跳到主要內容

臺灣博碩士論文加值系統

(44.201.99.222) 您好!臺灣時間:2022/12/10 10:48
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:吳雅靜
研究生(外文):Ya-Ching Wu
論文名稱:探討社群媒體導向顧客關係管理之滿意度與忠誠度:功利主義、享樂主義與信任度觀點
論文名稱(外文):Exploring Satisfaction and Loyalty of Social Media Based CRM : Utilitarian, Hedonic and Trust Perspectives
指導教授:吳英隆吳英隆引用關係
指導教授(外文):Ing-Long Wu
口試委員:陳昭宏阮金聲
口試日期:2014-07-28
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系暨研究所
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:2014
畢業學年度:102
語文別:中文
論文頁數:75
中文關鍵詞:社群媒體導向顧客關係管理功利主義享樂主義信任度滿意度忠誠度
外文關鍵詞:Social CRMUtilitarianHedonicTrustSatisfactionLoyalty
相關次數:
  • 被引用被引用:17
  • 點閱點閱:1930
  • 評分評分:
  • 下載下載:853
  • 收藏至我的研究室書目清單書目收藏:2
近年來由於社群網路的風行,引起了商務界的關注,而設立了企業自家地粉絲專頁或品牌專頁。因為社群媒體導向顧客關係管理提供了與顧客雙向溝通的工具,提供企業與顧客互動的功能,而使用者會利用粉絲專頁進行瀏覽相關貼文、按讚、追蹤或留言…等行為是否受到對品牌的忠誠度所影響,是本研究欲探討的議題,另外,形成此粉絲專頁之滿意度之可能影響因素,也是值得做探討的。
本研究欲探討Facebook上的粉絲專頁使用者對其參與的粉絲專頁忠誠度之影響因素,功利主義、享樂主義、信任度與使用者滿意度間的關係,及使用者滿意度與忠誠度間的影響關係。本研究透過線上問卷調查法收集樣本資料,研究對象為有參與Facebook粉絲專頁的使用者,共蒐集到313份有效問卷,且使用偏最小平方(Partial Least Squares, PLS)作為資料分析,以驗證研究假設,研究結果如下所述:
1.功利主義之因素正向顯著地影響使用者滿意度
2.享樂主義之因素正向顯著地影響使用者滿意度。
3.信任度正向顯著地影響使用者滿意度。
4.使用者滿意度正向顯著地影響顧客忠誠度。

In recently years, social network has been popular. This trend makes business pay attention to it, and establishing the fan page or brand page for their brand or business. Because social customer relationship management is a two- way communication tool, it provides interactive capabilities with customers. While users do the behaviors of exploring posts, clicking the "like", following, and commenting on social CRM, whether they were influenced by brand loyalty. This study was investigated this issue. Moreover, the formation of the possible factors for user satisfaction.
This study investigated the effect factors on Facebook's fan page user of their utilitarian, hedonic, and trust with user satisfaction . And investigated user satisfaction of effect on loyalty.Data were obtained through internet questionnaire survey. The subjects are users of fan page of Facebook with participation. A total of 313 valid responses were retrieved. The study used partial least squares to analyze the samples. The findings of this paper are as following:
1.Utilitarian has significantly positive effect on the satisfaction.
2.Hedonic has significantly positive effect on the satisfaction.
3.Trust has significantly positive effect on the satisfaction.
4. Satisfaction has significantly positive effect on the customer's loyalty.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 5
第三節 研究流程 6
第二章 文獻探討 8
第一節 社群媒體導向顧客關係管理 8
第二節 功利主義與享樂主義 16
第三節 信任度 22
第四節 顧客滿意度與忠誠度 27
第三章 研究方法 30
第一節 研究模式 30
第二節 研究假說推導與建立 33
第三節 研究變數之定義與衡量 34
第四節 研究設計 36
第五節 研究分析流程 38
第四章 資料分析 40
第一節 樣本蒐集過程 40
第二節 基本資料分析 40
第三節 信度與效度檢測 45
第四節 研究模式配適度與研究假說驗證 49
第五章 結論與建議 54
第一節 結論與建議 54
第二節 研究貢獻 56
第三節 研究限制 59
第四節 未來研究方向 60
參考文獻 62
附錄:問卷內容 72

