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題名 品牌社群成員滿意度及品牌態度影響因素之研究─以Facebook粉絲專頁為例
A study of the factors affecting the satisfaction and brand attitude of the members in brand communities: example of Facebook fan pages作者 卓光凝 貢獻者 張愛華
卓光凝關鍵詞 品牌社群
粉絲專頁
臉書
期望確認理論
Brand Community
Fan Pages
Facebook
ECT日期 2011 上傳時間 30-Oct-2012 11:01:07 (UTC+8) 摘要 粉絲專頁是Facebook在2007年推出，提供給Facebook用戶作為公司企業、機關組織或個人品牌經營之用。隨著Facebook成為一個巨大的社交平台，Facebook粉絲專頁也成為一個全方位的品牌社群行銷利器(Nov.2009, Inside Facebook Pages, Sysomos Ins.)。本研究以品牌聲譽高的象徵性品牌、品牌聲譽低的象徵性品牌、品牌聲譽高的功能性品牌、以及品牌聲譽低的功能性品牌四種類別的品牌粉絲專頁為研究對象，以Oliver(1980)的期望-失驗理論為基礎，並參考Muniz 和O’Guinn(2001)的品牌社群三角模式，將品牌社群成員(粉絲)對品牌社群(品牌粉絲專頁)之期待與加入動機，分為社群成員與品牌間的「品牌互動」、以及社群成員與其他成員間的「社群互動」兩類，探討社群成員對所參加之品牌粉絲專頁的品牌互動及社群互動期待，以及參加後實際知覺績效與期待間的落差，對其社群滿意度及品牌態度造成的影響。本研究有以下重要發現：1.社群成員並不會因為品牌聲譽高低不同，而對粉絲專頁有不同的期待；但品牌概念形象的不同會影響社群成員對粉絲專頁的期待。2.社群成員的涉入程度有助增強其粉絲專頁滿意度對其品牌態度的正向影響。3.四類粉絲專頁的社群成員對於粉絲專頁中品牌互動的平均期待皆高於對社群互動的平均期待。4.品牌互動方面，社群成員加入品牌粉絲專頁的主要動機與期待集中於資訊強化和產品交易兩個構念。5.在社群互動方面，四類粉絲專頁的社群成員皆最重視粉絲專頁內的與其他成員間的意見交換。6.相較於象徵性品牌粉絲專頁的社群成員，功能性品牌粉絲專頁的社群成員較期待能夠透過粉絲專頁的參與，感受到身為品牌愛好者之一的歸屬感。 參考文獻 一、中文部分1. 王孟邦 (民國90年)，虛擬社群管理、社群績效、與獲利模式關係之探討，國立政治大學資訊管理研究所碩士論文2. 羊正鈺(民國100年)，社群媒體使用者行為與廣告反應關係之研究─以Facebook和Plurk為例，國立中山大學企業管理研究所碩士論文3. 余強生、曾雍欽(民國92年)，網際網路購物者特性、購物動機、期望的網站服務與顧客滿意度之間的結構方程式模型，企業管理學報，第57期，頁37~644. 吳俊昇 (民國91年)，虛擬社群滿意度與消費行為相關之研究，國立成功大學企業研究所碩士論文5. 呂玉華(民國89年)，產品特質、訊息類型與企業行銷策略關係研究，國立政治大學企業管理研究所碩士論文6. 呂惠富 (民國85年)，產品涉入、購買涉入與品牌認同理論模式之研究，淡江大學國際企業研究所碩士論文7. 周文賢 (民國91年)，多變量統計分析：SAS/STAT使用方法=Multivariate Statistical Analysis：with application of SAT/STAT，台北：智勝文化8. 林育正(2006)，品牌社群經營、品牌社群關係與品牌忠誠度之關係，國立政治大學企業管理研究所碩士論文。9. 林佳怡(民國99年)，以3M階層模型探討消費者個人特質及動機對網路品牌社群使用行為之影響，國立政治大學企業管理研究所碩士論文10. 林怡君(民國100年)，消費者特質對商店品牌滿意度與再購意願之影響─以產品涉入為干擾變數，東海大學國際貿易研究所碩士論文11. 林靈宏、劉水深、洪順慶(民國83年)，消費品類型、創新類型與新產品行銷策略關係研究，管理評論，第十三卷第一期，頁57-7712. 邱皓政 (民國91年)，量化研究與統計分析：SPSS中文視窗資料分析範例解析，台北：五南圖書13. 洪士耕(民國100年)，社群媒體之關係行銷研究─以7-Eleven之Facebook粉絲專頁使用者為例，中國文化大學新聞暨傳播學院新聞學系碩士論文14. 洪寧(民國99年)，Facebook上消費者類社會互動對品牌關係的影響，國立政治大學傳播學院廣告學系碩士論文15. 張華城、葉禾田、陳家儀(民國99年)，社群網站使用者行為之研究─以Facebook 為例， 2010現代管理與創新暨TOC限制管理學術研討會16. 