社群活動及獎賞真的可以影響使用者與網站之間的關係和價值嗎？從使用者的好處及成本角度探討

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蔡東宸(Tong-Chen Tsai) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

社群活動及獎賞真的可以影響使用者與網站之間的關係和價值嗎？從使用者的好處及成本角度探討

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摘要(中)

摘要
由於粉絲團經濟的興起,粉絲成為企業品牌前進的最大動力,Facebook粉絲專頁拉近了企業品牌以及消費者之間的關係，對於企業品牌來說，不僅可以提供自身品牌商品以及服務上的資訊之外,也會透過社群活動實際與社群成員們互動,進而有效提升品牌的能見度,對於消費者來說,可以有效地在粉絲專頁中找尋到對自我有幫助的產品資訊，也能透過社群活動來與其他使用者互動並建立新的人際關係，並進一步獲得認知上的好處，然而企業品牌和消費者之間的關係就像是情侶,唯有細心地呵護這段感情，傾聽雙方內心的需求渴望,才能讓這段關係堅忍不拔,因此,如何針對粉絲的需求來經營這一段關係？是這次本研究所要探討的議題。

本研究將探討分成了三個部分,第一部分探討使用者的心理因素（社會心理好處、成本）如何影響使用者價值（實用價值、享樂價值以及社會價值）;第二部分除了探討使用者的心理因素（社會心理好處、成本）如何影響使用者價值（實用價值、享樂價值以及社會價值）,更進一步將獎賞及社群活動作為調解效果,探索其影響使用者的社會心理因素（好處和成本）與價值（實用價值、享樂價值以及社會價值）之間的關係；第三部分探討使用者價值（實用價值、享樂價值以及社會價值）如何影響使用者與網站關係品質。
本研究結果顯示,第一部分對於使用者好處方面的因素,社會增強與實用價值、享樂價值、社會價值為正向顯著；好處與實用價值、享樂價值、社會價值為正向顯著；展示自我與社會價值為正向顯著，其餘對實用價值以及享樂價值則沒有顯著。此外,對於使用者成本方面的因素,精力與享樂價值及社會價值為負向顯著，對實用價值則沒顯著；隱私濫用關注與社會價值為負向顯著,對實用價值及享樂價值則沒顯著。
第二部分,透過獎賞及社群活動之調節效果,在實用價值方面，獎賞及社群活動對於社會增強有弱化效果,而其他因素則無影響;在享樂價值方面，獎賞及社群活動對於社會增強有弱化效果,而其他因素則無影響;在社會價值方面,社群活動對好處有弱化效果，社群活動對展示自我有強化效果影響，其他則因素則無影響,此外,對於獎賞之調節效果影響下，使用者的心理因素與社會價值之間的關係無影響。
第三部分，實用價值、享樂價值及社會價值對於社群網站關係品質之間的有顯著的影響本研究為避免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331份，有效問卷則為331份，問卷有效率達100%。使用HLM模型在網站關係品質之領域的研究來說相當創新,因此,本研究貢獻也能成為此領域的重要發展。

摘要(英)

Abstract
Due to the rise of Fan page economy, fans became a motivation for company to keep moving forward. Facebook provided Fan page to shorten the distance between company and customers and enhance their relationship. From company’s perspective, it’s not only an appropriate way to offer its product’s information and service, but also an active way to interact with their membership in social media activities. And then increase brand visibility. For customers, they can effectively find useful product information in Fan page. In addition, social media activities also can help customers to establish new relationship with other users. As a result, the relationship between company and customers are like couple. In order to maintain this relationship, you must cherish it carefully and listen to each other. Mutual understanding is essential to relationship. Therefore, this research means to explore how to concentrate on fans’ requirement and then protect this relationship.
This research will be discussing three parts. First, how do users’ psychological factors affect its utilitarian value, hedonic value, and social value? Second, we use rewards of social media and activities as conciliation. And find the relationship between users’ psychological factors and value. For the third parts will discuss how users’ values affect users and website’s relationship quality.
In the first part, this research reveals a positive relationship between social enhancements, utilitarian value, hedonic value, and social value; the benefits and utilitarian value, hedonic value, and social value as a positive relationship, the rest to the utilitarian value and hedonic value is not significant; the exhibition and social value as a positive relationship, the rest to the utilitarian value and hedonic value is not significant .In addition, this research reveals a negative relationship between effort , hedonic value and social value, the rest to the utilitarian value is not significant; the privacy abuse concern, social value as a negative relationship, the rest to the utilitarian value and hedonic value is not significant.
In the second parts, a conciliation from rewards and social media activities. For utilitarian value, rewards and social media activities has a weaken effects on social enhancements. For hedonic value, rewards and social media activities has a weaken effects on social enhancements. For social value, social media activities has a weaken effects on social enhancements and a strengthen effects on exhibition.
In the third parts, utilitarian value, hedonic value, and social values have a positive effect on social media relationship quality.
To avoid ecological fallacy and atomistic fallacy, we use Hierarchical linear modeling (HLM) to test our research model. There were 331 surveys distributed and 331 valid samples were retrieved from 32 different facebook brand fan pages. The valid response rate is 100 %. In the past, few studies investigated brand relationship quality in SNS through a cross-level approach. Thus, it provides greater research value than single-level analysis.

