Facebook品牌粉絲真的會受到外部動機與內部動機的影響而提升品牌權益與價值共創嗎? 以線上與線下品牌社群活動為調節效果

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鄧坤傑(Kun-Chieh Teng) 查詢紙本館藏

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Facebook品牌粉絲真的會受到外部動機與內部動機的影響而提升品牌權益與價值共創嗎? 以線上與線下品牌社群活動為調節效果

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摘要(中)

Facebook在現今為全球最流行以及最大的社群網站之一，全球大大小小的企業都會透過Facebook創建品牌粉絲專業，透過在Facebook品牌粉絲專頁，社群成員之間的互動，不僅能有效提升自身品牌之曝光率，並能與顧客產生價值共創的機會，而企業也將Facebook品牌粉絲團視為與消費者溝通的重要管道之一。
本研究以社群網路Facebook品牌粉絲專頁為情境，探討「品牌權益引發價值共創之前，外部動機與內部動機對品牌權益的作用，會如何受到調節因素(線上品牌社群活動；線下實體社群活動)的影響？」。本研究以階層線性模型（HLM）進行分析。本研究選擇45個不同品牌的Facebook粉絲專頁，問卷發放總數343份，回收之343份問卷中，有效之問卷為325份，回收問卷有效率為94.75%。本研究所探討之內容分為三部分。第一部分先探討品牌權益與價值共創之關聯；第二部分則探討外部動機(互惠性、聲譽、獎賞)、內部動機(勝任感、自主性、關係感)與品牌權益之關聯；第三部分則探討品牌社群(線上品牌社群活動、線下實體社群活動)對內外部動機與品牌權益之間的調節效果為何。結果顯示: 品牌權益對價值共創有正向影響；僅有外部動機之互惠性、聲譽對品牌權益有正向影響，而內部動機皆無影響；線上品牌社群活動會強化聲譽與品牌權益之間的關係；線下實體社群活動會強化互惠性與品牌權益之間的關係；然而，線下實體社群活動卻會弱化聲譽與品牌權益的關

摘要(英)

Facebook is one of the most popular and largest social network sites (SNSs) in the world. Many enterprises will create brand fan pages through Facebook. Users can through brand fan pages freely interact with others. Facebook brand fan pages not only can effectively enhance brand name, but also can drive value co-creation with their fans. Facebook brand fan pages have grown into an important mediated communication between brand companies and users.
First of all, the study explored the effect of brand equity on fans’ value co-creation. Besides, this study investigated the effect of extrinsic motivation and intrinsic motivation on brand equity and moderating effect of online brand community activity and offline brand community activity on the relationship of brand equity and value co-creation. Hierarchical linear modeling (HLM) was conducted to test my research model. The 45 different Facebook brand fan pages were selected. In total, 343 questionnaires were distributed, and a total of 325 were retrieved yielding 94.75% response rate.This study was divided into three parts. Firstly, I explored whether brand equity had impact on value co-creation. Secondly, I explored whether extrinsic motivation (reciprocity, reputation and reward) and intrinsic motivation (competence, autonomy and relatedness) had impact on brand equity. Finally, I explored whether the brand community (online brand community activity and offline brand community activity) had moderating effects on the relationship between extrinsic and intrinsic motivation and brand equity. It was found that brand equity have a positive effect on value co-creation. Extrinsic motivation (reciprocity and reputation) have positive effects on brand equity; whereas, intrinsic motivation (competence, autonomy and relatedness) did not influence brand equity. Furthermore, online brand community activity have a positive moderating effect on reputation and brand equity；offline brand community activity have a positive moderating effect on reciprocity and brand equity；Whereas, offline brand community activity have a negative moderating effect on reputation and brand equity.

關鍵字(中)

★ 價值共創
★ 品牌權益
★ 外部動機
★ 內部動機
★ 線上品牌社群活動
★ 線下實體社群活動
★ 階層線性模型

關鍵字(英)

★ Value Co-creation
★ Brand Equity
★ Extrinsic Motivation
★ Intrinsic Motivation
★ Online Brand Community activity
★ Offline Brand Community activity
★ Hierarchical linear modeling

