探索臉書粉絲參與網站價值共創的歷程：以社群網站之品牌關係品質為中介角色

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黃柏舜(Po-Shun Hwang) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

探索臉書粉絲參與網站價值共創的歷程：以社群網站之品牌關係品質為中介角色

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摘要(中)

由於Facebook的興盛，全球品牌至個人品牌都將Facebook 視為與使用者溝通的重要管道。粉絲專頁有助於企業在Facebook上經營自身的品牌、產品或服務，而顧客透過與社群網站的互動，不僅能得到迅速的回饋，也能導致價值共創的存在。價值共創(Value Co-creation)是嶄新的商業策略，也是業者與顧客的新興互動模式。產品或服務的價值不再是由業者單獨提供，而是由雙方共同創造的；因此，使用者與網頁產生的關係品質成為導致價值共創之關鍵因素。有鑑於此，本研究試圖回答：「內部與外部因素是否能直接影響到價值共創；再者，其是否會透過網頁的關係品質，促進使用者產生價值共創？」。本研究將外部因素分為擬社會互動與社群媒體互動，而內部因素則分為真實與理想自我一致性。藉由此四個因素，本研究首除了分別探討其對價值共創之影響外，也同時探討其若透過社群網站之品牌關係品質為中介角色，是否會進而影響價值共創。
本研究結果顯示擬社會互動對價值共創有直接影響，但社群媒體互動與自我一致性並無顯著影響；透過粉絲與社群網站之品牌關係品質之中介角色，擬社會互動與自我一致性對價值共創有正向顯著影響，表示社群網站之品牌關係品質具有中介效果。社群媒體互動透過中介角色對價值共創沒有顯著影響，則表示兩者之間並無關連，必須透過其他因素為中介，才能影響到價值共創。
本研究為避免般迴歸模型所產生的生態謬誤（Ecological Fallacy）與原子論式的謬誤（Atomistic Fallacy），使用階層線性模型（HLM）進行跨層次分析。研究對象為32個不同的Facebook品牌粉絲專頁，問卷共計發放417份，有效問卷則為318份，問卷有效率達76%。本研究為價值共創之領域中使用HLM之模型進行分析，為此領域中一重要發展與貢獻。

摘要(英)

The aim of this study is to find out whether internal and external factors have direct impacts on value co-creation or through the mediating role of relationship quality? The internal factors chosen are actual and ideal self-congruence, and external factors, para-social interaction and social media interaction. This study not only discusses how these four antecedents directly influence value co-creation but also examines if brand relationship quality in social network sites (SNSs) has developed the mediating effects to influence the value co-creation and these four antecedents.
The result of this study indicated that the external factors (para-social interaction) have significant effect on value co-creation; external factors (social media interaction) and internal factors (actual and ideal self-congruence) don’t have positive effect on value co-creation. Besides, the external factors (para-social interaction) and internal factors (actual and ideal self-congruence) have significantly influenced value co-creation via the mediating role of brand relationship quality in SNSs. However, external factors (social media interaction) do not influence value co-creation via the mediating role of brand relationship quality in SNSs.
To avoid ecological fallacy and atomistic fallacy, we use Hierarchical linear modeling (HLM) to test our research model. There were 417 surveys distributed and 318 valid samples were retrieved from 32 different facebook brand fan pages. The valid response rate is 76%. In the past, few studies investigated value co-creation through a cross-level approach. Thus, it provides greater research value than single-level analysis.

關鍵字(中)

★ 擬社會互動
★ 社群媒體互動
★ 真實自我一致性
★ 理想自我一致性
★ 粉絲與社群網站之品牌關係品質
★ 價值共創

關鍵字(英)

★ Para-social interaction
★ Social media interaction
★ Actual self-congruence
★ Ideal self-congruence
★ Brand relationship quality in SNSs
★ Value co-creation
★ Hierarchical linear modeling

