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研究生:阮清藍
研究生(外文):NGUYEN, THANH-LAM
論文名稱:價值共同創造對網路參與TikTok視頻平台線上活動的影響—以品牌互動以及使用者個人差別為干擾變數
論文名稱(外文):The Influence of Value Co-creation on the Users’ Intention to Participate in TikTok #Challenges: The Moderation Effect of Brand Interaction and Individual Differences
指導教授:劉祐綸
指導教授(外文):Yu-Lun Liu
口試委員:劉祐綸耿慶瑞柯玉佳
口試委員(外文):Yu-Lun LiuChing-Jui KengYu Chia Ko
口試日期:2021-06-25
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系
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:2021
畢業學年度:109
語文別:中文
論文頁數:71
中文關鍵詞:抖音#挑戰賽價值共同創造品牌互動個人差別越南TikTok使用者
外文關鍵詞:TikTok#Challengesvalue co creationbrand interactionindividual differencesVietnam’s TikTok users
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近年來TikTok快速吸引了大量用戶,同時也引起世界的廣泛關注。TikTok已逐漸成為眾多企業的行銷管道之一,而TikTok#Challenges(#挑戰賽)則是TikTok最具代表性的「病毒行銷」推廣方式。TikTok用戶參與TikTok#Challenges的意願受到很多因素的影響,其中價值共同創造,品牌互動及使用者個人差別也扮演重要角色。本研究以「品牌互動」及「害羞性格」作為干擾變數探討價值共同創造對網路使用者參與TikTok#Challenges的影響。以越南全國TikTok使用者為主要研究對象,採用問卷調查方法,發放問卷後所收回的有效樣本數共478份。研究結果顯示價值共同創造對TikTok使用者參與TikTok#Challenges的意願受到品牌互動及使用者個人差別(即害羞性格)之交互影響。
The rapid increase in the number of TikTok users has attracted significant attention worldwide. Against this backdrop, this platform has gradually become one of the popular marketing channels for many companies. TikTok#Challenges is regarded as TikTok’s most typical “Viral Phenomenon” marketing method. TikTok users’ intention to participate in TikTok#Challenges is affected by not only the value co-creation but also brand interaction and individual differences. This study is dedicated to investigating the impact of value co-creation on TikTok users’ participation in TikTok#Challenges, with the moderation effect of brand interaction and individual difference. This study takes Vietnam’s TikTok users as main research object and adopts questionnaire survey method, in which a total of 478 effective questionnaire samples are successfully collected. Afterwards, SPSS 23.0 and AMOS 23.0 are employed to specifically testify the research hypotheses. The result indicates that value co-creation, brand interaction and individual differences (shy personality) have an interactive impact on TikTok users’ intention to participate in the TikTok#Challenges.
摘要 ................................................................................................................................................ i
Abstract.. ....................................................................................................................................... ii
誌謝............................................................................................................................................... iv
目錄............................................................................................................................................... vi
表目錄 .......................................................................................................................................... ix
圖目錄 ........................................................................................................................................... x
第一章 緒論 ...................................................................................................................................1
1.1 研究背景....................................................................................................................................1
1.2 研究動機....................................................................................................................................5
1.3 研究目的....................................................................................................................................8
1.4 研究流程....................................................................................................................................8
1.5 詞彙解釋..................................................................................................................................10
1.6 第一章總結 ........................................................................................................................... 11
第二章 文獻探討 ........................................................................................................................ 12
2.1 價值共同創造..........................................................................................................................12
2.2 用戶生產內容及 TikTok #Challenges.................................................................................. 13
2.2.1 用戶生產內容.......................................................................................................................13
2.2.2 TikTok #Challenges............................................................................................................. 15
2.3 品牌互動..................................................................................................................................17
2.4 個人差別—害羞......................................................................................................................17
2.5 研究假設..................................................................................................................................18
2.6 研究架構..................................................................................................................................19
2.7 第二章總結 ........................................................................................................................... 20
第三章 研究方法 ........................................................................................................................ 21
3.1 研究變項操作性定義與衡量................................................................................................. 21
3.1.1 價值共同創造 .................................................................................................................... 21
3.1.2 品牌互動 ............................................................................................................................ 22
3.1.3 害羞性格...............................................................................................................................23
3.1.4 使用者參與意願 ................................................................................................................ 24
3.1.5 個人資料 ............................................................................................................................ 24
3.2 問卷與抽樣設計 ................................................................................................................... 25
3.2.1 研究對象與範圍 ................................................................................................................ 25
3.2.2 問卷設計 ............................................................................................................................ 25
3.3 樣本蒐集 ............................................................................................................................... 27
3.4 資料分析 ............................................................................................................................... 27
3.4.1 敘述性統計分析...................................................................................................................27
3.4.2 信度、效度分析...................................................................................................................27
3.4.3 相關分析...............................................................................................................................28
3.4.4 AMOS 結構分析 ................................................................................................................ 28
3.4.5 一般線性模型的單邊異數分析 ........................................................................................ 28
3.5 學術研究論理聲明..................................................................................................................28
3.6 第三章總結..............................................................................................................................29
第四章 研究結果與分析..............................................................................................................30
4.1 樣本結果分析..........................................................................................................................30
4.2 信度與效度..............................................................................................................................32
4.2.1 信度分析(Cronbach’s α 分析) ........................................................................................... 32
4.2.2 效度分析...............................................................................................................................33
4.3 相關分析 ............................................................................................................................... 34
4.4 AMOS 架構分析 ................................................................................................................... 35
4.4.1 絕對配適度指標 ................................................................................................................ 35
4.4.2 增值配適度指標 ................................................................................................................ 36
4.4.3 精簡配適度指標 ................................................................................................................ 36
4.5 假設驗證..................................................................................................................................37
4.6 第四章總結 ........................................................................................................................... 46
第五章 研究結論與建議..............................................................................................................48
5.1 研究結論..................................................................................................................................48
5.2 理論貢獻與實務意涵..............................................................................................................48
5.2.1 理論貢獻...............................................................................................................................48
5.2.2 實務意涵...............................................................................................................................49
5.3 研究限制與未來研究建議......................................................................................................52
5.3.1 擴大研究範圍 .................................................................................................................... 52
5.3.2 研究方法 ............................................................................................................................ 52
5.3.3 資料限制 ............................................................................................................................ 52
5.4 第五章總結 ........................................................................................................................... 53
文獻參考....................................................................................................................................... 54
(一)英文部分 ............................................................................................................................... 54
(二)越南文部分 ........................................................................................................................... 57
附錄:問卷 .................................................................................................................................... 58
附錄一:中文問卷 ........................................................................................................................ 59
附錄二:越南文問卷...................................................................................................................... 65

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