| dc.contributor.advisor | 張郁敏 | zh_TW |
| dc.contributor.author (Authors) | 洪寧 | zh_TW |
| dc.contributor.author (Authors) | Hung, Ning | en_US |
| dc.creator (作者) | 洪寧 | zh_TW |
| dc.creator (作者) | Hung, Ning | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 14-Oct-2011 14:36:06 (UTC+8) | - |
| dc.date.available | 14-Oct-2011 14:36:06 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-Oct-2011 14:36:06 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097452015 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51691 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 97452015 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (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。 | zh_TW |
| dc.description.abstract (摘要) | 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、緒論一、研究背景及動機...........................................1二、社群媒體及Facebook使用現況(一)使用者現況調查...........................................2(二)社會網絡網站(SNSs)實務應用現況............................5三、研究目的與研究範疇界定 ...................................7貳、文獻探討一、社會網絡網站(SNSs)與Facebook.............................9二、品牌關係定義............................................11三、類社會互動(Parasocial Interaction，PSI)(一)品牌在Facebook上的類社會互動定義.........................13(二)類社會互動與品牌關係....................................16(三)品牌吸引與類社會互動....................................18(四)觀看時間(Viewing Time)與類社會互動......................20(五)動機和類社會互動........................................22(六)其他變項與類社會互動....................................25參、研究方法一、研究架構...............................................27二、研究母體(Population)與抽樣方法..........................27三、問卷執行流程............................................28四、問卷開發(一)問卷開發流程...........................................29(二)問卷前測...............................................30(三)研究變項的定義與衡量1.自變項：品牌吸引、工具性媒介使用動機、人口統計變項............312.中介變項：類社會互動......................................323.依變項：品牌關係..........................................34肆、資料分析一、樣本資料分析............................................36二、問卷效度與信度..........................................38三、研究假設檢定............................................39伍、討論與建議一、研究結論與討論..........................................45(一)影響類社會互動的前置變項.................................461. 品牌吸引力與類社會互動的關係..............................472. 工具性媒介使用動機與類社會互動的關係.......................48(二)影響品牌關係的前置變項...................................491.類社會互動對品牌關係的影響.................................492.品牌吸引力及工具性媒介使用動機對品牌關係的影響...............50(三)應用類社會互動理論於Facebook品牌關係範疇的合理性...........52二、研究建議(一)實務建議...............................................53(二)未來研究建議...........................................59三、研究限制...............................................63參考文獻...................................................64附錄一：前測問卷............................................75附錄二：前測問卷說明及受訪者資料..............................81附錄三：正式問卷............................................85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 (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097452015 | en_US |
| dc.subject (關鍵詞) | 類社會互動 | zh_TW |
| dc.subject (關鍵詞) | 品牌關係 | zh_TW |
| dc.subject (關鍵詞) | Facebook | zh_TW |
| dc.subject (關鍵詞) | 吸引 | zh_TW |
| dc.subject (關鍵詞) | 動機 | zh_TW |
| dc.subject (關鍵詞) | Parasocial Interaction | en_US |
| dc.subject (關鍵詞) | Brand Relationship | en_US |
| dc.subject (關鍵詞) | Facebook | en_US |
| dc.subject (關鍵詞) | Attraction | en_US |
| dc.subject (關鍵詞) | Motivation | en_US |
| dc.title (題名) | Facebook上消費者類社會互動對品牌關係的影響 | zh_TW |
| dc.title (題名) | Consumers’parasocial interaction on Facebook has an effect on Brand relationship | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 一、中文書目 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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。 | zh_TW |
| dc.relation.reference (參考文獻) | 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。) | zh_TW |
| dc.relation.reference (參考文獻) | 周文賢(2002)。《多變量統計分析》。台北：智勝文化。 | zh_TW |
| dc.relation.reference (參考文獻) | 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。 | zh_TW |
| dc.relation.reference (參考文獻) | 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。 | zh_TW |
| dc.relation.reference (參考文獻) | 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）.) | zh_TW |
| dc.relation.reference (參考文獻) | 胡政源 ( 2006 )。《品牌管裡 : 品牌價值的創造與經營》。台北：新文京。 | zh_TW |
| dc.relation.reference (參考文獻) | 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).) | zh_TW |
| dc.relation.reference (參考文獻) | 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。 | zh_TW |
| dc.relation.reference (參考文獻) | 翁秀琪（1998）。《大眾傳播理論與實證》。台北：三民。 | zh_TW |