戚栩僊(民國98年)，社群網站使用與社群媒體行銷使用者反應─以Facebook廣告與虛擬品牌社群為例，世新大學公共關係暨廣告學研究所碩士論文17. 梁仁傑(民國94年)，虛擬社群知識分享持續意圖之探討─公平與知識品質所扮演的角色，國立中央大學資訊管理研究所碩士論文18. 莊弼宗(民國95年)，品牌社群成員之四種網絡關係對品牌社群認同度與忠誠度之影響-以汽車社群為例，國立成功大學國際企業研究所碩博士班碩士論文(1~41)19. 莊曜華(民國97年)，體驗行銷與消費者滿意度相關性探討，並以消費者涉入程度為中介因子─以統一星巴克連鎖咖啡店為例，國立成功大學企業管理研究所碩士論文20. 郭佳棋 (民國90年)，認知形式與涉入對對橫幅廣告效果影響之研究，國立中正大學資訊管理研究所碩士論文21. 郭宜姍 (民國99年)，產品屬性、推廣策略、顧客價值、品牌知名度與消費者購買意願的關係─以3C產品消費者為例，真理大學管理科學研究所碩士論文(82~103)22. 陳正昌、程炳林 (民國87年)，SPSS、SAS、BDMP統計軟體在多變量統計上的運用，台北：五南圖書23. 陳怡如(民國99年)，站在Facebook肩膀上賺錢，數位時代雜誌第194期，頁149~15624. 陳怡君(民國97年)，以態度中介IS滿意度與持續使用之研究，國立中央大學企業管理研究所碩士論文(175~178)25. 陳慶全(民國99年)，線上品牌社群特性對社群承諾和顧客忠誠影響研究─兼論產品涉入的調節效果，國立台北大學企業管理學系碩士論文26. 陳澤義、葉香麟(民國96年)，品牌形象、品牌關係與知覺品質關係之研究─以美白化妝品品牌為例，東吳經濟商學學報，第五十八期，頁1~30(142)27. 傅建彰(民國92年)，服務品質、網路素養、顧客滿意度級品牌忠誠度關聯性之研究─以HiNet之ADSL服務為例，國立成功大學企業管理研究所碩士論文(136~137)28. 曾光華、楊堤雅(民國89年)，網際網路虛擬社群成員之角色分類與互動模式，國際店子商務理論與實務研討會論文集，台北：教育部、國立台北大學商學院與台灣電子商務協會編著，頁4-1~4-3029. 曾則翔 (民國97年)，Web2.0社群網站滿意度之研究，國立台灣大學資訊管理研究所碩士論文30. 黃卉怡 (民國91年)，影響網際網路虛擬社群成員間信任取得之因素，國立中正大學企業管理研究所碩士論文31. 黃逸甫(民國93年)，服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響─以銀行業為例，廣告學研究，第二十一集，頁53~80(134~135)32. 詹佳琪(民國90年)，虛擬社群成員滿意度及相關因素之研究，國立高雄第一科技大學資訊管理研究所碩士論文33. 廖棟樑 (民國94年)，品牌社群關係與公司關係品質對產品知識及品牌忠誠的影響，國立政治大學企業管理研究所碩士論文34. 劉佳妍(民國98年)，社群網絡口碑傳播與使用者行為關聯之研究：以Facebook社群網路為例，中國文化大學新聞研究所碩士論文35. 劉欣飴、高佑嘉(民國100年)，2011臺灣產業資訊應用現況與需求調查報告，財團法人資訊工業策進會，經濟部技術處36. 黎裕元(民國98年)，虛擬品牌社群加入動機與使用者創作態度、參與意圖及社群認同之研究，國立政治大學企業管理研究所碩士論文37. 賴心怡(民國95年)，消費者觀點與企業運動贊助效益之關係研究，私立逢甲大學企業管理研究所碩士論文38. 簡緯宸(民國97年)，品牌認同感與所有權效果對品牌延伸評價的影響：以象徵性及功能性品牌探討之，國立成功大學企業管理研究所碩士論文(138)39. 魏子豪(民國97年)，影響虛擬社群內知識分享因素之研究─以使用維基(WiKi)系統的虛擬社群為例，國立成功大學資訊管理研究所碩士論文(164)40. 魏鼎耀( 民國94年 )，目的地意象、知覺價值與遊後行為意圖關係之研究，國立成功大學交通管理科學研究所碩士論文41. 龔涵君(民國99年)，Facebook對消費者忠誠度影響之研究─以PLaiN男性服飾店為例，銘傳大學傳播管理研究所碩士論文 二、英文部分1. 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國立政治大學
商管專業學院碩士學位學程(AMBA)
100380036
