臺灣博碩士論文加值系統

現今社群網站以驚人的速度進入人們的日常生活。社群網站作為有效的行銷工具，已廣泛被應用於網路行銷。因此，本研究以探討信任感、社會存在感和知覺有用性作為測量社交媒體上的顧客品牌參與度，將以此探討顧客品牌參與度與購買意圖之關係。
本研究方法採用網路問卷進行實證性研究，共回收222份有效問卷，並使用Smart PLS 3.2.6軟體做PLS-SEM結構方程模式分析。
此研究結果顯示，信任感顯著影響社群內容貢獻和社群內容創造。知覺有用性對社群內容創造創造無正面影響，正如社會存在感對社群內容貢獻與社群內容創造也無影響。研究結果僅貢獻於品牌相關內容對購買意圖有顯著影響。此研究提供經營者在Facebook行銷與營運的參考。


關鍵字：顧客品牌參與度、信任感、購買意圖、PLS-SEM結構方程模式

Social networking sites (SNSs) nowadays have infiltrated people’s daily life with an amazing speed. As an effective marketing tool, social networking sites have been widely used for businesses to conduct online marketing activities. Therefore, this research tries to measure the level of customer engagement in brand-related content on social media depending on such factors as trust, social presence and perceived usefulness. That will explore the relationship between the degrees of customer engagement on buying intention.
This study used an online questionnaire to conduct an empirical research, and collected and analyzed data of 222 samples by partial least squares structural equation modeling (PLS-SEM) approach with Smart PLS 3.2.6 software.
Findings show that trust significantly affects both contribution and creation. Perceived usefulness negatively affects creation while social presence does not affect both. The results also show that only contribution to brand-related content significantly influences on buying intention. The implications of research and discussions provide references for Facebook operators and managers in marketing and operation.

CHAPTER 1: INTRODUCTION 1
1.1. Background 1
1.2. Research Objectives 2
1.3. Research Procedure 3
CHAPTER 2: LITERATURE REVIEW 4
2.1. Consumer’s Engagement with Brand-related Content 4
2.2. Trust 5
2.3. Social Presence 8
2.4. Perceived Usefulness 10
2.5. Hypotheses 11
CHAPTER 3: METHODOLOGY 14
3.1. Research Framework 14
3.2. Sample and Data Collection 14
3.3. Measurement Development 15
3.4. Data Analysis 16
CHAPTER 4: RESULTS……………………………………………………………21
4.1. Descriptive Statistics……………………………………………………..…..21
4.1.1. Characteristics of Respondents…………………………………………21
4.1.2. Measured Constructs……………………………………………………22
4.2. Reliability & Validity…………………………………………………………24
4.2.1. Reliability………………………………………………………….…….25
4.2.2. Validity………………………………………………………………...…25
4.2.3. Structural Model……………………………………………………,.….27
CHAPTER 5: CONCLUSIONS…………………………………………………….29
5.1. Conclusion…………………………………………………………………….29
5.2. Discussion……………………………………………………………………..30
5.3. Implications…………………………………………………………………...31
5.4. Limitations and Future Research…………………………………...…...….32
REFERENCES 33
APPENDIX A………………………………………………………………………...40
APPENDIX B………………………………………………………………………...45

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