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研究生:黃涵蓁
研究生(外文):Han-Chen Huang
論文名稱:社會呈現在影響消費者社群媒體分享經驗之角色:線上及線下環境之比較
論文名稱(外文):The Role of Social Presence in Motivating Consumers to Share Experience in Social Media: A Comparison of Online and Offline Environment
指導教授:鄭菲菲鄭菲菲引用關係
指導教授(外文):Fei-Fei Cheng
口試委員:白凣芸吳祉芸
口試日期:2016-06-23
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:86
中文關鍵詞:用戶生成內容動機社交媒體社會呈現理論社會交換理論忠誠度
外文關鍵詞:User-generated contentMotivationsSocial mediaSocial presence theorySocial exchange theoryLoyalty
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如今已有大量的資料在網路上流傳,鑑於此,消費者可以很容易地收集產品相關其他消費者的“用戶生成內容(UGC)。本文提供了關於消費者的購物決策和經驗分享的意圖的重要見解。這項研究測試了在社交媒體上消費者對於用戶生成內容(UGC)的行為動機與信任以及消費者在社交媒體的忠誠度。這項研究使用變異數分析闡明不同平台(線上平台與線下平台)和社會呈現水準的關係,二因子變異數分析用以解釋平台和在動機與信任對於社會呈現水準之間的相互作用。迴歸測試則用以評估動機因素和信任因素之間對於忠誠度的關係。並使用愛評網作為實驗情境的主要網站。本研究選擇了餐飲業和旅遊業兩個情境。
結果顯示:高於30%以上的線上使用者願意提供意見,且較高的社會呈現水準將促使消費者增加他們的分享行為。相較於線下,線上平台供應商需提供盡可能地提供產品信息,當社交媒體上相關產品資訊越豐富,消費者的分享行為將提高。無論在餐飲業和旅遊產業皆顯示類似的數據結果。利他動機、自我強化動機和自我知覺能力動機三項動機因素更能影響愛評網用戶產生更多分享行為。而在線下平台中,越高的社會呈現將會導致以自我為中心的動機與社交網調度動機。
根據(Zhou, Zhang, & Zimmermann, 2013)的文獻中顯示,動機與在線評論的貢獻量應呈現負相關,亦即,可能有其他變數影響動機因子來驅使線上使用者持續的分享資訊。此一發現將有助於媒體業者更加了解其使用者的行為。


Nowadays a large amount of information was circulated on the Internet. As the result, consumers can easily collect other consumers’ User-generated content (UGC) on a product. This paper provided important insights for understanding the consumers’ shopping decision making and experience sharing intentions. This study tested the motivation and social exchange of sharing UGC in social media, and the loyalty of social media. ANOVA were conducted to elucidate the relationship of platforms (online and offline) and social presence level, ANOVA were conducted to explain the interaction between platforms and social presence levels in motivation and social exchange. A regression test was to estimate the relationships among motivation factors and social exchange factors with loyalty. iPeen.com was used in this study. This research has several marketing implications for social media and channels. Catering industry and tourism industry was selected in this study.
The result shows there are more than 30% of users willing to provide comments. High social presence level will motivate consumers to increase their sharing behavior. Compare to offline, online channel need to provide as much information as the product provider can, the higher the amount of information the social media can provide, the higher influence will cause their users to leave UGC in online surrounding. The data shows similar result in catering industry and travel industry, altruistic value-expressive motivation, ego-enhancement motivation and self-perceived competence motivation affect media users more to leave UGC in iPeen.com. And in offline platform, higher social presence will cause self-centred motivations, social-adjustive motive toward general others.
A counterintuitive finding from Zhou et al. (2013) that this motivation appears to be negatively associated with online review contribution volume. There will be another variable can affect SA or other motivations drive social media users to keep contributing reviews. This discovery may help media business to understand more about their customer’s behavior.


摘要 i
Abstract ii
Table of content iv
List of Tables vi
List of figures viii
1. Introduction 1
1.1 Research background 1
1.2 Research objectives 2
2. Literature review 4
2.1 User-generated content 4
2.2 Online and offline channel 5
2.3 Social media 5
2.4 Social presence theory 7
2.5 Motivations 8
2.6 Social exchange theory 14
2.7 Loyalty 17
3. Method 19
3.1 Experimental platforms 21
3.2 Social presence scale 22
3.3 Motivations 24
3.4 Social exchange theory 26
3.5 Loyalty 27
3.6 Sampling 27
3.7 Participants 28
4. Result 35
4.1 Social presence scale 36
4.2 Manipulation check 38
4.3 Motivations 42
4.4 Social exchange 48
4.5 Loyalty 53
5. Discussion and Conclusion 56
5.1 User-generated content 56
5.2 Online and offline channel 56
5.3 Social presence level 57
5.4 Motivations 57
5.4 Social exchange 59
5.5 Loyalty 62
6. Limitations and Contributions 65
7. References 67
Appendix1 76


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