論文目次

摘要 i
Abstract ii
目錄 iv
圖目錄 ix
表目錄 x
一、緒論 1
1-1　　研究背景 1
1-2　　研究目的 2
1-3　　研究貢獻 7
二、文獻探討與研究假設 8
2-1　　Facebook粉絲專頁 8
2-2　　價值共創（Value Co-creation）10
2-3　　品牌權益(Brand Equity) 15
2-4　　動機理論((Theory of Motivation) 18
2-4-1　外部動機(Extrinsic Motivation) 19
2-4-1-1　互惠性(Reciprocity) 20
2-4-1-2　聲譽（Reputation） 22
2-4-1-3　獎勵（Reward） 23
2-4-2　內部動機(Intrinsic Motivation) 25
2-4-2-1　勝任感(Competence) 26
2-4-2-2　自主性(Autonomy) 27
2-4-2-3　關係感(Relatedness) 28
2-5　　品牌社群(Brand Community) 30
2-5-1　線上品牌社群活動(Online Brand Community activity) 32
2-5-2　線下實體社群活動(Offline Brand Community activity) 36
三、研究方法 42
3-1　　研究對象與樣本發放 42
3-2　　問卷設計 44
3-3　　變項衡量方式 44
3-3-1　外部動機(Extrinsic Motivation) 44
3-3-1-1　互惠性(Reciprocity) 44
3-3-1-2 聲譽（Reputation） 45
3-3-1-3　獎勵（Reward） 46
3-3-2　內部動機(Intrinsic Motivation) 47
3-3-2-1 勝任感(Competence) 47
3-3-2-2　自主性(Autonomy) 48
3-3-2-3　關係感(Relatedness) 48
3-3-3　品牌社群 49
3-3-3-1　線上品牌社群活動(Online Brand Community activity) 49
3-3-3-2　線下實體社群活動(Offline Brand Community activity) 50
3-3-4　品牌權益(Brand Equity) 52
3-3-5　價值共創(Value Co-creation) 54
3-4　　控制變數 56
3-5　　分析方法 57
3-5-1　敘述性統計與相關分析 57
3-5-2　因素分析 58
3-5-3　信度分析 58
3-5-4　效度分析 59
3-5-5　共同方法變異控制 59
3-5-6　變數之組內與組間變異成份分析 60
3-5-7　階層線性模型分析 60
四、資料分析 62
4-1　　敘述性統計分析 62
4-1-1　樣本敘述統計 62
4-1-2　變數之敘述性統計 65
4-2　　相關分析 65
4-3　　信度分析 67
4-4　　建構效度分析 68
4-4-1　收斂效度 68
4-4-2　區別效度 70
4-5　　變數之組內與組間變異成份分析 71
4-6　　共同方法變異分析 73
4-7　　階層線性模型之假設分析結果 73
4-7-1　價值共創之虛無模型 73
4-7-2　品牌權益對於價值共創之關係 77
4-7-3　外部動機對於品牌權益之關係 78
4-7-3-1　互惠性對於品牌權益之關係 78
4-7-3-2　聲譽對於品牌權益之關係 79
4-7-3-3　獎勵對於品牌權益之關係 80
4-7-4　內部動機對於品牌權益之關係 81
4-7-4-1　勝任感對於品牌權益之關係 81
4-7-4-2　自主性對於品牌權益之關係 82
4-7-4-3　關係感對於品牌權益之關係 83

4-7-5　線上品牌社群活動對外部動機至品牌權益之調節效果 84
4-7-5-1　線上品牌社群活動對互惠性至品牌權益之調節效果 84
4-7-5-2　線上品牌社群活動對聲譽至品牌權益之調節效果 85
4-7-5-3　線上品牌社群活動對獎勵至品牌權益之調節效果 86
4-7-6　線上品牌社群活動對內部動機至品牌權益之調節效果 88
4-7-6-1　線上品牌社群活動對勝任感至品牌權益之調節效果 88
4-7-6-2　線上品牌社群活動對自主性至品牌權益之調節效果 89
4-7-6-3　線上品牌社群活動對關係感至品牌權益之調節效果 90
4-7-7　線下實體社群活動對外部動機至品牌權益之調節效果 91
4-7-7-1　線下實體社群活動對互惠性至品牌權益之調節效果 91
4-7-7-2　線下實體社群活動對聲譽至品牌權益之調節效果 92
4-7-7-3　線下實體社群活動對獎勵至品牌權益之調節效果 93
4-7-8　線下實體社群活動對內部動機至品牌權益之調節效果 95
4-7-8-1　線下實體社群活動對勝任感至品牌權益之調節效果 95
4-7-8-2　線下實體社群活動對自主性至品牌權益之調節效果 97
4-7-8-3　線下實體社群活動對關係感至品牌權益之調節效果 98
五、結論與建議 99
5-1　　研究結論與貢獻 100
5-1-1　品牌權益與價值共創之關聯 100
5-1-2　內部動機與外部動機對品牌權益之關聯 101
5-1-3　品牌社群活動對內外部動機與品牌權益之間的調節效果 106
5-1-3-1　線上品牌社群活動對內外部動機與品牌權益之間的調節效果 107
5-1-3-2　線下實體社群活動對內外部動機與品牌權益之間的調節效果 109
5-2　　實務建議 111
5-3　　研究限制與建議 113
參考文獻 115
附錄一　問卷 134

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指導教授

李憶萱

審核日期

2017-7-25

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