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題名 粉絲忠誠度與其社群意識和網路口碑行為之關係 以Facebook《我可能不會愛你》偶像劇粉絲頁為例
Relationship between fan loyalty, sense of community and word-of-mouth behaviors online: a case study of In Time with You Facebook Fan page作者 徐子喬
Hsu, Tzu Chiao貢獻者 賴建都
徐子喬
Hsu, Tzu Chiao關鍵詞 Facebook
我可能不會愛你
粉絲頁
社群意識
忠誠度
虛擬社群日期 2011 上傳時間 1-May-2013 11:41:27 (UTC+8) 摘要 2011年台灣影視圈最熱門的話題莫過於「大仁哥」和「初老症狀」，它們各自代表著痴心暖男和即將脫離輕熟女階段，面臨30歲的女性。這兩個名詞延燒到新聞、課文，由於網路的無遠弗屆，行銷的效用也使得這部戲成功的推展到亞洲各地，並且締造收視佳績。 自Facebook出現後，隨即打敗Youtube、MySpace等網站，成為世界上使用人口數最多的社群網站。各種品牌或行銷活動在Facebook上觸及消費者，與之建立溝通管道，進一步建立品牌忠誠。然而Facebook不單是一個溝通的平台，更可以是一個虛擬的社群。本研究欲瞭解消費者加入粉絲頁後產生的社群忠誠以及對粉絲頁的社群意識。 本研究以焦點團體訪談作為研究方法，研究結果發現與過去文獻所呈現有所不同。粉絲加入粉絲頁的確產生社群忠誠，但並不對社群有社群意識和認同。筆者認為過去針對虛擬社群的社群意識定義需因應Facebook這類的虛擬社群有所調整，甚至是改變，也不適用過去的量表量化測量。筆者也認為實名制是讓Facebook與過去虛擬社群定義有所不同的重要關鍵。透過訪談也發現粉絲頁經營者的發文風格也影響粉絲對社群的感知和忠誠，並且發現粉絲在Facebook上的口碑行為。 參考文獻 中文資料：1. 吳筱嵐(2008)。網路商店業者建立購物者消費滿意度與忠誠度之研究—以 Yahoo!奇摩拍賣為例。佛光大學傳播學系碩士論文，未出版，宜蘭縣。2. 林培鈺(2007)。搜尋網路口碑之動機及對消費行為影響之探究－以電子佈告 欄為例。國立中山大學企業管理研究所碩士論文。3. 孫美君，影響網站忠誠度之因素研究-以購物型網站為例，中原大學資訊管 理學系碩士論文，2000。4. 徐瑞芬(2002)。影響旅遊網站忠誠度因素之研究。逢甲大學企業管理研究所 碩士論文。5. 陳映儒（2011）。社群網站特性與使用者忠誠度、持續參與意圖之關係研究。 東吳大學企業管理研究所碩士論文。6. 傅珮雯（2011）。Facebook網站上口碑行為之研究。國立中山大學企業管理 研究所碩士論文7. 傅珮雯。《Facebook網站上口碑行為之研究》。國立中山大學企業管理學系 研究所，2011。 8. 溫石松 (2002)，『顧客價值與網路忠誠度之關係』，中興大學，企業管理 學系研究所碩士論文。9. 翟本瑞（2002）。網路文化與虛擬生活世界。網路與社會研討會。10. 劉智華（2001）。網站體驗與上站忠誠度之關係研究。碩士論文，中原大學 資訊管理學系，中壢。11. 潘弘愿（2011）。品牌與社群因素對 Facebook 書店粉絲團成員購買意願影 響之研究(碩士論文)。 世新大學圖文傳播所碩士論文12. 薛紹安（2005）。虛擬社群特性、意識及成員忠誠度關係之研究(碩士論文)。 國立政治大學企業管理研究所碩士論文。13. 鍾瑄容（2000）。涉入程度、顧客滿意度與忠誠度關係之研究—以網路商店 類型及顧客關係結合類型分析。未出版碩士論文，中原大學，桃園縣。英文部份：1. Adler, R. P. & Christopher, A. J. (1998). Internet Community Primer, available at http://www.digiplaces.com.Baym, N. K. (1998). The emergence of on-line community. InSG.: Jones.2. Arndt, Johan, “Word of Mouth Advertising：A Review of the Literature”, Advertising Research Federation, New York, 1967.3. Bell, D. An introduction to cybercultures. London: Routledge, 20014. Bickart, B. and R. M. Schindler, (2001), “Internet Forums As Influential Sources of Consumer Information” , Journal of Interactive Marketing, Vol. 15, No. 3, pp.31-40.5. Blanchard, A.L., and Markus, M.L.,(2004),“The Experienced “Sense”of a Virtual Community:Characteristics and Processes,” The DATA BASE for Advances in Information systens, 35(1), pp.65-79.6. Boyd, D., & Ellison, N. (2007). Social network sites: Definition, history, and scholarship. JOURNAL OF COMPUTER MEDIATED COMMUNICATION-ELECTRONIC EDITION-, 13(1), 210.7. McMillan, D.W. ,& Chavis D.M.（1986）,A definition and theory. Journal of Community Psychology（14）,1,6-23.8. Brister, J.M.（1990）,“ Enhanced Explanations of Word of Mouth Communications： The Power of Relationships”, Research in Consumer Behavior, Vol. 4, pp. 51-839. Brown, Jacqueline Johnson and Reingen Peter H.（1987）, “Social Ties and Word of Mouth Referral Behavior”, Journal of Consumer Research, Vol.14 ,pp.350-362.10. Brown,Jacqueline Johnson and Reingen Peter H.