| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.author (Authors) | 林佳怡 | zh_TW |
| dc.creator (作者) | 林佳怡 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 8-Dec-2010 01:52:03 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 01:52:03 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 01:52:03 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097355012 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48868 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 97355012 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | Facebook全球使用者相當於世界第三大國，目前台灣有超過六百萬會員，其中粉絲專頁為Facebook提供企業或個人成立的社群專頁，粉絲專頁便於聚集相同嗜好的粉絲，特別是企業可利用免費的社交網站空間建立品牌社群，提高知名度與維繫顧客關係；台灣Facebook使用者也紛紛加入各種粉絲專頁，因此本研究以Facebook粉絲專頁使用者為研究對象，應用Mowen（2000）提出的3M層級模型，探究人格特質、動機、消費者創新性、社群認同感、價值意識，對使用者利用粉絲專頁接收資訊及發表意見意圖的影響。除了瞭解研究架構的層級關係，也以結構方程式驗證整體模型的適配度。 本研究結果發現：社群認同感對接收資訊意圖與發表意見意圖皆有正面影響，使用者的價值意識，對接收資訊意圖有正面影響。社群認同感與價值意識，來自人際需求、活動需求及資訊需求。本研究亦在研究架構外，延伸探討粉絲專頁使用者的接收資訊及發表意見意圖，接收資訊意圖是使用者瞭解該品牌並持續購買該品牌產品的重要因素，而發表意見的意圖則影響品牌喜好程度、採用該品牌其他產品，以及通路造訪頻率。以上研究結論可作為粉絲專頁之經營參考。 | zh_TW |
| dc.description.abstract (摘要) | Facebook has six million members in Taiwan and the global members have expanded as large as the population of third largest country. Based on the membership, various Faceboook applications have great potentials in advertising and marketing. Fan Page, one of the applications, functioned as an online brand community for the worldwide corporations to promote their new products/ services and manage the customer relationships. The research is based on Mowen (2000) 3M hierarchal model to investigate the influences of fan page users’ traits and motivations on their behavioral intentions. The purpose is to discover the hierarchical relationships of the conceptual framework and then provide the fan page owners with practical suggestions. The research findings including community recognition and value consciousness will positively influence the behavioral intentions. And community recognition and values consciousness are positively influenced by the needs of interpersonal relationship, information, and activity. Therefore, the fan page owners should meet the needs and then increase users’ community recognition and values consciousness by providing information and encouraging users to express their opinions on fan pages. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究背景 1第二節 研究動機 4第三節 研究目的與問題 6第四節 研究流程 7第二章 文獻探討 9第一節 社群網站 9一、社群網站定義及發展 9二、品牌社群 11三、品牌社群認同 12四、社群效益 13第二節 人格特質與動機理論 15一、五大人格特質 15二、消費者創新性 16三、價值意識 17四、動機理論 18五、3M模型 20第三章 研究方法 26第一節 研究架構 26第二節 研究假設 27第三節 研究變數之定義與衡量 32第四節 問卷發展與測試 37第五節 資料蒐集與分析方法 40第四章 資料分析 44第一節 樣本敘述統計分析 44第二節 問卷信度與效度分析 46第三節 驗證性因素分析 47第四節 結構方程式模型分析 53第五節 品牌社群使用意圖之延伸探討 59第五章 結論與建議 62第一節 研究結論 62第二節 管理實務應用 64第三節 研究貢獻 65第三節 研究限制與未來研究建議 65參考文獻 67附錄－研究問卷（以7-11粉絲專頁為例） 72 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097355012 | en_US |
| dc.subject (關鍵詞) | 品牌社群 | zh_TW |
| dc.subject (關鍵詞) | 人格特質 | zh_TW |
| dc.subject (關鍵詞) | 社群認同感 | zh_TW |
| dc.subject (關鍵詞) | 價值意識 | zh_TW |
| dc.subject (關鍵詞) | 使用意圖 | zh_TW |
| dc.subject (關鍵詞) | 3M Model | zh_TW |
| dc.subject (關鍵詞) | Brand Community | en_US |
| dc.subject (關鍵詞) | Personality | en_US |
| dc.subject (關鍵詞) | Community Recognition | en_US |
| dc.subject (關鍵詞) | Value Consciousness | en_US |
| dc.subject (關鍵詞) | Behavioral Intentions | en_US |
| dc.subject (關鍵詞) | 3M Model | en_US |
| dc.title (題名) | 以3M階層模型探討消費者個人特質及動機 | zh_TW |
| dc.title (題名) | The influences of online brand community users’ traits and motivations on behavioral intentions—based on 3M hierarchical model | en_US |
| dc.type (資料類型) | thesis | en |
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