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題名 消費者間共鳴對購買意願之影響
An empirical study of the effects of customer resonance on purchase intention
作者 謝依臻
Sie, Yi Jhen
貢獻者 尚孝純
Shang, Shari S. C.
謝依臻
Sie, Yi Jhen
關鍵詞 社群網路
消費者行為
使用與滿足
自我呈現
共鳴
購買意願
Social networks
Customer behaviors
Use and gratification
Self-presentation
Resonance
Purchase intention
日期 2013
上傳時間 21-Jul-2014 15:37:56 (UTC+8)
摘要 近幾年來，社群網路因為使用者的參與已逐漸熱門熱門，成為我們生活中不可或缺的一部分。例如Facebook、Youtube以及Flicker都是目前使用者經常使用的社群媒體平台，我們可以在平台上發表任何任何想法，並且透過平台與其他使用者溝通。社群網路已經逐漸改變傳統人們的溝通方式，許多使用者再平台上發表內容以及訊息，當訊息被許多使用者廣為討論以及分享，因此在平台上有著所謂口碑的出現，也就是所謂的共鳴效應。本篇研究想了解使用者使用社群媒體並是如何透過社群網路達到共鳴效應。
本研究目的在於調查再社群網路上，何種因素會導致消費者去討論以及分享訊息，也就是使用者間的共鳴，之後更進一步探討，當使用者間的共鳴發生時，是否會影響到使用者的購買意願。本研究共蒐集了410份樣本並使用結構方程模型分析其樣本顯著與否。本研究結果發現其內容滿足、社會關係滿足與自我形象滿足都對共鳴有顯著影響，且共鳴對購買意願也有顯著影響。此外，本研究也執行分群分析將共鳴結果分為高共鳴與低共鳴兩族，分別探討其顯著指標與背後意義。
In recent years, social network have become incredibly popular. Online communication platform such as Facebook, YouTube, and Flicker offer freely available user-generated content that enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on social networks. Therefore, social networks have gradually become interpersonal communication platforms. Message resonated when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topic resonated among them.
We collected the 410 sample and used the structural equation model analyzed our proposed model by using SPSS 21.0 and SmartPLS. Besides, we also used K-means to partition our sample into two clustering and obtained the managerial implications. In our research, we observed that content gratification, social relation gratification and self-presentation gratification have impact on resonance and resonance also has influence on purchase intention.
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Batra, R., and Ahtola, O. T. 1991. "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes," Marketing letters (2:2), pp 159-170.
Bearden, W. O., Netemeyer, R. G., and Teel, J. E. 1989. "Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of consumer research), pp 473-481.
Bloch, P. H., and Richins, M. L. 1983. "A Theoretical Model for the Study of Product Importance Perceptions," The Journal of Marketing), pp 69-81.
Bonds-Raacke, J., and Raacke, J. 2010. "Myspace and Facebook: Identifying Dimensions of Uses and Gratifications for Friend Networking Sites," Individual Differences Research (8:1), pp 27-33.
Burnkrant, R. E., and Cousineau, A. 1975. "Informational and Normative Social Influence in Buyer Behavior," Journal of Consumer research), pp 206-215.
Chen, Y.-H., Hsu, I., and Lin, C.-C. 2010. "Website Attributes That Increase Consumer Purchase Intention: A Conjoint Analysis," Journal of Business Research (63:9), pp 1007-1014.
Chiu, C.-M., Hsu, M.-H., and Wang, E. T. 2006. "Understanding Knowledge Sharing in Virtual Communities: An Integration of Social Capital and Social Cognitive Theories," Decision support systems (42:3), pp 1872-1888.
Chu, S. C., and Kim, Y. 2011. "Determinants of Consumer Engagement in Electronic Word-of-Mouth (Ewom) in Social Networking Sites," International Journal of Advertising (30:1), pp 47-75.
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D’Rozario, D., and Choudhury, P. K. 2000. "Effect of Assimilation on Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Marketing (17:4), pp 290-307.
De Matos, C. A., and Rossi, C. A. V. 2008. "Word-of-Mouth Communications in Marketing: A Meta-Analytic Review of the Antecedents and Moderators," Journal of the Academy of Marketing Science (36:4), pp 578-596.
