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研究生:藍泓棋
研究生(外文):LAN,HUNG-CHI
論文名稱:個人專家型粉絲專頁經營者的專業性與線上虛擬社會友誼對顧客忠誠度影響之研究
論文名稱(外文):The Effects of Expertise and Online Virtual Social Friendship to Customer Loyalty: A Study of Individual Expert Facebook Fans Page
指導教授:劉秀雯劉秀雯引用關係
指導教授(外文):LIU,HSIU-WEN
口試委員:蔡顯童尚榮安劉秀雯
口試委員(外文):TSAI,HSIEN-TUNGSHANG,RONG-ANLIU,HSIU-WEN
口試日期:2017-05-24
學位類別:碩士
校院名稱:東吳大學
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
語文別:中文
論文頁數:78
中文關鍵詞:專業性線上虛擬社會友誼親切性熟悉性滿意度忠誠度個人專家型粉絲專頁
外文關鍵詞:ExpertiseOnline Virtual Social FriendshipIntimacyFamiliaritySatisfactionLoyaltyIndividual Expert Facebook Fans Pages
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社群媒體經營在數位時代是極為重要的議題,過去針對粉絲專頁忠誠度的研究多以企業粉絲專頁互動的角度出發,鮮少探討個人專家型粉絲專頁與粉絲互動的關係。本研究從商業友誼理論發展線上虛擬社會友誼構念,探討個人專家型粉絲專頁經營者之專業性、線上虛擬社會友誼對滿意度與忠誠度之影響並建立相關假說。透過實證研究的方式,本研究透過網路問卷,針對曾經按讚或造訪過個人專家型粉絲專頁的受訪者進行研究,共蒐集1,245份。本研究透過確認性因素分析,檢視衡量變數對各構面之適配度,再利用路徑分析顧客行為意向,探討各構面之間相互關聯是否顯著及專業性、線上虛擬社會友誼(親切性、熟悉性)對於滿意度的中介效果。研究結果顯示,專業性與滿意度、忠誠度之間有正向影響關係;親切性與滿意度、忠誠度之間有正向影響關係;熟悉性對滿意度具正向影響關係,但熟悉性與忠誠度影響關係需透過滿意度中介效果;而專業性、親切性、熟悉性與滿意度的中介效果間接影響忠誠度;專業性、親切性與熟悉性的影響在新舊客戶具有差異性。最後討論本研究的管理與實務意涵。
Nowadays, running social media in the digital age is a very important issue. In the past, researchers tended to research for the fan page loyalty to business fans’ interaction, instead of exploring the individual expert fan page and fans’ interaction.This study examines the influence of the professionalism in an individual expert fan page and online virtual social friendship on satisfaction and loyalty, and establishes the related hypothesis based on the construction of virtual social friendship from the perspective of commercial friendship theory. Researcher conducted a questionnaire survey of 1,245 copies of respondents who had clicked the Like button or surve the expert fan page through the Empirical Research. Through confirmatory factor analysis ( CFA ) , this researcher examined the adaptability variable to the fit of each dimension, analyzed customers’ behaviors by path analysis, and discussed whether the interrelationship between the dimensions is significant. Moreover, this researcher discussed whether any mediatation effect caused by profession, online virtual social friendship, including intimacy and sense of familiarity. The results showed that there is a positive relationship between professionalism and satisfaction and loyalty. There is a positive relationship between intimacy and satisfaction and loyalty. The sense of familiarity has a positive effect on satisfaction, but the sense of familiarity loyalty affect the relationship through the satisfaction of the intermediary effect. However, professional, intimacy, familiarity and satisfaction of the intermediary effect had an indirect impact on loyalty; professional, intimacy and familiarity in the old and new customers are different. Finally, researcher discussed the management and practical implications of this study.
目 錄
中文摘要 i
ABSTRACT ii
目 錄 iii
表目錄 v
圖目錄 vi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討與假說推論 5
2.1 專業性 (Expertise) 5
2.1.1 專業之探討 5
2.1.2 專業性相關研究 6
2.2 線上虛擬社會友誼 (Online Virtual Social Friendship) 10
2.2.1 友誼之探索 10
2.2.2 友誼相關研究 11
2.3 滿意度 (Satisfaction) 18
2.3.1 滿意度之探討 18
2.3.2 滿意度相關研究 20
2.4 忠誠度 (Loyalty) 23
2.4.1 忠誠度之探討 23
2.5 研究架構 26
2.6 假說推論 26
第三章 研究方法 31
3.1 研究範圍與樣本描述 31
3.2 研究變數之定義與衡量 34
3.2.1 專業性之定義與衡量 34
3.2.2 線上虛擬社會友誼之定義與衡量 34
3.2.3 滿意度之定義與衡量 36
3.2.4 忠誠度之定義與衡量 36
3.3統計分析方法 37
3.3.1 敘述性統計分析 37
3.3.2 信度分析 37
3.3.3 效度分析 37
3.3.4 結構方程式 38
3.3.5 迴歸分析 38
3.3.6 中介結果 38
第四章 研究結果 39
4.1 構面因素分析 39
4.2 線上虛擬社會友誼衡量分析 39
4.3 模式所有變數之信度、效度與驗證性因素分析 41
4.3.1 信度分析 41
4.3.2 相關係數與區別效度 43
4.3.3 迴歸分析 43
4.4 整體模式與假說檢定 44
4.4.1 整體模式適配度 44
4.4.2 結構方程模式分析與假說驗證 44
4.5 新舊客群直接效果衡量 47
5.1 研究結論 50
5.2 理論意涵 52
5.3 管理意涵 53
5.4研究限制與未來研究建議 54
參考文獻 56
附錄 問卷 66


表目錄
表2.1 專業之相關研究 8
表2.2 友誼相關研究 14
表2.3 商業友誼相關研究 15
表2.4 社會友誼相關研究 17
表2.5 滿意度相關研究 21
表3.1 人口統計樣本結構分佈情況 31
表3.2 粉絲專頁樣本結構分佈情況 33
表3.3 專業性之操作型定義與衡量構面 34
表3.4 線上虛擬社會友誼之操作型定義與衡量構面 35
表3.5 滿意度之操作型定義與衡量構面 36
表3.6 忠誠度之操作型定義與衡量構面 37
表4.1 構面因素分析 39
表4.2 線上虛擬社會友誼之衡量模式比較 40
表4.3 信度與收斂效度分析 42
表4.4 確認性因素分析結果 42
表4.5 相關係數與區別效度分析 43
表4.6 整體模式適配指標結果 44
表4.7 路徑分析結果 45
表4.8 中介效果關係檢定 47
表4.9 新舊客戶適配度 49


圖目錄
圖1.1 本研究流程 4
圖2.1 研究架構圖 26
圖4.1 線上虛擬社會友誼衡量題目及驗證性因素分析 40
圖4.2 整體模式路徑架構圖 45
圖4.3 新舊客戶模式比較圖 48


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