（1987）, “Social Ties and Word of Mouth Referral Behavior”, Journal of Consumer Research, Vol.14 ,pp.350-362.11. Dellarocas, Chrysanthos (2003), “The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms”, Management Science, 29(10), 1407-1424.12. Dick, H., Alan, S. and Basu, K. (1994) ,“Customer Loyalty: Toward an Integrated conceptual Framework.” Journal of the Academy of Marketing Science,Vol.22, pp.99-113.13. Engel J. F., Blackwell,R. D.,& Kegerreis R. J. (1969). How Information Is Used to Adopt an Innovation? Journal of Advertising Research, 9(4), pp.3-8.14. Gelb, B. D. and S. Sundaram, (2002), “Adapting to word of mouse,” Business Horizon 45(4), July - August, 21-25.15. Gelb, B. D. and S. Sundaram, (2002), “Adapting to word of mouse,” Business Horizon 45(4), July - August, 21-25.16. Gillespie, A., Krishan, M., Oliver, C., Olsen, K., &Thiel, M (1999). 「Online behavior:stickness,Online」.Avaiable:http://ecommerce.Vanderbilt.edu/St udent.Projects/stickiness.「2000,June 5Th」.17. Goldsmith, R. E., & Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising 6(2), 1-16.18. Goldsmith, R. E., & Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising 6(2), 1-16.19. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D.D.(2004) .Electronic Word-of-Mouth via Consumer-Opinion Platforms : What Motivates Consumers to Articulate Themselves on the Internet.Journal of Interactive Marketing ,18:1, 38-52.20. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D.D.(2004) .Electronic Word-of-Mouth via Consumer-Opinion Platforms : What Motivates Consumers to Articulate Themselves on the Internet.Journal of Interactive Marketing ,18:1, 38-52.21. Heskett, James L., W. Earl Sasser, Jr., and Leonard A. Schlesinger, (1997), The Service Profit Chain, New York: Free Press.22. Jacoby, J., and R. W. Chestnut, Eds, Brand loyalty: Measurement and Management, NY: John Wiley and Sons,1978, pp. 1-32.23. Jones,M.,(1995),”Customer Satisfaction: the Case for Measurement,” Journal of Audiovisual Media in Medicine, Vol. 18, No. 1, pp. 17-21.24. Koh, J,and Kim, Y.G.,(2004a),“Knowledge sharing in virtual communities: an e-business perspective,”Expert System with Applications, 26, pp.155-166.25. Kotler, P. (2003). Marketing management(11th ed.). Upper Saddle River, NJ: Prentice-Hall.26. Lee, F.S.L., Vogel, D.,and Limayem, M.,(2003),“Virtual community informatics:A review and research agenda,” Journal of Information Technology Theory and Application27. McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory, Journal of Community Psychology, 14 (1), 6-23.28. Neveen F. Awad & Arik Ragowsky, “Establishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination Across Genders” Journal of Management Information Systems / Spring 2008, Vol. 24, No. 4, pp. 101–121.29. Oliver, Richard L., “What is Customer Satisfaction?” Wharton Magazine, Vol. 5, pp. 36-41, (1999).30. Pamela Kiecker and Deborah Cowles (2001), “Interpersonal