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題名 探討Facebook、網路論壇、官方討論區不同社群成員在虛擬品牌社群互動關係之比較
The relationship between users and website: An comparison of official website, internet forum, and facebook
作者 王崇軒
貢獻者 邱志聖
王崇軒
關鍵詞 虛擬社群
資訊分享交流
討論互動
Facebook
網路論壇
官方網站
日期 2011
上傳時間 30-Oct-2012 10:39:34 (UTC+8)
摘要 網際網路的應用，逐漸開始改變人們生活的範圍以及習慣，透過網路滿足各項需求，在網路上可以看到相當多主題和性質不盡相同的線上虛擬社群，例如：提供人們交誼聯繫的社群、或是讓人們對共同的興趣討論和分享資訊的平台。其中，企業利用此平台讓品牌與社群使用者溝通並提供社群使用者在社群內瀏覽資訊和分享交流以及人際互動。目前在網路上常見的虛擬品牌社群主要可分為三類，「品牌官方網站討論區」、「第三方討論區」以及「臉書品牌粉絲專頁」，擁有一個良好的資訊交流、成員之間互動以及品牌形象的溝通對於三種社群而言都是相當重要，且是社群成員參與的主要動機。
為了探究不同類型的虛擬品牌社群會不會因為本來組成性質的差異，造成社群成員在參與這些不同社群與品牌互動時，發展成不同的社群模式，進而企業影響品牌行銷策略。本研究選擇在台灣使用過不同虛擬品牌社群的使用者作為研究對象，進行量化分析。「品牌官方網站討論區」是由官方所主導，品牌的力量最強，「第三方討論區」是讓對有共同興趣的成員交流討論的社群，而「臉書品牌粉絲專頁」因為其成員來自臉書其參與社群的目的是和朋友維持社交友誼。研究結果發現不同的虛擬品牌社群的功能特性對於成員在社群內交流互動的參與行為有不同的影響，因此企業在研擬網路社群行銷策略時，必須針對各自特性做出最合適的決策。
參考文獻 中文部分
白滌清, 與 楊雲光. (2003). 參&動機, 互動類型&忠誠計畫對虛擬社群忠誠度關聯性之研究.
何宥緯. (2010). 服務品質, 知覺價值&顧客滿意度, 顧客忠誠度之關聯性研究-以網路購物品牌 lativ 國民服飾為例.
李月華, 與 莊易霖. (2010). 網路人際關係及品牌認同對品牌社群忠誠度影響之研究. [An Effect Study of Internet Relationship & Br& Identification on Br& Community Loyalty]. 臺北科技大學學報, 43(2), 41-56.
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洪寧. (2010). Facebook上消費者類社會互動對品牌關係的影響. 碩士, 政治大學. Available from Airiti AiritiLibrary database.
戚栩僊. (2010). 社群網站使用&社群媒體行銷使用者反應 - 以《Facebook》廣告&虛擬品牌社群為例. Paper presented at the 「2010 數位創世紀：E 世代&資訊科技學術實務國際研討會」, 台灣，台北.
莊宜軒. (2011). 企業 Facebook 粉絲專頁之公關策略分析.
曾真真, 與 黃經智. (2004). 虛擬社群之社會資本對資訊使用意願之影響: 中華管理評論國際學報.
黃逸甫, 與 別蓮蒂. (2003). 服務品質, 價格, 品牌形象&品牌個性對顧客滿意度之影響—以銀行業為例.


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描述 碩士
國立政治大學
國際經營與貿易研究所
99351001
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0993510012
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.author (Authors) 王崇軒zh_TW
dc.creator (作者) 王崇軒zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:39:34 (UTC+8)-
dc.date.available 30-Oct-2012 10:39:34 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:39:34 (UTC+8)-
dc.identifier (Other Identifiers) G0993510012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54294-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 99351001zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 網際網路的應用，逐漸開始改變人們生活的範圍以及習慣，透過網路滿足各項需求，在網路上可以看到相當多主題和性質不盡相同的線上虛擬社群，例如：提供人們交誼聯繫的社群、或是讓人們對共同的興趣討論和分享資訊的平台。其中，企業利用此平台讓品牌與社群使用者溝通並提供社群使用者在社群內瀏覽資訊和分享交流以及人際互動。目前在網路上常見的虛擬品牌社群主要可分為三類，「品牌官方網站討論區」、「第三方討論區」以及「臉書品牌粉絲專頁」，擁有一個良好的資訊交流、成員之間互動以及品牌形象的溝通對於三種社群而言都是相當重要，且是社群成員參與的主要動機。
為了探究不同類型的虛擬品牌社群會不會因為本來組成性質的差異，造成社群成員在參與這些不同社群與品牌互動時，發展成不同的社群模式，進而企業影響品牌行銷策略。本研究選擇在台灣使用過不同虛擬品牌社群的使用者作為研究對象，進行量化分析。「品牌官方網站討論區」是由官方所主導，品牌的力量最強，「第三方討論區」是讓對有共同興趣的成員交流討論的社群，而「臉書品牌粉絲專頁」因為其成員來自臉書其參與社群的目的是和朋友維持社交友誼。研究結果發現不同的虛擬品牌社群的功能特性對於成員在社群內交流互動的參與行為有不同的影響，因此企業在研擬網路社群行銷策略時，必須針對各自特性做出最合適的決策。		zh_TW
dc.description.tableofcontents 摘要 I
目錄 II
圖目錄 IV
表目錄 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 虛擬社群 5
第二節 虛擬品牌社群滿意與忠誠度、信任的關係 12
第三節 虛擬品牌社群的功能特性 16
第三章 研究方法 27
第一節 研究標的 27
第二節 研究假設 28
第三節 研究變數的定義與衡量 30
第四節 抽樣方法與問卷設計 35
第五節 資料分析方法 37
第四章 研究結果 39
第一節 樣本結構 39
第二節 因素分析 45
第三節 信度分析 47
第四節 整體模型分析結果 48
第五節 假設實證結果 52
第五章 結論與建議 80
第一節 研究結論 80
第二節 管理意涵 83
第三節 研究限制與後續研究建議 85
參考文獻 86
附錄：正式問卷 97		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0993510012en_US
dc.subject (關鍵詞) 虛擬社群zh_TW
dc.subject (關鍵詞) 資訊分享交流zh_TW
dc.subject (關鍵詞) 討論互動zh_TW
dc.subject (關鍵詞) Facebookzh_TW
dc.subject (關鍵詞) 網路論壇zh_TW
dc.subject (關鍵詞) 官方網站zh_TW
dc.title (題名) 探討Facebook、網路論壇、官方討論區不同社群成員在虛擬品牌社群互動關係之比較zh_TW
dc.title (題名) The relationship between users and website: An comparison of official website, internet forum, and facebooken_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分
白滌清, 與 楊雲光. (2003). 參&動機, 互動類型&忠誠計畫對虛擬社群忠誠度關聯性之研究.
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