臺灣博碩士論文加值系統

隨著資訊科技、網際網路的蓬勃發展，社群媒體已然成為生活中的一部分，傳統行銷的方式已不能趕上網際網路上的汰換速度，企業該如何運用社群行銷有效的提升消費者之購買意願為現今一大課題。
本研究欲探討社群行銷、社群網絡及購買意願三個變項之間及其各構面間的關係，再深入探究社群網絡在社群行銷與購買意願之間是否具有中介效果。
本研究採用 SPSS 為資料分析工具，總計回收 448 份問卷，扣除無效問卷 150 份，有效 問卷共 298 份。透過迴歸分析驗證，得到以下之結論:
一、社群行銷及其四個構面會正向影響社群網絡及其兩個構面。
二、社群網絡及其兩個構面會正向影響購買意願。
三、社群行銷及其四個構面會正向影響購買意願。
四、社群網絡及其兩個構面在社群行銷及其四個構面與購買意願間具有部分中介效果。

With the progress of science of technology, the fast development of internet, Social Media is a part of our lives, the way of traditional marketing can’t catch up with the speed of replacement on the internet. Nowadays, how to use Social Media to boost consumers’ Purchase Intention is one of the important lesson for enterprises.
The main purpose of this study is to explore the relationship among Social Media Marketing, Social Networks, Purchase Intention, and all of their models. Besides, delve into Social Networks and it’s models have mediating effect
between Social Media Marketing and Purchase Intention or not.
This study uses SPSS as a tool for data analysis. 448 questionnaires were collected, collected 298 effective samples and 150 ineffective samples, the regression analysis of data used in this study, the conclusion is below:
1. Social Media Marketing and its’ models have positive impacts on Social Networks and its’ models.
2. Social Networks and its’ models have positive impacts on Purchase Intention.
3. Social Media Marketing and its’ models have positive impacts on Purchase Intention.
4. Social Networks and its’ models have partial mediation effect between Social Networks and its’ models and Purchase Intention.

目錄 ------------------------------------------------------------------------------------------- I
表目錄 ----------------------------------------------------------------------------------------III
圖目錄 --------------------------------------------------------------------------------------- VI
第一章 緒論-----------------------------------------------------------------------------------1
第一節 研究背景與動機 -------------------------------------------------------------------1
第二節 研究目的 ----------------------------------------------------------------------------5
第三節 研究問題 ----------------------------------------------------------------------------6
第四節 研究架構與流程 -------------------------------------------------------------------7
第二章 文獻探討-----------------------------------------------------------------------------9
第一節 社群行銷 ----------------------------------------------------------------------------9
第二節 社群網絡 -------------------------------------------------------------------------- 17
第三節 購買意願 -------------------------------------------------------------------------- 22
第四節 變數交互關係 -------------------------------------------------------------------- 25
第三章 研究方法 -------------------------------------------------------------------------- 27
第一節 研究架構 -------------------------------------------------------------------------- 27
第二節 研究假設 -------------------------------------------------------------------------- 29
第三節 變項操作定義與衡量 ----------------------------------------------------------- 34
第四節 研究設計 -------------------------------------------------------------------------- 39
第五節 資料分析方式 -------------------------------------------------------------------- 40
第四章 研究結果分析 -------------------------------------------------------------------- 43
第一節 樣本結構分析 -------------------------------------------------------------------- 43
第二節 敘述統計分析 -------------------------------------------------------------------- 56
第三節 相關分析 -------------------------------------------------------------------------- 62
第四節 信效度分析 ----------------------------------------------------------------------- 66
第五節 卡方檢定 -------------------------------------------------------------------------- 68
第六節 迴歸分析 -------------------------------------------------------------------------- 94
第五章 結論與建議------------------------------------------------------------------------108
第一節 研究結論 --------------------------------------------------------------------------108