【中文部份】
Brian Carter and Justin Levy(2013)。Facebook行銷術:徹底運用Facebook特色大打行銷戰。台北市:果禾文化。

Malcolm Gladwell(民94)。引爆趨勢。(時報出版譯)。臺北市:時報文化出版企業股份有限公司。(原著出版年﹕2005年)。
【網路資料】
Emarketer(2013, June 18). Social Networking Reaches Nearly One in Four Around the World. Retrieved Nov 5, 2013 from the World Wide Web:http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976#g6QQ3t79kSA7jRDC.99

Brittany Darwell(2012, Apr 27) " Facebook platform supports more than 42 million
pages and 9 million apps. " InsideFacebook Retrieved July 23 , 2013,URL:http://www.insidefacebook.com/2012/04/27/facebook-platform-supports-more-than-42-million-pages-and-9-million-apps/

運用 Facebook 拓展商機, Facebook for business(2014) retrieved June 11, 2014 from https://www.facebook.com/business/products/measurement

劉欣飴(民101年4月11日)。企業重視電子商務與網路客服 行動與社群行銷 應用逐漸成為新寵。資策會FIND/經濟部技術處「科技化服務價值鏈研究與推動計畫」。民國102年10月5日取自: http://www.find.org.tw/find/home.aspx?page=many&id=316

