目的 ─ 如今，有愈來愈多企業透過社群網站和消費者互動，然而，卻沒有足夠的研究了解
為何消費者會想要使用品牌粉絲專頁以及是否粉絲頁能增加品牌忠誠度。本研究的目的在於：調
查消費者想要從品牌粉絲頁得到的價值，探討價值和價值共創如何導致粉絲頁的互動、更好的體
驗及更高的忠誠度。
研究設計/研究方法 ─ 本研究架構由使用與滿足理論發展，並依據價值共創、消費者涉入程
度和忠誠度的概念建立而成。首先，我們透過階梯訪談法，發掘出會令消費者使用粉絲頁的價值；
再利用網路問卷蒐集相關數據，檢測推論假說。
發現 ─ 本研究發現消費者想要從品牌粉絲頁得到的關鍵價值，包含：「自尊」、「受到他人尊
重」、「安全感」、「與他人的溫暖關係」、「成就感」、「自我實現」、「歸屬感」、「生活的樂趣與享受」、「方便」和「更好的服務」，共十項價值。此外，我們也發現，價值和價值共創會正向促使消費者和粉絲頁互動，甚至進而產生更好的體驗及滿意度，而滿意度也會透過信任度，間接提升忠誠度。
研究限制/意涵 ─ 本研究結果受限於使用的數據無法涵蓋所有的產業。本研究提出一個概念
模型其能解釋自消費者成為粉絲，進而變成會互動的粉絲及具有忠誠度的粉絲的完整過程。同時，
我們發現能促使這項行為過程的核心價值，以及能達成這些價值的粉絲頁屬性。實務貢獻上，本
研究結果能協助企業經營其粉絲頁，並讓經營者深入了解如何為消費者創造價值，使消費者成為
忠實顧客。

Purpose – There are more and more businesses using brand fan pages on social
networking sites to interact with consumers. However, little research has been done to understand why consumers want to use a brand fan page and whether fan pages can increase brand loyalty. The purpose of this study is to investigate the values consumers want to achieve from brand fan pages and how the values and co-creation lead to engagement in a fan page, better experience and higher loyalty. The research findings can help marketers manage fan pages and devise brand strategies.
Design/methodology/approach – The research framework is developed based on
the uses and gratifications theory, and the concepts of value co-creation, consumer involvement and loyalty. We first use interviews with laddering to discover the values that drive consumers to use a brand fan page. Then, an Internet survey is conducted to collect data and test the proposed hypotheses.
Findings – This study discovers the key values, containing “Self-respect,”
“Being Well Respected,” “Security,” “Warm Relationship with Others,” “A Sense of Accomplishment,” “Self-fulfillment,” “A Sense of Belonging,” “Fun and Enjoyment of Life,” “Convenience,” and “Better Service,” consumers want to achieve from using brand fan pages. Furthermore, values and co-creation positively drive consumers to engage in a fan page and further generate better experience and satisfaction. We also find that satisfaction stimulates loyalty indirectly via trust.
Research limitations/implications – The results are limited by the used data set, which does not represent all industries. This study proposes a conceptual model to explain the whole process from a consumer becomes a fan, an engaged fan, to a loyal fan. We also identify the key values that drive this process and the fan-page attributes that facilitate the achievement of these values. The practical contributions are helping companies manage their fan pages and understand how to create values for consumers and lead them to be loyal.

謝詞 ........................................................... I
中文摘要 ....................................................... II
ABSTRACT ...................................................... III
Content ....................................................... IV
Figures ....................................................... VI
Tables ........................................................ VII
Chapter 1. Introduction ........................................ 1
1.1 Research Background ........................................ 1
1.2 Brand Fan Page ............................................. 1
1.3 Research Motivation ........................................ 2
1.4 Research Purpose ........................................... 2
Chapter 2. Literature Review and Hypotheses .................... 5
2.1 Research Framework ......................................... 5
2.2 Uses and Gratifications Theory ............................. 5
2.3 Means-End Chain ............................................ 6
2.4 Co-creation................................................. 7
2.5 Hypothesis Development ..................................... 8
Chapter 3. Research Methodology................................. 13
3.1 Interview .................................................. 13
3.1.1 Laddering ................................................ 13
3.1.2 Interview Procedure ...................................... 14
3.1.3 Laddering Analysis ....................................... 15
3.2 Internet Survey ............................................ 21
3.3 Measurement Development .................................... 23
3.3.1 Pilot Test ............................................... 24
3.3.2 Main Test ................................................ 36
Chapter 4. Data Analysis and Results ........................... 37
4.1 Sample Description ......................................... 37
4.2 Common Method Variance ..................................... 39
4.3 Measurement Model .......................................... 40
4.4 Testing of the Research Model and Hypotheses ............... 46
4.5 Second-Order Constructs .................................... 46
Chapter 5. Discussion and Implications ......................... 49
5.1 Major Findings ............................................. 49
5.2 Theoretical Implications ................................... 51
5.3 Practical Implications ..................................... 52
5.4 Limitations and Future Research ............................ 54
Reference ...................................................... 55
Appendix A ..................................................... 59
Appendix B– Implication Matrix.................................. 67
Appendix C– Main Survey ........................................ 71
著作權聲明 ...................................................... 81

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