Comparative Study of Social Media Marketing in Japan and Taiwan : Based on AISAS and SIPS Model

• Main Authors: Tadayuki Yokoyama, 橫山忠之
• Other Authors: Li-Ren Li
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/98mz9y

碩士 === 國立臺中科技大學 === 應用日語系日本市場暨商務策略碩士班 === 102 === With the rapid spread of social media, customers not only can share their consumer experiences with one another, but also communicate with businesses through their official social media accounts. A consumer behavior model called “AISAS” was advocated by Dentsu based on the traditional media form. Dentsu later launched a new consumer behavior model called “SIPS”, which takes consideration of user behaviors in the now popular social media. Social media changes the concept of business-to- consumer communication from unidirectional to bidirectional. The most important thing is that businesses must listen to consumers’ responses and make consumers feel more respected. This research evaluates the current status of social media between Japan and Taiwan. Each consumer activity stages are also compared between Japan and Taiwan, using the consumer behavior model “AISAS” and “SIPS”. In addition, this research also conducted surveys on those companies which uses social media marketing in Japan and Taiwan, to analyze social media marketing strategy differences between Japan and Taiwan. This research obtained the following conclusions: The Japan-Taiwan consumer behavior analysis shows that, with the exception of the “Attention” stage, Taiwanese and Japanese consumers behave quite differently in all stages (“Interest", “ Search", “ Action", “Share" stages). From interviewing businesses, it is shown that both Japanese and Taiwanese businesses using social media as a marketing tool are able to improve results in product purchase and consumption.