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研究生:蔡伊晴
研究生(外文):TSAI, YI-CHING
論文名稱:用戶及企業生成內容如何影響再購意願?
論文名稱(外文):How do user and firm generated contents influence repurchase intention?
指導教授:王崇昱王崇昱引用關係
指導教授(外文):WANG, CHUNG-YU
口試委員:白純菁李曉青王崇昱
口試委員(外文):PAI, CHUN-CHINGLI, HSIAO-CHINGWANG, CHUNG-YU
口試日期:2019-05-10
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:83
中文關鍵詞:企業生成內容用戶生成內容信任再購意願社會網絡傾向依附風格
外文關鍵詞:Firm-generated contentUser-generated contentTrustRepurchase intentionsocial network pronenessattachment style
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  • 被引用被引用:9
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本研究發現雖有部分研究探討企業及用戶生成內容如何影響顧客對品牌的知覺及其行為,但較少探討其如何透過信任來影響消費者購買行為。本研究主要針對企業生成內容(Firm generated content,FGC)及用戶生成內容(User generated content,UGC)等變數探討其透過信任對於再購意願產生之影響,另外加入社會網絡傾向及依附風格作為干擾變數進行實證。
本研究採用問卷調查法收集資料,以最常去瀏覽且曾按過某Facebook品牌粉絲頁面"讚"的消費者為研究對象,回收有效問卷共 240 份,並以 IBM SPSS、Amoos 24.0 進行資料分析。研究結果分述如下:(1) 信任對於再購意願有顯著正向影響;(2) 用戶生成內容對於信任有顯著正向影響;(3) 用戶生成內容透過信任影響再購意願;(4) 企業生成內容對於信任有顯著正向影響;(5) 企業生成內容透過信任影響再購意願;(6) 逃避依附弱化干擾企業生成內容與信任間的關係;(7) 逃避依附弱化干擾用戶生成內容與信任間的關係。根據研究結果,本研究將提出相關建議以供企業作為參考。
Although some studied have explored how firm and user-generated content affects customer perception and behavior of the brand, few studies explored how it affects consumer buying behavior through trust. This study mainly focused on the effects of firm-generated content (FGC) and user-generated content (UGC) on repurchase intention via trust. Besides, this study also used social network proneness and attachment style as moderating variables to conduct the empirical research.
In this study, the sample is the consumers who most often browsed a Facebook brand fan page and also have clicked "like" on it. Moreover, this study used questionnaire survey to collect data and returned 240 questionnaires. Data was analyzed with IBM SPSS and Amoos 24.0. Empirical results suggest that: (1) Trust has a positive effect on repurchase intention. (2) UGC has a positive effect on trust. (3) Trust has a mediation effect between UGC and repurchase intention. (4) FGC has a positive effect on trust. (5) Trust has a mediation effect between FGC and repurchase intention. (6) Attachment avoidance negatively moderates the relationships between FGC and trust. (7) Attachment avoidance negatively moderates the relationships between UGC and trust. These findings will provide significant theoretical contributions and managerial implications for companies.
摘要 ii
ABSTRACT iii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節、研究背景及動機 1
第三節、研究流程 6
第二章 文獻探討 7
第一節 再購意願 7
第二節 信任 9
第三節 用戶生成內容 12
第四節 企業生成內容 15
第五節 社會網絡傾向 17
第六節 依附風格 19
第三章 研究方法 22
第一節、研究架構 22
第二節、研究變項之操作性定義與衡量 23
第三節、問卷設計 29
第四節、研究方法 29
第五節、統計分析 30
第四章 研究分析與結果 31
第一節、敘述性統計分析 31
第二節、信度與效度分析 34
第三節、相關分析 42
第四節、差異性分析 43
第五節、結構方程式模式分析 47
第五節、中介及干擾作用之檢定 51
第五章 結論與建議 56
第一節、研究結論 56
第二節、研究貢獻與管理意涵 61
第三節、研究限制 64
第四節、後續研究與建議 65
參考文獻 67
一、中文部分 67
二、英文部分 67
附錄 80
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