| dc.relation.reference (參考文獻) | 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。 | zh_TW |
| dc.relation.reference (參考文獻) | 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。 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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。 | zh_TW |
| dc.relation.reference (參考文獻) | 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。 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 二、英文書目 | zh_TW |
| dc.relation.reference (參考文獻) | Aggarwal, Pankaj（2004）. The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior. Journal of Consumer Research, 31(1), 87-101. | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, D. A. (1996). Measurement Brand Equity Across Products and Markets. | zh_TW |
| dc.relation.reference (參考文獻) | California Management Review, 38(3), 102-120. | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, J.L.(1997).Dimension of brand personality. Journal of Marketing Research, | zh_TW |
| dc.relation.reference (參考文獻) | 34(3),347–356. | zh_TW |
| dc.relation.reference (參考文獻) | Ancu, Monica & Cozma, Raluca (2009).MySpace Politics: Uses and Gratifications of Befriending Candidates. Journal of Broadcasting & Electronic Media, 53(4) ,567 – 583. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Azoulay,Audrey and Kapferer, Jean-Noël (2003).Do Brand Personality Scales Really Measure Brand Personality?, Journal of Brand Management, 11(2), 143-155. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Blackston, M. (1992). Observations: Building brand equity by managing brands`s relationships. Journal of Advertising Research (May/June), 79–83. | zh_TW |
| dc.relation.reference (參考文獻) | Brandt,M.(1998).Our monthly digest of technology marketing know-how.MC Technology Marketing Intelligence,18(1),46-47. | zh_TW |
| dc.relation.reference (參考文獻) | Carla Mooney (2009) .Online social networking .Farmington Hills,Mich. : Lucent Books. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Donath, J., & boyd, d. (2004). Public displays of connection . BT Technology Journal, 22 (4), 71-82. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Cole, T.&Leets, L.(1999). Attachment Styles and Intimate Television Viewing: Insecurely Forming Relationships in a Parasocial Way. Journal of Social and | zh_TW |
| dc.relation.reference (參考文獻) | Personal Relationships, 16(4),495-511. | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Fournier, S. (1998).Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 22(3),327-343. | zh_TW |
| dc.relation.reference (參考文獻) | Franzen, G.(1999).Brands & Advertising: How Advertising Effectiveness Influences Brand Equity. UK: Admap Publication. | zh_TW |
| dc.relation.reference (參考文獻) | Gonzalez, N. ( 2010). Taiwan. Retrieved August 9, 2010, from CheckFacebook.com: http://www.checkfacebook.com/ | zh_TW |
| dc.relation.reference (參考文獻) | Grant, August E., Guthrie, K. K. & Ball-Rokeach, Sandra J. (1991). Television Shopping: A Media System Dependency Perspective. Communication Research, 18 (6), 773-798. | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Hoffner, C. (1996). Children’s Wishful Identification and Parasocial Interaction with Favorite Television Characters. Journal of Broadcasting and Electronic Media, 40, 389–402. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Horton, Donald & R. Richard Wohl (1956). Mass Communication and Para-Social Interaction: Observations on Intimacy at a Distance, Psychiatry, 19, 215-29. | zh_TW |
| dc.relation.reference (參考文獻) | Houlberg, R. (1984). Local Television News Audience and The Para-social Interaction. Journal of Broadcasting, 28, 423–429. | zh_TW |
| dc.relation.reference (參考文獻) | Huston, T.L. & Levinger, G.(1978). Interpersonal attraction and relationship. Annual Review of Psychology, 29,115-156. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Keller, K. L(2001). Building Customer-Based Brand Equity. Marketing Management, 10,14-19. | zh_TW |
| dc.relation.reference (參考文獻) | Kim, J., & Rubin, A. M. (1997). The variable influence of audience activity on media effects. Communication Research, 24, 107-135. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Levy, M. (1979). Watching TV News as Para-social Interaction. Journal of Broadcasting, 23,69–80. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | McCroskey, J. C., & McCain, T. A. (1974). The Measurement of Interpersonal Attraction. Speech Monographs, 41, 261-266. | zh_TW |
| dc.relation.reference (參考文獻) | Mcluhan, M. (1967). The Medium Is The Message. New York: Bantam Books. | zh_TW |
