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研究生:簡碩君
研究生(外文):Shuo-Chun Chien
論文名稱:從推敲可能性模式探討Facebook粉絲團品牌忠誠度之研究
論文名稱(外文):Investigating Brand Loyalty toward Facebook Fan Group from the Perspective of Elaboration Likelihood Model
指導教授:林勝為林勝為引用關係
指導教授(外文):Sheng-Wei Lin
口試委員:羅亦斯劉季綸
口試委員(外文):Louis Yi-Shih LoChi-Lun Liu
口試日期:2014-07-04
學位類別:碩士
校院名稱:東吳大學
系所名稱:資訊管理學系
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:Facebook品牌社群粉絲專頁推敲可能性模式品牌忠誠度
外文關鍵詞:FacebookFan PageBrand CommunityLoyaltyElaboration Likelihood Model
相關次數:
  • 被引用被引用:2
  • 點閱點閱:349
  • 評分評分:
  • 下載下載:33
  • 收藏至我的研究室書目清單書目收藏:1
Facebook在現今的社會中成長快速,當一家公司在Facebook設立專屬頁面,來吸引「粉絲」並傳播各種訊息與優惠方案時,這些做法能對使用者產生多大的影響?如何脫穎而出?因此,成功的經營並取得社群成員對於品牌社群的忠誠度,將是社群粉絲頁經營者所需要學習的重要課題。
本研究以「推敲可能性模式」為基礎,將「產品資訊」與「產品使用過程」定義為中央路徑,「促銷」與「推薦」則定義為週邊線索,操弄兩個獨立變數,其中使用者涉入程度作為干擾變項。採用二階段線上發放問卷的方式收集資料,發放對象為曾經瀏覽過「女人我最大」品牌粉絲頁的Facebook使用者,並進行統計資料分析,讓受訪者依照他們本身對於各項因素的認知,是否會因為其本身特質的不同,影響其對於品牌社群忠誠度。此外,本研究也探討使用者在不同的粉絲頁面中不同的涉入程度下,其對於品牌社群忠誠度之間的關係是否將有所差異。
本研究根據 378份的有效問卷回收資料的分析結果發現,在中央路徑資訊下,對於高涉入的使用者而言,「產品使用過程」比「產品資訊」更能引發較高的品牌忠誠度;在週邊路徑資訊下,對於低涉入的使用者而言,促銷能引發更高的品牌忠誠。因此,對於低涉入的使用者而言,促銷似乎比較有效;然而對於高涉入使用者而言,中央路徑的產品資訊與產品使用過程,仍是影響潛在粉絲瀏覽品牌粉絲專頁的主要因素。本研究針對以上分析結果,提出相關理論及實務意涵,以供未來研究及管理上的參考。

As the growth of Facebook users, many corporates create their Fan Page on Facebook to attract “Fans” and disseminate information. However, the effects of Fan Pages information on corporates’ performance remain uncertainty. Thus, to explore the relationship between the providing of Fan Page information and community members’ loyalty is the focus of our study.
In this study, Elaboration Likelihood Model (ELM) based on the “Product Information " and " Product Using" is defined as the central path, "Promotion" and "Recommendation" is defined as peripheral route, manipulating two independent variables, product involvement will serve as the moderator. Two-stage adopts survey method to collect data, issuing object ever visited " WQueen " brand fan page of Facebook users, and conducting statistical data analysis, so that the respondents according to their own perception to various factors, whether because of the different characteristics of its own, the impact of their loyalty to the brand community. In addition, the study also explored different users in different fan pages involvement, whether it will differ from the relationship between the brand community loyalties.
In this study, based on the results of this study were 378 valid questionnaires information found experimental results and refine models to predict the Elaboration Likelihood Model (ELM) of the same, in the case of high involvement, " Product Using" effectively than the “Product Information ", resulting in higher brand loyalty; in under low involvement, promotion have higher brand loyalty. The high involvement subjects, the promotion seems to be more effective; for low involvement subjects, the center path product information and product using are the impacts of potential fans still browse the brand's fan page the main factor. In this study, the results of the above analysis put forward the theory and practical implications for future research and management.

中文摘要 II
Abstract III
第壹章、緒論 1
1-1研究背景 1
1-2 研究動機 2
1-3 研究目的 5
1-4 研究流程 5
第貳章、文獻探討 7
2-1品牌社群 7
2-2品牌社群認同 8
2-3品牌社群行銷與經營 10
2-4 Facebook品牌粉絲頁因素歸類 12
2-5 品牌忠誠度 16
2-6 推敲可能性模式 (Elaboration Likelihood Model, ELM) 18
2-6-1 中央路徑 (Central Route) 19
2-6-2 週邊路徑 (Peripheral Route) 20
2-7 涉入程度 22
第參章、研究方法 23
3-1 研究架構 23
3-2 研究設計 24
3-2-1研究背景 24
3-2-2 研究對象 24
3-2-3問卷設計 25
3-2-4資料分析方法 25
3-3 研究假說與推論 29
3-3-1採取中央訊息時,與品牌忠誠度之關係 29
3-3-2採取週邊訊息時,與品牌忠誠度之關係 30
3-3 前測 30
3-3-1 前測樣本統計資料 30
第肆章、研究結果與資料分析 32
4-1描述性統計與涉入量表 32
4-2「女人我最大」的粉絲頁品牌忠誠度量表之信效度檢驗 34
4-3研究假說檢定 35
4-3-1 中央訊息與週邊訊息對於品牌忠誠度的關係 39
伍、結論與建議 42
5-1管理意涵與實質建議 43
5-2研究限制 44
5-2-1研究對象的限制 44
5-2-2資料蒐集的限制 44
5-2-3問卷衡量的限制 44
5-2-4影響變數的限制 45
5-2-5研究結果的一般化 45
5-2-6其他影響因素 45
5-3未來研究方向 45
參考文獻 47
附錄壹 第一階段問卷 52
附錄貳 第二階段問卷 67

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