Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/51691| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 張郁敏 | zh_TW |
| dc.contributor.author | 洪寧 | zh_TW |
| dc.contributor.author | Hung, Ning | en_US |
| dc.creator | 洪寧 | zh_TW |
| dc.creator | Hung, Ning | en_US |
| dc.date | 2010 | en_US |
| dc.date.accessioned | 2011-10-14T06:36:06Z | - |
| dc.date.available | 2011-10-14T06:36:06Z | - |
| dc.date.issued | 2011-10-14T06:36:06Z | - |
| dc.identifier | G0097452015 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/51691 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 廣告研究所 | zh_TW |
| dc.description | 97452015 | zh_TW |
| dc.description | 99 | zh_TW |
| dc.description.abstract | 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。 | zh_TW |
| dc.description.abstract | 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. | en_US |
| dc.description.tableofcontents | 壹、緒論\n一、研究背景及動機...........................................1\n二、社群媒體及Facebook使用現況\n(一)使用者現況調查...........................................2\n(二)社會網絡網站(SNSs)實務應用現況............................5\n三、研究目的與研究範疇界定 ...................................7\n貳、文獻探討\n一、社會網絡網站(SNSs)與Facebook.............................9\n二、品牌關係定義............................................11\n三、類社會互動(Parasocial Interaction，PSI)\n(一)品牌在Facebook上的類社會互動定義.........................13\n(二)類社會互動與品牌關係....................................16\n(三)品牌吸引與類社會互動....................................18\n(四)觀看時間(Viewing Time)與類社會互動......................20\n(五)動機和類社會互動........................................22\n(六)其他變項與類社會互動....................................25\n參、研究方法\n一、研究架構...............................................27\n二、研究母體(Population)與抽樣方法..........................27\n三、問卷執行流程............................................28\n四、問卷開發\n(一)問卷開發流程...........................................29\n(二)問卷前測...............................................30\n(三)研究變項的定義與衡量\n1.自變項：品牌吸引、工具性媒介使用動機、人口統計變項............31\n2.中介變項：類社會互動......................................32\n3.依變項：品牌關係..........................................34\n肆、資料分析\n一、樣本資料分析............................................36\n二、問卷效度與信度..........................................38\n三、研究假設檢定............................................39\n伍、討論與建議\n一、研究結論與討論..........................................45\n(一)影響類社會互動的前置變項.................................46\n1. 品牌吸引力與類社會互動的關係..............................47\n2. 工具性媒介使用動機與類社會互動的關係.......................48\n(二)影響品牌關係的前置變項...................................49\n1.類社會互動對品牌關係的影響.................................49\n2.品牌吸引力及工具性媒介使用動機對品牌關係的影響...............50\n(三)應用類社會互動理論於Facebook品牌關係範疇的合理性...........52\n二、研究建議\n(一)實務建議...............................................53\n(二)未來研究建議...........................................59\n三、研究限制...............................................63\n\n參考文獻...................................................64\n附錄一：前測問卷............................................75\n附錄二：前測問卷說明及受訪者資料..............................81\n附錄三：正式問卷............................................85\n附錄四：品牌吸引、類社會互動及品牌關係測量題項之因素分析.........90 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G0097452015 | en_US |
| dc.subject | 類社會互動 | zh_TW |
| dc.subject | 品牌關係 | zh_TW |
| dc.subject | zh_TW | |
| dc.subject | 吸引 | zh_TW |
| dc.subject | 動機 | zh_TW |
| dc.subject | Parasocial Interaction | en_US |
| dc.subject | Brand Relationship | en_US |
| dc.subject | en_US | |
| dc.subject | Attraction | en_US |
| dc.subject | Motivation | en_US |
| dc.title | Facebook上消費者類社會互動對品牌關係的影響 | zh_TW |
| dc.title | Consumers’parasocial interaction on Facebook has an effect on Brand relationship | en_US |
| dc.type | thesis | en |
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| item.cerifentitytype | Publications | - |
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