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研究生:姚思妤
研究生(外文):Sz-Yu Yao
論文名稱:Facebook商業粉絲專頁態度的前因與後果
論文名稱(外文):Antecedents and Consequences of Attitude toward Facebook Commercial Fans Page
指導教授:楊書成楊書成引用關係
指導教授(外文):Shu-Cheng Yang
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:47
中文關鍵詞:訊號理論、Facebook粉絲專頁、態度、動機、自我品牌連結、品牌忠誠度
外文關鍵詞:Signal theoryFacebook fans pageattitudemotivationself-brand connectionbrand loyalty
相關次數:
  • 被引用被引用:0
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  • 下載下載:39
  • 收藏至我的研究室書目清單書目收藏:1
本研究旨在探討Facebook商業粉絲專頁態度形成因素與其後果,以及上述關係是否會受到使用者參與動機的調節影響。根據訊號理論的觀點,本研究提出形成粉絲專頁態度的內部線索和外部線索,前者包含粉絲專頁上的「資訊品質」和使用者與使用者之間的「人際互動性」,後者則包含其他使用者透過網際網路所傳遞的「網路口碑」和使用者感受到重要關係人是否有使用粉絲專頁的「主觀規範」。然而粉絲專頁態度形成後,是否影響使用者的自我品牌連結以及品牌忠誠度,均是本研究的探討重點。另外,本研究根據動機理論的觀點提出的外在動機─「獲得資訊」及內在動機─「認同歸屬」,分別調節不同線索對於粉絲專頁態度之影響。
本研究以曾參與Facebook粉絲專頁的使用者為研究標的,透過線上問卷工具蒐集資料並進行分析,根據467份有效問卷的資料分析結果顯示,內外部線索均對粉絲專頁態度產生顯著且正面的影響,而粉絲專頁態度亦會正向且顯著地影響自我品牌連結,並進而促成品牌忠誠度的提升。然而,本研究所提出的兩個內外在動機之調節效果均未受到統計上的支持。最後,本研究根據分析結果,提出對企業的實務建議與學術理論意涵。
The purpose of this study is to investigate antecedents and consequences of attitude toward Facebook commercial fans page. The moderating effects of users’ motivations for participating Facebook commercial fans page are also addressed. Based on the signal theory, this study suggests that the antecedents of attitude toward Facebook fans page can be classified into two categories: intrinsic cues and extrinsic cues. The former includes information quality and interpersonal interactivity and the latter includes electronic word-of-mouth and subjective norm. The effect of attitude toward Facebook fans page on self-brand connection and user loyalty are also investigated in this study. Besides, based on motivation theory, extrinsic motivation – obtaining information and intrinsic motivation – identification are proposed to moderate the effects of cues on attitude.
Questionnaires, in this study, are distributed to users who have taken part in Facebook fans page. Based on the analysis of 467 valid questionnaires, the positive effects of intrinsic cues and extrinsic cues on attitude toward Facebook fans page are all supported. The attitude would also positively affect self-brand connection, and then leads to brand loyalty. However, all moderating effects of extrinsic and intrinsic motivations are not supported by the analysis. Based on the above results, this study proposes several theoretical and managerial implications.
論文摘要 I
Abstract II
致謝辭 III
目錄 IV
表目錄 VI
圖目錄 VII
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與問題 2
第貳章 文獻探討與假說建立 4
第一節 訊號理論(Signal Theory) 4
第二節 粉絲專頁態度(Attitude toward Fans page) 8
第三節 動機理論(Motivation theory) 9
第四節 自我品牌連結(Self-Brand Connection) 11
第五節 品牌忠誠度(Brand Loyalty) 11
第叁章 研究方法 14
第一節 研究構念操作化 14
第二節 研究對象與資料收集方式 16
第肆章 資料分析與結果 18
第一節 敘述性統計分析 18
第二節 信度與效度檢定 19
第三節 假說檢定 21
第伍章 討論與意涵 27
第一節 分析結果討論 27
第二節 理論意涵與實務意涵 28
第三節 研究限制 29
參考文獻 30
附錄 36
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