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研究生:廖怡婷
研究生(外文):Liao, Yi-Ting
論文名稱:社群平台消費者使用行為研究 –以社會認同理論為觀點
論文名稱(外文):Examining Consumer's Online Behavior On Social Media Platforms: A Social Identity Theory Perspective
指導教授:江藍龍江藍龍引用關係
指導教授(外文):Chiang, Lan-Lung
口試委員:顏于翔鄒蘊欣
口試委員(外文):Yen, Yu-XiangChou, Yun-hsin
口試日期:2021-06-22
學位類別:碩士
校院名稱:元智大學
系所名稱:經營管理碩士班(行銷學程)
學門:商業及管理學門
學類:行銷與流通學類
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:74
中文關鍵詞:社會認同理論理性行為理論感知價值信任行為意圖
外文關鍵詞:Social Identity theoryTheory of Reasoned ActionPerceived ValueTrustBehavior Intention
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作為時下流行的社群媒體Instagram,許多品牌和企業也透過社群媒體作為他們的行銷工具,以此來讓品牌更深如消費者的生活。本研究結合理性行為理論(Theory of Reasoned Action, TRA)和社會認同理論(Social Identity Theory,SIT)進行探討消費者對社群媒體的行為意圖。在台灣地區,平均每3人就有1人曾經討論過美妝主題,美妝產品功用與種類越來越多元化,消費者年齡層也逐年降低,使得台灣美妝保養品市場成長幅度增加。

本研究針對394位在社群媒體Instagram有追蹤零售藥妝(康是美或屈臣氏)的使用者進行分析,以理性行為理論、社會認同理論、感知價值和信任為基礎,建立研究模式,以問卷的方式搜集樣本,並用結構方程式(SEM)做為分析方法。研究結果顯示,消費者使用社群積極的態度和主觀規範會影響消費者對社群品牌的社會認同,而社會認同也會顯著影響感知價值、信任及行為意圖。本研究以不同角度去探討消費者對於品牌社群的社會認同與其他變數的關係,希望可以給予品牌在經營社群媒體時,可以有不同的經營策略方式,並提供相關建議。


Result from the rapid growth of social media, many brands use social media as a marketing tool. Instagram has become one of the most popular social media for young people in Taiwan. The purpose of this research is to track retail cosmeceuticals (Kang Shimei or Watsons) Instagram as the research object, to study consumers' use behavior of brand communities. In Taiwan, an average of 1 in 3 people has discussed beauty themes. The functions and types of beauty products are becoming more and more diversified, and the age of consumers is also decreasing year by year, which has increased the growth rate of Taiwan's beauty and skin care products market.

After a questionnaire survey in this study, the results show that consumers’ positive attitudes and subjective norms towards the brand community will affect consumers’ social identity with the brand community. The research results also show that the social identity of the brand community significantly affects consumption The consumer’s purchase intentions and continued participation intentions for the brand community. This study explores the relationship between consumers’ social identity of social brands and other variables from different perspective, hoping to provide brands with different business strategies when operating social media and provide relevant suggestions.

目錄
書名頁.i
論文口試委員審定書ii
中文摘要iii
英文摘要iv
誌謝v
目錄vi
表目錄viii
圖目錄x
第一章 緒論1
第一節 研究背景1
第二節 研究動機3
第三節 研究目的與問題4
第四節 研究流程5
第二章文獻回顧6
第一節 社群媒體(Social Media)6
第二節 理性行為理論(Theory of Reasoned Action;TRA)8
第三節 社會認同理論(Social Identity Theory)11
第四節 感知價值15
第五節 信任16
第六節 行為意圖17
第三章研究方法19
第一節 研究架構與設計19
第二節 問卷設計與發放對象20
第三節 研究變數之操作型定義20
第四節 前測分析27
第五節 資料分析方式29
第四章資料分析與研究結果32
第一節 樣本結構描述及各變數描述性統計分析32
第二節 項目分析40
第三節 信度分析41
第四節 獨立樣本T檢定、單因子變異數分析41
第五節 驗證性因素分析44
第六節 結構模型分析48
第五章 結論與建議54
第一節 研究結論54
第二節 研究貢獻56
第三節 研究限制與未來方向58
參考文獻59
附錄72


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數位時代(民106年5月5日)。口紅效應?大數據觀測美妝產品、行銷策略與通路。民110年6月3日,取自:https://www.bnext.com.tw/article/44372/big-data-of-makeup-industry/,accessed on May 5, 2017.
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