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(1)International Master’s Program in International Communication Studies College of Communication National Chengchi University ! !. Master’s 治 Thesis. 立. ‧ 國. 大. ! !. 學. !. 政. !. ‧. n. al. er. io. sit. y. Nat. Content is king? The impact of content marketing on purchase intention of online consumers: a study of Facebook content strategy of low-cost carriers in Taiwan. Ch. !. ! !. engchi. i n U. v. !. Student:. I-Lien Chen. Advisor:. Dr. Sheng-Chih Chen ! ! ! !. 107. 7. July 2018. !. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(2) Content is king? The impact of content marketing on purchase intention of online consumers: a study of Facebook content strategy of low-cost carriers in Taiwan ! !. Student: I-Lien Chen Advisor: Dr. Sheng-Chih Chen 治政 ! 大. 立. !. ‧. ‧ 國. 學 y. sit. Nat. ! ! !. er. io. A Thesis. n. Submittedato i v in l International Master’s Program. C. n. International h Communication i UStudies e. ngch. National Chengchi University !. In Partial Fulfillment of the Requirement For the degree of Master of Arts ! ! ! !. 107. 7. July 2018 !. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(3) 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(4) Acknowledgement After 2 years in Taipei and one year in Sciences Po, Paris, I am finally completing my Master’s degree. I am truly grateful for all the encounters in this fruitful journey. My highest appreciation goes to my thesis advisor, Dr. Sheng-Chih Chen, who guided me from an initial idea to this final thesis, and supported me all the way. I would also like to thank Dr. Ting-Yu Kang and Dr. Hong-Chi Shiau, for being in my thesis committee and giving me valuable comments in making my thesis more logical and readable. I am thankful for my company, Scoot, for providing the Facebook data for this research.. 政治大. I would like to thank my parents for their unconditional love, and supporting all my. 立. seemingly irrational decisions, which, looking backward, are the connecting dots, from. ‧ 國. 學. working full-time while studying, to extending my exchange semester in France to one year; and mon amour, Marouane, who patiently listened to my futile rants when I was writing my. ‧. thesis (or rather, all the time). All the people I came to meet in my masters have been. sit. y. Nat. amazing – I strongly recommend IMICS, for this program has helped me to accomplish what. al. er. io. I couldn’t imagine 3 years ago. I appreciate our diligent professors, and I have made friends. v. n. from around the globe with whom I would stay in touch for life. I have gained not only. Ch. engchi. i n U. extensive knowledge in communications, but also genuine understanding of other cultures. Diversity makes the world beautiful – beyond studies, this is what I would love to keep exploring.. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(5) The impact of content marketing on purchase intention of online consumers Abstract The research seeks to understand the relationship between Facebook content, user engagement, and online consumers’ purchase intention of low-cost carriers (LCCs) in Taiwan. By analyzing the data of Facebook Business Manager, and distributing online surveys (N=331) among Taiwanese online consumers of LCCs, the result demonstrated a positive relationship between the content of LCCs’ Facebook Pages, the engagement with LCCs’ Facebook Pages, the reliability and image of LCCs, and the purchase intention of LCCs. Moreover, respondents who have become fans of LCCs’ Facebook Pages have more. 政治大 For the ‘super fans’ who view and interact with the Pages for once or twice or more per week, 立 positive sentiments towards the content, more engagement, and higher purchase intention.. they react more positively towards LCCs’ Facebook content, more engagement, and higher. ‧ 國. 學. purchase intention. Airfare promotion is the most popular type of content that fans engage. ‧. with. The research contributes to understanding the LCC’s content marketing trends in. y. Nat. Taiwanese market and the key factors that influence purchase intention.. er. io. sit. Keywords: content marketing, purchase intention, user engagement, brand image, Taiwanese online consumers, low-cost carrier, Facebook content strategy. n. al. Ch. engchi. i n U. v. 2. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(6) The impact of content marketing on purchase intention of online consumers Table of Contents Abstract .............................................................................................................. 1 Chapter One: Introduction ................................................................................. 9 1.1 Research Background .............................................................................. 9 1.2 Research Scope ...................................................................................... 11 1.2.1 Airfare Promotions .......................................................................... 13. 政治大 1.2.2 Free Flight Tickets/Giveaways ....................................................... 14 立. ‧ 國. 學. 1.2.3 Celebrity Endorsements .................................................................. 15. ‧. 1.2.5 Brand-Related Content.................................................................... 18. y. Nat. al. er. io. sit. 1.3 Research Objectives ............................................................................... 19. n. 1.4 Research Questions ................................................................................ 19. Ch. engchi. i n U. v. Chapter Two: Literature Review ...................................................................... 21 2.1 Content Marketing on Social Media ...................................................... 21 2.2 Online Consumer Engagement .............................................................. 22 2.3 Purchase Intention of LCCs ................................................................... 22 2.4 Reliability and Image ............................................................................. 24 Chapter Three: Research Methodology ........................................................... 25 3. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(7) The impact of content marketing on purchase intention of online consumers 3.1 Research Framework ............................................................................. 25 3.2 Research Variables ................................................................................. 25 3.3 Research Method ................................................................................... 25 3.4 Hypotheses ............................................................................................. 26 3.4 Pilot Study.............................................................................................. 26 3.5 Questionnaire Design ............................................................................. 32. 政治大 Chapter Four: Research立 Findings..................................................................... 37. ‧ 國. 學. 4.1 Demographic Features of Respondents ................................................. 37. ‧. 4.2 Analysis of Variables.............................................................................. 38. y. Nat. al. er. io. sit. 4.2.1 Gender Differences ......................................................................... 39. v. n. 4.2.2 Age Differences .............................................................................. 39. Ch. engchi. i n U. 4.2.3 Differences in Education Levels ..................................................... 40 4.2.4 Profession Differences .................................................................... 41 4.2.5 Monthly Income Differences .......................................................... 43 4.2.6 Monthly Disposable Income Differences ....................................... 44 4.2.7 Differences in Frequencies of Traveling Abroad ............................ 45 4.2.8 Differences in Frequencies of Traveling Abroad with LCCs.......... 46 4. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(8) The impact of content marketing on purchase intention of online consumers 4.2.9 Differences in Traveling with LCCs ............................................... 47 4.2.10 Differences in Being a Fan of LCCs’ Facebook Pages ................. 47 4.2.11 Differences in Viewing LCCs’ Facebook Pages ........................... 48 4.2.12 Differences in Engaging with LCCs’ Facebook Pages ................. 49 4.4 Analysis of Facebook Content ............................................................... 50 4.4 Hypotheses Testing ................................................................................ 51. 政治大 Chapter Five: Conclusion 立and Discussion ....................................................... 53. ‧ 國. 學. 5.1 Discussion .............................................................................................. 53. ‧. 5.2 Limitations and Suggestions for Future Research ................................. 57. y. Nat. al. er. io. sit. 5.4 Management Implications...................................................................... 57. v. n. References ........................................................................................................ 59. Ch. engchi. i n U. Appendixes ...................................................................................................... 