論文目次

目錄
摘要 ii
Abstract iii
誌謝 iv
圖目錄 viii
表目錄 ix
一、緒論 1
1-1　　研究背景與目的 1
1-2　　研究貢獻 7
二、文獻探討與研究假設 8
2-1　　Facebook粉絲專頁（臉書） 8
2-2　　價值共創（Value Co-creation） 9
2-3　　擬社會互動（Para-social Interaction） 12
2-4　　社群媒體互動（Social Media Interaction） 13
2-5　　自我一致性（Self-congruity） 15
2-6　　粉絲與社群網站之品牌關係品質在擬社會互動與價值共創之中介關係 17
2-7　　粉絲與社群網站之品牌關係品質在社群媒體互動與價值共創之中介關係 21
2-8　　粉絲與社群網站之品牌關係品質在自我一致性與價值共創之中介關係 22
2-9　　研究架構 24
三、研究方法 25
3-1　　研究對象與樣本發放 25
3-2　　問卷設計 26
3-3　　變項衡量方式 26
3-3-1　擬社會互動 26
3-3-2　社群媒體互動 27
3-3-3　自我一致性 28
3-3-4　粉絲與社群網站之品牌關係品質（Brand Relationship Quality in SNS） 30
3-3-5　價值共創 31
3-4　　控制變數 33
3-5　　分析方法 34
3-5-1　敘述性統計與相關分析 34
3-5-2　因素分析 34
3-5-3　信度分析 34
3-5-4　效度分析 35
3-5-5　共同方法變異控制 35
3-5-6　變數之組內與組間變異成份分析 36
3-5-7　階層線性模型分析 37
四、資料分析 38
4-1　　敘述性統計分析 38
4-1-1　樣本敘述統計 38
4-1-2　變數之敘述性統計 41
4-2　　相關分析 41
4-3　　信度分析 42
4-4　　建構效度分析 42
4-4-1　收斂效度 43
4-4-2　區別效度 44
4-5　　變數之組內與組間變異成份分析 44
4-6　　共同方法變異分析 45
4-7　　研究假設分析結果 46
4-7-1　價值共創之虛無模型 46
4-7-2　粉絲與社群網站之品牌關係品質在擬社會互動與社群媒體互動對價值共創之中介關係 47
4-7-3　粉絲與社群網站之品牌關係品質在自我一致性與價值共創之中介關係 49
五、結論與建議 53
5-1　　研究貢獻 54
5-1-1　探討內外部因素與價值共創之關聯 54
5-1-2　探討粉絲與社群網站之品牌關係品質是否有具有中介效果 56
5-1-2.1　探討擬社會互動與社群網站之品牌關係品質之關聯，再探討粉絲與社群網站之品牌關係品質是否有具有中介效果 56
5-1-2.2　探討社群媒體互動與社群網站之品牌關係品質之關聯，再探討粉絲與社群網站之係品牌關係品質是否有具有中介效果 57
5-1-2.2　探討自我一致性與社群網站之品牌關係品質之關聯，再探討粉絲與社群網站之品牌關係品質是否有具有中介效果 58
5-1-3　研究分析方法 59
5-2　　實務建議 60
5-3　　研究限制與後續研究建議 61
參考文獻 63
附錄一　問卷 74
?
圖目錄
圖表 1 完整架構圖 33

?
表目錄
表格 1 擬社會互動的操作性定義及衡量題項 35
表格 2 社群媒體互動的操作性定義及衡量題項 36
表格 3 真實自我一致性的操作性定義及衡量題項 38
表格 4 理想自我一致性的操作定義及衡量題項 38
表格 5 品牌關係品質的操作性定義及衡量題項 39
表格 6 價值共創的操作性定義及衡量題項 40
表格 7 研究樣本基本資料分析（有效樣本數為318） 47
表格 8 組織層次樣本資料分析 49
表格 9 變數之敘述性統計 50
表格 10 相關敘述分析 50
表格 11 變數信度分析 51
表格 12 相關敘述分析 52
表格 13 區別效度分析 53
表格 14 變數之群間與群內變異成份分析 54
表格 15 虛無模型統計值 55
表格 16 階層線性模型結果 61
表格 17 研究假設與驗證結果 63

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指導教授

李憶萱(Yi-Hsuan Lee)

審核日期

2017-1-18

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