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100380036 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.author (Authors) 卓光凝 zh_TW dc.creator (作者) 卓光凝 zh_TW dc.date (日期) 2011 en_US dc.date.accessioned 30-Oct-2012 11:01:07 (UTC+8) - dc.date.available 30-Oct-2012 11:01:07 (UTC+8) - dc.date.issued (上傳時間) 30-Oct-2012 11:01:07 (UTC+8) - dc.identifier (Other Identifiers) G0100380036 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54438 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 商管專業學院碩士學位學程(AMBA) zh_TW dc.description (描述) 100380036 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 粉絲專頁是Facebook在2007年推出，提供給Facebook用戶作為公司企業、機關組織或個人品牌經營之用。隨著Facebook成為一個巨大的社交平台，Facebook粉絲專頁也成為一個全方位的品牌社群行銷利器(Nov.2009, Inside Facebook Pages, Sysomos Ins.)。本研究以品牌聲譽高的象徵性品牌、品牌聲譽低的象徵性品牌、品牌聲譽高的功能性品牌、以及品牌聲譽低的功能性品牌四種類別的品牌粉絲專頁為研究對象，以Oliver(1980)的期望-失驗理論為基礎，並參考Muniz 和O’Guinn(2001)的品牌社群三角模式，將品牌社群成員(粉絲)對品牌社群(品牌粉絲專頁)之期待與加入動機，分為社群成員與品牌間的「品牌互動」、以及社群成員與其他成員間的「社群互動」兩類，探討社群成員對所參加之品牌粉絲專頁的品牌互動及社群互動期待，以及參加後實際知覺績效與期待間的落差，對其社群滿意度及品牌態度造成的影響。本研究有以下重要發現：1.社群成員並不會因為品牌聲譽高低不同，而對粉絲專頁有不同的期待；但品牌概念形象的不同會影響社群成員對粉絲專頁的期待。2.社群成員的涉入程度有助增強其粉絲專頁滿意度對其品牌態度的正向影響。3.四類粉絲專頁的社群成員對於粉絲專頁中品牌互動的平均期待皆高於對社群互動的平均期待。4.品牌互動方面，社群成員加入品牌粉絲專頁的主要動機與期待集中於資訊強化和產品交易兩個構念。5.在社群互動方面，四類粉絲專頁的社群成員皆最重視粉絲專頁內的與其他成員間的意見交換。6.相較於象徵性品牌粉絲專頁的社群成員，功能性品牌粉絲專頁的社群成員較期待能夠透過粉絲專頁的參與，感受到身為品牌愛好者之一的歸屬感。 zh_TW dc.description.tableofcontents 第一章 緒論.....................................1第一節 研究動機..................................1第二節 研究目的..................................4第三節 研究流程與研究範圍.........................5第二章 文獻回顧與探討.............................7第一節 品牌社群..................................7第二節 Facebook粉絲專頁..........................16第三節 品牌形象類型..............................20第四節 品牌聲譽..................................22第五節 期望......................................25第六節 涉入......................................27第七節 滿意度....................................32第八節 品牌態度..................................38第三章 研究方法與設計.............................41第一節 研究架構..................................41第二節 研究假說..................................42第三節 變項操作型定義及衡量.......................55第四節 問卷發展與測試.............................64第五節 資料蒐集方法暨搜集對象......................67第六節 