Keywords: Social enhancement, Benefit, Exhibition, Effort, Privvacy abuse concern, Brand relationship quality in SNS, Utilitarian value, Hedonic value, Social value, Reward, Social media activities

關鍵字(中)

★ 社會增強
★ 好處
★ 精力
★ 展示自我
★ 隱私濫用關注
★ 實用價值
★ 享樂價值
★ 社會價值
★ 獎賞
★ 社群活動
★ 社群網路之品牌關係品質

關鍵字(英)

★ Social enhancement
★ Benefit
★ Exhibition
★ Effort
★ Privvacy abuse concern
★ Brand relationship quality in SNS
★ Utilitarian value
★ Hedonic value
★ Social value
★ Reward
★ Social media activities

論文目次

目錄
摘要 ………………………………………………………………………………...i
Abstract ………………………………………………………………………….....iii
表目錄 ……………………………………………………………………….....…ix
圖目錄 ……………………………………………………………………....…......x
緒論 ..........................................................................................................................1
1-1 研究背景 ..........................................................................................................1
1-2 研究目的 ..........................................................................................................2
1-3 研究貢獻 ..........................................................................................................6
文獻探討與研究假設 ..............................................................................................7
2-1 感知價值............................................................................................................7
2-1-1 實用價值.................................................................................................7
2-1-2 享樂價值.................................................................................................8
2-1-3 社會價值.................................................................................................8
2-2 社會增強 ..........................................................................................................9
2-3 好處..................................................................................................................10
2-4 展示自我..........................................................................................................11
2-5 精力..................................................................................................................12
2-6 隱私濫用關注..................................................................................................12
2-7 社群網站之品牌關係品質..............................................................................13
2-8 社群活動及獎賞之調節..................................................................................15
2-8-1 獎賞.......................................................................................................16
2-8-2 社群活動...............................................................................................17
2-9 獎賞、社群活動調節社會增強與實用價值的關係……………………....18
2-10 獎賞、社群活動調節好處與實用價值的關係.………………………......19
2-11 獎賞、社群活動調節展示自我與實用價值的關係………………….…..19
2-12 獎賞、社群活動調節精力與實用價值的關係…………………………...20
2-13 獎賞、社群活動調節隱私濫用關注與實用價值的關係……….………..20

2-14 獎賞、社群活動調節社會增強與享樂價值的關係……………….……..21
2-15 獎賞、社群活動調節好處與享樂價值的關係…………………………...21
2-16 獎賞、社群活動調節展示自我與享樂價值的關係………………….…..22
2-17 獎賞、社群活動調節精力與享樂價值的關係……………………….…..22
2-18 獎賞、社群活動調節隱私濫用關注與享樂價值的關係…………….…..23
2-19 獎賞、社群活動調節社會增強與社會價值的關係………………….…..23
2-20 獎賞、社群活動調節好處與社會價值的關係……………………….…..24
2-21 獎賞、社群活動調節展示自我與社會價值的關係………………….…..24
2-22 獎賞、社群活動調節精力與社會價值的關係……………………….…..25
2-23 獎賞、社群活動調節隱私濫用關注與社會價值的關係………………...25
研究方法..................................................................................................................26
3-1 研究對象與樣本發放..................................................................................... 26
3-2 問卷設計 ........................................................................................................28
3-3 變項衡量方式 ................................................................................................28
3-3-1 社會心理好處.....................................................................................28
3-3-1-1社會增強...................................................................................28
3-3-1-2好處...........................................................................................29
3-3-1-3展示自我...................................................................................29
3-3-2 成本 ...................................................................................................30
3-3-2-1 精力..........................................................................................30
3-3-2-2 隱私濫用關注 ........................................................................30
3-3-3 感知價值.............................................................................................31
3-3-3-1實用價值...................................................................................31
3-3-3-2享樂價值 .................................................................................31
3-3-3-3社會價值...................................................................................31
3-3-4 社群網站之品牌關係品質.................................................................33
3-3-5 獎賞.....................................................................................................34
3-3-6 社群活動.............................................................................................35

3-4 控制變數 .......................................................................................................36
3-5 分析方法 .......................................................................................................36
3-5-1 敘述性統計與相關分析 ....................................................................36
3-5-2 因素分析 ............................................................................................37
3-5-3 信度分析 ............................................................................................37
3-5-4 效度分析 ............................................................................................37
3-5-5 共同方法變異控制 ............................................................................38
3-5-6變數之組內與組間變異成份分析.......................................................38
3-5-7 階層線性模型分析 ............................................................................39
資料分析與研究結果 ...........................................................................................40
4-1 敘述性統計分析 ...........................................................................................40
4-2 相關性分析 ...................................................................................................43
4-3 信度分析 .......................................................................................................45
4-4 建構效度分析 ...............................................................................................46
4-4-1 收斂效度 ............................................................................................46
4-4-2 區別效度 ............................................................................................47
4-5 變數之組內與組間變異成份分析.................................................................49
4-6 共同方法變異分析與因素分析.....................................................................49
4-7 階層線性模型之假設分析結果.....................................................................50
4-7-1社群網站之品牌關係品質之虛無模型...............................................50
4-7-2實用價值對於社群網站之品牌關係品質...........................................56
4-7-3享樂價值對於社群網站之品牌關係品質...........................................56
4-7-4社會價值對於社群網站之品牌關係品質...........................................57
4-7-5社會增強、好處、展示自我、精力、隱私濫用關注對於實用價值之關係.............................................................................................................................57
4-7-6社會增強、好處、展示自我、精力、隱私濫用關注對於享樂價值之關係.............................................................................................................................58
4-7-7社會增強、好處、展示自我、精力、隱私濫用關注對於社會價值之關係.............................................................................................................................59

