Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/51691| 題名: | Facebook上消費者類社會互動對品牌關係的影響 Consumers’parasocial interaction on Facebook has an effect on Brand relationship |
作者: | 洪寧 Hung, Ning |
貢獻者: | 張郁敏 洪寧 Hung, Ning |
關鍵詞: | 類社會互動 品牌關係 吸引 動機 Parasocial Interaction Brand Relationship Attraction Motivation |
日期: | 2010 | 上傳時間: | 14-Oct-2011 | 摘要: | 本研究搜集299份線上問卷，以類社會互動理論的取徑去探究在Facebook中介下的品牌關係。研究結果發現，品牌吸引(包括社會吸引和任務吸引)以及粉絲的工具性媒介使用動機與類社會互動成正相關，但粉絲的年齡、教育程度、收入此三個人口統計變項與類社會互動間的關係則不顯著。而類社會互動與品牌關係亦成正相關，並完全中介品牌吸引且部分中介粉絲的工具性媒介使用動機對品牌關係的影響。 This study collected 299 Web questionnaires and applied parasocial interaction perspective to examine the relationship between fans and brands on Facebook. Finding revealed a positive relationship between brand attractions (including social and task attraction) and instrumental media motivation to parasocial interaction. Demographics (including age, education, and income) did not have a significant relationship with parasocial interaction as expected. There is also a positive relationship between parasocial interaction and brand relationship. Parasocial interaction perfectly mediated the influence of brand attractions and partially mediated the influence of the instrumental media motivation on brand relationship. |
參考文獻: | 一、中文書目 Michael Chien (2009.03.30)。〈最夯的網路趨勢： Social Network〉。上網日期：2010年3月6日，取自「Yahoo!奇摩企業部落格」http://www.wretch.cc/blog/ycorpblog/11790492 大師輕鬆讀( 2009.10.14 )。〈Facebook背後的那一面〉。上網日期：2010年3月6日，取自「新浪新聞」 http://magazines.sina.com.tw/magazine/article/3678.html 李政忠(2003)。從抽樣與統計方法探討網路問卷調查的可行性：比較電話訪談與網路問卷樣本的實質差異性。廣播與電視，21：55-95。 沈雲驄、湯宗勳譯(1998)。《品牌行銷法則-如何打造強勢品牌?》。台北:商業周刊。(原書:David A. Aaker (1996) Building Strong Brands。) 周文賢(2002)。《多變量統計分析》。台北：智勝文化。 林明遠( 2003)。入口網站服務品質與顧客滿意之研究。國立中山大學企業管理研究所碩士 論文。 洪睿遠（2008）。《擬社會人際互動與消費者專業知識對電子口碑供給之影響》。臺北科技大學商業自動化與管理研究所碩士 論文。 洪慧芳譯（2008）。《網民經濟學：運用Web2.0群眾智慧搶得商機》。台北：麥格羅．希爾。(原書Richard J. Goossen（2008）.) 胡政源 ( 2006 )。《品牌管裡 : 品牌價值的創造與經營》。台北：新文京。 胡馨如譯(1999)。《P行銷時代 : 資訊世紀不可忽略的人性行銷》。台北: 麥格羅．希爾。(原書Paul Postma(1998).) 孫曉強(2007)。《品牌關係：一個整合概念模型》，《雲南財經大學學報》，23(3)，110-116。 翁秀琪（1998）。《大眾傳播理論與實證》。台北：三民。 翁秀琪、施伯燁、孫式文、方念萱、李嘉維（2009）。《從使用者出發的網路資源準社會互動研究：理論建構與使用者經驗研究》，《新聞學研究》，101，1-44。 陳雅婷（2006）。《擬社會人際互動與經驗組合順序對消費者虛擬經驗之社群感影響》。臺北科技大學商業自動化與管理研究所碩士 論文。 創市際 ( 2009.10.27 )。〈社群類別網站黏度高於入口網站，網友每天花15分鐘Facebook〉。上網日期：2010年1月5日，取自http://www.insightxplorer.com/news/news_10_27_09.html 創市際月刊報告書( 2009.09 )。〈ARO 觀察：社會性媒體網站使用概況〉。上網日期：2010年1月5日，取自「創市際」http://www.insightxplorer.com/epaper/monthly/200909.pdf 董正王亭、詹國勝、曾琳（2008）。〈當主持人變成你的朋友？主持人的談話方式是否影響消費者之購買決定─以電視購物中旅遊商品為例〉，「2008年中華傳播學會研討會」論文。台北縣淡水。 鄭璧嫻（2009）。《虛擬角色代言人對網路廣告說服效果影響之研究》。臺北科技大學商業自動化與管理研究所碩士 論文。 鄧凱心( 2009.10.17 ) 。〈為何全球為Facebook瘋狂？學者：網路社交是人類基本需求〉。上網日期：2010年3月10日，取自「鉅亨網」http://news.cts.com.tw/cnyes/money/200910/200910170331652.html 羅之盈 ( 2010.01.04 )。〈2010年Facebook 粉絲團熱門榜，50強現身〉，《數位時代》，188。上網日期：2010年3月25日，取自 http://www.bnext.com.tw/article/view/cid/130/id/13458 羅之盈 ( 2010.01.04 )。〈Facebook行銷學崛起〉，《數位時代》，188。上網日期：2010年3月25日，取自 http://www.bnext.com.tw/article/view/cid/0/id/13457 二、英文書目 Aggarwal, Pankaj（2004）. The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior. Journal of Consumer Research, 31(1), 87-101. Amanda Lenhart (2009.01) , Adults and Social Network Websites. Retrieved March 15, 2010, from http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx Aaker, D. A. (1996). Measurement Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120. Aaker, J.L.