68 Appendix 1: Questionnaire in Traditional Chinese...................................... 68 Appendix 2: Questionnaire Translation in English ...................................... 73. 5. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(9) The impact of content marketing on purchase intention of online consumers List of Tables Tables Table 1: Overview of the top 7 LCCs in Taiwan ......................................................... 12 Table 2: Scoot Taiwan’s Facebook Content (March 2018) .......................................... 30 Table 3: Scoot Taiwan’s Facebook Content (April 2018) ............................................ 31 Table 4: Scoot Taiwan’s Facebook Content (May 2018) ............................................. 32 Table 5: List of Survey Measures (N=331).................................................................. 35. 政治大. Table 6: Sample Structure ............................................................................................ 37. 立. Table 7: Descriptive Statistics between Variables........................................................ 39. ‧ 國. 學. Table 8: T-Test of Gender Differences ......................................................................... 39. ‧. Table 9: One-way ANOVA of Age Differences ........................................................... 40. Nat. io. sit. y. Table 10: One-way ANOVA of Differences in Education Levels................................ 41. er. Table 11: One-way ANOVA of Profession Differences ............................................... 42. al. n. v i n C hIncome Differences Table 12: One-way ANOVA of Monthly e n g c h i U ..................................... 43 Table 13: One-way ANOVA of Monthly Disposable Income Differences .................. 44 Table 14: One-way ANOVA of Differences in Frequency of Traveling Abroad ......... 45 Table 15: One-way ANOVA of Differences in Frequency of Traveling Abroad with LCCs 46 Table 16: T-Test of Differences in Traveling with LCCs ............................................. 47 Table 17: T-Test of Differences in Being a Fan of LCCs’ Facebook Pages ................. 48 Table 18: One-way ANOVA of Differences in Viewing LCCs’ Facebook Pages ........ 49 6. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(10) The impact of content marketing on purchase intention of online consumers Table 19: One-way ANOVA of Differences in Engaging with LCCs’ Facebook Pages50 Table 20: Construct Correlation Matrix (N=331) ........................................................ 52 Table 21: Summary of Testing Results of Research Questions ................................... 53 Table 22: Summary of Testing Results of Hypotheses ................................................ 54. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 7. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(11) The impact of content marketing on purchase intention of online consumers List of Figures Figure 1: Airfare promotion (Vietjet) ........................................................................... 13 Figure 2: Free flight tickets/giveaways (Vanilla Air) ................................................... 15 Figure 3: Celebrity endorsements (AirAsia) ................................................................ 16 Figure 4: Practical Travel Information (Peach Aviation) ............................................. 17 Figure 5: Brand-related content (FlyScoot) ................................................................. 18. 政治大. Figure 6: Research Framework for the Study .............................................................. 25. 立. Figure 7: Demographic Structure of Fans of Scoot Taiwan’s Facebook Page............. 27. ‧ 國. 學. Figure 8: Active Times of Fans on Scoot Taiwan’s Facebook Page ............................ 28. ‧. Figure 9: Popular Post Types on Scoot Taiwan’s Facebook Page ............................... 28. Nat. io. sit. y. Figure 10: Total Views on Scoot Taiwan’s Facebook Page ......................................... 29. er. Figure 11: Total Post Reach on Scoot Taiwan’s Facebook Page ................................. 29. al. n. v i n C hFacebook Pages ............................................ Figure 12: Preferred Content on LCCs’ 51 engchi U Figure 13: Research Framework and Hypotheses Testing ........................................... 55. 8. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(12) The impact of content marketing on purchase intention of online consumers Chapter One: Introduction With the arrival and vast proliferation of low-cost carriers (LCCs) around the world, the pattern of air travel was fundamentally disrupted. Possessing various characteristics that are different from the full-service carriers (FSCs), e.g., price points, minimization of add-on services, rearrangement of the aircraft to cater to a maximum amount of passengers, creative marketing strategy, LCCs are fleetingly reshaping the Taiwanese air-travel market. Although LCCs had been introduced to Taiwan for more than 10 years, there hasn’t been a holistic study of the marketing strategy of the LCCs, of how the customers interact with the social. 政治大 Facebook data of a LCC and consolidate the LCCs’ content marketing strategy, and 立. media content, and how the content affects their purchase intention. By gathering the the. distributing online questionnaires to the targeted Taiwanese consumers, this paper hopes to. ‧ 國. 學. shed some light for marketers in understanding the key factors that influence the purchase. ‧. intention of Taiwanese online consumers.. y. Nat. er. io. sit. 1.1 Research Background. The low-cost airline business model was first introduced by Southwest Airlines, following. al. n. v i n the deregulation of the US domesticC market in the early 1970s. h e n g c h i U The great accomplishment of this model has quickly developed its popularity to different parts of the world (Chiou &. Chen, 2010; Francis, Humphreys, Ison, & Aicken, 2006). As recent literature points out, LCCs have become one of the fundamental factors for growth of tourism development for a country or city (Eugenio-Martin & Inchausti-Sintes, 2016). There are several characteristics that are recognized in defining the LCC business model: (1) point to point services only; (2) Fleet homogeneity, using single aircraft to reduce the LCCs’ operating costs significantly (A320 family or Boeing 737 family are frequently used); (3) predominant use of secondary airports that offer lower landing fees and quicker 9. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(13) The impact of content marketing on purchase intention of online consumers turnaround times; (4) direct booking using the LCCs’ websites, not rely on intermediaries like travel agencies and global distribution systems to sell its tickets; (5) no more than one fare at any time, unlike the traditional airlines that include return tariffs at a lower price than the sum of the two one-way fares; (6) single class cabin to accommodate the maximum amount of passengers (Klophaus et al., 2012). The emergence of LCCs has appealed to many air travelers to visit other destinations with lower airfares, and more frequent flights (Budd, Francis, Humphreys, & Ison, 2014). There seems little doubt that the swift development of LCCs worldwide has had a substantial impact. 政治大 tourist destinations, as well as the generation of tourists to emerging and mature destinations 立 on the tourism sector in terms of the transportation of air travelers, and the promotion of. (Clavé, Saladié, Cortés-Jiménez, Young, & Young, 2015).. ‧ 國. 學. The strategic geographical location of Taiwan, connecting both the Northeast and. ‧. Southeast Asia, has allowed the island to become one of the most anticipated markets for. y. Nat. LCCs. Since Jetstar Asia’s inaugural flight between Taipei and Singapore was established as. er. io. sit. the first-ever LCC in 2004, the aviation market share for LCCs has grown tremendously from 1.08% in 2009 to 16.5% in 2017, accounting for 9.02 million passengers last year. Presently,. al. n. v i n until June 2018, there are 21 LCCs C operating in Taiwan. However, compared to the the hengchi U. market share of 25% in APAC region or 45% in Southeast Asia, we may see great potentials for the long-term growth (CT News, 2018). While the attractiveness of LCCs, also called budget airline, seems to focus on the “budget” – that is, the low price-point, we can learn important lessons from the termination of operation of V-Air in September 2016. Too much emphasis on the price-point can lead to not only low revenue, but also rather low value perception and less loyalty to the LCC from the customers. To further expand the LCC market in Taiwan, the LCCs need to fundamentally reshape the Taiwanese consumer behavior, by cultivating them that they can have the 10. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(14) The impact of content marketing on purchase intention of online consumers mobility to travel effortlessly, and that they can take short-haul flights plenty of times to nearby destinations (Commonwealth Magazine, 2016; Han, 2016). As the disruptive business model of LCCs is not well-understood by all travelers, one of the marketing objectives of the LCCs is to inform the travelers of the benefits and services provided by LCCs, and how they are different from the traditional all-inclusive airlines. I started working as a community manager for a LCC in 2015, focusing on the Taiwanese market. It was when LCC and the idea of budget traveling started to flourish. My job is to create communication plans, and curate social media content, from promotional sales to. 