進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-2206201913103000
論文名稱(中文) 低成本航空之粉絲專頁特質與參與對消費者購買行為之影響-知覺風險之干擾效果
論文名稱(英文) The influences of low-cost carrier’s fan page cues and participation on customer’s purchase behavior: The moderating effect of perceived risk
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 107
學期 2
出版年 108
研究生(中文) 陳宗賢
研究生(英文) Zong-Xian Chen
學號 R96061031
學位類別 碩士
語文別 中文
論文頁數 86頁
口試委員 指導教授-黃國平
口試委員-蔡東峻
口試委員-林豪傑
中文關鍵字 社群媒體  臉書粉絲專頁  SEM  廉價航空 
英文關鍵字 Social media  Facebook fan page  SEM, Low cost aviation  Social Response Theory 
學科別分類
中文摘要 在Web2.0興起及越來越多人使用社群媒體平台,社群媒體及其品牌製作的內容尤為重要,尤其是低成本航空需利用有限的行銷資源下,臉書粉絲專頁更能夠為低成本航空提供一個與消費者溝通的重要工具,可以讓低成本航空品牌和消費者群體之間擁有在線的積極互動。透過過去的文獻回顧,觀察社會反應理論等相關線上環境因素,本研究識別出廉價航空粉絲專頁對人類的正面影響,並且表現出擬人化特徵對用戶參與有積極的影響,並且利用SEM結構方程模式來分析,驗證「社群互動性」、「視覺外觀」、「品牌吸引力」等都是重要臉書專頁擬人化特徵,並且對用戶都有積極的影響。

而另外本研究根據過去文獻回顧來進一步探討外在環境變數對於消費者的價值的影響發現,「績效風險」、「身體風險」是否會有顯著的干擾消費者所產生的購買行為,就整體結果可以發現,其結果並未顯著,但是在更進一步探討下,台灣虎航(本研究共回收218份)其績效風險-享樂價值、身體風險-享樂價值之間有顯著的影響,表示不同的集群下結果可能會有所差異,故航空公司應該對其本身的飛航安全更加重視,才能讓消費者擁有良好的體驗價值及產生購買意圖。
本研究希望以深入分析臉書粉絲專頁的線上環境,對國內航空公司品牌經營臉書粉絲專頁提供建議及方向,以協助各家航空公司能有效利用粉絲專頁與消費者進行溝通,並且讓廉價航空公司品牌能夠產生更多的利潤及提供優勢的行銷策略。
英文摘要 The increasing number of users use Web 2.0 and social media, so social media and its contents become more important, especially when low-cost airlines need to use limited marketing resources, Facebook fan pages can be a tool connect between consumers and brands. Through past literature review and observation of relevant online environmental factors such as social responce theory, this study identifies the positive impact of low-cost airline fan pages on humans, and shows that anthropomorphic features have a positive impact on user participation, and use SEM structural equations. The model analyzes and verifies that "Social Interaction", "Visual appearance", "Brand attractives" are important features of Facebook fan pages, and have a positive impact on users.