Deutsch, M., and Gerard, H. B. 1955. "A Study of Normative and Informational Social Influences Upon Individual Judgment," The journal of abnormal and social psychology (51:3), p 629.
Dholakia, U. M., Bagozzi, R. P., and Pearo, L. K. 2004. "A Social Influence Model of Consumer Participation in Network-and Small-Group-Based Virtual Communities," International journal of research in marketing (21:3), pp 241-263.
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., and Van Wijk, R. 2007. "Why Pass on Viral Messages? Because They Connect Emotionally," Business Horizons (50:4), pp 291-304.
Festinger, L. 1962. A Theory of Cognitive Dissonance, (Stanford university press.
Fornell, C., and Larcker, D. 1987. "A Second Generation of Multivariate Analysis: Classification of Methods and Implications for Marketing Research," Review of marketing (87), pp 407-450.
Foster, M. K., Francescucci, A., and West, B. C. 2010. "Why Users Participate in Online Social Networks," International Journal of e-Business Management (4:1), p 3.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., and Yale, L. J. 1998. "A Dyadic Study of Interpersonal Information Search," Journal of the Academy of Marketing Science (26:2), pp 83-100.
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Jahn, B., and Kunz, W. 2012. "How to Transform Consumers into Fans of Your Brand," Journal of Service Management (23:3), pp 344-361.
Jarvenpaa, S. L., Knoll, K., and Leidner, D. E. 1998. "Is Anybody out There? Antecedents of Trust in Global," Journal 0/Management Information Systems/Spring I998 (4:4), pp 29-64.
Jin, X.-L., Cheung, C. M., Lee, M. K., and Chen, H.-P. 2009. "How to Keep Members Using the Information in a Computer-Supported Social Network," Computers in Human Behavior (25:5), pp 1172-1181.
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描述 碩士
國立政治大學
資訊管理研究所
101356030
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101356030
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.advisor Shang, Shari S. C.en_US
dc.contributor.author (Authors) 謝依臻zh_TW
dc.contributor.author (Authors) Sie, Yi Jhenen_US
dc.creator (作者) 謝依臻zh_TW
dc.creator (作者) Sie, Yi Jhenen_US
dc.date (日期) 2013en_US
dc.date.accessioned 21-Jul-2014 15:37:56 (UTC+8)-
dc.date.available 21-Jul-2014 15:37:56 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2014 15:37:56 (UTC+8)-
dc.identifier (Other Identifiers) G0101356030en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67596-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 101356030zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 近幾年來，社群網路因為使用者的參與已逐漸熱門熱門，成為我們生活中不可或缺的一部分。例如Facebook、Youtube以及Flicker都是目前使用者經常使用的社群媒體平台，我們可以在平台上發表任何任何想法，並且透過平台與其他使用者溝通。社群網路已經逐漸改變傳統人們的溝通方式，許多使用者再平台上發表內容以及訊息，當訊息被許多使用者廣為討論以及分享，因此在平台上有著所謂口碑的出現，也就是所謂的共鳴效應。本篇研究想了解使用者使用社群媒體並是如何透過社群網路達到共鳴效應。
本研究目的在於調查再社群網路上，何種因素會導致消費者去討論以及分享訊息，也就是使用者間的共鳴，之後更進一步探討，當使用者間的共鳴發生時，是否會影響到使用者的購買意願。本研究共蒐集了410份樣本並使用結構方程模型分析其樣本顯著與否。本研究結果發現其內容滿足、社會關係滿足與自我形象滿足都對共鳴有顯著影響，且共鳴對購買意願也有顯著影響。此外，本研究也執行分群分析將共鳴結果分為高共鳴與低共鳴兩族，分別探討其顯著指標與背後意義。		zh_TW
dc.description.abstract (摘要) In recent years, social network have become incredibly popular. Online communication platform such as Facebook, YouTube, and Flicker offer freely available user-generated content that enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on social networks. Therefore, social networks have gradually become interpersonal communication platforms. Message resonated when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topic resonated among them.