政治大 goes without saying that one of the main purposes of my job is to drive sales: direct people to 立. travel and lifestyle copies on Scoot’s social media channels, i.e. Facebook Page and Line@. It. the purchasing page, and book their next flight with us. However, what intrigues me is the. ‧ 國. 學. relation between the type of content and Facebook fans’ purchase intentions.. ‧. “Content is king,” quoted Bill Gates in his famous essay in 1996 (Evans, 2017). The rise. y. Nat. of social media has indeed significantly changed the way we do business. In order to gain. er. io. sit. more consumers, understand their behaviors and needs, and sustain closest relationships with them, businesses seek to understand how consumers behave in social media and how they. al. n. v i n diverge in their purchase intentions.C Is the statement of Bill h e n g c h i UGates still eligible after more than 20 years, in the age of social media with bombarding quantity of content? How can social. media content influence customers’ purchase intentions, and how does that help to build the LCC brand image, educating customers about its pros and cons?. 1.2 Research Scope In 2017, the top 6 LCCs operating in Taiwan in terms of passenger capacities are Tigerair Taiwan, Vanilla Air, Scoot, Peach, Vietjet, and AirAsia (Economic Daily News, 2017). Jetstar Taiwan will also be regarded in this research, due to the overlapping routes that 11. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(15) The impact of content marketing on purchase intention of online consumers it has in common with the top 6 LCCs. Although these LCCs have multiple social media channels, the only common channel that targets Taiwanese market is Facebook. In addition, unlike other popular social media channels, e.g., Instagram or Snapchat, which are impossible to segment content for different markets around the world, Facebook allows the brands for market segmentation, i.e., having different Facebook Pages for different markets, but combined under one Global brand. Many of the airlines researched below, for example, use market segmentation to focus on content that is suitable for Taiwanese audience. In Table 1, an overview of the Facebook Page activities of the LCCs are presented.. 政治大. Table 1: Overview of the top 7 LCCs in Taiwan. 立. Number of Passengers. Country of Origin. Link to Facebook Page. 83.68%. 1,587K. Taiwan. 91.90%. 7730K. Japan. 83.70%. 677K. Singapore. 667K. Japan. 493K. Vietnam. https://www.faceboo k.com/TigerairTaiw an/ https://www.faceboo k.com/VanillaAirTai wan/ https://www.faceboo k.com/FlyScootTW/ https://www.faceboo k.com/Peach.Aviatio n.Taiwan/ https://www.faceboo k.com/VietJetTaiwa n/ https://www.faceboo k.com/AirAsiaTaiwa n/ https://www.faceboo k.com/jetstartw/. Vanilla Air. 3. Flyscoot. 4. Peach Aviation. 92.50%. 5. Vietjet. 77.90%. 6. AirAsia. 75.90%. 446K. x. Jetstar Taiwan. x. x. Nat. io. n. al. Ch. e n gMalaysia chi U Australia. y. 2. sit. Tigerair Taiwan. er. 1. ‧ 國. Cabin Factor. ‧. LCC Name. 學. Rank (2017). v ni. Global* Total Likes (Retrieved on Jun 12, 2018) 586,179 719,742 2,445,696 185,082 3,087,845 11,517,348 290,529. * “Global” here means the number of likes combined from all the pages in different countries/markets. We cannot measure the likes of Taiwanese market in specific since we cannot access such data. Furthermore, by analyzing the type of content on the Facebook pages of the 7 LCCs, we may discover the following 5 content pillars that LCCs frequently tend to apply to, i.e., airfare promotions, free flight tickets/giveaways, celebrity endorsement, practical travel information, and brand-related content. 12. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(16) The impact of content marketing on purchase intention of online consumers 1.2.1 Airfare Promotions The most obvious advantage of LCCs is their attractive airfare. Chan (2014) found that low airfare means ‘cheap price paid’, ‘low level of service and performance’ and ‘mode of transportation’ during non-price promotional periods and ‘value for money’ during promotional periods. In addition, Chang (2015) found that customers feel higher satisfaction with promotion which low cost carrier holds. Moreover, the pricing strategy for LCCs can be intriguing in examining the content in relation to airfare promotion. Malighetti, Paleari, & Redondi (2009) analyzed the data of Ryan Air’s European flights, and discovered that as the. 政治大 promotion content of LCCs tend to create a sense of urgency and exclusiveness, for the fans 立 competition of LCCs proliferates, discounts on advance fares rise. As a result, the airfare. to purchase right away. For example, in Figure 1, VietJet often have $0 promo at certain. ‧ 國. 學. hours as a strategy to attract and acquire customers, and keep them coming back.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 1: Airfare promotion (Vietjet) “Looking for your next summer holiday? Buy now and fly with us in our $0 promo!”1. 1. Retrieve from VietJet Taiwan Facebook on Jun 12, 2018, link to original post:. https://www.facebook.com/VietJetTaiwan/photos/a.1486473584960783.1073741828.139603 8357337640/2032898453651624/?type=3. 13. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(17) The impact of content marketing on purchase intention of online consumers 1.2.2 Free Flight Tickets/Giveaways To attract new fans and upkeep the large fan base, LCCs usually offer giveaways, to engage online consumers to interact with the brand and increase loyalty. For online consumers, their community engagement behaviors with the brand can offer them social benefits, entertainment benefits and economic benefits, the result of which further lead them to transactional engagement (Gummerus et al., 2012). As a result, LCCs constantly engage with fans and offer them attractive incentives, whether it is free tickets, vouchers, or gifts from partnership with other brands.. 政治大 get rewards, which further stimulates them to contribute more to the LCC brands, not only by 立 To the consumers, they can share their fondness and experience with the brand and. purchasing the tickets but also becoming super-fan as a positive e-WOM. For the LCCs, the. ‧ 國. 學. rewards offer to their fans can generate bigger benefits, collecting exclusive user-generated. ‧. stories for the brand, which are great content marketing sources. For example, in Figure 2,. y. Nat. Vanilla Air engages with online consumers by outsourcing user-generated content of their. thus are more likely to lead to purchase intention.. n. al. Ch. engchi. er. io. sit. destinations, and share with the community to increase consumers’ affinity of the brand, and. i n U. v. 14. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(18) The impact of content marketing on purchase intention of online consumers. 立. 政治大. ‧. ‧ 國. 學. Figure 2: Free flight tickets/giveaways (Vanilla Air) “Show us your creativity in planning Fukouka itineraries to win bonus points! Your great work will be shared in our community.”2 1.2.3 Celebrity Endorsements. y. Nat. sit. LCCs often use celebrity endorsements to attract the fans of the celebrity to become. n. al. er. io. their fans. A high degree of congruency between a celebrity endorser and a product can lead. i n U. v. to suggestively more positive attitude towards the advertisement, greater likelihood of. Ch. engchi. spreading eWOM about the advertisement, and greater intention to use the product advertised (Phua et al., 2018). In this light, LCCs look for rather young, high-spirited celebrity who are fond of traveling to create resonance with online consumers and increase their purchase intention. What is noteworthy, we may also find that the flight attendants of LCCs are using social media as a powerful tool to attain an unconventional ‘celebrity’ endorsement, since the flight attendants themselves are the best delegates of the LCC brands. In addition, other than 2. Retrieve from Vanilla Air Taiwan Facebook on Jun 12, 2018, link to original post: https://www.facebook.com/VanillaAirTaiwan/posts/1743574322354885 15. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(19) The impact of content marketing on purchase intention of online consumers famous celebrities and flight attendants, the online influencers can also be attractive endorsers of LCCs. Fans who have traveled with LCCs post pictures and articles of their traveling experience on their social media channels, e.g., blogs, Instagram, Facebook Pages, and creating a hype among their friends and followers. Through outsourcing and partnering with these traditional and non-traditional celebrities, LCCs can accomplish content marketing efforts in creating long-term value and reputation for the brand. For example, in Figure 3, AirAsia invites influencers from Malaysia and Taiwan to call for online consumers, and this is likely led to greater purchase intention because of the celebrity’s popularity.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 3: Celebrity endorsements (AirAsia) “Malaysia’s most beloved singer, Joyce Chu, will stream live in AirAsia Taiwan Facebook page. Don’t miss the chance to interact with her! Pleasant surprise will be prepared for loyal fans!”3. 