Communication and Personal Influence on the Internet：A Framework for Examining Online Word-of-Mouth,” Internet Applications in Euromarketing, 11(2), 71-88.31. Pollach, I. (2006), “Electronic Word of Mouth: a Genre Analysis of Product Review on Consumer Opinion Web Sites,” The 39th Hawaii international conference on system science.32. Rheingold, H. (1993). The Virtual Community: Homesteading on the Electronic Frontier. New York: Addison-Wesley.33. Romm, C., Pliskin, N.,and Clarke, R.,(1997),“Virtual Communities and Sociey: Toward and Integrative three phase model,” International Journal of Information Management, 17(4), pp.261-270.34. Selnes, F. (1993), “An examination of the effect of product performance on brand reputation, satisfaction and loyalty,” European Journal of Marketing, Vol. 27, No. 9, pp. 19-35.35. Sen, S. and D. Lerman (2007), “Why Are You Telling Me This? An Examination into Negative Consumer Reviews on Web,” Journal of Interactive Marketing, 21 (4), 76-94.36. Shen, C. C. and Chiou, J. S. (2009), “The effect of community identification on attitude and intention toward a blogging community,” Internet Research, Vol. 19, No. 4, pp. 393-407.37. Sheth, J. N. (1971), “Word of Mouth in Low-Risk Innovations,” Journal of Advertising Research, 113, 15-18.38. Tellis, G.J.,(1988),“Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice,” Journal of Marketing Research, 25, pp.134-144.39. Tonnies, Ferdinand 1988 “Community & society” New Brunswick, U.S.A.： Transaction Books40. Wenger, E. C., McDermott, R. & Snyder, W. M. (2002). Cultivating communities of practice: A guide to managing knowledge. Boston: Harvard Business Publishing.網路資料：1. Digital Marketing Association(2012.3)《2011台灣網路廣告量統計暨2012預測 報告。》上網日期：2012.04.11 取自： http://www.iama.org.tw/upload/BulletinMsg/20120319042404156.pdf2. 維基百科（2011.11）《我可能不會愛你》上網日期：2012.03.11 取自 http://zh.wikipedia.org/zh-tw/%E6%88%91%E5%8F%AF%E8%83%BD%E4% B8%8D%E6%9C%83%E6%84%9B%E4%BD%A03. digitalbuzz(2011.5.22) Infographic:The Real Cost Of Social Media.Retrieve April 6 from http://www.digitalbuzzblog.com/infographic-cost-of-social-media/4. Experian(2011.4.16)Top 10 visited US websites. Retrive April 11 from http://www.hitwise.com/us/datacenter/main/dashboard-10133.html5. Paul Marsden（2011.08.24）Moontoast-Anatomy-of-a-Fan. Retrive April.14 from http://socialcommercetoday.com/speed-summary-moontoast-ebook- on-facebook-commerce-for-brands-with-infographic/moontoast-anatomy- of-a-fan/6. Pew Research center（2011）Social networking sites and our lives.）Retrieved April 4 ,2012,from htp://www.pewinternet.org/Reports/2011/Technology-and-social-networks/~/me dia/552DD1AD53734182B53118DBD66084EB.pdf7. Radha Subramanyam（2011.10.06）The Relationship Between Social Media Buzz and TV Ratings[nielsenwire]。Retrieve April 4,2012 from http://blog.nielsen.com/nielsenwire/online_mobile/the-relationship-between -social-media-buzz-and-tv-ratings/02 Retrieve April 16,from 描述 碩士
國立政治大學
廣告研究所
99452009
