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研究生:湯雅淳
研究生(外文):Ya-chun Tang
論文名稱:Facebook粉絲專頁特性與顧客價值對顧客忠誠度之影響
論文名稱(外文):The Effect of Facebook fan page Characteristics and Customer Value on Customer Loyalty
指導教授:劉宗哲劉宗哲引用關係
指導教授(外文):Chung-Tzer Liu
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:2011
畢業學年度:99
語文別:中文
論文頁數:79
中文關鍵詞:Facebook粉絲專頁顧客價值網路顧客忠誠度
外文關鍵詞:Facebook Fan pageFan page CharacteristicsCustomer valueCustomer loyaltye-loyalty
相關次數:
  • 被引用被引用:8
  • 點閱點閱:940
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
摘要
2010年時代雜誌將Facebook創辦人Mark Zuckerberg選為年度風雲人物,並指出Facebook的註冊粉絲數如以國家人數計算,已是全球第三大國。Facebook的影響力也讓許多企業希望能透過Facebook提供的粉絲專頁(Facebook Fan page)與全球的粉絲們進行溝通與維繫關係。但在實務的運用上,粉絲專頁一但建立後,代表的便是官方與消費者聯繫的永久身分,對企業來說是一個必須長期經營的管道,因此除了粉絲人數之外,擁有忠誠的粉絲是企業最重要的經營目標。

本研究將顧客價值做為Facebook粉絲專頁的特性與顧客忠誠度之中介變項,探究顧客價值在上述兩變項間的關聯性,並根據上述研究內容實證結果對企業品牌提出粉絲專頁經營上的建議。

本研究採用量化之統計分析方法進行,針對台灣地區664名Facebook粉絲專頁使用者進行分析。研究發現Facebook粉絲專頁特性對顧客價值具有顯著正向影響,而顧客價值不僅正向顯著影響顧客忠誠度,同時也對粉絲專頁特性與顧客忠誠度間具有顯著的中介效果。由本研究結果得知,即便Facebook粉絲專頁具有Facebook強大的擴散特性基礎,建立的難度也不高,但企業在經營粉絲專頁時,不僅僅是將其作為企業訊息的公告管道,應詳細了解Facebook粉絲專頁特性,並依此設計能夠創造顧客價值之行銷內容,才是能夠留下忠誠客戶並吸引顧客能對品牌做出貢獻的關鍵因素。

關鍵字:Facebook、粉絲專頁、顧客價值、網路顧客忠誠度
Abstract

2010, Time Magazine picked the inaugurator of Facebook, Mark Zuckerberg as person of the year, and pointed that the members of Facebook is more than 3rd country of the world. The influences of Facebook attracted many companies to interact and to keep connection with fans around the world via Facebook Pages(Facebook Fan Page) which a new raising platform provided by Facebook. From business operating view point, once the Facebook Pages created, it represents as official regular role to interact with consumers. Therefore, besides to have huge amount members, to have loyal fans is also very important goal for business running Facebook Page.
In this study, we set Customer Value as mediator variable between Facebook Features and Customer Loyalty to discuss the relationships between Customer Value and these 2 variables, and to provide valuable suggestion for companies operating Facebook Pages.
Our study adopted empirical survey and use statics analyze by 664 Taiwan subjects. And discovered that Facebook Page features positive influenced Customer Value. In addition Customer Value positive influenced Customer Loyalty but also a mediator between Facebook Features and Customer Loyalty.
According to our study result, even Facebook having great distribution ability and easy to build, yet companies should understood Facebook Features well and thus to design market activity to conduct customer value not just treat it as a channel to announce companies’ market announcement, to be the way to attract customers and make them loyalty.

Keywords: Facebook Fan page , Fan page Characteristics, Customer value, Customer
loyalty, e-loyalty
目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 7
第二章 文獻探討 8
第一節FACEBOOK粉絲專頁 8
第二節 粉絲專頁特性 16
第三節 顧客價值 20
第四節 顧客忠誠度 24
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假說 28
第三節 研究變數之操作定義 30
第四節 問卷設計 31
第四節 資料蒐集與分析方法 33
第四章 研究結果分析 35
第一節 樣本資料敘述性分析 35
第二節 信度分析 40
第三節 效度分析 41
第四節 結構方程模式分析 43
第五章 研究結果與建議 48
第一節 研究結論與管理意涵 48
第二節 研究貢獻 51
第三節 研究限制 53
第四節 未來研究建議 55
參考文獻 57


圖目錄

圖1-1 VITRUE粉絲專頁價值計算應用程式 5
圖2-1 粉絲專頁功能介紹 14
圖2-2 粉絲專頁功能介紹 15
圖 3-1 研究架構 27
圖4-1 本研究模型之結構關係圖 43
圖4-2 本研究之路徑分析結果 45
圖4-3 對比模型路徑圖 46



表目錄

表2-1 FACEBOOK粉絲專頁特性 19
表3-1 本研究操作型定義與衡量構面 30
表3-2 變項問卷設計內容 31
表4-1 人口變項統計整理表 37
表4-2 FACEBOOK使用經驗概況表整理 39
表4-3 各量表之平均值、標準差與信度 40
表4-4 收斂效度分析表 41
表4-5 區辨效度分析表 42
表4-6 模型配適度整理表 44
表4-6 路徑分析結果表 46
表4-7 計畫模型與對比模型之比較表 47
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