We collected the 410 sample and used the structural equation model analyzed our proposed model by using SPSS 21.0 and SmartPLS. Besides, we also used K-means to partition our sample into two clustering and obtained the managerial implications. In our research, we observed that content gratification, social relation gratification and self-presentation gratification have impact on resonance and resonance also has influence on purchase intention.		en_US
dc.description.tableofcontents Acknowledgements 2
摘要 3
ABSTRACT 4
TABLE of Contents 5
List of Tables 7
List of Figures 7
Chapter 1: Introduction 8
Chapter 2: Literature Review 11
2.1 Resonance 11
2.2 Use and Gratification 13
2.3 Content Gratification 15
2.4 Social Relation Gratification 16
2.4.1 Tie Strength 16
2.4.2 Homophily 18
2.4.3 Trust 18
2.4.4 Interpersonal Influences 19
2.4.4.1 Normative Influences 19
2.4.4.2 Information Influences 20
2.5 Self-presentation Gratification 20
2.6 Purchase Intention 21
Chapter 3: Methodology 23
3.1 Research Design 23
3.2 Research Variables 24
3.3 Data Collection 24
3.4 Measurement 26
3.5 Data Analysis 26
Chapter 4: Research Results 28
4.1 Survey Administration 28
4.2 Model Analysis 29
4.2.1 Measurement Model 29
4.2.2 Structural Model 32
4.3 Cluster Analysis 34
4.3.1 Cluster Method 34
4.3.2 Cluster Results 35
4.3.3 Analysis Matrix of Demographic Information in Clustering 37
4.3.3.1 Comparison and Differentiation of Clusters Based on Gender 37
4.3.3.2 Comparison and Differentiation of Clusters Based on Platform Experience 38
4.3.3.3 Comparison and Differentiation of Clusters Based on Revenue 38
4.4 Summary Results 39
Chapter 5: Discussion 41
5.1 Overview of Research Finding 41
5.2 Influence of Social-Network Sites on Customer Resonance 41
5.3 Effects of Clustering on Customer Resonance 42
Chapter 6: Conclusions and Limitations 44
6.1 Summary 44
6.2 Research Limitations and Direction for Future Study 46
6.3 Research Contributions 46
Reference 48
APPENDIX. QUESTIONNAIRE 53		zh_TW
dc.format.extent 786314 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101356030en_US
dc.subject (關鍵詞) 社群網路zh_TW
dc.subject (關鍵詞) 消費者行為zh_TW
dc.subject (關鍵詞) 使用與滿足zh_TW
dc.subject (關鍵詞) 自我呈現zh_TW
dc.subject (關鍵詞) 共鳴zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.subject (關鍵詞) Social networksen_US
dc.subject (關鍵詞) Customer behaviorsen_US
dc.subject (關鍵詞) Use and gratificationen_US
dc.subject (關鍵詞) Self-presentationen_US
dc.subject (關鍵詞) Resonanceen_US
dc.subject (關鍵詞) Purchase intentionen_US
dc.title (題名) 消費者間共鳴對購買意願之影響zh_TW
dc.title (題名) An empirical study of the effects of customer resonance on purchase intentionen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Anderson, J. C., and Gerbing, D. W. 1988. "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach," Psychological bulletin (103:3), p 411.
Babin, B. J., Darden, W. R., and Griffin, M. 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of consumer research), pp 644-656.
Batra, R., and Ahtola, O. T. 1991. "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes," Marketing letters (2:2), pp 159-170.
Bearden, W. O., Netemeyer, R. G., and Teel, J. E. 1989. "Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of consumer research), pp 473-481.
Bloch, P. H., and Richins, M. L. 1983. "A Theoretical Model for the Study of Product Importance Perceptions," The Journal of Marketing), pp 69-81.
Bonds-Raacke, J., and Raacke, J. 2010. "Myspace and Facebook: Identifying Dimensions of Uses and Gratifications for Friend Networking Sites," Individual Differences Research (8:1), pp 27-33.
Burnkrant, R. E., and Cousineau, A. 1975. "Informational and Normative Social Influence in Buyer Behavior," Journal of Consumer research), pp 206-215.
Chen, Y.-H., Hsu, I., and Lin, C.-C. 2010. "Website Attributes That Increase Consumer Purchase Intention: A Conjoint Analysis," Journal of Business Research (63:9), pp 1007-1014.