論文目次 第一章.緒論 1
1.1研究動機與背景 1
1.2研究目的 3
1.3 研究流程 5
第二章.文獻回顧 6
2.1 社群網站與臉書平台 6
2-1-1社群網站定義 6
2-1-2臉書貼文特質 7
2-1-3臉書參與 8
2.2 低成本航空 9
2-2-1低成本航空定義 9
2-2-2低成本航空之風險感知 11
2-3 社會反應理論 13
2-4粉絲專頁特質對臉書粉絲專頁參與、價值及購買行為之影響 14
2-4-1臉書粉絲專頁特質對臉書粉絲專頁參與之關係 14
2-4-2粉絲專頁參與對享樂性價值及功利性價值之關係 15
2-4-3粉絲專頁參與對購物行為之關係 16
2-4-4功利性價值及享樂性價值對購物行為之關係 17
2-4-5績效風險與身體風險之干擾效果影響 18
第三章研究方法 20
3.1研究架構與假說 20
3.2問卷設計 21
3.3抽樣設計與調查 28
3.3.1研究對象 28
3.3.2抽樣方法 29
3.3.3樣本大小 29
3.4資料分析方法 30
3.4.1人口統計變數 30
3.4.2信度分析 31
3.4.3效度分析 31
3.4.4驗證性因素分析 32
3.4.5結構方程模式 34
3.5問卷前測分析 38
第四章 實證結果 45
4-1問卷樣本分析 45
4.1.1樣本基本資料統計分析 45
4.1.2樣本相關使用經驗之分析 47
4.2問卷信度與效度檢定 48
4.2.1問卷信度分析 48
三、驗證性因素分析 53
4.3整體模式分析 54
4.3.1 SEM模式建立 54
4.3.2 SEM模式結果分析 59
4.3.3享樂與功利中介效果分析 61
4.3.4績效與身體風險干擾效果分析 63
4.4使用者干擾分析 69
第五章 結論與建議 70
5.1整體模式研究發現 70
5.2管理意涵 71
5.3研究限制 73
5.4後續研究建議 74
參考文獻 82
網路參考文獻 86
參考文獻 吳明隆, & 涂金堂. (2014). SPSS 與統計應用分析: 五南圖書出版股份有限公司.
周榮昌, 劉祐興, & 王唯全. (2007). 國際航線低價航空公司及一般航空公司選擇行為之研究-以臺北-新加坡航線為例. 運輸計劃季刊, 36(3), 307-331.
Adamic, L., & Adar, E. (2005). How to search a social network. Social networks, 27(3), 187-203.
Agarwal, S., & Teas, R. K. (2001). Perceived value: mediating role of perceived risk. Journal of Marketing Theory, 9(4), 1-14.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.
Artuğer, S. (2015). The effect of risk perceptions on tourists’ revisit intentions. Journal of Business Management, 7(2), 36-43.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
Baek, K., Holton, A., Harp, D., & Yaschur, C. (2011). The links that bind: Uncovering novel motivations for linking on Facebook. Computers in Human Behavior, 27(6), 2243-2248.
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 2(2), 159-170.
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing Theory, 67(2), 76-88.
Boksberger, P. E., Bieger, T., & Laesser, C. (2007). Multidimensional analysis of perceived risk in commercial air travel. Journal of Air Transport Management, 13(2), 90-96.
Bowden, J. L.-H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory, 17(1), 63-74.
Boyd, D. (2007). Why youth (heart) social network sites: The role of networked publics in teenage social life. MacArthur foundation series on digital learning–Youth, identity,
digital media volume, 119, 142.
Brogi, S. (2014). Online Brand Communities: A Literature Review. Procedia - Social and Behavioral Sciences, 109, 385-389.
Cheng, F.-F., & Wu, C.-S. (2013). Perceived risks and risk reduction strategies in online group-buying. Retrieved from
Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
Flavián, C., & Guinalíu, M. (2005). The influence of virtual communities on distribution strategies in the internet. International Journal of Retail
Distribution Management, 33(6), 405-425.
Fleischer, A., Tchetchik, A., & Toledo, T. (2015). Does it pay to reveal safety information? The effect of safety information on flight choice. Transportation Research 56, 210-220.
Glynn, M. S., & Chen, S. (2009). Consumer-factors moderating private label brand success: further empirical results. International Journal of Retail
Distribution Management, 37(11), 896-914.
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
Ha, L., & James, E. L. (1998). Interactivity reexamined: A baseline analysis of early business web sites. Journal of Broadcasting
Electronic Media, 42(4), 457-474.
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5-13.
Hunter, L. (2006). Low Cost Airlines:: Business Model and Employment Relations. European Management Journal, 24(5), 315-321.
Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361.