3. Retrieve from AirAsia Taiwan Facebook on Jun 12, 2018, link to original post:. https://www.facebook.com/AirAsiaTaiwan/photos/a.661087280570723.1073741837.124566 150889508/1926902470655858/?type=3 16. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(20) The impact of content marketing on purchase intention of online consumers. 1.2.4 Practical Travel Information The LCCs’ Facebook Pages offer practical and fun content on tourism information of the destinations they are flying to. These Facebook posts often add the unique touch of the brand personality of the LCC. By its brief copy and attractive visuals, and most importantly, a call-to-action link to the LCCs’ websites to buy tickets, this type of content increases the possibility for online consumers to engage with the brand, e.g., hit likes to the content, share the content in their personal Facebook, tag their friends in the posts. This can create brand. 政治大 Aviation Taiwan shares things to do and places to see when the consumers get to their 立. awareness, and eventually lead to purchase intention. For example, in Figure 4, Peach. destination, providing vivid pictures that resonates with their bright-colored logo, and a brief. ‧ 國. 學. copy that summarizes the practical travel information.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 4: Practical Travel Information (Peach Aviation) “Where to go in Hokkaido in summer? Follow our tips to enjoy great nature and take amazing photos!”4. 4. Retrieve from Peach Aviation Taiwan Facebook on Jun 12, 2018, link to original post: https://www.facebook.com/Peach.Aviation.Taiwan/posts/1793433930717091 17. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(21) The impact of content marketing on purchase intention of online consumers 1.2.5 Brand-Related Content LCCs introduce their products and services. Since some services of LCCs are distinct from the traditional airlines, the LCCs share brand-related content on Facebook to inform online consumers more of the services they provide, and position them as convenient to the fans. As traditional airlines may focus more on their luxurious services and experience in their advertising content, LCCs use social media to showcase their convenient services, which in a way can educate the difference between traditional airlines and budget airlines. Moreover, the copies often convey the messaging of traveling on a whim, which is a traveling. 政治大 experiences, and explore off-the-beaten tracks. For example, in Figure 5, Scoot shares a 立 philosophy for many millennials, who are eager to travel on a budget, try uncanny. unique service, describing in a humorous way interconnected with the brand’s personality, to. ‧ 國. 學. online consumers in order to cultivate brand advocates and increase purchase intention.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 5: Brand-related content (FlyScoot) “Check in online and Scoot-to-gate! Worry less and travel more.”5. 5. Retrieve from Flyscoot Taiwan Facebook on Jun 12, 2018, link to original post: https://www.facebook.com/FlyScootTW/videos/953043628153451/ 18. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(22) The impact of content marketing on purchase intention of online consumers 1.3 Research Objectives The purpose of this research is to understand the correlation between content marketing and purchase intention, using the top 7 LCCs’ Facebook page as study examples. We not only analyzed the data from the Facebook Page of one of the LCCs, Scoot, to get a deeper insight of the fans based on the researcher’s proximity, but also surveyed 331 online consumers to understand their purchase intention and their reaction to the social media content. By understanding the perspective from the Facebook data as well as the online consumers, we can have a more rounded view of the LCC content marketing strategy and. 政治大 Previous research on the LCCs in Taiwan has shown that the interaction of the 立. how it resonates in Taiwanese consumers.. corporate image of LCC, and perception of risk, i.e. the uncertainty about the price, services,. ‧ 國. 學. and social perceptions of flying with LCCs, remains significant and positive impacts on. ‧. passengers’ behavioral intention (Wang & Fan, 2015). Similarly, Sung & Lien (2015). y. Nat. suggests that the airline image had a significant impact on consumer satisfaction in LCCs. In. er. io. sit. addition, Lai & Chin (2011) discovered that the factors of ticket price, convenience, service and plurality have a positive relationship with the passengers’ intention of taking LCCs. With. al. n. v i n Cpaper regards to the existing literature, this investigate the role of social media content on h ewill ngchi U Taiwanese online consumers’ purchase intention to fill the research gap by providing insights into how different types of Facebook content contribute to their purchase intention. This research also aims to understand other key factors, i.e., online engagement, reliability and image of the LCCs, can influence consumers’ purchase intention. 1.4 Research Questions As it was mentioned, there is a lack of information regarding the relation between the Facebook marketing content of LCCs and consumers’ purchase intentions. The main objective of this research is to understand how the consumers’ engagement with the content 19. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(23) The impact of content marketing on purchase intention of online consumers mediates, and how the reliability and image of LCCs moderates the online consumers’ purchase intention. The particular questions that this study seeks to answer are: RQ1. What kinds of content on LCCs’ Facebook Pages appeals to online consumers the most, and lead them to engage with the brand? RQ2. What are the differences in the demographics in terms of their purchase intention of LCCs?. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 20. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(24) The impact of content marketing on purchase intention of online consumers Chapter Two: Literature Review To fundamentally understand the relations between content marketing, online consumer engagement, reliability and image, and purchase intentions, recent literature must be reviewed to capture the concepts and how they interact.. 2.1 Content Marketing on Social Media Compared to other types of marketing in social networks, content marketing pertains an essential advantage. In this kind of marketing, the consumers are not presented with a. 政治大 information that is useful and not considered commercial by them, which eventually triggers 立 direct suggestion; instead, they are involved with another matter and postulated with. them to trust the content provider. Instituting a sense of trust in the brand creates loyalty on. ‧ 國. 學. the consumers' side. The social network of Facebook is an appropriate foundation for content. ‧. marketing, where diverse contents can be widely accessible to and promptly distributed. y. Nat. among the users. Through developing and promoting knowledge and information among the. er. io. sit. consumers, content marketing creates a sense of trust in them, and they are more likely to buy goods through the presented content. Moreover, this trust creation among the consumers. al. n. v i n C hthat content marketing reflects in sales; therefore, we can say is the knowledge of absorbing engchi U customers indirectly (Forouzandeh et al., 2014).. Social networks of Facebook and Twitter have been presented as the most popular ones in terms of Internet marketing (Saravanakumar & SuganthaLakshmi, 2012). Jothi et al. (2011) discussed communication and advertisement in social networks. They discovered that using brand in advertisement available in communications of social networks can be determined effective. Qiao (2008) researched on e-commerce in social networks and its positive and negative aspects. Qiao stated that social networks could transform and revolutionize e- commerce and its restrictions can be overcome to a high extent through 21. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(25) The impact of content marketing on purchase intention of online consumers social networks. Social media is a powerful and low-cost platform for sales promotions to attract and reach the maximum number of consumers (Chaturvedi & Gupta, 2014). The social media marketing activities of an airline had significant effects on brand awareness and brand image; both brand awareness and brand image significantly affected customers’ commitment (Seo & Park, 2018).. 2.2 Online Consumer Engagement Since the appearance of Internet, individuals are engaging in online communities in. 政治大 brands’ Facebook Pages, companies can create brand posts containing anecdotes, photos, 立. social network platforms both with other individuals and with brands (Dessart, 2015). On the. videos or other material; brand fans can then interact with these brand posts by liking,. ‧ 國. 學. sharing, or commenting on them (Luarn et al., 2015). Brand pages allow establishments and. ‧. celebrities to interact with community members, and thus augment the brand visibility to and. y. Nat. the loyalty of these members (Bagozzi and Dholakia, 2006; Ruiz-Mafe et al.,. er. io. sit. 2014). Information on brand pages is shared in the form of posts and appears in the central part of the page known as the timeline. Users who are fans of brands’ Facebook Pages can see. al. n. v i n posts and engage with them (AraujoCand Neijens, 2012; Ruiz-Mafe et al., 2014). Each of hengchi U. these actions potentially promotes information to the customers' friends (Sabate et al., 2014). That is to say, efficacious information is espoused by customers, who add value by sharing it and producing spin-off or original content that communicates through peer-to-peer interaction (Bonsón & Ratkai, 2013).. 2.3 Purchase Intention of LCCs Purchase intention, or indicating the willingness to buy is widely defined as the prospect of a consumer to purchase a product or service (Dodd & Supa, 2011; Sam & Tahir, 2009). It is also described as a conscious plan made by an individual to make an effort to 22. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(26) The impact of content marketing on purchase intention of online consumers purchase a brand (Spears & Singh, 2004). The notion of purchase intention is engrained in psychological and is widely used in behavioral studies (Dodd & Supa, 2011). Purchase intention is depicted as a behavioral inclination that the consumer will purchase the product (Monroe & Krishnan, 1985), and as an essential indicator for the actual purchasing decision (Tan, 1999). This statement is then further reinforced by Li, Davies, Edwards, Kinman and Duan (2002), affirmed that purchase intention is a common measure that frequently employed to measure the effectiveness of purchase behavior. Ling et al. (2010) discovered that brand and quality alignment are positively related to. 政治大 substantial determinant on online purchase intention (Momtaz et al., 2011). Maoyan et al. 立 online purchase intention. The influence of online advertisements has been found to be a. (2014) studied social media marketing and found that it has an effect on consumers’ online. ‧ 國. 學. purchase intentions with respect to four factors: placement, marketing activities, experiential. ‧. marketing, and interaction. These factors have an impact on consumers’ inner perception (i.e.,. y. Nat. perceived value and perceived risk) and overall, they influence online purchase intention. In. er. io. sit. addition, customer resonance arrives into effect because of utilitarian value, tie strength, normative influence, information influence, and self-presentation, which in turn influences. al. n. v i n Ch purchase intention for successful consumer-brand relationship (Shang et al., 2017). engchi U. As for the purchase intention of LCC consumers, Lin & Huang (2015) found some. similarities and differences between potential and current customers with regard to the determinants of LCCs purchase intentions. Regarding the final significances of these determinants, both customer groups considered “reliability and image” to be the important factor that affects their intentions to purchase LCCs. Additionally, “price and convenience” received a higher weighting by potential customers, while current customers underscored the prominence of “employee services.” Likewise, Jeng (2016) suggested that airline brand credibility increases consumer purchase intention by increasing consumers' decision 23. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(27) The impact of content marketing on purchase intention of online consumers convenience and increasing affective commitment. Decision convenience can be considered a new mediator of a causal relationship between brand credibility and purchase intention. Finally, corporate image, service quality, and pricing strategy are three main paradigms that influencing individual’s intention of taking LCCs. Additionally, online wordof-mouth, basic ticket price, additional fee, promotion strategy, passenger occupancy rates, and brand design are six key indicators when individuals choose to take LCCs (Lu, 2017).. 2.4 Reliability and Image As seen from 2.3, reliability and image of the LCC has a positive relationship on the. 政治大. purchase intention of the consumers. One of the main antecedents of affective loyalty of LCC. 立. is trust, a key factor for guaranteeing the success of relationships between the airline and its. ‧ 國. 學. users, and also for understanding long term purchasing behavior (Forgas et al., 2010). On the contrast, however, O’Connell & Williams (2005) discovered that passengers travelling on. ‧. FSCs place strong emphasis on reliability, quality, flight schedules, connections, frequent. y. Nat. sit. flyer programs and comfort, while travelers taking LCCs focus almost exclusively on fare.. n. al. er. io. Although the low fare seems to be the sole reason for LCC consumers’ purchase intention,. i n U. v. Kim & Lee (2011) points out that customer satisfaction is still key for LCCs, tangibles and. Ch. engchi. responsiveness being the most important factors. The significant consequences of customer satisfaction including word-of-mouth communication, purchase intentions, and complaining behavior.. 24. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(28) The impact of content marketing on purchase intention of online consumers Chapter Three: Research Methodology 3.1 Research Framework This study aims at examining the relationships between LCC’s Facebook content, and online consumers’ purchase intention. Engagement with the content is fundamental in measuring whether the content is effective in provoking content marketing efforts and purchase intention. In addition, as adapted from the study of Lin & Huang (2015), “reliability and image” is one of the variables as it is a key factor that affects the intentions to purchase LCCs for consumers. Taking into consideration the variables previously stated, this study. 政治大. proposes a research framework as follows:. 立. ‧. ‧ 國. 學 y. Nat. n. er. io. al. sit. Figure 6: Research Framework for the Study. 3.2 Research Variables. Ch. engchi. i n U. v. In this proposed research framework, there is one focal independent variable: LCC’s Facebook content, since we are exploring how the content influences the rest of the variables. The mediator variable is consumers’ engagement, as this can contribute to the independent variable. The moderator variable is the reliability and image of LCCs, as this can increase or decrease online consumers’ purchase intention. The dependent variable is purchase intention.. 3.3 Research Method The methodology of this paper is quantitative, using data from Facebook Business Manager as pilot study for the questionnaire, and survey in understand online consumers’ 25. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(29) The impact of content marketing on purchase intention of online consumers overall impressions. Quantitative research focuses on the quantity and structured collection of data, and is suitable for comprehending data like consumer behavior, market size, identifying reasons for repurchasing a product, based on a large number of samples; therefore, this method is excellent in capturing the purchase intention of online consumers of LCCs. Based on the nature of social media, the survey was designed and distributed online, targeting Taiwanese online consumers.. 3.4 Hypotheses. 政治大 H1: The relationship between engagement with LCC’s Facebook content and purchase 立 The following hypotheses are derived based on the research framework:. intention is positively related.. ‧ 國. 學. H2: The reliability and image of LCCs will moderate the relationship between LCC’s. ‧. Facebook content, the engagement, and purchase intention.. y. sit. io. n. al. er. purchase intention.. Nat. H3: The engagement will mediate the relationship between LCC’s Facebook content and. 3.4 Pilot Study. Ch. engchi. i n U. v. Based on the researcher’s proximity as the community manager for Scoot Airlines in Taiwan, a pilot study of the questionnaire was done based on the data of Facebook Business Manager, with the approval from the marketing team of Scoot Airlines in Singapore. By analyzing the data, we may get a better outlook of the fans demographic structure, and the type of content that are popular among fans. Scoot is a Singaporean LCC owned by Singapore Airlines through its subsidiary Budget Aviation Holdings. The first-ever flight took off in June 2012, on medium and long-haul routes from Singapore to nearly 70 destinations in Asia, Australia, America, 26. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(30) The impact of content marketing on purchase intention of online consumers and Europe. The slogan of Scoot is “escape the ordinary,” signifying Scoot as an airline for the young, the young-at-heart and the value-seeking. people who remember that travel is all about spontaneous discovery, connections and fresh experiences. For the demographic structure on Scoot Taiwan’s Facebook Page, the most active fans who highly engage with the Page are female aged between 25-34. Therefore, for this research, we should distribute the questionnaire through the channels that they frequently visit to target the right demographics.. 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. io. n. al. er. Figure 7: Demographic Structure of Fans of Scoot Taiwan’s Facebook Page. i n U. v. In terms of the time when the most of Scoot’s fans are online, Thursday, Friday,. Ch. engchi. Saturday, and Sunday appears to be the days in the week when fans are most active in viewing the Facebook Page. As for the popular time in a day, 12pm (255,605 fans) and 10pm (280,796) are the peak hours when most fans are online. This is because a large part of the fans are working during the day; while 12pm is lunch break, 10pm is the time when workers the tasks of the day and have some leisure time to check Facebook. For community managers who wish to engage more with fans, they can engage more easily during these hours.. 27. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(31) The impact of content marketing on purchase intention of online consumers. Figure 8: Active Times of Fans on Scoot Taiwan’s Facebook Page. 立. 政治大. For the popular post types, video format shows the highest reach and engagement,. ‧ 國. 學. while shared video on Facebook receives the lowest reach and engagement. This implies that LCC brands should generate more video content to attract more fans and upkeep the fanbase.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 9: Popular Post Types on Scoot Taiwan’s Facebook Page In terms of the total views of Scoot Taiwan’s Facebook Page, since there is a weekly sale happening every Tuesday, we can see the page view rises in the beginning of the week, and remains rather smooth during the week. The highest peak in March to May occurs on March 10, when a White Day’s promo content went viral (see Table 2).. 28. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(32) The impact of content marketing on purchase intention of online consumers. Figure 10: Total Views on Scoot Taiwan’s Facebook Page For the total post reach, i.e., people who have seen or interacted with the post, “Paid”. 政治大. means the post implements Facebook Ads to reach out to more consumers, while “Organic”. 立. posts are without Facebook Ads. However, this cannot be a total indicator of the actual post. ‧ 國. 學. engagement performance, as engagement concerns fans’ reactions as well; therefore, engagement rate = total reactions (likes, comments, shares) / total reach x 100.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 11: Total Post Reach on Scoot Taiwan’s Facebook Page In terms of the content, since Facebook only consolidates the data for a Facebook post after 28 days, Facebook posts between March to May 2018 over the course of 3 months were analyzed in terms of its type of content, and engagement rate, which is the metric for understanding the popularity of a Facebook post. The posting frequencies were daily, 29. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(33) The impact of content marketing on purchase intention of online consumers sometimes twice a day. From the analysis of the most popular content of the month, we can understand that the airfare promotion is one of the key factors to attract audience and engage with them. Table 2: Scoot Taiwan’s Facebook Content (March 2018) March 2018. Total posts: 33. Most Popular Posts. 立. ‧ 國. 學. https://www.facebook.com/FlyScootTW/ posts/900750330049448. n. al. Ch. engchi. y. sit. io. Statistics. Type of content: airfare promotion + practical travel information. The post was popular due to the attractive picture and practical information of Berlin.. er. Nat. https://www.facebook.com/FlyScootTW/ videos/884712481653233/ Type of content: airfare promotion + flight ticket giveaways. The popularity of the post came from the funny video of being single but not alone on White Day. The video format easily caught consumers’ attention. Total reach: 162,309 Engagement rate: 2.14 Paid or organic? Paid. ‧. Description. 政治大. Total reach: 104,378 Engagement rate: 1.36 Paid or organic? Paid. i n U. v. 30. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(34) The impact of content marketing on purchase intention of online consumers Table 3: Scoot Taiwan’s Facebook Content (April 2018) April 2018. Total posts: 30. Most Popular Posts. 立. Total reach: 102,660 Engagement rate: 1.22 Paid or organic? Paid. Total reach: 89,911 Engagement rate: 1.48 Paid or organic? Paid. y. sit. n. er. io. al. ‧. ‧ 國. https://www.facebook.com/FlyScootTW/photos/ a.164959170295238.13393.135126653278490/ 919884591469355/?type=3 Type of content: airfare promotion + practical travel information. The post was popular due to call-to-action language, e.g. “tag your friends!” to foster engagement.. Nat. Statistics. https://www.facebook.com/FlyScootTW/ photos/a.164959170295238.13393. 135126653278490/914564622001352/?type=3 Type of content: airfare promotion + practical travel information. The popularity of the post came from calling the collective memories of fans in the 2000s.. 學. Description. 政治大. Ch. engchi. i n U. v. 31. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(35) The impact of content marketing on purchase intention of online consumers Table 4: Scoot Taiwan’s Facebook Content (May 2018) May 2018. Total posts: 32. Most Popular Posts. 政治大. https:/www.facebook.com/FlyScootTW/ posts/940055842785563. Type of content: practical travel information. The post went viral because the cute koala video was posted on the weekends, when people finished a week of hard work and just wanted to relax.. Statistics. Total reach: 19,279 Engagement rate: 8.09 Paid or organic? Organic. Total reach: 71,143 Engagement rate: 3.32 Paid or organic? Paid. er. io. sit. y. Nat. 3.5 Questionnaire Design. ‧. ‧ 國. 立. 學. Description. https://www.facebook.com/FlyScootTW/ photos/a.164959170295238.13393. 135126653278490/937807463010401/?type=3 Type of content: free flight tickets + brandrelated content. The post was popular because it was calling fans to participate in a contest to win the grand prize.. al. n. v i n C h the TraditionalUChinese language via Google The questionnaire was created using engchi. Form, using close-ended questions. The mode of distribution was online. The sample size for this study was N=331. The link was created and distributed between 4-8 July 2018, among the Facebook Groups of Taiwanese students, as well as Taiwanese who are fond of traveling and backpacking. It was also published as comments on LCCs’ Facebook Pages mentioned before to target the demographics who are more likely to travel with LCCs. The Groups were: 1)! NTU Student Group (NTU. ):. https://www.facebook.com/groups/NTU.Head/. 32. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(36) The impact of content marketing on purchase intention of online consumers 2)! NCCU Student Group (NCCU. ):. https://www.facebook.com/groups/NCCUSTUDENT/ 3)! Exchange Students in Europe (. ):. https://www.facebook.com/groups/154868661566195/ 4)! Taiwanese Students in Paris (. ):. https://www.facebook.com/groups/279746385504501/ 5)! Okinawa Travel Information (. -. ):. 」. https://www.facebook.com/groups/Okinawa.trip/ 」 ): 政治大 https://www.facebook.com/groups/kansai.travel/ 立. 6)! Kansai Japan Travel Information (. 」. ):. https://www.facebook.com/groups/1091589394319316/ 」. . y. Nat. https://www.facebook.com/groups/1480314878945811/. ‧. 8)! Backpacking in Thailand (. 學. ‧ 國. 7)! Traveling is Amazing! (. er. io. sit. The questionnaire (see Appendix 1 for Traditional Chinese and Appendix 2 for English) began with a brief introduction that explains the purpose of the survey, and that. al. n. v i n Cconfidential. respondents’ information will be kept of respondents was h e n g cParticipation hi U. voluntary, but prizes of 200 TWD for 20 random respondents were offered as lottery based. Respondents who wished to participate in the lucky draw would leave their e-mail address at the end of the questionnaire. This incentive has proved itself to be quite effective, as there were over 300 respondents in the course of 4 days. The questionnaire was divided into 3 sections: LCCs’ consumer behavior, impressions towards LCCs, which included the four variables, i.e., (1) impression towards the content of LCCs’ Facebook Pages; (2) engagement with LCCs’ Facebook Pages; (3) reliability and image of LCCs; and (4) purchase intention of LCCs, and lastly, respondents’ personal 33. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(37) The impact of content marketing on purchase intention of online consumers information. In the very beginning of the questionnaire, the definition of LCCs as well as the research scope of the top 7 LCCs in Taiwan were presented to provide respondents with the context of the questionnaire. In the first part of the questionnaire, the respondents were asked about their consumer behavior with LCCs. They were first asked if they have taken LCCs before, and if they are a fan of LCCs’ Facebook Pages. These two questions are nominal questions which are used to categorize the respondents in different categories (Christensen et al., 2010). They were also surveyed about the content they prefer to see on LCCs’ Facebook Pages, using the 5 content. 政治大 endorsements; (4) practical travel information; and (5) LCC brand-related content. This was a 立 pillars mentioned before: (1) airfare promotion; (2) free flight tickets/giveaways; (3) celebrity. multiple choice question, as respondents can find more than one type of content interesting.. ‧ 國. 