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系統識別號 U0026-2406201620154500
論文名稱(中文) 品牌粉絲專頁經營對品牌承諾之影響-以洗髮精產品為例
論文名稱(英文) The Effects of a Facebook Fan Page on Brand Commitment-Using Shampoo Products as an Example
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 104
學期 2
出版年 105
研究生(中文) 李宣萱
研究生(英文) Hsuan-Hsuan Lee
學號 R46031010
學位類別 碩士
語文別 中文
論文頁數 47頁
口試委員 指導教授-蔡燿全
口試委員-陳淑惠
口試委員-吳清在
口試委員-吳慶壽
口試委員-潘忠煜
中文關鍵字 Facebook粉絲專業  洗髮精產業  品牌承諾 
英文關鍵字 Facebook fan page  Shampoo products  Brand commitment 
學科別分類
中文摘要 Facebook在現今網際網路中已被視為廣泛運用的社群行銷手段,運用Facebook品牌粉絲專頁可以幫助企業提供給顧客所需的利益已建立成功的社群平台,並讓用戶可以參與品牌粉絲專頁來增進與品牌的關係聯繫。此篇研究主要透過四項參與利益以提高用戶對於品牌粉絲專頁的參與程度,進而透過提高用戶的參與程度來增進顧客的品牌承諾。本研究目的為針對以下三個因素,探討品牌粉絲專頁是否會對用戶的品牌承諾造成影響:
1.探討洗髮精Facebook粉絲專頁平台的功能、社會心理、享樂、金錢此四項利益對於用戶積極參與的影響
2.探討用戶對於洗髮精Facebook粉絲專頁平台的參與度是否會影響品牌承諾。
3.洗髮精Facebook粉絲專頁平台是否能為品牌帶來效益影響。
研究結果顯示出四項參與利益中社會心理利益與享樂利益是誘導用戶會積極參與粉絲專頁平台的主要利益,且若在平台的積極參與程度越高對於該品牌的承諾也越高。用戶透過品牌粉絲專頁更能了解該品牌的產品、服務甚至透過參與品牌的線上活動更喜愛此品牌,最後對品牌產生忠誠度,本研究在實務面對於將Facebook視為社群行銷工具的品牌與企業提供實務面的探討與研究,建議如何利用線上社群平台來管理品牌行銷策略。
英文摘要 In the current Internet world, Facebook is being seen as a comprehensive social marketing tool. Using a Facebook fan page can help firms build a connection with their customers. Furthermore, a successful social network platform can use it to improve the relationship between its brand and customers. The purpose of this study is to discuss whether a Facebook fan page can have an influence on user brand commitment. Through four benefits the active participation of the user are discussed, and then further discussion is provided about whether active participation can influence brand commitment and the effect of a Facebook fan page in the shampoo industry.
The results showed that social-psychology and hedonic benefits are the major reason that Facebook fan pages enhance active user participation. Moreover, this higher user participation user improves the level of brand commitment of consumers. User can get more information about products, services or even participate in virtual brand activities through a Facebook fan page. This study provides a practical method for using Facebook as a brand marketing tool and gives some suggestions for how to use a brand to improve consumer relationships.
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 Facebook 粉絲專頁 6
第二節 參與利益之理論基礎 8
第三節 積極參與程度 11
第四節 品牌承諾 12
第三章 研究方法 13
第一節 研究架構與研究假設 13
第二節 研究變項之操作型定義與衡量 16
第三節 問卷設計與抽樣對象 20
第四節 資料分析方法 20
第四章 研究結果與分析 23
第一節 敘述性統計 23
第二節 因素分析 26
第三節 信度分析 31
第四節 迴歸分析 34
第五章 研究結論與建議 39
第一節 研究結論 39
第二節 研究限制及未來研究 41
第三節 管理意涵 42
參考文獻 44



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