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系統識別號 U0026-2506201303152700
論文名稱(中文) Facebook訊息屬性與按“讚”事件對粉絲團專頁黏著度影響之研究
論文名稱(英文) The Impact of Facebook Message Attributes and Click “Like” Event on Fan Pages’ Stickiness
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 101
學期 2
出版年 102
研究生(中文) 邱筱崴
研究生(英文) Hsiao-Wei Chiu
學號 R76004043
學位類別 碩士
語文別 英文
論文頁數 119頁
口試委員 指導教授-謝佩璇
口試委員-呂執中
口試委員-陳偉凡
中文關鍵字 社群網站  刺激-有機體-反應模型  思考可能性模式  黏著度 
英文關鍵字 Social Network Sites  Stimulus Organism Response model  Elaboration Likelihood Model  Stickiness 
學科別分類
中文摘要 社群網站的普及,改變線上使用者互動方式,尤其以Facebook成立後最為顯著。Facebook社群網站整合內容與通訊的平台,Facebook使用者可以自由地在此社群內相互傳遞不同屬性的訊息,也可即時得知設定為「朋友」的動態訊息,從中獲得情感的連結、得知受推薦產品的訊息,亦能即時產生按「讚」事件或者做出各種訊息回應(包括「分享」與「留言」),具相同興趣、嗜好的Facebook使用者也可以組成「粉絲專頁」。目前有越來越多粉絲專頁在Facebook平台上成立,過去文獻對於線上社群的經營已有相當數量的研究,「黏著度」可視為社群經營成效的衡量指標,然而有關於Facebook粉絲專頁黏著度及其相關影響因素的實證研究卻較少,因此本研究值得在此深入探討。
Facebook使用者或者粉絲專頁成員最常以撰寫或回應訊息的方式彼此互動,因而產生不同的「訊息屬性」。根據「刺激-有機體-反應」模型,在此線上社群使用者彼此互動時,對於不同的訊息屬性會產生不同思考模式,影響其在心理上產生不同程度互動態度(包括認知與情感要素);此外,依「思考可能性模式」指出使用者的按「讚」事件,對其瀏覽訊息態度也有影響力。訊息屬性和按「讚」事件兩者皆影響使用者態度,進而影響其接續產生的行為意圖與實際行為,對於Facebook粉絲專頁就是兩者對黏著度具有影響力。
由上可知,本研究值得探討,哪些「訊息屬性」以及按「讚」事件,對於Facebook粉絲專頁成員瀏覽訊息態度具有顯著影響力,進而影響成員的行為意圖與實際行為等所呈現的粉絲專頁黏著度。其中,本研究深入探討Facebook粉絲專頁成員看到訊息被按「讚」事件,對於不同屬性訊息影響成員瀏覽訊息態度是否具有干擾效果。本研究先進行國內外文獻搜集,整理Facebook訊息的不同屬性,包括整理按「讚」事件產生因素,再依使用者對粉絲專頁的黏著度之特性,提出本研究假設並且建立研究模型。接著,本研究發展問卷,經由專家諮詢確認模型各構面的衡量問項有效性,再進行前測以確認問卷的整體以及各構面信度與收斂性,最後發放正式問卷給Facebook參與粉絲專頁的使用者,以驗證本研究模型的適用性。
英文摘要 The rise of social network sites has altered the way individuals interact, especially the emergence of Facebook (FB). FB integrated Web 2.0 technical and the way of communication. This online environment allows users to post notes, photos, links, videos, and other different attributes of message to be shared with friends. In addition, users also can achieve emotional link on News Feed from a variety of messages such as friends’ updated state, fan pages messages as well as the different responses (e.g. Like, share, comment). Previous research have already studied the successful operation of the social network sites and generated a considerable number of studies. From these studies, the degree of stickiness can be regarded as the effective factor of community operations; however, there are less empirical studies to discuss the stickiness of fan page which stimulate users with positive attitude and behavioral intention. Therefore, the topic of this research is worth investigating.