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099452009 資料類型 thesis dc.contributor.advisor 賴建都 zh_TW dc.contributor.author (Authors) 徐子喬 zh_TW dc.contributor.author (Authors) Hsu, Tzu Chiao en_US dc.creator (作者) 徐子喬 zh_TW dc.creator (作者) Hsu, Tzu Chiao en_US dc.date (日期) 2011 en_US dc.date.accessioned 1-May-2013 11:41:27 (UTC+8) - dc.date.available 1-May-2013 11:41:27 (UTC+8) - dc.date.issued (上傳時間) 1-May-2013 11:41:27 (UTC+8) - dc.identifier (Other Identifiers) G0099452009 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/57936 - 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) 99452009 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 2011年台灣影視圈最熱門的話題莫過於「大仁哥」和「初老症狀」，它們各自代表著痴心暖男和即將脫離輕熟女階段，面臨30歲的女性。這兩個名詞延燒到新聞、課文，由於網路的無遠弗屆，行銷的效用也使得這部戲成功的推展到亞洲各地，並且締造收視佳績。 自Facebook出現後，隨即打敗Youtube、MySpace等網站，成為世界上使用人口數最多的社群網站。各種品牌或行銷活動在Facebook上觸及消費者，與之建立溝通管道，進一步建立品牌忠誠。然而Facebook不單是一個溝通的平台，更可以是一個虛擬的社群。本研究欲瞭解消費者加入粉絲頁後產生的社群忠誠以及對粉絲頁的社群意識。 本研究以焦點團體訪談作為研究方法，研究結果發現與過去文獻所呈現有所不同。粉絲加入粉絲頁的確產生社群忠誠，但並不對社群有社群意識和認同。筆者認為過去針對虛擬社群的社群意識定義需因應Facebook這類的虛擬社群有所調整，甚至是改變，也不適用過去的量表量化測量。筆者也認為實名制是讓Facebook與過去虛擬社群定義有所不同的重要關鍵。透過訪談也發現粉絲頁經營者的發文風格也影響粉絲對社群的感知和忠誠，並且發現粉絲在Facebook上的口碑行為。 zh_TW dc.description.tableofcontents 第一章 緒論 第一節 研究背景------------------------------------------------1 第二節 研究動機------------------------------------------------3 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 第一節 社群網站－Facebook--------------------------------------8 第二節 Facebook的粉絲頁（Fanpage）----------------------------11 第三節 社群網站行銷-------------------------------------------13 第四節 網路口碑-----------------------------------------------16 第五節 網路社群-----------------------------------------------18 第六節 社群意識-----------------------------------------------22 第七節 忠誠度-------------------------------------------------26 第八節 Facebook上的口碑活動類型--------- ---------------------31 第九節 本章小結-----------------------------------------------33第三章 研究方法 第一節 研究架構-----------------------------------------------34 第二節 焦點圖體訪談-------------------------------------------35第四章 研究分析 第一節 參與粉絲頁動機-----------------------------------------38 第二節 社群意識-----------------------------------------------40 第三節 虛擬忠誠-----------------------------------------------45 第四節 Facebook口碑型態與動機-------------------------------- 49第五章 結論 第一節 研究結論-----------------------------------------------51 第二節 研究貢獻-----------------------------------------------53 第三節 未來研究建議-------------------------------------------54 第四節 研究限制-----------------------------------------------55參考文獻-----------------------------------------------------------56附錄：焦點團體訪談逐字稿-------------------------------------------61 zh_TW dc.format.extent 626555 bytes - dc.format.extent 5779195 bytes - dc.format.mimetype application/pdf - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099452009 en_US dc.subject (關鍵詞) Facebook zh_TW dc.subject (關鍵詞) 我可能不會愛你 zh_TW dc.subject (關鍵詞) 粉絲頁 zh_TW dc.subject (關鍵詞) 社群意識 zh_TW dc.subject (關鍵詞) 忠誠度 zh_TW dc.subject (關鍵詞) 虛擬社群 zh_TW dc.title (題名) 粉絲忠誠度與其社群意識和網路口碑行為之關係 以Facebook《我可能不會愛你》偶像劇粉絲頁為例 zh_TW dc.title (題名) Relationship between fan loyalty, sense of community and word-of-mouth behaviors online: a case study of In Time with You Facebook Fan page en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文資料：1. 