臺灣博碩士論文加值系統

由於網際網路的發展快速，全球使用社群媒體的人口遽增，越來越多企業開始使用Facebook粉絲專頁做為行銷工具，也認為其最具有發展商業的潛力。本研究以Facebook粉絲專頁為研究核心，探討社群媒體之互動性與網路口碑對消費者信任的影響，及此一關係是否會透過對品牌社群的認同而有差異。
本研究以「網路問卷調查法」為抽樣方法，Facebook粉絲專頁的成員為研究對象，回收有效本為299份，並以階層迴歸分析進行假說驗證。研究結果第一階段發現互動性與網路口碑分別對品牌社群認同和消費者信任有正向的影響效果，第二階段發現互動性與網路口碑原本對消費者信任有顯著影響，但會透過品牌社群認同完全中介效果而變為不顯著。透過本研究希望能協助管理者有效經營社群網站，針對想從社群媒體來行銷的線上商家提供策略方向。

Due to the rapid development of the internet, the global users of using social media are growth rapidly. In many social network sites, FACEBOOK is the most watched, most successful, fast-growing and influence are huge increasingly. More and more enterprises have begun to use FACEBOOK fan page as a marketing tool, and gave a positive affirmation to its marketing function. FACEBOOK fan page are also considered to be the most potential for business development. Although past re-search had done on the “FACEBOOK” functionality, but did not investigate on the relation of FACEBOOK’s social media marketing and consumer trust.
In this study are focus in FACEBOOK fan page and explore the relationship of interactive, electronic word-of-mouth, brand community identity and consumer trust. In addition, sampling methods is network questionnaire survey and the study object are members of the FACEBOOK fan page. Hope that through this study can help managers to operate the social network sites effectively, and provide strategic direc-tion for online stores wants to doing marketing from social media.

中文摘要　．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．． 3
　　第三節　　研究架構．．．．．．．．．．．．．． 5
第四節　　研究限制．．．．．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．． 7
　　第一節　　消費者信任．．．．．．．．．．．．． 7
　　第二節　　社群媒體．．．．．．．．．．．．．． 15
第三節　　社群媒體之互動性與網路口碑．．．．． 27
第四節　　品牌社群認同．．．．．．．．．．．． 34
第五節　　研究假說．．．．．．．．．．．．．． 38
第三章　　研究方法．．．．．．．．．．．．．．．． 41
第一節　　資料來源與資料收集方法．．．．．．． 41
第二節　　變數操作型定義與問卷設計．．．．．． 42
第三節　　資料分析方法．．．．．．．．．．．． 46
第四章　　資料分析．．．．．．．．．．．．．．．． 48
第一節　　敘述統計．．．．．．．．．．．．．． 48
第二節　　信度分析．．．．．．．．．．．．．． 51
第三節　　假說檢定．．．．．．．．．．．．．． 52
第五章　　結論與建議．．．．．．．．．．．．．．． 56
　　第一節　　研究結論．．．．．．．．．．．．．． 56
　　第二節　　研究建議．．．．．．．．．．．．．． 59
參考文獻　 ．．．．．．．．．．．．．．．．．． 61
附錄　　問卷．．．．．．．．．．．．．．．．．．． 76

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