Chiu, C.-M., Hsu, M.-H., and Wang, E. T. 2006. "Understanding Knowledge Sharing in Virtual Communities: An Integration of Social Capital and Social Cognitive Theories," Decision support systems (42:3), pp 1872-1888.
Chu, S. C., and Kim, Y. 2011. "Determinants of Consumer Engagement in Electronic Word-of-Mouth (Ewom) in Social Networking Sites," International Journal of Advertising (30:1), pp 47-75.
Chung, C., and Austria, K. 2010. "Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value," Proceedings of the Northeast Business & Economics Association).
D’Rozario, D., and Choudhury, P. K. 2000. "Effect of Assimilation on Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Marketing (17:4), pp 290-307.
De Matos, C. A., and Rossi, C. A. V. 2008. "Word-of-Mouth Communications in Marketing: A Meta-Analytic Review of the Antecedents and Moderators," Journal of the Academy of Marketing Science (36:4), pp 578-596.
Deutsch, M., and Gerard, H. B. 1955. "A Study of Normative and Informational Social Influences Upon Individual Judgment," The journal of abnormal and social psychology (51:3), p 629.
Dholakia, U. M., Bagozzi, R. P., and Pearo, L. K. 2004. "A Social Influence Model of Consumer Participation in Network-and Small-Group-Based Virtual Communities," International journal of research in marketing (21:3), pp 241-263.
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., and Van Wijk, R. 2007. "Why Pass on Viral Messages? Because They Connect Emotionally," Business Horizons (50:4), pp 291-304.
Festinger, L. 1962. A Theory of Cognitive Dissonance, (Stanford university press.
Fornell, C., and Larcker, D. 1987. "A Second Generation of Multivariate Analysis: Classification of Methods and Implications for Marketing Research," Review of marketing (87), pp 407-450.
Foster, M. K., Francescucci, A., and West, B. C. 2010. "Why Users Participate in Online Social Networks," International Journal of e-Business Management (4:1), p 3.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., and Yale, L. J. 1998. "A Dyadic Study of Interpersonal Information Search," Journal of the Academy of Marketing Science (26:2), pp 83-100.
Goffman, E. 2002. "The Presentation of Self in Everyday Life. 1959," Garden City, NY).
Goh, K.-Y., Heng, C.-S., and Lin, Z. 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User-and Marketer-Generated Content," Information Systems Research (24:1), pp 88-107.
Granovetter, M. S. 1973. "The Strength of Weak Ties," American journal of sociology), pp 1360-1380.
Gremler, D. D., Gwinner, K. P., and Brown, S. W. 2001. "Generating Positive Word-of-Mouth Communication through Customer-Employee Relationships," International Journal of Service Industry Management (12:1), pp 44-59.
Gruhl, D., Guha, R., Liben-Nowell, D., and Tomkins, A. Year. "Information Diffusion through Blogspace," Proceedings of the 13th international conference on World Wide Web, ACM2004, pp. 491-501.
Hirschman, E. C., and Holbrook, M. B. 1982. "Hedonic Consumption: Emerging Concepts, Methods and Propositions," The Journal of Marketing), pp 92-101.
Hoffman, D. L., and Fodor, M. 2010. "Can You Measure the Roi of Your Social Media Marketing?," MIT Sloan Management Review (52:1) Fall
Fall 2010, pp 41-49.
Jahn, B., and Kunz, W. 2012. "How to Transform Consumers into Fans of Your Brand," Journal of Service Management (23:3), pp 344-361.
Jarvenpaa, S. L., Knoll, K., and Leidner, D. E. 1998. "Is Anybody out There? Antecedents of Trust in Global," Journal 0/Management Information Systems/Spring I998 (4:4), pp 29-64.
Jin, X.-L., Cheung, C. M., Lee, M. K., and Chen, H.-P. 2009. "How to Keep Members Using the Information in a Computer-Supported Social Network," Computers in Human Behavior (25:5), pp 1172-1181.
Kaplan, A. M., and Haenlein, M. 2010. "Users of the World, Unite! The Challenges and Opportunities of Social Media," Business horizons (53:1), pp 59-68.
Katz, E. 1959. "Mass Communications Research and the Study of Popular Culture: An Editorial Note on a Possible Future for This Journal," Departmental Papers (ASC)), p 165.
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