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研究生:楊修華
研究生(外文):Xiu-Hua Yang
論文名稱:顧客自發的催化劑:社群網站連鎖反應式─以社群網站Facebook為例
論文名稱(外文):Customers Active Catalyst : Social Network’s Reaction Equation─The Empirical Study of Facebook
指導教授:池文海池文海引用關係
指導教授(外文):Wen-Hai Chih
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
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:2017
畢業學年度:105
論文頁數:316
中文關鍵詞:社群網站S-O-R理論對廣告的態度對品牌的態度對網站的態度顧客參與行為顧客公民行為
外文關鍵詞:Social NetworkS-O-R theoryAttitude toward the AdvertisementAttitude toward the BrandAttitude toward the WebsiteCustomer Participation BehaviorCustomer Citizenship Behavior
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本研究以S-O-R 理論作為基礎架構,將群體、品牌及平台三個層面作為環境刺激,並整合對廣告的態度、對品牌的態度與對網站的態度三個面向,探討社群網站Facebook使用者對其認知、情感反應、行為。本研究以集群分析方法將社群網站者使用者進行分群,透過顧客學習價值、社交綜合價值與享樂價值等變數作為集群變數將社群網站使用者類型進行區隔,將使用者分為「學而不厭型」、「安於現狀型」及「超然自得型」等三種類型,並以結構模式進行多群組分析,結果顯示不同類型使用者在行為上具有顯著差異。隨後,提出三個競爭模型觀察不同構面組合在研究架構中是否存在差異性並與原假說模型進行比較,比較後發現原假說模型仍最具討論價值。根據分群結果探討中介效果,發現不同社群網站使用者在各研究變數間存在不同的中介關係。最後本研究將不同類型社群網站使用者的反應進行討論,並提出結論與建議。
This study treats group, brand, and platform as the environmental stimuli and integrates the perspectives of attitude toward the advertisement, brand, and website to investigates the cognition, affection, and behavior of Facebook users with S-O-R theory as the theoretical framework. This study classifies social networking sites users to three different groups with customer learning value, social integrative value, and hedonic value as cluster variables by applying cluster analysis. The study condusts multiple group analys with structural equation modeling and the results indicate that there are significant differences between different groups. This study proposes three rival models to compare with the research framework. It indicates that research model is better than three rival models and there are different mediating effects among three different groups. This study provides conclusions and suggestions for three different groups.
頁次
致謝 ii
中文摘要 iii
Abstract iv
目錄 v
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究問題與研究目的 8
第四節 研究重要性與貢獻 10
第五節 研究範圍與對象 12
第六節 研究流程 12
第二章 文獻探討 15
第一節 Facebook 15
第二節 S-O-R理論 16
第三節 群體刺激 17
第四節 品牌刺激 20
第五節 平台刺激 22
第六節 感知準確性 24
第七節 感知連結性 25
第八節 社會臨場感 26
第九節 感知品質推斷 27
第十節 感知資訊 29
第十一節 感知娛樂 31
第十二節 對廣告的態度 32
第十三節 對品牌的態度 34
第十四節 對網站的態度 36
第十五節 顧客參與行為 38
第十六節 顧客公民行為 39
第十七節 共同創造經驗 41
第三章 研究方法 43
第一節 研究架構與研究假說 43
第二節 研究變數操作性定義與衡量 46
第三節 問卷設計 63
第四節 資料蒐集方法 65
第五節 資料分析方法 66
第六節 共同方法變異問題之處理與檢測 72
第七節 問卷前測結果分析 73
第四章 資料分析 85
第一節 正式問卷發放 85
第二節 敘述性統計分析 87
第三節 共同方法變異檢測 103
第四節 信度與效度分析 109
第五節 模型檢測-結構模式 126
第六節 使用者人格特質集群分析 134
第七節 卡方獨立性檢定與多變量變異數分析 154
第八節 各群組信度與效度分析 166
第九節 各群結構模式分析 182
第十節 競爭模型分析比較 193
第十一節 中介效果分析 204
第十二節 討論 215
第五章 結論與建議 231
第一節 結論 231
第二節 管理意涵與貢獻 239
第三節 研究限制與後續研究建議 244
參考文獻 246
附錄一、前測問卷 283
附錄二、英文原始量表 287
附錄三、前測共同方法變異檢測-探索性因素分析 294
附錄四、前測共同方法變異檢測-驗證性因素分析 295
附錄五、前測模型配適度檢測 299
附錄六、前測各構面量表收斂效度分析 300
附錄七、前測區別效度分析暨變數相關係數表 306
附錄八、前測各構面信度分析 307
附錄九、正式問卷 313
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