臺灣博碩士論文加值系統

隨著社群媒體的興起與發展，線上品牌社群已成為消費者口中的話題平台，社群中的成員除了彼此分享喜好，還會討論產品資訊與購後心得，進而形成口碑傳遞及消費者產生不同種類的社交投入行為。然而，在行銷實證文獻上，聽眾多寡議題仍是相當缺乏的，因為其探討了聽眾多寡而使分享者專注的焦點不同，進而影響其所分享的內容，並且本研究將社交顧客投入經驗（Social Customer Engagement Experience, SCEE）概念納入社群議題研究，以彌補過去研究之不足，並且考量到消費者人格特質的不同將會產生不同類型的社交顧客投入經驗。本研究以聽眾多寡(廣播/窄播)為主要架構，並加入人格特質：社會臨場感（Social Presence）與自我揭露（Self-disclosure），透過兩者的程度高低將消費者加以區隔，探討其可產生不同的社交顧客投入類型，進一步探討聽眾多寡、消費者社會臨場感及自我揭露之間的交互關係。
研究結果證實，當社交顧客投入經驗為消費類型時，其品牌粉絲專頁的聽眾多寡，所能產生的消費者社交顧客投入行為，具有顯著差異，而消費者不同程度的社會臨場感及自我揭露，對聽眾多寡與社交顧客投入行為之間的關係具有干擾效果。

The aim of this study is to bridge this gap by exploring the concept of audience size, concept into question research community to compensate for the lack of previous studies. In this study aimed to explore two types of personality traits－Social Presence and Self-Disclosure with the different focus (Self-focus / Other-focus) which combination can make the different type of SCEE.Further explore the interactive relationship between the Audience Size, Social Presence and Self-Disclosure.
The result of the study provides evidence that difference of audience size would generate different level of SCEE in consume type. We also found that the moderate effects of social presence and self-disclosure between the relationship of audience size and SCEE.

摘　要 ii
ABSTRACT iii
致謝 iv
目錄 v
表目錄 vii
圖目錄 ix
第一章緒論 1
1.1 研究背景與動機 1
1.2研究問題與目的 5
1.3研究流程 5
第二章文獻探討 7
2.1線上社交媒體（Online Social Media） 7
2.2虛擬品牌社群（Virtual Brand Community） 8
2.3聽眾多寡 9
2.3.1分享者焦點 10
2.4社會臨場感 11
2.5自我揭露 14
2.6社交顧客投入經驗(SCEE)類型 16
2.6.1顧客投入 16
2.6.2 社交顧客投入經驗類型 17
第三章研究方法 23
3.1 研究架構 23
3.2 研究假說 27
3.2.1聽眾多寡對社交顧客投入經驗層級的影響 27
3.2.2 社會臨場感對聽眾多寡的社交顧客投入經驗影響之干擾 29
3.2.3自我揭露對聽眾多寡的社交顧客投入經驗影響之干擾 30
3.2.4 社會臨場感與自我揭露對聽眾多寡的社交顧客投入經驗影響之干擾 33
3.2.5 社會臨場感、自我揭露與SCEE三者之交互作用效果 35
3.3研究設計 35
3.3.1樣本選擇與資料收集 35
3.3.2產品及品牌選擇 36
3.3.3聽眾多寡的設計 39
3.3.4社會臨場感設計 40
3.3.5 自我揭露衡量 42
3.3.6 SCEE社交顧客投入經驗類型衡量 42
3.4信度與效度 43
3.5 實驗環境設計與流程 44
四、資料分析結果 46
4.1樣本特性 46
4.1.1 受測者人口統計資料 46
4.1.2 受測者使用Facebook之涉入程度 46
4.2 信效度分析 48
4.3 隨機性檢測 50
4.4操弄檢驗 52
4.4.1聽眾多寡操弄檢驗 52
4.4.2 社會臨場感操弄檢驗 52
4.5 干擾變數的分群 53
4.6 假說驗證 53
4.6.1 假說H1檢定：聽眾多寡對社交顧客投入經驗之影響 53
4.6.2 假說H2檢定：社會臨場感對聽眾多寡的社交顧客投入經驗之干擾 56
4.6.3 假說H3檢定：自我揭露對聽眾多寡的社交顧客投入經驗之干擾 59
4.6.4 假說H4及H5檢定：社會臨場感與自我揭露對聽眾多寡的社交顧客透入經驗之干擾效果 62
4.6.5 社會臨場感、自我揭露與聽眾多寡三者之交互作用效果 67
4.7 討論 68
第五章結論與建議 71
5.1 研究結論 71
5.2學術與實務意涵 74
5.2.1學術意涵 74
5.2.1實務意涵 76
5.3 研究限制與未來研究建議 77
參考文獻 78
中文文獻 78
英文文獻 78
附錄一 實驗產品品牌選擇之前測問卷 87
附錄二 實驗問卷 89
附錄三 實驗網站 93
附錄四 單因子變異數分析不支持結果 98
附錄五 單變量分析不支持結果 100

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