臺灣博碩士論文加值系統

對於企業商業行銷而言，業者亦可針對這些客群使用適合的貼文互動，並進一步分析其參與互動行為，透過社群之粉絲和潛在顧客問卷調查更能了解顧客心裡想法，取得真正行銷關鍵。因此，企業經營者皆想進一步探討究竟是什麼樣的貼文類型，最能吸引粉絲互動？資訊胋文幫助粉絲了解店家詳細情況，形像貼文使用圖片和影片讓粉絲有視覺享受，互動貼文增加粉絲和店家互動，增加人氣，各有優點。本研究希冀透過問卷調查分析結果，幫助企業經營者在經營 Facebook 品牌粉絲專頁時，能夠以更人性的方式分析該專頁粉絲用戶的互動參與度，在設定不同的貼文類型時，能夠更有效率地接觸更多潛在用戶。本研究主要研究Facebook餐飲業店家 推出 貼文廣告時，對粉絲行為模式的影響，並藉由問卷調查，分析貼文類型之實用性和娛樂性對於粉絲行為的影響，並藉由實證分析本研究架構所探討之各個因素之間的因果關係。本研究對象為好運來自助餐和海大燒臘粉絲專頁粉絲，以方便取樣進行問卷填答，以 SmartPLS 進行結構方程模型分析。研究結果顯示，資訊、形像、互動貼文富有娛樂性，形像、互動貼文富有實用性，進而正向影響顧客的契合行為。

For corporate commercial marketing, operators can also use suitable posts to interact with these customer groups, and further analyze their participation and interaction behavior. Through the questionnaires of fans and potential customers in the community, they can better understand the thoughts of customers and obtain the real key to marketing. Therefore, business operators want to further explore what type of posts can best attract fans to interact? Information articles help fans to understand the details of the store, image posts use pictures and videos to give fans visual enjoyment, and interactive posts increase the interaction between fans and stores and increase their popularity. Each has its own advantages. This research hopes to analyze the results of the questionnaire survey to help business operators when operating a Facebook brand fan page, to analyze the interaction and participation of the fan users of the page in a more humane way, and to set different post types. Reach more potential users efficiently. This study mainly studies the influence of Facebook restaurant stores on the behavior of fans when they launch post advertisements, and analyzes the impact of the practicability and interest of post types on fan behavior through a questionnaire survey, and empirically analyzes this research. The causal relationship between the factors explored by the framework. The subjects of this study are the fans of Haoyunlai Buffet and Haida Roast Meat Fan Pages. The questionnaires are filled in for the convenience of sampling, and the structural equation model analysis is carried out by SmartPLS. The research results show that information, image, and interactive posts are interesting, and image and interactive posts are practical, which in turn positively affects customer engagement behavior.

摘要 i
ABSTRACT ii
目錄 iii
表目錄 iv
圖目錄 v
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 2
第二章 文獻探討 4
2.1 顧客契合行為 4
2.2 粉絲專頁貼文種類 6
2.3 契合體驗路徑 6
第三章 研究方法 8
3.1研究架構 8
3.2研究假說 9
3.3研究變數之定義與衡量問項 12
3.4 研究資料分析 19
3.5 資料分析方法 19
第四章 資料分析 21
4.1. 敘述性統計 21
4.2. 評估測量模型 22
4.3. 評估結構模型 28
第五章 結論與建議 34
5.1 結論 34
5.2 研究意涵 35
5.3 管理意涵 35
5.4 研究限制與建議 35
參考文獻 36
附錄 39
附錄一 本研究問卷 39

表目錄
表 1 資訊貼文之衡量問項 12
表 2 形像貼文之衡量問項 13
表 3 互動貼文之衡量問項 14
表 4 實用性之衡量問項 15
表 5 娛樂性之衡量問項 16
表 6 顧客契合行為之衡量問項 17
表 7 人口統計資料 21
表 8 內部一致性檢定 22
表 9 外部負荷量 23
表 10 交叉負荷量 25
表 11 Fornell-Larcker準則分析 26
表 12 HTMT分析 27
表 13 共線性分析 28
表 14 路徑係數檢定 29
表 15 總效果檢定 29
表 16 R2與f2值 32
表 17 Q2與q2值 33
 
圖目錄
圖1 研究流程圖 3
圖2 研究架構圖 8

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