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研究生:王景萱
研究生(外文):WANG,CHING-HSUAN
論文名稱:媒體訊息特性對於顧客參與行為的影響- 以零售超商品牌之粉絲專頁為例
論文名稱(外文):The Effect of Media Message Characteristics on Customer Engagement Behavior: A Study of Retail Facebook Pages
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:黃哲盛黃心怡
口試委員(外文):HUANG, JE-SHENGHUANG, HSIN-YI
口試日期:2016-06-27
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:63
中文關鍵詞:社群網站零售超商媒體豐富度品牌中心度
外文關鍵詞:Social Networking SitesRetail StoreMedia RichnessBrand Centrality
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隨著社群媒體的興起,企業可以透過粉絲專頁,將品牌相關訊息內容張貼於粉絲專頁上,並與粉絲進行互動,而張貼的訊息內容不只有單純的文字,還有影片、GIF 圖片、有獎徵答及提問或是促銷活動等方式呈現。而在過去的研究都著重於訊息特性,如訊息生動性、互動性及娛樂性等。因此本研究想探討不同的媒體訊息特性 (品牌中心度與媒體豐富度) 對於粉絲進行顧客參與行為 (按讚、留言及分享) 之影響。
本研究是透過觀察台灣地區之零售超商品牌粉絲專頁,並記錄每個粉絲專頁每天的發文,最後總共蒐集了 1,112 筆的數據資料,同時採用層級迴歸及雙因子變異數分析來進行假設檢驗。而本研究之研究結果顯示出,不同的媒體訊息特性,的確會影響粉絲進行顧客參與行為之意願,特別是該訊息有影片及圖片的出現,會增加粉絲的參與行為。故本研究之研究結果可以企業經營品牌粉絲專頁之參考,運用媒體訊息特性,來發揮品牌內容行銷之效果。

With the rise of social media, companies can through the fan page, brand content related information posted on the fan page, and interact with the fans, and posted the message content is not only simple text, as well as movies, GIF pictures , giveaway or promotional activities and questions presented in a way. In the past studies have focused on the characteristics of the message, such as message vivid, interactive entertainment and the like. Therefore, this study wanted to investigate the properties of different media messages (brand centrality and media richness), the fans were involved in customer behavior (according to like, comment and share) the influence.
This study observed through retail stores can brand fan page of the Taiwan Area and record each fan page daily posting, collected a total of 1,112 last pen data, while using hierarchical regression and two-way ANOVA for hypothesis test. The findings of this study show that different media messages feature, it will certainly affect the willingness of customers to participate in acts of your fans, in particular, the message has videos and pictures appear, it will increase the involvement of the behavior of fans. Therefore, the results of this study may refer to the business of brand fan page, use media messaging features, content to play a brand of marketing effect.

目錄
摘要 i
ABSTRACT ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻回顧 4
第一節 社群網站 4
第二節 零售產業 5
第三節 顧客參與 7
第四節 訊息特性 9
第三章 研究方法 11
第一節 研究架構與假設 11
第二節 研究變數之操作型定義與衡量方法 13
第三節 資料收集與分析方法 15
第四章 研究結果與分析 16
第一節 樣本資料描述 16
第二節 相關分析 22
第三節 層級迴歸分析 24
第四節 品牌中心度與媒體豐富度之交互作用 31
第五節 假設驗證結果與分析 36
第五章 研究結論與建議 40
第一節 研究結論 40
第二節 理論意涵 41
第三節 管理意涵 41
第四節 研究限制與建議 42
參考文獻 43
附錄一 變數衡量 47
表目錄
表 3-1 研究變數之操作型定義與衡量方式 14
表 4-1 樣本品牌中心度之次數與百分比資料 16
表 4-2 樣本媒體豐富度之次數與百分比資料 17
表 4-3 樣本訊息互動性之次數與百分比資料 18
表 4-4 樣本訊息利益性之次數與百分比資料 19
表 4-5 樣本訊息實用性之次數與百分比資料 20
表 4-6 樣本之敘述性統計 21
表 4-7 量表之相關分析 23
表 4-8 各變數對於品牌粉絲專頁之按讚人數之層級迴歸分析表 25
表 4-9 各變數對於品牌粉絲專頁之留言人數之層級迴歸分析表 26
表 4-10 各變數對於品牌粉絲專頁之分享人數之層級迴歸分析表 27
表 4-11 各變數對於顧客參與行為之交互作用分析表 31
表 4-12 各變數對於按讚人數之交互作用分析表 32
表 4-13 各變數對於留言人數之交互作用分析表 33
表 4-14 各變數對於分享人數之交互作用分析表 34
表 4-15 媒體豐富度對於顧客參與行為之變異數分析表 35
表 4-16 假設檢驗之結果彙整表 39
圖目錄
圖 1-1 研究流程圖 3
圖 3-1 研究架構圖 11
圖 4-1 品牌中心度與媒體豐富度之按讚人數之交互作用 32
圖 4-2 媒體豐富度與品牌中心度之按讚人數之交互作用 32
圖 4-3 品牌中心度與媒體豐富度之留言人數之交互作用 33
圖 4-4 媒體豐富度與品牌中心度之留言人數之交互作用 33
圖 4-5 品牌中心度與媒體豐富度之分享人數之交互作用 34
圖 4-6 媒體豐富度與品牌中心度之分享人數之交互作用 34
圖 6-1 全家 Family Mart 粉絲專頁之訊息截圖 47
圖 6-2 萊爾富粉絲專頁之訊息截圖 48
圖 6-3 7-ELEVEN 粉絲專頁之訊息截圖 49
圖 6-4 7-ELEVEN 粉絲專頁之訊息截圖 50
圖 6-5 OK 超商粉絲專頁之訊息截圖 51
圖 6-6 全家 Family Mart 粉絲專頁之訊息截圖 52
圖 6-7 萊爾富粉絲專頁之訊息截圖 53
圖 6-8 OK 超商粉絲專頁之訊息截圖 54
圖 6-9 全家 Family Mart 粉絲專頁之訊息截圖 55
圖 6-10 OK 超商粉絲專頁之訊息截圖 56
圖 6-11 萊爾富粉絲專頁之訊息截圖 57
圖 6-12 7-ELVEN 粉絲專頁之訊息截圖 58
圖 6-13 OK 超商粉絲專頁之訊息截圖 59
圖 6-14 7-ELEVEN 粉絲專頁之訊息截圖 60
圖 6-15 OK 超商粉絲專頁之訊息截圖 61
圖 6-16 全家 Family Mart 粉絲專頁之訊息截圖 62
圖 6-17 7-ELEVEN 粉絲專頁之訊息截圖 63
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