第二節 研究建議 --------------------------------------------------------------------------114
第三節 研究限制 --------------------------------------------------------------------------119
中文參考文獻 ------------------------------------------------------------------------------120
英文參考文獻 ------------------------------------------------------------------------------122
日文參考文獻 ------------------------------------------------------------------------------127
附錄 正式問卷------------------------------------------------------------------------------128
表 2-1-1 傳統行銷與網路行銷之比較---------------------------------------------------- 13
表 2-3-1 其他學者對購買意願之定義---------------------------------------------------- 22
表 3-3-1 社群行銷之操作性定義、問項-產品資訊------------------------------------ 35
表 3-3-2 社群行銷之操作性定義、問項-產品價格------------------------------------ 35
表 3-3-3 社群行銷之操作性定義、問項-產品通路------------------------------------ 36
表 3-3-4 社群行銷之操作性定義、問項-產品推廣------------------------------------ 36
表 3-3-5 社群網絡之操作性定義、問項-關鍵意見領袖------------------------------ 37
表 3-3-6 社群網絡之操作性定義、問項-企業粉絲專頁------------------------------ 37
表 3-3-7 購買意願之操作性定義、問項-企業粉絲專頁------------------------------ 38
表 4-2-1 三大變項敘述統計表------------------------------------------------------------- 56
表 4-4-1 有效樣本之信度分析表---------------------------------------------------------- 66
表 4-4-2 有效問卷各構面之信度分析表------------------------------------------------- 66
表 4-4-3 三個變項之 KMO 值表 ---------------------------------------------------------- 67
表 4-4-4 各個構面之 KMO 值表 ---------------------------------------------------------- 67
表 4-5-1 性別與最常使用的社群媒體之交叉分析表---------------------------------- 68
表 4-5-2 性別與一天瀏覽該社群的次數之交叉分析表------------------------------- 69
表 4-5-3 性別與一次使用該社群媒體的時間之交叉分析表------------------------- 69
表 4-5-4 性別與因社群行銷而購買產品的次數之交叉分析表---------------------- 70
表 4-5-5 性別與普遍在社群媒體上購買產品之類型之交叉分析表---------------- 71
表 4-5-6 性別與最常關注關鍵意見領袖與之交叉分析表---------------------------- 72
表 4-5-7 性別與是否會購買關鍵意見領袖所推薦產品之交叉分析表------------- 74
表 4-5-8 性別與最常關注的企業粉絲專頁之交叉分析表---------------------------- 74
表 4-5-9 性別與是否會購買企業粉絲專頁所推薦產品之交叉分析表------------- 76
表 4-5-10 性別與不購買的原因之交叉分析表 ----------------------------------------- 76
表 4-5-11 年齡與最常使用的社群媒體之交叉分析表 -------------------------------- 78
表 4-5-12 年齡與一天瀏覽該社群的次數之交叉分析表 ----------------------------- 79
表 4-5-13 年齡與一次使用該社群媒體的時間之交叉分析表 ----------------------- 81
表 4-5-14 年齡與因社群行銷而購買產品的次數之交叉分析表 -------------------- 82
表 4-5-15 年齡與普遍在社群媒體上購買產品之類型之交叉分析表 -------------- 83
表 4-5-16 年齡與最常關注的關鍵意見領袖之交叉分析表 -------------------------- 85
表 4-5-17 年齡與是否會購買關鍵意見領袖所推薦產品之交叉分析表 ----------- 87
表 4-5-18 年齡與最常關注的企業粉絲專頁之交叉分析表 -------------------------- 88
表 4-5-19 年齡與是否會購買企業粉絲專頁推薦產品之交叉分析表 -------------- 90
表 4-5-20 年齡與不購買的原因之交叉分析表 ----------------------------------------- 91
表 4-6-1 社群行銷對社群網絡迴歸分析表---------------------------------------------- 94
表 4-6-2 社群網絡對購買意願迴歸分析表---------------------------------------------- 95
表 4-6-3 社群行銷對購買意願迴歸分析表---------------------------------------------- 96
表 4-6-4 社群網絡對社群行銷與購買意願的中介效果迴歸分析表---------------- 97
表 4-6-5 社群行銷四構面對關鍵意見領袖迴歸分析表------------------------------- 98
表 4-6-6 社群行銷四構面對企業粉絲專頁迴歸分析表------------------------------- 99
表 4-6-7 社群行銷四構面對購買意願迴歸分析表------------------------------------100
表 4-6-8 社群網絡兩構面對購買意願迴歸分析表------------------------------------101
表 4-6-9 關鍵意見領袖對產品資訊與購買意願的中介效果表---------------------102
表 4-6-10 關鍵意見領袖對產品價格與購買意願的中介效果表 -------------------102
表 4-6-11 關鍵意見領袖對產品通路與購買意願的中介效果表 -------------------103
表 4-6-12 關鍵意見領袖對產品推廣與購買意願的中介效果表 -------------------103
表 4-6-13 企業粉絲專頁對產品資訊與購買意願的中介效果表 -------------------104
表 4-6-14 企業粉絲專頁對產品價格與購買意願的中介效果表 -------------------105
表 4-6-15 企業粉絲專頁對產品通路與購買意願的中介效果表 -------------------105
表 4-6-16 企業粉絲專頁對產品推廣與購買意願的中介效果表 -------------------105
表 4-6-17 假設驗證彙整表 ----------------------------------------------------------------106
圖 1-4-1 研究架構-----------------------------------------------------------------------------7
圖 1-4-2 研究流程圖--------------------------------------------------------------------------8
圖 3-1-1 研究架構圖------------------------------------------------------------------------ 27

1. 王珮瑜. (2002). 消費者價格搜尋行為與價格知識之探討-以量販店為例. 成 功大學國際企業研究所學位論文, 1-65.
