臺灣博碩士論文加值系統

在網際網路普及的今天，人們幾乎都藉由社群網站進行溝通，社群網站因而變成重要的溝通管道之一。企業也看到了這個商機，順勢利用社群網站的力量來為他們的企業做行銷。由於社群網站行銷是近年來較新的議題，鮮少有人探討Facebook粉絲團吸引力及口碑對於行銷的助益，因此本研究針對Facebook粉絲團的吸引力如何影響線上使用者參與該品牌粉絲團的意願進行探討，以傳播訊息、回應性、自我揭露及口碑為自變項、將吸引力視為中介變項，探討其對參與意願的作用。本研究採用調查研究法，共蒐集183份有效的網路問卷，並用結構方程式模型對回收資料進行分析。研究結果顯示傳播訊息、口碑及自我揭露均正向影響粉絲團的吸引力；而粉絲團的吸引力也對使用者參與意願有顯著正向的影響，亦即企業及網購業者可藉由粉絲團的力量成功行銷自己的品牌。

In this Web-based era, people communicate through social network sites (SNS), this made social network evolved into one of the important channels of communication. The enterprises see this opportunity & take advantage of the power of social networking sites to do the marketing for their business. As the social networking site marketing is the new topics in recent years, few studies explore the attractiveness & word-of-mouth (WOM) of the Facebook fan pages for the marketing benefit. Therefore, this study aims to understand the attractiveness of the Facebook fan pages & how it is affected by message dissemination, media features & word-of-mouth (WOM), as well as its effect of intention on participate. To clarify the causal relationship among independent variables, mediating variables & dependent variables, this study used a survey method, collected 183 valid online questionnaires. The returned data were analyzed using structural equation modeling.
The results show that the self-disclosure of media features, WOM & message dissemination have positive impacts on the attractiveness of the fan pages; the attractiveness of the fan pages also has a significant impact on user intention to participate. Therefore, the power of the fan pages allows enterprises & online shopping industry achieve success of their brand marketing.

表次 ...................................................................................................................... vi
圖次 ..................................................................................................................... vii
第壹章 緒論 ............................................................................................................... 1
第一節 研究背景與動機 ...................................................................................................... 1
第二節 研究問題及目的 ...................................................................................................... 5
第三節 研究範圍及流程 ...................................................................................................... 6
第貳章 文獻探討 ........................................................................................................ 9
第一節 社群網站 .................................................................................................................. 9
第二節 回應性 .................................................................................................................... 12
第三節 自我揭露 ................................................................................................................ 12
第四節 口碑........................................................................................................................ 13
第五節 傳播訊息 ................................................................................................................ 16
第六節 網站吸引力 ............................................................................................................ 17
第七節 參與意願 ................................................................................................................ 19
第參章 研究方法 ...................................................................................................... 23
第一節 研究架構 ................................................................................................................ 23
第二節 研究假說 ................................................................................................................ 24
第三節 研究變項與衡量 .................................................................................................... 28
第四節 資料收集方法 ........................................................................................................ 32
v
第五節 資料分析方法 ........................................................................................................ 36
第肆章 資料分析與討論 .......................................................................................... 41
第一節 敘述性統計分析 .................................................................................................... 41
第二節 信度與效度分析 .................................................................................................... 45
第三節 研究假說檢定 ........................................................................................................ 48
第四節 討論........................................................................................................................ 52
第伍章 討論與建議 .................................................................................................. 55
第一節 研究結論 ................................................................................................................ 55
第二節 研究貢獻 ................................................................................................................ 55
第三節 研究限制 ................................................................................................................ 57
第四節 未來研究建議 ........................................................................................................ 57
參考文獻 ..................................................................................................................... 59
附錄一：預先研究分析結果 .......................................................................................... 67
附錄二：問卷 ................................................................................................................. 69

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