On FB, posting or responding messages is the most common way to interact with each other, and it results in a variety of “message attributes”. Based on the stimulus organism response model, different message attributes will influence users with diverse thinking paths, stimulating their psychological into different attitudes (e.g. cognitive or emotional attitudes) in the social network sites. In addition, this research adopts the elaboration likelihood model to examine the “Like” event which also can affect users’ reading attitude. Thus, message attributes and the “Like” event both can both impact users’ attitude, behavioral intentions and actual behavior, thereby influence on the stickiness of fan pages.
As mentioned above, the purpose of this research is to understand how the message attributes and the “Like” events influence users’ reading attitude, behavioral intentions or actual behavior. In addition, this research also examine the moderating effect of “Like” event as fan page users read different attributes of messages.
This study develops a questionnaire to collect data and consults expert to make sure the effectiveness of each construct. Before the formal test is conducted, this study uses a pre-test to confirm the questionnaire with reliability and convergence of each measurement item so that verify the applicability of the model in this study. As a result, after the formal distribution of the questionnaire is complete, 231 valid questionnaire responses are collected. By conducting an Amos analysis, it is found that the key factors influencing users’ attitude and actual behavior with different message attributes are interactivity, utilitarian, recreational and commentary message. However, the moderating effect, “Like” event has no significant impact on the users’ reading cognitive or affective attitude.
論文目次 Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purposes and Questions 8
1.3 Research Scopes and Limitations 10
1.4 Research Procedures 11
Chapter 2 Literature Review 12
2.1 Introduction of Facebook 12
2.1.1 Social Network Site 12
2.1.2 Facebook Involvement 14
2.1.3 Facebook Interactivity 17
2.2 Attitude, Intention and Behavior on Facebook 28
2.2.1 Facebook Message Attributes: Stimulus Organism Response Model 28
2.2.2 Facebook “Like” Events: The Elaboration Likelihood Model 36
2.3 Fan Page Stickiness on Facebook 40
2.3.1 Facebook Fan Pages 40
2.3.2 Definition of Fan Page Stickiness 42
2.3.3 Influences of Stickiness and Response Behaviors 42
2.4 Summary 44
Chapter 3 Research Methodology 46
3.1 Research Model and Hypothesis 46
3.1.1 Research Model 46
3.1.2 Research Hypotheses 48
3.1.3 Operational Definitions 52
3.2 Research Participants and Tools 54
3.2.1 Research Objects and Scope 54
3.2.2 Questionnaire Design 55
3.3 Data Collection and Analysis Methods 61
3.3.1 Pre-test 61
3.3.2 Data Analysis Methods 63
Chapter 4 Data Analysis 68
4.1 Descriptive Statistics 68
4.1.1 Data Collection period and sample size 68
4.1.2 Participants’ Demographics 68
4.1.3 Descriptive Statistics of Observed Variables 70
4.1.4 Homogeneity of Variance 72
4.1.5 Normality of Observed Variables 74
4.2 Common Method Variance 77
4.3 Reliability Analysis 77
4.4 Correlation Analysis 79
4.5 Measurement Model 81
4.5.1 Convergent Validity 81
4.5.2 Discriminant Validity 83
4.5.3 Model Fit Testing 84
4.6 Structural Model 86
4.6.1 Path Analysis 86
4.6.2 Moderating Effect Testing 91
4.6.3 Hypothesis Testing 93
Chapter 5 Conclusions 97
5.1 Discussions 97
5.1.1 The Impact of Message Attributes on Users’ Attitude 97
5.1.2 The Impact of Users’ Attitude on Intentions and Actual behavior 99
5.1.3 The Moderating Effect of “Like” Event 100
5.2 Contributions 102
5.2.1 Theoretical Implications 102
5.2.2 Practical Implications 103
5.3 Limitations and Future Research 105
References 106
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