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研究生:傅筠嵐
研究生(外文):Yun-Lan Fu
論文名稱:Facebook品牌粉絲專頁體驗之社群認同與口碑研究---以促銷為干擾變數
論文名稱(外文):Do Community Experience and Identification Affect Information Sharing Intention on Facebook Fan Pages? Sales Promotion as a Moderator
指導教授:黃恆獎黃恆獎引用關係
口試委員:蔡顯童
口試日期:2015-06-17
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
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:2015
畢業學年度:103
語文別:英文
論文頁數:69
中文關鍵詞:品牌粉絲專業社群體驗分享意願促銷
外文關鍵詞:Facebook fan pagecommunity experiencesharing intentionsales promotion
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Facebook fan page is emerging as an important platform for brands to build closer relationship with both their existing customers and their potential new customers, primarily due to the increased popularity of smartphone and social media usage. To understand more about how the contents generated by both brands and the users influence users’ online community experience and information sharing intention in social media sites, we conducted an empirical study on brands’ Facebook fan pages to investigate how two sources of community experience (i.e., brand-generated experience and peer-generated experience) affect user’s community identification and subsequently the intention of sharing brand information, considering sales promotion as a moderator. The results indicate that both brand-generated experience and peer-generated experience positively influence peer identification in the community while only brand-generated experience positively contribute to consumer-brand identification. Also, both the consumer-brand identification and peer identification in the community positively influence the information sharing intention on Facebook fan pages. These effects are found to be moderated by sales promotion provided on Facebook fan pages. Our findings not only help researchers interpret how online community experience affect consumers’ community identification but also assist practitioners in developing better social media strategies

Table of Contents i
Abstract 1
Chapter 1:Introduction 2
Chapter 2:Theoretical Background and Hypotheses 6
2.1 Facebook 6
2.1.1 Introduction of Facebook 6
2.1.2 Facebook fan page and Facebook group 7
2.1.3 Online brand community based in social media 8
2.1.4. Potential benefits for brands to participate in Facebook fan page community 9
2.1.5. Researches about Facebook 10
2.2 Online community experience 11
2.2.1. Brand-generated experience 12
2.2.2 Peer-generated experience 13
2.3 Community identification 14
2.3.1 Consumer–brand identification 15
2.3.2 Peer identification 17
2.3.3. Peer identification to consumer-brand identification. 18
2.4 Information sharing intention 19
2.5 Moderating role of sales promotion 20
2.6 Research model and hypotheses 24
Chapter 3:Methodology 28
3.1 Sampling and data collection procedures 28
3.2 Measure development 28
3.3 Descriptive Statistics 32
3.3.1 Sample characteristics 32
3.3.2 User behavior analysis 36
Chapter4:Results 37
4.1 Measurement Model 37
4.2 Structure Equation Model 44
4.2.1 Goodness of fit 44
4.2.2 Hypothesis testing 44
4.2.3 Moderating effect of sales promotion 45
Chapter 5:Discussion and Implications 48
5.1 Research contributions 48
5.2 Managerial implications 51
5.3 Limitations and future research 52
Reference 54
Appendix 63


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