(1997).Dimension of brand personality. Journal of Marketing Research, 34(3),347–356. Ancu, Monica & Cozma, Raluca (2009).MySpace Politics: Uses and Gratifications of Befriending Candidates. Journal of Broadcasting & Electronic Media, 53(4) ,567 – 583. Auter, P. & Palmgreen,P. (2000).Development and Validation of a Farasocial Interaction Measure : The Audience-Persona Interaction Scale. Communication Research Report,17 (Winter), 79-89. Auter, P., & Palmgreen, P. (1992, May). Development of A New Parasocial Interaction Measure: The Audience–Persona Interaction Scale. Paper presented at the Annual International Communication Association Conference, Miami. Auter, Philip J. (1992).TV That Talks Back : An Experimental Validation of a Parasocial Interaction Scale.Journal of Broadcasting & Electronic Media, 36 (Spring), 173-81. Azoulay,Audrey and Kapferer, Jean-Noël (2003).Do Brand Personality Scales Really Measure Brand Personality?, Journal of Brand Management, 11(2), 143-155. Baron, R. M., & Kenny, D. A. (1986). The Moderator- Mediator Variable Distinction in Social Psychological Research : Conceptual, Strategic, and Statistical Consideration. Journal of Personality and Social Psychology, 51(6), 1173-1182. Blackston, M.(1993).”Beyond Brand Personality: Building Brand Relationships.” in Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, ed. David Aaker and Alexander Biel. Hillsdale. New Jersey: Erlbaum, 113-124. Blackston, M. (1992). Observations: Building brand equity by managing brands`s relationships. Journal of Advertising Research (May/June), 79–83. Brandt,M.(1998).Our monthly digest of technology marketing know-how.MC Technology Marketing Intelligence,18(1),46-47. Carla Mooney (2009) .Online social networking .Farmington Hills,Mich. : Lucent Books. Chelune, G. J., Robinson, J. T., & Kommor, M. J. (1984).A Cognitive Interactional Model of Intimacy Relationships. In V. J. Derlega (Ed.), Communication intimacy, and close relationships (pp. 11-40). New York: Academic. Donath, J., & boyd, d. (2004). Public displays of connection . BT Technology Journal, 22 (4), 71-82. Chory-Assad, M.R & Yanen, A. (2005). Hopeless and Loneliness as Predictors of Older Adults’ Involvement with Favorite Television Performers. Journal of Broadcasting and Electronic Media , 49(2), 182–201. Cohen, J.,&Metzger, M. (1998). Social Affiliation and The Achievement of Ontological Security through Interpersonal and Mass Communication. Critical Studies in Mass Communication, 15(1), 41–60. Cole, T.&Leets, L.(1999). Attachment Styles and Intimate Television Viewing: Insecurely Forming Relationships in a Parasocial Way. Journal of Social and Personal Relationships, 16(4),495-511. David Armano ( 2009.11.03 ).Six Social Media Trends for 2010. Retrieved March 30, 2010, from Harvard Business Online：http://www.businessweek.com/managing/content/nov2009/ca2009113_596100.htm Debra, L. Stephens, Ronald Paul Hill, and Karyn Bergman. Enhancing the Consumer-Product Relationship: Lessons from the QVC Home Shopping Channel . Journal of Business Research , 37(3) ,193-200. eMarketer (2010.03.16 ). Social Fans More Likely to Buy. Retrieved March 30, 2010, from eMarketer Digital