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系統識別號 U0026-0110201820311300
論文名稱(中文) 以隱私計算探討消費者對於虛擬品牌社群之產品經驗揭露
論文名稱(英文) Consumers' Product Experience Disclosure on Virtual Brand Community: From the Perspective of Privacy Calculus
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 106
學期 2
出版年 107
研究生(中文) 孫浩然
研究生(英文) Hao-Ran Sun
學號 R46051329
學位類別 碩士
語文別 英文
論文頁數 105頁
口試委員 指導教授-張心馨
口試委員-賴孟寬
口試委員-王馨葦
口試委員-陳素雯
中文關鍵字 隱私計算理論  虛擬社群感  品牌社群參與  經驗揭露  品牌承諾  虛擬品牌社群 
英文關鍵字 Privacy Calculus Theory  Sens of Virtual Community  Brand Community Engagement  Experience Disclosure  Brand Commitment  Virtual Brand Community 
學科別分類
中文摘要 顧客於虛擬品牌社群中揭露產品使用經驗不但能使品牌廠商獲得顧客資訊,且能吸引潛在顧客參與該品牌社群的討論。本研究主要以隱私計算理論(Privacy Calculus Theory)探討顧客揭露其產品使用之經驗,以了解虛擬品牌社群與顧客本身在經驗揭露意願的過程中所扮演的角色。因此,採用虛擬社群意識(Sense of Virtual Community)與品牌社群參與(Brand Community Engagement)討論顧客揭露經驗之心理歷程,並以隱私計算理論做為促進虛擬社群意識及品牌社群參與之前置因素。另以品牌承諾(Brand Commitment)對品牌社群情緒誘發與經驗揭露行為檢測期間的干擾效果。研究對象為虛擬品牌社群的成員,總共回收944份有效問卷,並採用結構方程模式。統計分析結果顯示,顧客隱私計算中的社會化(Socialization)及自我表現(Self-Expression)皆能促進虛擬社群意識與品牌社群參與,然取悅他人(Pleasing Others)只對虛擬社群意識具正向顯著效果;而在獎勵(Reward)與網路攻擊言論(Flaming)對顧客的虛擬社群意識與品牌社群參與皆具有顯著影響。此外,顧客的虛擬社群意識與品牌社群參與程度越高則會提升顧客揭露產品使用經驗(Disclosure Experience)之意願。最後,本研究建議品牌社群管理者除了提供顧客雙向溝通平台外,也需管理與規範品牌社群成員避免使用具敵意且負面的文字回覆,並適時提供獎勵以提高顧客分享使用經驗的意願,進而達成良好的虛擬品牌社群文化,以藉此鼓勵顧客參與虛擬品牌社群的討論,使虛擬品牌社群觸及率提高。
英文摘要 In the virtual brand community, customer disclosures related to product usage experience not only enable the product’s brand company to obtain customer information, but also attract potential customers to participate in brand community discussions. This research adopted the privacy calculus theory to explore customer usage experience disclosure and to understand the roles that the virtual brand community and customers play in the disclosure process. Therefore, sense of virtual community and brand community engagement were adopted to discuss customer disclosure emotional elicitation, and privacy calculus factors were treated as antecedents of a sense of virtual community and brand community engagement. Moreover, brand community was also adopted as a moderator in the model. The survey focused on members of a virtual brand community, and a total of 944 valid questionnaires were collected. Structural equation modeling was adopted for the data analyses. The results showed that socialization and self-expression increased a sense of virtual community and brand community engagement, but pleasing others only positively affected the sense of virtual community. Reward and flaming (a hostile and insulting interaction between persons over the Internet) had a significant impact on the sense of virtual community and brand community engagement on the part of customers. In addition, a high level of brand community engagement and sense of virtual community increased intention toward customer disclosure related to product experience. Finally, this study suggested that brand community managers should not only provide a two-way communication platform for customers, but also need to manage and regulate the use of hostile, negative responses. In addition, some tokens can be provided as a reward to encourage customer willingness toward disclosure of experiences. Further, managers also can establish a good virtual brand community culture that encourages customers to participate in the discussion and increases engagement rates in their virtual brand communities.
論文目次 摘要 I
Abstract II
Table of Contents IV
List of Tables VII
List of Figures VIII
CHAPTER ONE 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 6
1.3 Research Process 6
CHAPTER TWO 8
2.1 Privacy Calculus 8
2.2 Motivation 10
2.2.1 Socialization 11
2.2.2 Self-expression 12
2.2.3 Pleasing Others 13
2.3 Benefits – Rewards 14
2.4 Risks – Flaming 16
2.5 Sense of Virtual Community 17
2.6 Brand Community Engagement 18
2.7 Experience Disclosure 20
2.8 Moderator – Brand Commitment 21
2.9. Hypotheses Development 23
2.9.1. Socialization, Sense of Virtual Community, & Brand Community Engagement 25
2.9.2. Self-expression, Sense of Virtual Community, & Brand Community Engagement 27
2.9.3. Pleasing Others, Sense of Virtual Community, & Brand Community Engagement 29
2.9.4. Rewards, Sense of Virtual Community, & Brand Community Engagement 30
2.9.5. Flaming, Sense of Virtual Community, & Brand Community Engagement 32
2.9.6. Sense of Virtual Community and Experience Disclosure 34
2.9.7. Brand Community Engagement and Experience Disclosure 35
2.9.8. Moderator Effect – Brand Commitment 36
CHAPTER THREE 38
3.1 Construct Definition and Hypotheses 38
3.1.1 Construct Definitions 38
3.1.2 Hypotheses Testing 39
3.2 Measurement and Questionnaire Design 40
3.3 Pilot Test Analysis 45
3.4 Data Analysis Procedure 48
3.4.1 Demographics Analysis 48
3.4.2 Confirmatory Factor Analysis 48
3.4.3 Reliability and Validity Analysis 49
3.4.4 Common Method Variance 49
3.4.5 Structural Equation Model 50
3.4.6 SEM Competing Model 50
CHAPTER FOUR 51
4.1 Response Rate and Demographics Analysis 51
4.1.1 Response Rate 51
4.1.2 Demographic Analysis 51
4.2 Descriptive Analysis 53
4.3 Measurement Model Analysis 55
4.3.1 Confirmatory Factor Analysis (CFA) 55
4.3.2 Reliability and Convergent Validity 60
4.3.3 Discriminant Validity Analysis 61
4.3.4 Common Method Variance 62
4.4 Hypotheses Test 63
4.4.1 SEM Model Fit and SEM Path Analysis 63
4.4.2 SEM Competing Model – Moderation Effect 66
4.4.3 Post-hoc Analysis 67
4.5 ANOVA Analysis 71
4.5.1 Type of Community 71
4.5.2 Type of Brand 73
CHAPTER FIVE 76
5.1 Discussion 76
5.1.1 Privacy Calculus and Sense of Virtual Community 76
5.1.2 Privacy Calculus and Brand Community Engagement 79
5.1.3 Sense of Virtual Community, Brand Community Engagement and Experience Disclosure 82
5.1.4 The Moderating Effect – Brand Commitment 83
5.1.5 Demographic Variables VS. Research Variables 84
5.2 Implication 86
5.2.1 Theoretical Implication 86
5.2.2 Managerial Implication 89
5.3 Limitations and Future Research 91
REFERENCES 92
APPENDIX A 100
APPENDIX B 101
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