【英文部分】

Andersen, P. H. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast. Industrial Marketing Management, 34(1), 39-51.
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42-58.
Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3(2), 107-120.
Atkinson, M., & Kydd, C. (1997). Individual characteristics associated with World Wide Web use: an empirical study of playfulness and motivation. ACM SIGMIS Database, 28(2), 53-62.
Ba, S. (2001). Establishing online trust through a community responsibility system. Decision Support Systems, 31(3), 323-336.
Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS quarterly, 26(3) 243-268.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
Baier, A. (1986). Trust and antitrust. Ethics, 96(2), 231-260.
Baird, C. H., & Parasnis, G. (2011). From social media to social customer relationship management. Strategy & Leadership, 39(5), 30-37.
Bakos, J. Y. (1997). Reducing buyer search costs: implications for electronic marketplaces. Management science, 43(12), 1676-1692.
Bateman, P. J., Gray, P. H., & Butler, B. S. (2011). Research Note—The Impact of Community Commitment on Participation in Online Communities. Information Systems Research, 22(4), 841-854.
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 2(2), 159-170.
Bhattacharya, C. B., Rao, H., & Glynn, M. A. (1995). Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of Marketing, 59(4), 46-57.
Bolton, R. N., Lemon, K. N., & Verhoef, P. C. (2004). The theoretical underpinnings of customer asset management: a framework and propositions for future research. Journal of the Academy of Marketing Science, 32(3), 271-292.
Bridges, E., & Florsheim, R. (2008). Hedonic and utilitarian shopping goals: the online experience. Journal of Business Research, 61(4), 309-314.
Butler, S. (2000). Customer Relationships: Changing the Game: CRM in the e-World. Journal of Business Strategy, 21(2), 13-14.
Champy, J., Buday, R., & Nohria, N. (1996). The rise of the Electronic Community. Information Week, 1-15.
Chandrashekaran, M., Rotte, K., Tax, S. S., & Grewal, R. (2007). Satisfaction strength and customer loyalty. Journal of Marketing Research, 44(1), 153-163.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Chea, S., & Luo, M. M. (2008). Post-adoption behaviors of e-service customers: the interplay of cognition and emotion. International Journal of Electronic Commerce, 12(3), 29-56.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2002). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535.
Cooper, B. L., Watson, H. J., Wixom, B. H., & Goodhue, D. L. (2000). Data warehousing supports corporate strategy at first American corporation. MIS quarterly, 24(4), 547-567.
Croteau, A. M., & Li, P. (2003). Critical success factors of CRM technological initiatives. Canadian journal of administrative sciences, 20(1), 21-34.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of applied social psychology, 22(14), 1111-1132.
Day, G. S. (1976). A two-dimensional concept of brand loyalty. Mathematical Models in Marketing (pp. 89-89): Springer.
Deighton, J., & Kornfeld, L. (2009). Interactivity's unanticipated consequences for marketers and marketing. Journal of Interactive Marketing, 23(1), 4-10.
Dillon, W. R., Madden, T. J., Kirmani, A., & Mukherjee, S. (2001). Understanding what's in a brand rating: A model for assessing brand and attribute effects and their relationship to brand equity. Journal of Marketing Research, 38(4), 415-429.
Frederick, R. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Gefen, D. (2002). Customer loyalty in e-commerce. Journal of the Association for Information Systems, 3(1), 27-51.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS quarterly, 27(1), 51-90.
Goldenberg, B. (2011). The Real Value of Social CRM. CRM Magazine, 15(11), 6-6.
Greenberg, P. (2010). The impact of CRM 2.0 on customer insight. Journal of Business & Industrial Marketing, 25(6), 410-419.
Gurău, C., Ranchhod, A., & Hackney, R. (2003). Customer-centric strategic planning: Integrating CRM in online business systems. Information technology and management, 4(2-3), 199-214.
Helgesen, Ø. (2006). Are loyal customers profitable? Customer satisfaction, customer (action) loyalty and customer profitability at the individual level. Journal of Marketing Management, 22(3-4), 245-266.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330.
Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer Trust in an Internet Store: A Cross‐Cultural Validation. Journal of Computer‐Mediated Communication, 5(2), 0-0.
Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974-981.
Kang, M. J., Hsu, M., Krajbich, I. M., Loewenstein, G., McClure, S. M., Wang, J. T.-y., & Camerer, C. F. (2009). The wick in the candle of learning epistemic curiosity activates reward circuitry and enhances memory. Psychological Science, 20(8), 963-973.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Keiningham, T. L., & Vavra, T. (2001). The Customer Delight Principle: Exceeding Customer Expectations for Bottom-Line Success. New York, McGraw-Hill.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information Systems Research, 20(2), 237-257.
Kim, S. S., & Son, J.-Y. (2009). Out of dedication or constraint? A dual model of post-adoption phenomena and its empirical test in the context of online services. MIS quarterly, 33(1), 49-70.
Kirmani, A., Sood, S., & Bridges, S. (1999). The ownership effect in consumer responses to brand line stretches. Journal of Marketing, 63(1), 88-101.
Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of web usage. Journal of advertising research, 39(2), 53-68.
Krishnamurthy, S., & Dou, W. (2008). Note from Special Issue Editors. Advertising with User-Generated Content. A Framework and Research Agenda. Journal of Interactive Advertising, 8(2), 1-4.
Kumar, N., Scheer, L. K., & Steenkamp, J.-B. E. (1995). The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32(3), 348-356.
LaPlaca, P. J. (2004). Special issue on customer relationship management. Industrial Marketing Management, 33(6), 463-464.
Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of Information Management, 33(1), 76-82.
Lenhart, A., Purcell, K., Smith, A., & Zickuhr, K. (2010). Social media and young adults. Pew Internet & American Life Project. Retrieved from the PEW Research website: http://www. pewInternet. org/presentations/2010/Feb/Department-of-Commerce. aspx.
Lewis, J. D., & Weigert, A. (1985). Trust as a social reality. Social forces, 63(4), 967-985.
Luhmann, N., Davis, H., Raffan, J., & Rooney, K. (1979). Trust; and, Power: two works by Niklas Luhmann: Wiley Chichester.
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of consumer research, 20(3), 451-466.
Markus, M. L., Manville, B., & Agres, E. (2000). What makes a virtual organization work? Sloan Management Review, 42(1), 13-26.
Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of consumer research, 34(6), 832-849.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management Review, 20(3), 709-734.
McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial trust formation in new organizational relationships. Academy of management Review, 23(3), 473-490.
Meyer, J. P., & Allen, N. J. (1997). Commitment in the workplace: Theory, research, and application: Sage.
Meyerson, D., Weick, K. E., & Kramer, R. M. (1996). Swift trust and temporary groups. Trust in organizations: Frontiers of theory and research. Sage, Thousand Oaks, 166-195.
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131-142.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Muniz Jr, A. M., & O’guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
O’Brien, H. L. (2010). The influence of hedonic and utilitarian motivations on user engagement: The case of online shopping experiences. Interacting with computers, 22(5), 344-352.
Oliver Richard, L. (1997). Satisfaction: A behavioral perspective on the consumer. New York, NY: Irwin-McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4),135-145.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4),167-176.
Pöyry, E., Parvinen, P., & Malmivaara, T. (2013). Can We Get from Liking to Buying? Behavioral Differences in Hedonic and Utilitarian Facebook Usage. Electronic Commerce Research and Applications, 12(4),224-235.
Rapp, A., Agnihotri, R., & Forbes, L. P. (2008). The sales force technology-performance chain: the role of adaptive selling and effort. Journal of Personal Selling and Sales Management, 28(4), 335-350.
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: quality comes to services. Harvard Business Review, 68(5), 105-111.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty. Harvard Business Review, 78(4), 105-113.
Rigby, D. K., Reichheld, F. F., & Schefter, P. (2002). Avoid the four perils of CRM. Harvard Business Review, 80(2), 101-109.
Rettie, R. (2003). A comparison of four new communication technologies.
Richards, K. A., & Jones, E. (2008). Customer relationship management: Finding value drivers. Industrial Marketing Management, 37(2), 120-130.
Schellhase, R., Hardock, P., & Ohlwein, M. (2000). Customer satisfaction in business-to-business marketing: the case of retail organizations and their suppliers. Journal of Business & Industrial Marketing, 15(2/3), 106-121.
Shapiro, S. P. (1987). The social control of impersonal trust. American journal of Sociology, 93(3),623-658.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
Suh, J.-C., & Youjae, Y. (2006). When brand attitudes affect the customer satisfaction-loyalty relation: the moderating role of product involvement. Journal of Consumer Psychology, 16(2), 145-155.
Tauber, E. M. (1972). Why do people shop? Journal of Marketing, 36(4), 46-49.
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144-176.
To, P.-L., Liao, C., & Lin, T.-H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787.
Trainor, K. J. (2012). Relating social media technologies to performance: a capabilities-based perspective. Journal of Personal Selling and Sales Managemen, 32(3), 317-331.
Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.
Valentini, S., Montaguti, E., & Neslin, S. A. (2011). Decision process evolution in customer channel choice. Journal of Marketing, 75(6), 72-86.
Van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40(6), 541-549.
Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS quarterly, 28(4), 695-704.
Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273-315.
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.
Webster, J., & Martocchio, J. J. (1992). Microcomputer playfulness: development of a measure with workplace implications. MIS quarterly, 16(2), 201-226.
Wertenbroch, K., & Dhar, R. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.
Zhao, L., & Lu, Y. (2012). Enhancing perceived interactivity through network externalities: An empirical study on micro-blogging service satisfaction and continuance intention. Decision Support Systems, 53(4), 825-834.
Zucker, L. G. (1986). Production of trust: Institutional sources of economic structure, Research in organizational behavior, 8, 1840–1920.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊
 
