隨著社群媒體使用在全球的普及化，社群媒體行銷活動(SMMA)應運而生。SMMA在中國大陸也發展迅速，但主流的社群媒體平台在當地無法使用。因此本研究選取了中國大陸當下普及度最高的社群媒體平台抖音上的服飾產業為研究情境，探尋了社群媒體行銷活動如何影響消費者的購買意願，並透過增加品牌忠誠度和品牌信任作為中介來探索其影響。為此，本研究採用問卷調查法獲得數量化的資訊，共回收280份有效樣本，再以結構方程模型進行分析。研究結果顯示，本研究所提的各項假說均獲得支持，抖音上服飾產業的社群媒體行銷活動對品牌忠誠度，品牌信任度和消費者的購買意願具有直接的正向影響。另外，品牌信任和品牌忠誠度是SMMA與購買意願之間的重要中介變數。本研究之研究結論可為服飾業者在抖音上開展社群媒體行銷活動提供相關建議。
With the popularity of social media usage around the world, social media marketing activities (SMMA) came into being. SMMA is also growing rapidly in mainland China, but mainstream social media platforms are not available locally. Therefore, this study selects the apparel industry on Douyin, the most popular social media platform in mainland China, as the research context, and explores how social media marketing activities affect consumers' purchase intention, and through increasing brand loyalty and brand trust. as an intermediary to explore its impact.
So, this study uses a Structural Equation Modeling to obtain quantitative information, and a total of 280 valid samples are collected and analyzed by structural equation modeling. The research results show that all the hypotheses proposed in this study are supported, and the social media marketing activity cabinet of the apparel industry on Tiktok has a direct positive impact on brand loyalty, brand trust and consumers' purchase intention. In addition, brand trust and brand loyalty are important mediating variables between SMMA and purchase intention.
The findings of this study can provide relevant suggestions for apparel industry to carry out social media marketing activities on Tiktok.