Jarvenpaa, S. L., & Todd, P. A. (1996). Consumer reactions to electronic shopping on the World Wide Web. International Journal of electronic commerce, 1(2), 59-88.
Kim, Y.-K. (2002). Consumer value: an application to mall and Internet shopping. International Journal of Retail
Distribution Management, 30(12), 595-602.
Kim, Y. K., Kang, J., & Kim, M. (2005). The relationships among family and social interaction, loneliness, mall shopping motivation, and mall spending of older consumers. Psychology
Marketing, 22(12), 995-1015.
Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5-6), 558-578.
Lisettede Vries, Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
Main, J. C., DeBruine, L. M., Little, A. C., & Jones, B. C. (2010). Interactions among the effects of head orientation, emotional expression, and physical attractiveness on face preferences. Perception, 39(1), 62-71.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Mittal, B. (1995). A comparative analysis of four scales of consumer involvement. Psychology Marketing letters, 12(7), 663-682.
Moon, Y., & Nass, C. (1996). How “real” are computer personalities? Psychological responses to personality types in human-computer interaction. Communication research, 23(6), 651-674.
Oliveira, A. V., & Huse, C. (2009). Localized competitive advantage and price reactions to entry: Full-service vs. low-cost airlines in recently liberalized emerging markets. Transportation Research, 45(2), 307-320.
Park, H., & Kim, Y.-K. (2014). The role of social network websites in the consumer–brand relationship. Journal of Retailing
Consumer Services, 21(4), 460-467.
Park, Y. A., & Gretzel, U. (2007). Success factors for destination marketing web sites: A qualitative meta-analysis. Journal of Travel research, 46(1), 46-63.
Perez-Vega, R., Taheri, B., Farrington, T., & O'Gorman, K. (2018). On being attractive, social and visually appealing in social media: The effects of anthropomorphic tourism brands on Facebook fan pages. Tourism Management, 66, 339-347.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and persuasion (pp. 1-24): Springer.
Purwanto, K. (2015). Role of demanding customer: The influence of utilitarian and hedonic values on loyalty customer. Journal of Arts, Science
Commerce, 6(1), 1-11.
Roehl, W. S., & Fesenmaier, D. R. (1992). Risk perceptions and pleasure travel: An exploratory analysis. Journal of Travel Research, 30(4), 17-26.
Rozenberg, R., Szabo, S., & Šebešèáková, I. (2014). Comparison of FSC and LCC and their market share in aviation. International Review of Aerospace Engineering, 7(5), 149-154.
Stephens.M. (2008). Social networking services. Library Technology Reports, 43(5), 45-51.
Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007). Can a retail web site be social? Journal of marketing research, 71(3), 143-157.


網路參考文獻
Kepios.(2018,Oct 14). Digital 2018 Q3 Global Digital Statshot, WAY. Retrieved Novenber 8, 2018, from https://www.slideshare.net/DataReportal/digital-2018-q3-global-digital-statshot-july-2018-119367089?qid=00fd4800-f94d-45b7-b08d-fc1a6f2215aa&v=&b=&from_search=3
國家發展委員會(2017,Nov)106 年個人家戶數位機會調查報告. Retrieved Novenber 8, 2018, from https://www.ndc.gov.tw/cp.aspx?n=55c8164714dfd9e9
數位時代(2015,Oct 18)中文實測 Facebook 搜尋公開貼文,看新功能七大特色. Retrieved Novenber 8, 2018, from https://www.bnext.com.tw/ext_rss/view/id/1028955
台灣網路資訊中心(2017,Jun)2017 年台灣寬頻網路使用調查報告.Retrieved Novenber 8, 2018, from https://www.twnic.net.tw/doc/twrp/20170721e.pdf
民航局(2018)民航統計月報 Retrieved Novenber 8, 2018, from
https://www.caa.gov.tw/big5/content/index.asp?sno=88
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2029-07-19起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2029-07-19起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw