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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
Facebook
吸引
動機
Parasocial Interaction
Brand Relationship
Facebook
Attraction
Motivation
日期 2010
上傳時間 14-十月-2011 14:36:06 (UTC+8)
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.
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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
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.author (作者) 洪寧zh_TW
dc.contributor.author (作者) Hung, Ningen_US
dc.creator (作者) 洪寧zh_TW
dc.creator (作者) Hung, Ningen_US
dc.date (日期) 2010en_US
dc.date.accessioned 14-十月-2011 14:36:06 (UTC+8)-
dc.date.available 14-十月-2011 14:36:06 (UTC+8)-
dc.date.issued (上傳時間) 14-十月-2011 14:36:06 (UTC+8)-
dc.identifier (其他 識別碼) G0097452015en_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) 97452015zh_TW
dc.description (描述) 99zh_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............31
2.中介變項：類社會互動......................................32
3.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.................................46
1. 品牌吸引力與類社會互動的關係..............................47
2. 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...................................49
1.類社會互動對品牌關係的影響.................................49
2.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/#G0097452015en_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) Facebookzh_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 Interactionen_US
dc.subject (關鍵詞) Brand Relationshipen_US
dc.subject (關鍵詞) Facebooken_US
dc.subject (關鍵詞) Attractionen_US
dc.subject (關鍵詞) Motivationen_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 relationshipen_US
dc.type (資料類型) thesisen
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