資料分析方法...............................71第四章 資料分析..................................74第一節 敘述性統計................................74第二節 問卷信度與效度分析.........................81第三節 研究假設驗證...............................82第四節 品牌社群滿意度與品牌態度影響因素之延伸探討....88第五節 假說驗證結果整理...........................90第五章 結論與建議................................91第一節 研究結論..................................91第二節 管理實務應用...............................94第三節 研究貢獻..................................96第四節 研究限制..................................97第五節 未來研究方向...............................97參考文獻...........................................99附錄一 前測問卷....................................126附錄二 正式問卷....................................130 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100380036 en_US dc.subject (關鍵詞) 品牌社群 zh_TW dc.subject (關鍵詞) 粉絲專頁 zh_TW dc.subject (關鍵詞) 臉書 zh_TW dc.subject (關鍵詞) 期望確認理論 zh_TW dc.subject (關鍵詞) Brand Community en_US dc.subject (關鍵詞) Fan Pages en_US dc.subject (關鍵詞) Facebook en_US dc.subject (關鍵詞) ECT en_US dc.title (題名) 品牌社群成員滿意度及品牌態度影響因素之研究─以Facebook粉絲專頁為例 zh_TW dc.title (題名) A study of the factors affecting the satisfaction and brand attitude of the members in brand communities: example of Facebook fan pages en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、中文部分1. 王孟邦 (民國90年)，虛擬社群管理、社群績效、與獲利模式關係之探討，國立政治大學資訊管理研究所碩士論文2. 羊正鈺(民國100年)，社群媒體使用者行為與廣告反應關係之研究─以Facebook和Plurk為例，國立中山大學企業管理研究所碩士論文3. 余強生、曾雍欽(民國92年)，網際網路購物者特性、購物動機、期望的網站服務與顧客滿意度之間的結構方程式模型，企業管理學報，第57期，頁37~644. 吳俊昇 (民國91年)，虛擬社群滿意度與消費行為相關之研究，國立成功大學企業研究所碩士論文5. 呂玉華(民國89年)，產品特質、訊息類型與企業行銷策略關係研究，國立政治大學企業管理研究所碩士論文6. 呂惠富 (民國85年)，產品涉入、購買涉入與品牌認同理論模式之研究，淡江大學國際企業研究所碩士論文7. 周文賢 (民國91年)，多變量統計分析：SAS/STAT使用方法=Multivariate Statistical Analysis：with application of SAT/STAT，台北：智勝文化8. 林育正(2006)，品牌社群經營、品牌社群關係與品牌忠誠度之關係，國立政治大學企業管理研究所碩士論文。9. 林佳怡(民國99年)，以3M階層模型探討消費者個人特質及動機對網路品牌社群使用行為之影響，國立政治大學企業管理研究所碩士論文10. 林怡君(民國100年)，消費者特質對商店品牌滿意度與再購意願之影響─以產品涉入為干擾變數，東海大學國際貿易研究所碩士論文11. 林靈宏、劉水深、洪順慶(民國83年)，消費品類型、創新類型與新產品行銷策略關係研究，管理評論，第十三卷第一期，頁57-7712. 邱皓政 (民國91年)，量化研究與統計分析：SPSS中文視窗資料分析範例解析，台北：五南圖書13. 