臺灣博碩士論文加值系統

美食部落格是藉由個人的興趣和喜好，分享個人對於美食產品的感受於其他未曾體驗過的人，相較於商業網頁較無涉及金錢交易，多數參與的使用者屬於個人自發性的行為。而過去的研究主要在探討顧客的行為意圖，或是探討影響顧客在部落格或論壇之購買行為的因素，本研究欲針對非營利導向的美食部落格或論壇對使用者之顧客公民行為所造成的影響因素進行探討。本研究透過流量與美食文章比例作為篩選準則，選出6個美食部落格並以其使用者為研究對象，以網路問卷進行蒐集，共計蒐集323份有效問卷。透過SPSS和LISREL統計軟體進行結果分析，以驗證性因素分析和路徑分析檢定心理需求、顧客滿意度、顧客承諾、顧客-公司認同與顧客公民行為的因果關係，並獲得本研究的結論為瀏覽美食部落格之使用者的心理需求、顧客滿意度和顧客-公司認同對顧客公民行為具有直接性的顯著正向影響。而透過本研究針對美食部落格建構完整的模式，以作為未來欲經營部落格者之參考。在管理意涵方面，引發使用者對美食部落格產生顧客公民行為，不僅能帶動部落格的流量增加，也能為部落格注入更多不同的資訊或意見，為雙方製造出雙贏的情勢，以維持部落格長久性的發展。

Food blog is an information sharing channel that allows community with similar interest to share enjoyment to the ones without similar experiences before. General speaking, food blog is a voluntarily action and there is no commercial behavior involved among the users. Compared with the past research, which focus on explore customers' behavioral intentions or factors that could influence people’s consuming behavior on blogs or forums, this particular research intends to investigate non-profit oriented food blogs’ factors that influence users’ customer citizenship behaviors. The subject of this research utilized six food blogs, which chosen based on blog traffic and the proportion of food articles, is to conduct an online questionnaire survey and collect samples needed for the research purpose. For the final step, this research has utilized SPSS and LISREL statistical software to conduct the analysis according to the 323 valid questionnaires survey feedback that we received. The Structural Equation Modeling is adopted as the tool to examine confirmatory factor analysis and the causality relationship between the variables. The result is that food blog users’ psychological need, customer satisfaction and customer-company identification have significant directly positive effect on customer citizenship behaviors. Through the proposed model of this study, building a complete model for food blog and using it as a reference for future bloggers. From a managerial perspective, food blog encourages users’ customer citizenship behaviors to increase more traffic for blog and also get more information or comments from users. Therefore, it benefits not only the users of blogs but also development of the blog in the long run.

摘要 i
Abstract ii
誌謝 iv
目錄 v
表目錄 viii
圖目錄 x
一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
二、文獻探討 7
2.1 部落格與觀光 7
2.1.1 部落格 7
2.1.2 美食部落格 8
2.1.3 部落格在觀光與餐旅行銷市場的影響 9
2.2 心理需求 11
2.2.1 心理需求之定義 11
2.2.2 自我決定理論 12
2.2.3 心理需求相關研究構面與測量 14
2.3 顧客滿意度 16
2.3.1 顧客滿意度之定義 16
2.3.2 顧客滿意度相關研究構面與測量 18
2.4 顧客承諾 20
2.4.1 顧客承諾之定義 20
2.4.2 顧客承諾相關研究構面與測量 21
2.5 顧客-公司認同 23
2.5.1 顧客-公司認同之定義 23
2.5.2 顧客-公司認同相關研究構面與測量 25
2.6 顧客公民行為 27
2.6.1 顧客公民行為之定義 27
2.6.2 顧客公民行為相關研究構面與測量 29
2.7 潛在變項之因果關係驗證 32
2.7.1 心理需求與顧客承諾 32
2.7.2 心理需求與顧客公民行為 32
2.7.3 顧客滿意度與顧客公民行為 32
2.7.4 顧客-公司認同與顧客公民行為 33
2.7.5 顧客承諾與顧客公民行為 33
2.7.6 顧客滿意度與顧客承諾 34
2.7.7 顧客-公司認同與顧客承諾 34
三、研究方法 35
3.1 研究架構與假設 35
3.2 美食部落格評選標準 37
3.3 研究對象與抽樣方法 38
3.4 問卷設計 39
3.4.1 心理需求量表 40
3.4.2 顧客滿意度量表 41
3.4.3 顧客承諾量表 42
3.4.4 顧客-公司認同量表 42
3.4.5 顧客公民行為量表 43
3.4.6 人口統計變項 44
3.5 資料處理與分析 45
3.5.1 敘述性統計分析 45
3.5.2 信度分析 45
3.5.3 獨立樣本T檢定 45
3.5.4 單因子變異數分析 46
3.5.5 迴歸分析 46
3.5.6 結構方程模式分析 46
四、研究結果與分析 51
4.1 受訪者之樣本特性敘述性統計分析 51
4.2 潛在變項之敘述性統計分析 54
4.2.1 心理需求(PN)之敘述性統計分析 54
4.2.2 顧客滿意度(CS)之敘述性統計分析 55
4.2.3 顧客承諾(CC)之敘述性統計分析 55
4.2.4 顧客-公司認同(CCI)之敘述性統計分析 56
4.2.5 顧客公民行為(CCB)之敘述性統計分析 57
4.3 驗證性因素分析 58
4.3.1 心理需求(PN)之驗證性因素分析 58
4.3.2 顧客公民行為(CCB)之驗證性因素分析 62
4.4 人口統計變項對於潛在變項之差異性分析 65
4.4.1 受訪者的性別在潛在變項之獨立樣本T檢定 65
4.4.2 受訪者的婚姻狀況在潛在變項之獨立樣本T檢定 66
4.4.3 受訪者的年齡在潛在變項之單因子變異數分析 66
4.4.4 受訪者的教育程度在潛在變項之單因子變異數分析 67
4.4.5 受訪者的職業在潛在變項之單因子變異數分析 68
4.4.6 受訪者瀏覽美食部落格的時間在潛在變項之單因子變異數分析 69
4.5 受訪者依賴美食部落格獲取資訊程度對於潛在變項之影響 71
4.6 結構方程模式分析 72
4.6.1 結構模式參數的基本適配度標準之評鑑 72
4.6.2 結構模式適配度分析 77
4.7 研究假設檢定 81
五、結論與建議 83
5.1 研究結論 83
5.1.1 受訪者之樣本特性敘述性統計分析 83
5.1.2 人口統計變項對於潛在變項之差異性分析 84
5.1.3 依賴美食部落格獲取資訊程度對於潛在變項之影響 85
5.1.4 潛在變項間因果關係之分析 86
5.2 建議與管理意涵 90
5.2.1 建議 90
5.2.2 管理意涵 91
5.3 研究限制與後續研究建議 92
參考文獻 93
中文部分 93
英文部分 94
附錄一、問卷 111

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