1. 探索社群媒體行銷之品牌及社群效益
2. 導入社群顧客關係管理的實踐策略初探
3. 社群媒體行銷與消費者信任關係之 研究-以FACEBOOK為例
4. 物質主義、享樂主義、視覺美感中心性、流行意識與消費者創新性之關聯性研究
5. 顧客關係管理對房客滿意度與忠誠度影響之 研究─以台南市為例
6. 衝動購物的行為導致: 正面的情緒、資訊研究行為、與銷售員的行為互動以及享樂主義的購物價值家樂福、Superindo以及Mirota Kampus大型超市之個案研究
7. 探討沉浸理論、享樂價值與功利價值對滿意度、再購意願之影響-以數位音樂服務平台為例
8. 社群顧客關係管理對產品購買意願的影響-以女性服飾為例
9. 在電子市集中以三階段顧客分群提高顧客關係管理成效
10. 信用合作社顧客忠誠度之研究:顧客價值、顧客關係管理與服務創新觀點 - 以花蓮地區為例
11. 顧客關係管理、關係行銷、顧客滿意度與顧客忠誠度關聯性之研究—以某證券公司財富管理業務為例
12. 物流業的顧客關係管理對供應鏈管理績效影響之研究
13. 社群媒體參與對情緒依附、品牌關係品質及購買意圖之影響–以網路原生議題型插畫角色為例
14. 影響社群媒體持續使用意圖之研究:理性行為理論觀點
15. 顧客知識管理、補救預應策略、顧客關係管理與關係品質之探討-以光電產業為例