2. 王熙哲, & 丁耀民. (2008). 人際關係網路對虛擬社群使用意願的影響. 資訊 管理學報, 第五卷第一期. 連結.
3. 王璿.(2003). 虛擬社群的概念與內涵. 南華出版所研究生
4. 田志龍, 韓睿, 平裝, &稅法.(2006). 營銷調研基礎
5. 白詩寧.(2018). 內容行銷在社群媒體對旅館顧客購買意圖之影響. 國立勤益科技大學企業管理系碩士班
6. 朱志賢.(1989). 心理學大辭典
7. 吳奕軍.(1998) 從傳統行銷出發看網路行銷
8. 汪宜萱. (2019). 顧客知識參與是否有助於企業創新?社群媒體能力與市場
導向之角色.
9. 林欣諭, & 柯皓仁. (2017). 青年族群使用 Instagram 之心理需求與持續使用意圖研究.
10. 林娟娟, & 陳岱昀. (2008). 網站購買意願影響因素之探討. 管理與系
統, 15(2), 209-235.
11. 施伯燁. (2014). 社群媒體-使用者研究之概念, 方法與方法論初探. 傳播研究與實踐, 4(2), 207-227.
12. 施伯燁.(2014). 社群媒體—使用者研究之概念、方法與方法論初探。國立政治大學數位人文計畫博士後研究員。
13. 孫菽蔓. (2014). 影響 Facebook 虛擬社群對粉絲使用行為意圖之研究: 以旅遊類粉絲團為例.
14. 翁蕊. (2014). 探索社群媒體行銷之品牌及社群效益.
15. 陳建成.(2015). 3C 產品 Facebook 粉絲團經營要素之探討. 國立臺北大學 企業管理學系碩士論文
16. 陳蘊芳, &郭憲誌, &林孟彥. (2017). 社群參與之活化. 管理學報, 34(4), 529-555.
17. 曾建燁.(2017). 幽默廣告與網路紅人可信度對廣告效果之影響:以推薦人適 配度為中介. 國立中央大學企業管理學系 碩士論文
18. 黃雅琳.(2011). 產品資訊、廣告訊息、框架效應探討女性消費者購買意願之影響—以高雄地區服飾業為例。國立高雄應用科技大學財經與商務決策 研究所碩士論文
19. 劉文良.(2018). 電子商務與網路行銷. 碁峰資訊
20. 鄭伊純. (2013). 社群廣告對廣告效果, 消費者購買意願與態度之影響-以 7-ELEVEN Facebook 粉絲專頁為例 (Doctoral dissertation, 撰者).
21. 戴敬庭. (2018). O2O 決策動機與行為. 政治大學傳播學院傳播碩士學位學程學位論文, 1-70.
1. Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of marketing, 59(3), 56-62
2. American Marketing Association (AMA 2008)
3. Avery, R. J. (1996). Determinants of search for nondurable goods: An empirical assessment of the economics of information theory.Journal of Consumer Affairs, 30(2), 390-420.
4. Assaad, W., & Gómez, J. M. (2011). Social network in marketing (social media marketing) opportunities and risks. International Journal of Managing Public Sector Information and Communication Technologies, 2(1), 13. (第一章)
5. Blackshaw, P., & Nazzaro, M. (2004). Consumer-Generated Media (CGM) 101: Word-of-mouth in the age of the Web-fortified consumer. Retrieved July 25, 2008.
6. Bennett, P. D., & Harrell, G. D. (1975). The role of confidence in understanding and predicting buyers'' attitudes and purchase intentions. Journal of Consumer Research, 2(2), 110-117.
7. Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history,
and scholarship. Journal of computer‐mediated Communication, 13(1), 210-230.
8. Chang, M. K., Cheung, W., & Lai, V. S. (2005). Literature derived reference models for the adoption of online shopping. Information & management, 42(4),
543-559.
9. Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32.
10. DelVecchio, D. (2001). Consumer perceptions of private label quality: the role ofproduct category characteristics and consumer use of heuristics. Journal of retailing and Consumer Services, 8(5), 239-249.
11. De Nooy, W. M., & Mrvar, A. A. and Batagelj, V.(2005). Exploratory social network analysis with Pajek.
12. De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.
13. Dholakia, U. M., & Durham, E. (2010). How effective is Facebook marketing. Harvard business review, 88(3), 26.
14. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations.Journal of marketing research, 28(3), 307-319.
15. Drucker, P. F. (1974). Tasks, responsibilities, practices.
16. Fernback, J. (1999). There is a there there: Notes toward a definition of cybercommunity.Doing Internet research: Critical issues and methods for examining the Net, 203-220.
