21-30 years old, and the highest proportion of monthly income below 10,000 NTD.Third, through research, it has been found that the fame of influencers is relatively important for fans when making purchasing decisions, and the reputation of influencers can also affect the image of the brand. For example, consumers have different opinions on brand image, reliability, attractiveness, and professionalism, which have a direct impact on consumers
[[alternative]]Investigate the Consumer Behavior of Remote Control Drone Players with Technology Acceptance Mode
No full text[[abstract]]本研究主要目的以科技接受模式的『知覺有用性』及『知覺易用性』探討遙控無人機玩家的消費者行為。本研究以半結構式訪談方式在台中市的神岡區及東勢區的遙控無人機飛行場進行訪談，訪談者共三位，遙控無人機飛行資歷在十年以上。本研究結果發現在『知覺有用性』方面，遙控無人機玩家普遍認為遙控無人機產品對他們來說是有用的。他們將其視為一種舒解工作壓力、與同好交流的方式，並且能夠透過遙控無人機接觸戶外環境，享受新鮮空氣。這些優點使得遙控無人機成為他們實現休閒娛樂和紓壓的理想選擇。在『知覺易用性』方面，操控難易度對於有經驗的玩家具有一定的影響，傾向於選擇較易掌握的無人機；然而，安裝難易度對於玩家來說並不是主要的考慮因素，他們願意克服困難並尋求協助。綜合考慮這兩個因素，知覺易用性對於遙控無人機玩家而言並不是購買的關鍵因素，而更重要的是其操控性能和經驗的提升。根據研究結果建議提供社交機會和享受戶外環境的好處。推出易於操作的遙控無人機產品，特別針對新手玩家。設計和銷售不同價格範圍的產品，添加特技飛行功能，吸引有興趣練習特技動作的玩家。提供優質產品，建立良好品牌形象，增加玩家的購買意願和忠誠度，建立社群平台或線上論壇，鼓勵玩家分享經驗和意見，增加玩家之間的互動和參與感。[[abstract]]The main objective of this study is to explore the consumer behavior of remote-controlled drone players by examining the constructs of "perceived usefulness" and "perceived ease of use" within the technology acceptance model. Semi-structured interviews were conducted at remote-controlled drone flying fields in Shengang District and Dongshi District, Taichung City. A total of three participants with over ten years of experience in flying remote-controlled drones were interviewed. The findings of this study revealed that remote-controlled drone players generally perceive drone products as useful. They view drones as a means to alleviate work-related stress, engage in social interactions with like-minded individuals, and experience the outdoors while enjoying fresh air. These advantages make remote-controlled drones an ideal choice for leisure entertainment and stress relief. In terms of perceived ease of use, the difficulty of maneuvering the drone has a certain impact on experienced players, as they tend to choose drones that are easier to control. However, the ease of installation is not a primary consideration for players, as they are willing to overcome difficulties and seek assistance. Taking both factors into consideration, perceived ease of use is not the key purchasing factor for remote-controlled drone players. Instead, they prioritize improvements in control performance and overall experience. Based on the research findings, it is recommended to provide social opportunities and highlight the benefits of enjoying the outdoors. Launching user-friendly remote-controlled drone products, particularly targeting novice players, is suggested. Designing and selling products across different price ranges with added stunt flying capabilities can attract players interested in practicing aerial maneuvers. Providing high-quality products to establish a strong brand image can increase players' willingness to purchase and their loyalty. Additionally, creating community platforms or online forums to encourage players to share their experiences and opinions can enhance interaction and foster a sense of involvement among players
[[alternative]]Analysis of Banking Specialist's Decision-Making of Consumers' Purchase of Retirement Financial Investment Commodities
No full text[[abstract]]目前世界面臨少子化與人口高齡化的現象趨於增加，雖然醫療與生活水準都在提升，但國人普遍不願意造成孩子未來再撫養自己的難處，擔心在退休年齡後難免會遇到經濟上的困擾。因此，許多人開始提早佈局退休金規劃。台灣金融監督管理委員會為健全保險業之發展，配合行政院「金融發展行動方案」促進多元保險保障，於2020年12月24日起金管會公布「健全保險商品結構相關規範」，於2020年7月1日起生效實施，主要的改變就是規定人壽保險死亡給付的最低比率，此又可稱為後儲蓄險時代。本研究整理壽險與投資型商品的發展國的內外相關文獻等資料，採用消費者決策過程來作為退休規劃選擇理財商品的因素做質性研究。從銀行理專立場提出一套客觀分析比較，探討消費者選擇保障型保險之評估因素。本研究因區域限制針對中部區域的6間銀行理專進行訪談，經由銀行理專的訪談回饋分享得知，理財專員須持續保持自己的專業能力與更新理財資訊的同步，以服務現代客戶會自行進修專業知識的進化。因應科技發達與AI技術提昇，未來研究也可以往科技發展對理財專員專業能力的挑戰進行更進一步的研究與探討。[[abstract]]The world is currently facing the increasing trend of declining birth rates and population aging. Despite improvements in healthcare and living standards, people in general are reluctant to burden their future children with the responsibility of taking care of them. They are concerned about potential financial difficulties after retirement. As a result, many individuals are starting to plan for their retirement savings in advance. In order to promote the development of the insurance industry and facilitate diversified insurance protection, the Financial Supervisory Commission in Taiwan announced the "Regulations on the Soundness of Insurance Product Structures" on December 24, 2020. These regulations, effective from July 1, 2020, mainly stipulate the minimum ratio of life insurance death benefits, which can be referred to as the era of post-retirement savings insurance.This study compiles relevant domestic and international literature on life insurance and investment products, and adopts the consumer decision-making process as a qualitative research approach to examine the factors influencing individuals' choices of financial products for retirement planning. From the perspective of bank financial advisors, an objective analysis and comparison were presented to explore the evaluation factors when consumers select protection-type insurance products. Due to regional limitations, this research conducted interviews with financial advisors from six banks in the central region. Feedback from these financial advisors revealed the importance of continuously maintaining their professional competence and keeping up with the latest financial information to serve modern customers who actively seek self-improvement through professional knowledge. In response to the advancement of technology and AI capabilities, future research can also focus on the challenges posed by technological developments to the professional competencies of financial advisors
你知道我在酸你嗎？反諷社交功能之探討
No full text[[abstract]]：反諷(Irony)、語意脈絡(Context)、注意力缺陷及/多動障礙(Attention
Deficit and / Hyperactivity Disorder,，ADHD