Intelligence：http://www2.emarketer.com/Article.aspx?R=1007568 eMarketer (2010.01.04 ).Women Warm Up to Brands on Social Sites.Retrieved March 15, 2010, from eMarketer Digital Intelligence：http://www.emarketer.com/Article.aspx Fetscherin, M. & Conway-Dato-on, M. (2010),Brand Love:Interpersonal Love or Parasocial Love, 6th Thought Leaders International Conference in Brand Management, University of Lugano, Lugano, April 18-21. Fournier , S & Yao J.L. (1997) . Reviving brand loyalty: A Reconceptualization within The Framework of Consumer-Brand Relationships.International Journal of Research in Marketing,14(5) ,451-472. Fournier, S. (1998).Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 22(3),327-343. Franzen, G.(1999).Brands & Advertising: How Advertising Effectiveness Influences Brand Equity. UK: Admap Publication. Gonzalez, N. ( 2010). Taiwan. Retrieved August 9, 2010, from CheckFacebook.com: http://www.checkfacebook.com/ Grant, August E., Guthrie, K. K. & Ball-Rokeach, Sandra J. (1991). Television Shopping: A Media System Dependency Perspective. Communication Research, 18 (6), 773-798. Hall, J. , Wilson, K. M., Wiesner, K. E. & Cho, H. (2007.11.15). Improving the Understanding of Parasocial Interaction: A review of its effects, conceptualizations, and antecedents. Paper presented at the annual meeting of the NCA 93rd Annual Convention, TBA, Chicago, IL Online <PDF>. Retrieved June 7, 2010, from http://www.allacademic.com/meta/p192334_index.html Hoerner, John (1999), “Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites,” in Advertising and the World Wide Web, ed. David W. Schumann and Esther Thorson, NJ: Lawrence Erlbaum, 135-47. Hoffner, C. (1996). Children’s Wishful Identification and Parasocial Interaction with Favorite Television Characters. Journal of Broadcasting and Electronic Media, 40, 389–402. Horton, Donald, and R. Richard Wohl (1982), \"Mass Communication and Para-Social Interaction: Observation on Intimacy at a Distance,\" in Inter/Media, G. Gumpert and R. Cathcart, eds., New York: Oxford, 188-211. Horton, Donald & R. Richard Wohl (1956). Mass Communication and Para-Social Interaction: Observations on Intimacy at a Distance, Psychiatry, 19, 215-29. Houlberg, R. (1984). Local Television News Audience and The Para-social Interaction. Journal of Broadcasting, 28, 423–429. Huston, T.L. & Levinger, G.(1978). Interpersonal attraction and relationship. Annual Review of Psychology, 29,115-156. Kaye, B. K., & Johnson, T. J. (2006). The age of Reasons: Motives for Using Different Components of The Internet for Political Information. In A. P. Williams & J. C. Tedesco (Eds.), The Internet election: Perspectives on the Web in campaign 2004. Lanham, MD: Rowman & Littlefield. Kaye, B. K., & Johnson, T. J. (2002). Online and In The Know: Uses and Gratifications of The Web for Political Information. Journal of Broadcasting & Electronic Media, 46(1), 54–71. Keller, K. L(2001). Building Customer-Based Brand Equity. Marketing Management, 10,14-19. Kim, J., & Rubin, A. M. (1997). The variable influence of audience activity on media effects. Communication Research, 24, 107-135. Kjerstin S. Thorson & Shelly Rodgers(2006).Relationships between Blogs as eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction. Journal of Interactive