吳筱嵐(2008)。網路商店業者建立購物者消費滿意度與忠誠度之研究—以 Yahoo!奇摩拍賣為例。佛光大學傳播學系碩士論文，未出版，宜蘭縣。2. 林培鈺(2007)。搜尋網路口碑之動機及對消費行為影響之探究－以電子佈告 欄為例。國立中山大學企業管理研究所碩士論文。3. 孫美君，影響網站忠誠度之因素研究-以購物型網站為例，中原大學資訊管 理學系碩士論文，2000。4. 徐瑞芬(2002)。影響旅遊網站忠誠度因素之研究。逢甲大學企業管理研究所 碩士論文。5. 陳映儒（2011）。社群網站特性與使用者忠誠度、持續參與意圖之關係研究。 東吳大學企業管理研究所碩士論文。6. 傅珮雯（2011）。Facebook網站上口碑行為之研究。國立中山大學企業管理 研究所碩士論文7. 傅珮雯。《Facebook網站上口碑行為之研究》。國立中山大學企業管理學系 研究所，2011。 8. 溫石松 (2002)，『顧客價值與網路忠誠度之關係』，中興大學，企業管理 學系研究所碩士論文。9. 翟本瑞（2002）。網路文化與虛擬生活世界。網路與社會研討會。10. 劉智華（2001）。網站體驗與上站忠誠度之關係研究。碩士論文，中原大學 資訊管理學系，中壢。11. 潘弘愿（2011）。品牌與社群因素對 Facebook 書店粉絲團成員購買意願影 響之研究(碩士論文)。 世新大學圖文傳播所碩士論文12. 薛紹安（2005）。虛擬社群特性、意識及成員忠誠度關係之研究(碩士論文)。 國立政治大學企業管理研究所碩士論文。13. 鍾瑄容（2000）。涉入程度、顧客滿意度與忠誠度關係之研究—以網路商店 類型及顧客關係結合類型分析。未出版碩士論文，中原大學，桃園縣。英文部份：1. Adler, R. P. & Christopher, A. J. (1998). Internet Community Primer, available at http://www.digiplaces.com.Baym, N. K. (1998). The emergence of on-line community. InSG.: Jones.2. Arndt, Johan, “Word of Mouth Advertising：A Review of the Literature”, Advertising Research Federation, New York, 1967.3. Bell, D. An introduction to cybercultures. London: Routledge, 20014. Bickart, B. and R. M. Schindler, (2001), “Internet Forums As Influential Sources of Consumer Information” , Journal of Interactive Marketing, Vol. 15, No. 3, pp.31-40.5. Blanchard, A.L., and Markus, M.L.,(2004),“The Experienced “Sense”of a Virtual Community:Characteristics and Processes,” The DATA BASE for Advances in Information systens, 35(1), pp.65-79.6. Boyd, D., & Ellison, N. (2007). Social network sites: Definition, history, and scholarship. JOURNAL OF COMPUTER MEDIATED COMMUNICATION-ELECTRONIC EDITION-, 13(1), 210.7. McMillan, D.W. ,& Chavis D.M.（1986）,A definition and theory. Journal of Community Psychology（14）,1,6-23.8. Brister, J.M.（1990）,“ Enhanced Explanations of Word of Mouth Communications： The Power of Relationships”, Research in Consumer Behavior, Vol. 4, pp. 51-839. Brown, Jacqueline Johnson and Reingen Peter H.（1987）, “Social Ties and Word of Mouth Referral Behavior”, Journal of Consumer Research, Vol.14 ,pp.350-362.10. Brown,Jacqueline Johnson and Reingen Peter H.（1987）, “Social Ties and Word of Mouth Referral Behavior”, Journal of Consumer Research, Vol.14 ,pp.350-362.11. Dellarocas, Chrysanthos (2003), “The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms”, Management Science, 29(10), 1407-1424.12. Dick, H., Alan, S. and Basu, K. (1994) ,“Customer Loyalty: Toward an Integrated conceptual Framework.” Journal of the Academy of Marketing Science,Vol.22, pp.99-113.13. Engel J. F., Blackwell,R. D.,& Kegerreis R. J. (1969). How Information Is Used to Adopt an Innovation? 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