洪士耕(民國100年)，社群媒體之關係行銷研究─以7-Eleven之Facebook粉絲專頁使用者為例，中國文化大學新聞暨傳播學院新聞學系碩士論文14. 洪寧(民國99年)，Facebook上消費者類社會互動對品牌關係的影響，國立政治大學傳播學院廣告學系碩士論文15. 張華城、葉禾田、陳家儀(民國99年)，社群網站使用者行為之研究─以Facebook 為例， 2010現代管理與創新暨TOC限制管理學術研討會16. 戚栩僊(民國98年)，社群網站使用與社群媒體行銷使用者反應─以Facebook廣告與虛擬品牌社群為例，世新大學公共關係暨廣告學研究所碩士論文17. 梁仁傑(民國94年)，虛擬社群知識分享持續意圖之探討─公平與知識品質所扮演的角色，國立中央大學資訊管理研究所碩士論文18. 莊弼宗(民國95年)，品牌社群成員之四種網絡關係對品牌社群認同度與忠誠度之影響-以汽車社群為例，國立成功大學國際企業研究所碩博士班碩士論文(1~41)19. 莊曜華(民國97年)，體驗行銷與消費者滿意度相關性探討，並以消費者涉入程度為中介因子─以統一星巴克連鎖咖啡店為例，國立成功大學企業管理研究所碩士論文20. 郭佳棋 (民國90年)，認知形式與涉入對對橫幅廣告效果影響之研究，國立中正大學資訊管理研究所碩士論文21. 郭宜姍 (民國99年)，產品屬性、推廣策略、顧客價值、品牌知名度與消費者購買意願的關係─以3C產品消費者為例，真理大學管理科學研究所碩士論文(82~103)22. 陳正昌、程炳林 (民國87年)，SPSS、SAS、BDMP統計軟體在多變量統計上的運用，台北：五南圖書23. 陳怡如(民國99年)，站在Facebook肩膀上賺錢，數位時代雜誌第194期，頁149~15624. 陳怡君(民國97年)，以態度中介IS滿意度與持續使用之研究，國立中央大學企業管理研究所碩士論文(175~178)25. 陳慶全(民國99年)，線上品牌社群特性對社群承諾和顧客忠誠影響研究─兼論產品涉入的調節效果，國立台北大學企業管理學系碩士論文26. 陳澤義、葉香麟(民國96年)，品牌形象、品牌關係與知覺品質關係之研究─以美白化妝品品牌為例，東吳經濟商學學報，第五十八期，頁1~30(142)27. 傅建彰(民國92年)，服務品質、網路素養、顧客滿意度級品牌忠誠度關聯性之研究─以HiNet之ADSL服務為例，國立成功大學企業管理研究所碩士論文(136~137)28. 曾光華、楊堤雅(民國89年)，網際網路虛擬社群成員之角色分類與互動模式，國際店子商務理論與實務研討會論文集，台北：教育部、國立台北大學商學院與台灣電子商務協會編著，頁4-1~4-3029. 曾則翔 (民國97年)，Web2.0社群網站滿意度之研究，國立台灣大學資訊管理研究所碩士論文30. 黃卉怡 (民國91年)，影響網際網路虛擬社群成員間信任取得之因素，國立中正大學企業管理研究所碩士論文31. 黃逸甫(民國93年)，服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響─以銀行業為例，廣告學研究，第二十一集，頁53~80(134~135)32. 詹佳琪(民國90年)，虛擬社群成員滿意度及相關因素之研究，國立高雄第一科技大學資訊管理研究所碩士論文33. 廖棟樑 (民國94年)，品牌社群關係與公司關係品質對產品知識及品牌忠誠的影響，國立政治大學企業管理研究所碩士論文34. 劉佳妍(民國98年)，社群網絡口碑傳播與使用者行為關聯之研究：以Facebook社群網路為例，中國文化大學新聞研究所碩士論文35. 劉欣飴、高佑嘉(民國100年)，2011臺灣產業資訊應用現況與需求調查報告，財團法人資訊工業策進會，經濟部技術處36. 黎裕元(民國98年)，虛擬品牌社群加入動機與使用者創作態度、參與意圖及社群認同之研究，國立政治大學企業管理研究所碩士論文37. 賴心怡(民國95年)，消費者觀點與企業運動贊助效益之關係研究，私立逢甲大學企業管理研究所碩士論文38. 簡緯宸(民國97年)，品牌認同感與所有權效果對品牌延伸評價的影響：以象徵性及功能性品牌探討之，國立成功大學企業管理研究所碩士論文(138)39. 魏子豪(民國97年)，影響虛擬社群內知識分享因素之研究─以使用維基(WiKi)系統的虛擬社群為例，國立成功大學資訊管理研究所碩士論文(164)40. 魏鼎耀( 民國94年 )，目的地意象、知覺價值與遊後行為意圖關係之研究，國立成功大學交通管理科學研究所碩士論文41. 龔涵君(民國99年)，Facebook對消費者忠誠度影響之研究─以PLaiN男性服飾店為例，銘傳大學傳播管理研究所碩士論文 二、英文部分1. 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