Advertising, 6 (2) , 34‐44. Levy, M. (1979). Watching TV News as Para-social Interaction. Journal of Broadcasting, 23,69–80. Madsen, K. B. (1965). Theories of Motivation : An Overview and A Synthesis. In M. R. Jones(Ed.), Human Motivation : A Symposium (pp.49-68). Lincoln : University of Nebraska Press. McCroskey, J. C., & McCain, T. A. (1974). The Measurement of Interpersonal Attraction. Speech Monographs, 41, 261-266. Mcluhan, M. (1967). The Medium Is The Message. New York: Bantam Books. Miller, V. (2008). New Media, Networking and Phatic Culture. Convergence ,14(4), 387-400. Mundkuri, Prabhakar (1997) ,“ A Two Way Relationship”, Atticus File, 3. pp.1-3. Nordlund, J. (1978). Media Interaction. Communication Research, 5, 150-1 75. Paul W. Ballantine & Brett A. S. Martin( 2005).Forming Parasocial Relationships in Online Communities, Advances in Consumer Research,32. Perse, E. (1990). Media Involvement and Local News Effects. Journal of Broadcasting and Electronic Media, 34, 17–36. Perse, E., & Rubin, R. (1989). Attribution in Social and Parasocial Relationships. Communication Research, 16, 59–77. Philip Kotler,Hermawan Kartajaya,& Iwan Setiawan(2010). Marketing 3.0. John Wiley & Sons, Inc. Plummer, Joseph T. (1985).Brand Personality: A Strategic Concept for Multinational Advertising .In Marketing Educators` Conference, New York: Young&Rubicam, 1-31. Postelnicu, M., & Cozma, R. (2007a). Social Network Politics: A Content Analysis of MySpace Profiles of Political Candidates, from The 2006 U.S. Mid-Terms. National Communication Association, Chicago, IL. Postelnicu, M., & Cozma, R. (2007b). Online Political Campaigning on MySpace during The 2006 U.S. Mid-Term Elections. National Communication Association, Chicago, IL. Rebecca B. Rubin , Michael P. McHugh (1987).Development of Parasocial Interaction Relationships,Journal of-Broadcasting & Electronic Media, 31, 279-292 Reis, H. T. & Rusbult, C. E. (2004). Relationship Science : A Casual and Somewhat Selective Review. In H. T. Reis &, C. E Rusbult (Eds). Close Relationships :Key Readings. (pp. 1-20) Philadelphia, PA,US: Taylor & Francis. Reis, H. T., & Shaver, P. (1988). Intimacy as An Interpersonal Process. In S. Duck (Ed.), Handbook of personal relationships: Theory, Relationships and Interventions (pp. 367-390). Chichester: Wiley. Richard MacManus（2009.11.10）. 40% of People \"Friend\" Brands on Facebook. Retrieved March 15, 2010, from ReadWriteWeb：http://www.readwriteweb.com/archives/survey_brands_making_big_impact_on_facebook_twitter.php Rosebaum, Mark S., Ostrom Amy L. & Kuntze Ronald (2005). Loyalty Programs and A Sense of Community, Journal of Service Marketing, 19(4). 222-233. Rubin, A .M. (1994). Media Uses and Effects: a Uses and Gratifications Perspective. In J. Bryant 7 D. Zillmann (Eds.) Media Effects: Advances in Theory and Research, pp. 417-436. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc. Rubin, A. M. (1984).Ritualized and Instrumental Use of Television. Journal of Communication, 34(3), 67-77. Rubin, A., & Perse, E. (1987). Audience Activity and Soap Opera Involvement: A Uses and Effects Investigation. Human Communication Research, 14, 246–268. Rubin, Alan M. (2002). The Uses-and-Gratifications Perspective of Media Effects. In Media Effects: Advances in Theory and Research, J. Bryant and D. Zillmann, eds.,Mahwah, NJ: Elbaum, 525-548. Rubin, Alan M. (2000). Impact of Motivation, Attraction, and Parasocial Interaction of Talk Radio Listening. Journal of Broadcasting & Electronic Media, 44 (4), 635-655. Rubin, Alan M., Perse, Elizabeth M. & Powell, Robert A.