學. Then, the respondents’ frequencies of viewing and engaging with LCCs’ Facebook Pages. y. Nat. of LCCs.. ‧. were surveyed. This was done in order to create knowledge regarding the respondents’ usage. er. io. sit. In the second part of the questionnaire, the four variables were presented with lists of questions as measurements. The questionnaire was designed to gather data that can explain. al. n. v i n C Facebook the respondents’ relationship between online engagement, reliability and U h e n gcontent, i h c image, and purchase intention. A Likert scale was used to answer these questions. The. respondents were given to think through and answer to what extent they disagree/agree with the stated questions in a Likert scale (Bryman & Bell, 2011). The response options ranged from 1-5 on a Likert scale, where 1 stands for “strongly disagree” and 5 stands for “strongly agree.” The questions were created based on the pilot study of the data from Facebook Business Manager. They can be found in the table below:. 34. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(38) The impact of content marketing on purchase intention of online consumers Table 5: List of Survey Measures (N=331) Measures. Mean. SD. Impressions towards the content of LCCs’ Facebook Pages 1.The pages are lively, with distinctive brand characteristics. 2. The information shared is fun and interesting. 3. The content of LCCs’ social media marketing is diversified. 4. The pages offer the travel information I need. 5. The marketing campaigns on the pages are impressive to me. 6. The notion of LCCs’ branded content matches my personal beliefs. 7. I understand better the benefits of LCCs by the content on LCCs’ Facebook Pages. 8. My doubts about LCCs are mitigated by the content on LCCs’ Facebook Pages. Cronbach’s alpha = 0.89. 29.17 3.85 3.73 3.66 3.64 3.52 3.45. 5.01 .73 .76 .79 .82 .85 .82. 3.71. .83. 3.57. .91. 44.88 3.42 3.53. 9.51 .76 .87. 3.10. .98. 3.02 3.35. .97 .84. 3.43. 治政大 Engagement with LCCs’ Facebook Pages 1. LCCs’ Facebook Pages are attractive to me. 立 2. I would become a fan of LCCs’ Facebook Pages with the. y. sit. io. .79. 3.45. .89. 2.81 2.98. 1.05 .97. 3.06. 1.09. 3.25. 1.00. 3.25. .97. 2.82. 1.07. 3.35. .98. 39.33 3.46 3.59 3.76. 7.31 .84 .78 .85. n. er. Nat. al. ‧. ‧ 國. 學. recommendation from my family and friends. 3. I would become a fan of LCCs’ Facebook Pages with the recommendation from celebrities and influencers. 4. I would interact with other fans on LCCs’ Facebook Pages. 5. My questions can often get immediate answers from LCCs’ Facebook Pages. 6. The community managers of LCCs’ Facebook Pages have good interactions with the fans. 7. There’s a sense of unity for the people who love traveling on LCCs’ Facebook Pages. 8. I often hit “like” to the content on LCCs’ Facebook Pages. 9. I comment to exchange ideas with the community managers and other fans on LCCs’ Facebook Pages. 10. When I see interesting content on LCCs’ Facebook Pages, I would tag my friend. 11. I would share the interesting content on LCCs’ Facebook Pages with my friends. 12. My impression towards LCCs changes based on the sharing from fans on LCCs’ Facebook Pages. 13. When I have experienced flying with LCCs, I would share with the community on LCCs’ Facebook Pages. 14. I would participate in online or offline events by LCCs after becoming a fan of LCCs’ Facebook Pages. Cronbach’s alpha = 0.92. Ch. engchi. The reliability and image of LCCs 1. The boarding procedures of LCCs are efficient. 2. The booking systems of LCCs are convenient. 3. The fare of LCCs is reasonable.. i n U. v. 35. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(39) The impact of content marketing on purchase intention of online consumers 4. LCCs operate with new aircrafts. 5. The in-flight seats of LCCs are cozy. 6. The add-on services of LCCs, e.g., in-flight meals, duty-free products, are fair. 7. The flight security of LCCs is good. 8. The flights of LCCs are on time. 9. The manners and etiquettes of LCCs’ flight attendants are good. 10. The customer service of LCCs’ is swift and proper. 11. The LCCs pay attention to their reputation and ethics. 12. The LCCs actively take part in social and charitable events. Cronbach’s alpha = 0.91. 3.18 2.67 2.73. .84 .88 .90. 3.48 3.09 3.55. .80 .96 .88. 3.29 3.39 3.08. .82 .81 .78. The purchase intention of LCCs 1. I would like to purchase flight tickets of LCCs based on the content of LCCs’ Facebook Pages. 2. Purchasing LCCs’ flight tickets is worthwhile. 3. When I purchase flight tickets, LCCs would be my priority. 4. I would recommend others to purchase LCCs’ flight tickets after becoming a fan of LCCs’ Facebook Pages. 5. I find it economical to purchase LCCs’ flight tickets after becoming a fan of LCCs’ Facebook Pages. 6. I would fly with LCCs again in the future. Cronbach’s alpha = 0.90. 22.03 3.63. 4.42 .85. 3.80 3.64 3.35. .83 .99 .96. 3.63. .91. 3.95. .84. 立. 政治大. ‧. ‧ 國. 學. sit. y. Nat. In the last part of the questionnaire, the demographics of the respondents were. io. er. surveyed, which are (1) gender; (2) age; (3) education level; (4) profession; (5) monthly income; (6) monthly disposable income; (7) frequencies of traveling abroad each year; (8). al. n. v i n frequencies of traveling abroad withCLCCs year. These served as control variables for h eeach ngchi U this study, to see if these demographic features influence their impression towards content, engagement, reliability and image of LCCs, and purchase intention.. 36. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(40) The impact of content marketing on purchase intention of online consumers Chapter Four: Research Findings 4.1 Demographic Features of Respondents The demographic characteristics of the respondents that were made out of Taiwanese online customers are tabled as below. All of the respondents (N=331) answered the questions through online survey; therefore, we can expect a younger demographic – respondents under 40 years old take up to 77% of the total respondents. As the questionnaire was mainly distributed among the Facebook Groups related to traveling and backpacking, 75% of the total respondents have taken LCCs, and 72% of the total respondents are fans of LCCs’ Facebook Pages.. 立. 政治大. In terms of respondents’ profession, as the questionnaire was also distributed among. ‧ 國. 學. Facebook Groups of several Taiwanese universities, a high percentage of 26.9% out of total respondents are students, leading to monthly income of 10,000 TWD and below to 23% and. ‧. monthly disposable income under 10,000 TWD to 39.2%.. sit. n. al. er. io. Questions. y. Nat Table 6: Sample Structure. Groups. Ch. engchi. v of iNo. n U Respondents. Percentage ( ). Have you taken LCCs (budget airlines)?. 1. Yes 2. No. (N=331) 248 83. Are you a fan of LCCs’ Facebook Pages? Gender. 1. Yes 2. No. 240 91. 72 28. 1. Male 2. Female 1. Under 20 years old 2. 21-30 years old 3. 31-40 years old 4. 41-50 years old 5. 51-60 years old 6. Over 61 years old 1. High school and below 2. Associate degree 3. Bachelor degree. 92 239 22 166 67 41 25 10 24 26 193. 27.8 72.2 6.6 50.2 20.2 12.4 7.6 3.0 7.3 7.9 58.3. Age. Education Level. 75 25. 37. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(41) The impact of content marketing on purchase intention of online consumers. io. n. al. How often do you fly with LCCs each year?. Ch. engchi. 6.0 4.8 2.7 23.0 5.4 18.7 19.9 16.0 6.6 1.8 8.5 14.2 25.4 26.0 16.3 7.9 10.3 4.8 84.3 8.2 1.2 1.5 23.6 71.9 3.0 0.9 0.6. y. ‧. Nat. How often do you travel abroad each year?. 20 16 9 76 18 62 66 53 22 6 28 47 84 86 54 26 34 16 279 27 4 5 78 238 10 3 2. 學. Monthly Disposable Income (in TWD). ‧ 國. 立. 政治大. 26.6 26.9 10.0 17.8 4.8 5.1 6.3 0.6 2.4 3.3 9.1 0. sit. Monthly Income (in TWD). 88 89 33 59 16 17 21 2 8 11 30 0. er. Profession. 4. Master’s degree (and above) 1. Student 2. Government employees 3. Service industry 4. Finance industry 5. Information/technology 6. Communication/advertising/design 7. Arts and literature 8. Freelancer 9. Medical industry 10. Manufacturing 11. Agricultural, Forestry, Fishery and Husbandry 12. Homemaker 13. Retired 14. Others 1. 10,000 TWD and below 2.10001-20000 TWD 3. 20001-30000 TWD 4. 30001-40000 TWD 5. 40001-50000 TWD 6. 50001-60000 TWD 7. 60001-70000 TWD 8. 70,001 TWD and above 1. 5000 TWD and below 2. 5001-10000 TWD 3. 10001-20000 TWD 4. 20001-30000 TWD 5. 30001-40000 TWD 6. 40000 TWD and above 1. Never 2. 1-3 times 3. 4-6 times 4. 7-10 times 5. 10 times and above 1. Never 2. 1-3 times 3. 4-6 times 4. 7-10 times 5. 10 times and above. i n U. v. 4.2 Analysis of Variables The survey implemented a Likert 5-point scale as means of data collection. In a nutshell, the respondents react positively towards the four variables: impressions towards the content LCCs’ Facebook Pages (showed as “Content” in the table), Engagement with LCCs’ Facebook Pages (“Engagement”), the reliability and image of LCCs (“Image”), the purchase. 38. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(42) The impact of content marketing on purchase intention of online consumers intention of LCCs (“Purchase Intention”). The mean between 3.20 to 3.67 shows the positive sentiment of the respondents. Table 7: Descriptive Statistics between Variables Variables. Likert Mean. Likert SD. Mean. SD. Content Engagement Image Purchase Intention. 29.17 44.88 39.33 22.03. 5.01 9.51 7.31 4.42. 3.64 3.20 3.27 3.67. .62 .67 .60 .73. 4.2.1 Gender Differences There are no significant differences among the gender of the respondents in relation to. 政治大. Content, Engagement, Image, and Purchase Intention of LCCs.. 立. df. 29.17. 5.96. 329. Female. 239. 29.15. 4.60. Male. 92. 43.65. 10.08. 239. 45.36. 9.26. 92. 39.29. 7.90. 39.34. 7.09. 21.95. 12.17. Image. Male. 239. Male. 92. Female. 239. al. n. Purchase Intention. Female. C 22.06 h e n g c12.12 hi. 329. -1.46. y. Female. .09. 