企業粉絲專頁之影響效果研究－運用認知情感行為模式

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/16973

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Title:	企業粉絲專頁之影響效果研究－運用認知情感行為模式
Other Titles:	The Impact of Corporate Fan’s Page Effectiveness Research--Using Cognitive Affective Behavior
Authors:	黃貞愷 Huang, Jen-Kai
Contributors:	企業管理系管理科學碩博士班范惟翔 Wei-Shang Fan
Keywords:	涉入;信任;互動;粉絲專頁;心流 Heart Flow;Involvement;Trust;Interaction;Fan's Page
Date:	2014
Issue Date:	2014-11-20 11:44:58 (UTC+8)
Abstract:	進入Web2.0的世代，消費者對於產品及服務相關資訊的收集逐漸傾向以非商業資訊為來源，因此粉絲專頁的互動與評價或評比會相當影響購物意願，顯示消費者的購物習慣正逐漸轉變。不論虛擬通路或實體通路都必須要瞭解網友扮演買方與賣方的轉換關鍵。而粉絲專頁的推波助瀾正符合為企業的顧客忠誠度提供加分效果，例如7-Eleven較常出現歡樂、告知、活動用語讓消費者知道即將有新活動或產品上市和了解活動訊息，可以藉此以達到行銷的目的。　　由此可知，一個粉絲專頁的效果是透過與其他粉絲專頁使用者互動所產生的，並且藉由互動產生信任、心流與涉入，藉由對粉絲專頁涉入越與其他使用者彼此溝通、交換心得，成功的讓使用者信任粉絲專頁中的資訊內容，以此加強粉絲專頁使用者對其粉絲專頁的涉入程度。　　本研究分析問卷數據所得實證結果顯示整體模式配式標準及模式內在結構配式度均達檢定水準，表示本研究的理論模型可獲支持。互動對信任的影響成立，這表示良好的互動關係可以增加粉絲專頁使用者的信任感，互動對心流及涉入的影響成立，這結果顯示粉絲專頁使用者於粉絲專頁，認知到的重要程度。心流對粉絲專頁效果的影響成立，粉絲專頁使用者會因為享受瀏覽對方粉絲專頁而像其他粉絲專頁使用者推薦其信任的粉絲專頁，粉絲專頁也會產生對使用者的吸引力，吸引使用者點選與瀏覽，藉此提高粉絲專頁效果。　　Into the Web2.0 generation, consumer products and services related to information collected gradually tend to a non-commercial source of information is, therefore interact with the evaluation or appraisal of considerable fan’s page will affect shopping, showing consumers' shopping habits are gradually changes. Whether virtual or physical access paths must be converted to understand the users play a key buyer and the seller. And fueled fan’s page of results is consistent with providing extra points for the enterprise customer loyalty, such as 7-Eleven more common joy, inform, activities terminology so that consumers know or will soon have a new product launch events and activities to understand the message, you can borrow this in order to achieve marketing objectives.　　It can be seen, one effect is through the fan’s page to interact with other user generated and produced by the interaction of trust, flow and heart involvement, with more involvement on the fan’s page with other users communicate with each other, exchange ideas and successful fan’s page allows the user to trust the information content, in order to strengthen the fan’s page user involvement of its fan’s page.　　This study analyzed the resulting survey data with empirical results show that the overall pattern of the internal structure of standards and models equipped with the standard formula of the test reached, which means that the theoretical model of the study entitled to support. Interactive effects of the establishment of the trust, which means good interaction can increase the sense of trust fan’s page user's interaction and involvement of the heart flow impact on the establishment, which showed that fan’s page users recognize the importance on fan’s pages. Heart Flow on fan’s pages into effect immediately, because the fan’s page users will enjoy browsing the other fan’s page and like other users recommend their trust fan’s page, fan’s page users will also have to attractive to users click and browse, to enhance fan’s page effects.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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