17. Granovetter, M. S. (1973). The Strength of Weak Ties''. American Journal of Sociology, 78(6), 1360-1380.
18. Gronroos, C. (1990). Service management: a management focus for service competition. International Journal of Service Industry Management, 1(1), 0-0.
19. Hagel III, J., & Armstrong, A. G. (1997). Net gain: expanding markets through virtual communities. The McKinsey Quarterly, (1), 140.
20. Hall, S. R. (1924). Retail Advertising and Selling: Advertising, Merchandise Display, Sales-planning, Salesmanship, Turnover and Profit-figuring in Modern Retailing, Including" Principles of Typography as Applied to Retail Advertising". McGraw-Hill book Company, Incorporated.
21. Hanneman, R. A., & Riddle, M. (2005). Introduction to social network methods.
22. Heaney, C. A., & Israel, B. A. (2008). Social networks and social support. Health behavior and health education: Theory, research, and practice, 4, 189-210.
23. Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer- mediated environments: Conceptual foundations. Journal of marketing, 60(3), 50-68.
24. Huberman, B. A., Romero, D. M., & Wu, F. (2008). Social networks that matter: Twitter under the microscope. arXiv preprint arXiv:0812.1045.
25. Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information technology and management, 1(1-2), 45-71.
26. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
27. Katz, E. (1957). The two-step flow of communication: An up-to-date report on an hypothesis. Public opinion quarterly, 21(1), 61-78.
28. Kauffman, R. J., & Wang, B. (2002). Bid together, buy together: On the efficacy of group-buying business models in Internet-based selling.The e-business handbook, 99-137.
29. Kiang, M. Y., Raghu, T. S., & Shang, K. H. M. (2000). Marketing on the Internet— who can benefit from an online marketing approach?.Decision Support Systems, 27(4), 383-393.
30. Kotler, P. (1994). Marketing Management, Englewood Cliffs. Jersey, USA.
31. Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons.
32. LaPointe, P. (2012). Measuring Facebook''s impact on marketing: The proverbial hits the fan. Journal of Advertising Research, 52(3), 286-287.
33. Lewis, E. S. (1898). AIDA sales funnel. Obtenido de Proven Models: http://www.provenmodels. com/547/aidasales-funnel/elias-st.-elmo-lewis.
34. Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision support systems, 51(1), 190-197.
35. Lin, K. Y., & Lu, H. P. (2011). Intention to continue using Facebook fan pages from the perspective of social capital theory. Cyberpsychology, Behavior, and Social Networking, 14(10), 565-570.
36. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
37. Mazumdar, T., & Monroe, K. B. (1992). Effects of inter-store and in-store price
comparisons on price recall accuracy and confidence. Journal of Retailing, 68(1),66.
38. McCarthy, E. Jerome (1960), Basic Marketing: A Managerial Approach, Homewood, IL: Richard D. Irwin, Inc.
39. Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention.Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).
40. Mohammadian, M., & Mohammadreza, M. (2012). Identify the success factors of social media (marketing perspective). International Business and Management, 4(2), 58-66.
41. Morris, J. D., Woo, C., Geason, J. A., & Kim, J. (2002). The power of affect: Predicting intention. Journal of Advertising Research, 42(3), 7-17.
42. Mullet, G. M., & Karson, M. J. (1985). Analysis of purchase intent scales weighted by probability of actual purchase. Journal of Marketing Research, 22(1), 93-96.
43. Nisbet, M. C., & Kotcher, J. E. (2009). A two-step flow of influence? Opinion- leader campaigns on climate change. Science Communication, 30(3), 328-354.
44. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers'' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
45. O’reilly, T. (2005). What is web 2.0.
46. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality.Journal of service research, 7(3), 213-233.
47. Rogers, E. M. (1983). Diffusion of innovations. New York: A Division of Macmillan Publishing Co.
48. Romm, C., Pliskin, N., & Clarke, R. (1997). Virtual communities and society: Toward an integrative three phase model. International journal of information management, 17(4), 261-270.
49. Sajid, S. I. (2016). Social media and its role in marketing.
50. Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2000). Consumer Behavior. Upper Saddle River. J: Prentice Hall.
51. Wasserman, S., & Faust, K. (1994). Social network analysis: Methods and applications (Vol. 8). Cambridge university press.
52. Zembik, M. (2014). Social media as a source of knowledge for customers and enterprises. Online Journal of Applied Knowledge Management, 2(2), 132-148.
1. 小林憲生. (2006). AISAS (アイサス) のススメ--ブロードバンド時代のクロ スメディア・キャンペーン・プランニング (特集 進化する IMC). アドバ タイジング, 14, 24-26.