(1985).Loneliness, Parasocial Interaction, and Local Television News Viewing. Human Communication Research, 12 (Winter), 155-80. Russell Herder and Ethos Business Law(2009.08). Social Media : Embracing the Opportunities、Averting the Risks. Retrieved March 10, 2010, from Russell Herder：http://www.russellherder.com/SocialMediaResearch/TCHRA_Resources/RHP_089_WhitePaper.pdf Short, J.,Williams, E., & Christie, B. (1976). The social psychology of telecommunications. London: John Wiley &Sons. Skumanich ,S.A.& Kintsfather,D.P. (1998). Individual Media Dependency Relations Within Television Shopping Programming , Communication Research, 25(2) , 200-218. Stephens, D., Hill, R., & Bergman, K. (1996). Enhancing The Consumer–Product Relationship:Lessons from The QVC Home Shopping Channel. Journal of Business Research, 37, 193–200. Sweetser, K. D., & Weaver-Lariscy, R. (2007). Candidates Make Good friends: An Analysis of Candidates’ Use of Facebook. National Communication Association, Chicago, IL. Tsao, C. (2004). Research on Para-social Involvement : An Overview. Journal of Hsuan Chuang Information & Communication, 1, 1-21. Tsui, A. S. & O’Reilly, C. A. (1989). Beyond Simple Demographic Effects : The Importance of Relational Demography in Superior -Subordinate Dyads. Academy of Manaement Journal, 32: 402-423. Turner, John R. (1993).Interpersonal and Psychological Predictors of Parasocial Interaction with Different Television Performers. Communication Quarterly, 41 (Fall), 443-53. Universal Mccann (2008) ,Universal Mccann International Social Media Research Wave 3.Retrieved March 15, 2010, from http://www.slideshare.net/mickstravellin/universal-mccann-international-social- media-research-wave-3 Utpal M. Dholakia & Emily Durham (2010.03) . One Café Chain’s Facebook Experiment. Retrieved May 10, 2010, from Harvard Business Review：http://hbr.org/2010/03/one-cafe-chains-facebook-experiment/ar/1 Wellman, B., Carrington, P. and Hall, A. (1988), Networks as Personal Communities, In B. Wellman and S.D. Berkowitz (ed.), Social Structures: A Network Approach (pp.130-184). Cambridge: Cambridge University Press. Whang, Yn-Oh, Allen, J., Sahoury, N. and Zhang, H. (2004).Falling in Love with A Product: The Structure of A Romantic Consumer-Product Relationship. Advances in Consumer Research, 31,320–327. Wikipedia.social media.Retrieved March 10, 2010, from wikipedia ：http://en.wikipedia.org/wiki/Social_media Wikipedia.social network service. Retrieved March 10, 2010, from wikipedia：http://en.wikipedia.org/wiki/Social_network_service Yoon, C., Gutchess, A. H., Feinberg, F.,& Polk, J. A. (2006). A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments. Journal of Consumer Research, 33(1),31-40. |
描述: | 碩士 國立政治大學 廣告研究所 97452015 99 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0097452015 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| 201501.pdf | 887.56 kB | Adobe PDF2 | View/Open |
Google ScholarTM
Check
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.