| dc.relation.reference (參考文獻) | Miller, V. (2008). New Media, Networking and Phatic Culture. Convergence ,14(4), | zh_TW |
| dc.relation.reference (參考文獻) | 387-400. | zh_TW |
| dc.relation.reference (參考文獻) | Mundkuri, Prabhakar (1997) ,“ A Two Way Relationship”, Atticus File, 3. pp.1-3. | zh_TW |
| dc.relation.reference (參考文獻) | Nordlund, J. (1978). Media Interaction. Communication Research, 5, 150-1 75. | zh_TW |
| dc.relation.reference (參考文獻) | Paul W. Ballantine & Brett A. S. Martin( 2005).Forming Parasocial Relationships in Online Communities, Advances in Consumer Research,32. | zh_TW |
| dc.relation.reference (參考文獻) | Perse, E. (1990). Media Involvement and Local News Effects. Journal of Broadcasting and Electronic Media, 34, 17–36. | zh_TW |
| dc.relation.reference (參考文獻) | Perse, E., & Rubin, R. (1989). Attribution in Social and Parasocial Relationships. Communication Research, 16, 59–77. | zh_TW |
| dc.relation.reference (參考文獻) | Philip Kotler,Hermawan Kartajaya,& Iwan Setiawan(2010). Marketing 3.0. John Wiley & Sons, Inc. | zh_TW |
| dc.relation.reference (參考文獻) | Plummer, Joseph T. (1985).Brand Personality: A Strategic Concept for Multinational Advertising .In Marketing Educators` Conference, New York: Young&Rubicam, | zh_TW |
| dc.relation.reference (參考文獻) | 1-31. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Postelnicu, M., & Cozma, R. (2007b). Online Political Campaigning on MySpace during The 2006 U.S. Mid-Term Elections. National Communication Association, Chicago, IL. | zh_TW |
| dc.relation.reference (參考文獻) | Rebecca B. Rubin , Michael P. McHugh (1987).Development of Parasocial Interaction Relationships,Journal of-Broadcasting & Electronic Media, 31, 279-292 | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Reis, H. T., & Shaver, P. (1988). Intimacy as An Interpersonal Process. In S. Duck (Ed.), Handbook of personal relationships: Theory, Relationships and | zh_TW |
| dc.relation.reference (參考文獻) | Interventions (pp. 367-390). Chichester: Wiley. | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | Rosebaum, Mark S., Ostrom Amy L. & Kuntze Ronald (2005). Loyalty Programs and A Sense of Community, Journal of Service Marketing, 19(4). 222-233. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Rubin, A. M. (1984).Ritualized and Instrumental Use of Television. Journal of Communication, 34(3), 67-77. | zh_TW |
| dc.relation.reference (參考文獻) | Rubin, A., & Perse, E. (1987). Audience Activity and Soap Opera Involvement: A Uses and Effects Investigation. Human Communication Research, 14, 246–268. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Rubin, Alan M. (2000). Impact of Motivation, Attraction, and Parasocial Interaction of Talk Radio Listening. Journal of Broadcasting & Electronic Media, 44 (4), 635-655. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | Short, J.,Williams, E., & Christie, B. (1976). The social psychology of telecommunications. London: John Wiley &Sons. | zh_TW |
| dc.relation.reference (參考文獻) | Skumanich ,S.A.& Kintsfather,D.P. (1998). Individual Media Dependency Relations Within Television Shopping Programming , Communication Research, 25(2) , 200-218. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Sweetser, K. D., & Weaver-Lariscy, R. (2007). Candidates Make Good friends: An Analysis of Candidates’ Use of Facebook. National Communication Association, Chicago, IL. | zh_TW |
| dc.relation.reference (參考文獻) | Tsao, C. (2004). Research on Para-social Involvement : An Overview. Journal of Hsuan Chuang Information & Communication, 1, 1-21. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Turner, John R. (1993).Interpersonal and Psychological Predictors of Parasocial Interaction with Different Television Performers. Communication Quarterly, 41 (Fall), 443-53. | zh_TW |
| dc.relation.reference (參考文獻) | Universal Mccann (2008) ,Universal Mccann International Social Media Research Wave 3.Retrieved March 15, 2010, from | zh_TW |
| dc.relation.reference (參考文獻) | http://www.slideshare.net/mickstravellin/universal-mccann-international-social- | zh_TW |
| dc.relation.reference (參考文獻) | media-research-wave-3 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
| dc.relation.reference (參考文獻) | Wikipedia.social media.Retrieved March 10, 2010, from wikipedia ：http://en.wikipedia.org/wiki/Social_media | zh_TW |
| dc.relation.reference (參考文獻) | Wikipedia.social network service. Retrieved March 10, 2010, from wikipedia：http://en.wikipedia.org/wiki/Social_network_service | zh_TW |
| dc.relation.reference (參考文獻) | 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. | zh_TW |