329. sit. Male. t. ‧. SD. er. Content. 學. Mean. io. Group. Engagement. Respondents (N=331) 92. Nat. Variables. ‧ 國. Table 8: T-Test of Gender Differences. i n U. v. 329. -.06. -.20. 4.2.2 Age Differences Since there are fewer respondents aged over 50 years old, the two age groups of “5160 years old” and “Over 61 years old” are combined for statistical purposes to better show the significance. There are no significant differences among the age of the respondents in relation to Content, Engagement, and Image. However, respondents aged 21-30 have higher purchase intention of LCCs than respondents under 20 and above 51 years old. This result provides answer to RQ2 (What are the differences in the demographics in terms of their purchase 39. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(43) The impact of content marketing on purchase intention of online consumers intention of LCCs?), showing that consumers aged 21-30 are more willing to purchase flight tickets of LCCs than other age groups.. Table 9: One-way ANOVA of Age Differences One-way ANOVA. Respondents Mean (N=331). SD. 22. 27.77. 6.48. 166. 29.44. 3. 31-40. 67. 29.10. 4. 41-50. 41. 立28.85 29.28. 2. 21-30. ‧ 國. 44.75. Between Groups Within 10.05 Groups 6.33. 4. 41-50 5. Above 51 1. Under 20. 41 35 22. 45.17 44.25. 11.86 8.08. 38.00. 8.97. 2. 21-30. 166. 3. 31-40 4. 41-50. 67 41. 5. Above 51. 35. Purchase 1. Under 20 Intention 2. 21-30. 22. 3. 31-40 4. 41-50 5. Above 51. 67 41 35. io. n. *P. Between Groups Within 7.03 Groups 6.39 Total. a39.90 l C 38.34 h. engchi. 38.12. 8.14. 40.74. 7.94. 20.50. 3.99. 22.31 21.26. Between Groups Within 4.60 Groups 4.00 Total 4.14. 20.68. 4.53. 22.60. 330. 105.08. 4. 26.27. .288. 29761.77 530 91.29 29866.86 534. y. 8.15 Total. Nat. 45.77. 166. .59. 4.67. 67. Image. 15.10. 8231.40 326 25.25. 治 8291.83 政 4.69 Total 大 5.42. 43.68. 166. 4. ‧. 3. 31-40. 35 22. 60.42. 學. 5. Above 51 Engage- 1. Under 20 ment 2. 21-30. Between Groups Within 4.90 Groups. Mean F Square. sit. Content 1. Under 20. Source of Sum of df Variation Squares. 289.61. 4. 72.40. 1.35. er. Variables Age. Scheffe´. 17375.82 530 53.30. i n U. v. 17665.44 534. 49.57. 2.57* 2. 1. 6275.26 530 19.24. 2. 5. 198.29. 4. 6473.56 534. .05. 4.2.3 Differences in Education Levels There are no significant differences among the education levels of the respondents in relation to Content, Engagement, Image, and Purchase Intention. 40. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(44) The impact of content marketing on purchase intention of online consumers. Table 10: One-way ANOVA of Differences in Education Levels One-way ANOVA. 24. 29.33. 6.23. 26. 30.34. 4.89. 193. 28.88. 4.83. 88. 29.42. 5.08. 24. 46.70. 10.77. 26. 48.15. 9.97. 193. 44.63. 8.78. 88. 43.97. 10.41. 24. 40.83. 7.98. 26. 39.96. 7.57. 3. Bachelor’s. 193. 38.73. 7.20. 4. Master’s. 88. 40.04. 7.28. 22.37. 4.70. 22.19. 3.70. 21.78. 4.59. 2. Associate 3. Bachelor’s 4. Master’s Engagement. 1. High School 2. Associate 3. Bachelor’s 4. Master’s. ‧ 國. 1. High School 2. Associate. Nat. Purchase 1. High School 24 Intention 2. Associate 26. io. 4. Master’s. a 88 l 193. n. 3. Bachelor’s. Total Between Groups Within Groups. 政治大 Total. Between Groups Within Groups Total Between Groups Within Groups Total. 4.19 C22.45 hengchi U. Mean Square. F. 57.68. 3. 19.22. .76. 8234.15. 327 25.18. 8291.83. 330. 441.95. 3. 29424.90. 327 89.98. 29866.86. 330. 學. Image. 立. Between Groups Within Groups. df. 147.31. 177.80. 3. 17487.63. 327 53.47. 17665.44. 330. 31.22. 3. sit. 1. High School. Sum of Squares. 59.26. 10.40. 6442.34. 327 19.70. er. Content. Source of Variation. y. SD. Variables Education. ‧. Respond -ents Mean (N=331). 330. 6473.56. v ni. 1.63. 1.10. .52. 4.2.4 Profession Differences Since there are 14 options in this questionnaire in terms of profession, some professions are combined for statistical purposes to better show their significance. There are 6 profession groups in total: Group 1 “Student”; Group 2 “Government Employees”; Group 3 “Service industry” and “Freelancer”; Group 4 “Information/technology,” “Finance industry,” “Information/technology,” “Communication/advertising/design,” “Arts and literature” and. 41. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(45) The impact of content marketing on purchase intention of online consumers “Medical industry”; Group 5 “Manufacturing”; Group 6 “Homemaker,” “Retired,” and “Others.” There are no respondents for “Agricultural, Forestry, Fishery and Husbandry.” There are no significant differences among the professions of the respondents in relation to Content, Engagement, Image, and Purchase Intention.. Table 11: One-way ANOVA of Profession Differences. 1. 2. 3.. 33. 30.06. 75. 29.00. 4. 5. 59. 29.15. 5.37. 28.90. 4.55. 28.26. 5.42. 45.14. 8.74. 6.. 30 45. 5.06. 立. 4.95 4.63. 政治大 Between Groups 80.92. Total. 8291.83 330. 33. 3.. 75. 4.. 59. io. 5. 6. 1.. 30 45 89. 10.42 a 44.76 8.70 l C 45.33 8.71 h 39.98. 7.39. 2. 33. 41.48. 7.79. 3.. 75. 38.66. 7.22. 4. 5. 6. 1.. 59 30 45 89. 38.27 38.96 39.20 22.77. 2.. 33. 3. 4. 5. 6.. Purchase Intention. F .64. y. .21. sit. 9.96. Between Groups 99.09 5 19.81 29767.7 Within Groups 325 91.59 7 29866.8 Total 330 6. 43.77. n. Image. Nat. 2.. 44.98. 16.18. 8210.91 325 25.26. 89. 10.96. 5. Within Groups. Engagement 1.. 45.45. Mean Square. ‧. 29.56. Sum of df Squares. 學. 89. Source of Variation. er. Content. SD. ‧ 國. Variables. One-way ANOVA. RespondProfession ents Mean (N=331). engchi. i n U. v. Between Groups 295.71 5 59.14 17369.7 Within Groups 325 53.44 2 17665.4 Total 330 4. 1.10. 7.15 7.78 6.78 4.41. Between Groups 115.50. 1.18. 22.84. 4.71. Within Groups. 6358.05 325 19.56. 75 59. 21.48 21.52. 3.95 4.01. Total. 6473.56 330. 30 45. 21.63 21.84. 5.07 4.96. 5 23.10. 42. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(46) The impact of content marketing on purchase intention of online consumers 4.2.5 Monthly Income Differences Since there are 8 options in this questionnaire in terms of monthly income, some options are combined for statistical purposes to better show their significance. There are 4 monthly income groups in total. There are no significant differences among the monthly income of the respondents in relation to Content, Engagement, Image, and Purchase Intention.. Table 12: One-way ANOVA of Monthly Income Differences. ‧ 國. 28.97. 3. 40001-60000. 75. 29.17. 5.30 Total. 4. Above 60001 1. Below 20000. 34. 29.70. 3.76. 94. 44.97. 9.67. Nat. 3. 40001-60000. 1. Below 20000 2. 20001-40000 3. 40001-60000 4. Above 60001. 45.03. 75. 45.24. 9.65 Total. 24. 43.32. 9.49. 40.40. 7.30. a 94 l. n. 3. 40001-60000 4. Above 60001. Between Groups Within 9.66 Groups. 128. io. 4. Above 60001 1. Below 20000 2. 20001-40000. Purchase Intention. Between Groups Within 4.60 Groups. 128. 2. 20001-40000. Image. 29.25. 128. Ch. Between Groups Within 7.17 Groups 6.75 Total 8.94 Between 4.19 Groups Within 4.51 Groups 4.33 Total 4.74. engchi. 38.71. 75 24. 39.13 39.11. 94. 22.80. 128. 21.88. 75 24. 21.89 20.79. 15.22. Mean Square. F. 3. 5.07. .20. 8276.60. 327. 8291.83. 330. 25.31. 95.91. ‧. Engagement. 5.70. 立. df. 學. 2. 20001-40000. 94. Source of Sum of Variation Squares. 3. 31.97. 29770.95. y. 1. Below 20000. SD. 政治大. 91.04. 327. sit. Content. One-way ANOVA. ResponMean dents (N=331). 29866.86. .35. 330. er. Variables. Monthly Income (TWD). i n U. v. 160.73. 3. 53.57. 17504.70. 327. 53.53. 17665.44. 330. 113.06. 3. 37.68. 6360.50. 327. 19.45. 6473.56. 330. 1.00. 1.93. 43. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.

(47) The impact of content marketing on purchase intention of online consumers 4.2.6 Monthly Disposable Income Differences Since there are 6 options in this questionnaire in terms of monthly disposable income, some options are combined for statistical purposes to better show their significance. There are 5 monthly disposable income groups in total. There are no significant differences among the monthly disposable income of the respondents in relation to Content, Engagement, Image, and Purchase Intention.. Table 13: One-way ANOVA of Monthly Disposable Income Differences. 6.17. 84. 29.04. 4.53. 3. 10001-20000. 86. 28.69. 5.04. 4 .20001-30000.. 54. 29.37. 5.48. 5. Above 30001 Engageme 1. Below 5000 nt 2. 5001-10000. 60. 29.35. 4.17. 47. 45.12. 10.76. 84. 46.08. 8.91. 3. 10001-20000. 44.77. 9.04. Nat. 5. Above 30001 1. Below 5000. 60. 2. 5001-10000. Purchase Intention. a 54 l. n. Image. 86. 4 .20001-30000.. 47. 39.59. 6.74. 3. 10001-20000 4 .20001-30000.. 86 54. 39.13 38.29. 5.70 8.48. 5. Above 30001. 60. 39.10. 7.67. 47. 23.19. 4.69. 84. 22.34. 4.01. 3. 10001-20000. 86. 22.32. 4.09. 4 .20001-30000.. 54. 21.14. 5.09. 5. Above 30001. 60. 21.08. 4.41. 2. 5001-10000. Total. Mean Square. F. 45.00. 4. 11.25. .44. 8246.83. 326 25.29. 8291.83. 330. Between Groups Within Groups Total. 285.01. 29581.85 28866.86. iv. 44.81 10.87 n C43.25 U h e n8.67g cBetween h i 158.39 40.70 8.93. 84. 1. Below 5000. Between Groups Within Groups. df. ‧. ‧ 國. 2. 5001-10000. 立. Sum of Squares. Groups Within Groups Total. Between Groups Within Groups Total. 4. y. 29.82. 47. Source of Variation. 學. SD. 71.25. .78. sit. 1. Below 5000. 政治大. Mean. er. Content. One-way ANOVA. io. Variables. ResponDisposable Income dents (TWD) (N=331). 326 90.74 330. 4. 39.59. 175.07. 326 53.70. 17665.44. 330. 175.01. 4. 6298.54. 326 19.32. 6473.56. 330. 43.75. .73. 2.2 6. 44. DOI:10.6814/THE.NCCU.IMICS.008.2018.F05.