4-7-8 獎賞對社會增強、好處、展示自我、精力、隱私濫用關注至實用價值之調節關係......................................................................................................60
4-7-9 社群活動對社會增強、好處、展示自我、精力、隱私濫用關注至實用價值之調節關係...............................................................................................63
4-7-10 獎賞對社會增強、好處、展示自我、精力、隱私濫用關注至享樂價值之調節關係........................................................................................................64
4-7-11 社群活動對社會增強、好處、展示自我、精力、隱私濫用關注至享樂價值之調節關係..................................................................................................................66
4-7-12 獎賞對社會增強、好處、展示自我、精力、隱私濫用關注至社會價值之調節關係........................................................................................................68
4-7-13 社群活動對社會增強、好處、展示自我、精力、隱私濫用關注至社會價值之調節關係................................................................................................70
結論與建議 ............................................................................................................73
5-1 研究貢獻 ........................................................................................................73
5-1-1使用者的心理因素如何影響使用者價值............................................73
5-1-2獎賞及社群活動為調解效果,探索影響
使用者心理因素與價值之間的關係…..................................................77
5-1-3使用者價值如何影響使用者與社群網站之品牌關係品質….............81
5-2 實務建議 .........................................................................................................84
5-3 研究限制與後續研究建議 .............................................................................86
中文參考文獻 .........................................................................................................88
英文參考文獻 .........................................................................................................88
問卷...........................................................................................................................94

表目錄
表1 Likeboy提供台灣Facebook總粉絲團類 ......................................................27
表 2社會增強、好處、展示自我之構面操作性定義及衡量題目
....................................................................................................................................29
表3精力、隱私濫用關注之操作性定義及衡量題項................................................................................................................................30
表4感知價值之構面操作性定義及衡量題項........................................................32
表5品牌關係品質的操作性定義及衡量題項........................................................33
表6獎賞的操作性定義及衡量題項........................................................................34
表7社群活動之衡量題項........................................................................................35
表8有效樣本之基本資料分析(樣本數為331人) ………………..........................…........................................................................40
表9有效樣本之基本資料分析(樣本數為331人) ………………..........................…........................................................................41
表10變數之敘述性統計表………………..........................…..........................................................................42
表11變數之相關係數表(加控制變數) ……………….......................…...........................................................................43
表12變數衡量量表之Cronbach’s α係數……………………….………….......................….......................………...…......45
表13變數之收斂效度分析(λ、AVE、CR、GFI、NFI、AGFI、RMR)............……….…………..…….………………………………..………....…47
表14區別效度分析矩陣 ..............................................................................................................................48
表15變數之群組內與群組間變異成份分析（ICC1、Rwg、ICC2）.......................................................................................................................49
表16社群網站之品牌關係品質之虛無模型統計值................................................................................................................................50
表17階層線性模型結果................................................................................................................................51
表18研究假設與驗證結果................................................................................................................................74
表19研究假設與驗證結果................................................................................................................................79
表20研究假設與驗證結果................................................................................................................................82

圖目錄
圖1研究架構圖 .......................................................................................................5
圖2「社會增強」及「獎賞」之交互作用圖.........................................................62
圖3「社會增強」及「社群活動」之交互作用圖.................................................64
圖4「社會增強」及「獎賞」之交互作用圖.........................................................66
圖5「社會增強」及「社群活動」之交互作用圖.................................................68
圖6「好處」及「社群活動」之交互作用圖.........................................................71
圖7「展示自我」及「社群活動」之交互作用圖.................................................72
圖8研究結果架構圖（實用價值）........................................................................83
圖9研究結果架構圖（享樂價值）........................................................................83
圖10研究結果架構圖（社會價值）......................................................................84

參考文獻

中文參考文獻
• 「2016年台灣無線網路使用調查」結果公布手機即時查資訊觀光旅遊排名第一。數位時代。民106年1月20日，取自：https://www.bnext.com.tw/article/42691/wirelessnetwork-travel-tourism-twnic
• 2017 年 FACEBOOK (臉書) 粉絲團經營策略與變革。dcplus數位行銷實戰家。民106年3月30日，取自：
https://blog.dcplus.com.tw/marketing-knowledge/starter/113799
• 編編編編(民106)。小編開講：讓網友讚到不要不要的 65 個經營社群心法。寫樂文化
• 臉書全球用戶數衝高至18.6億。iTHome。民106年2月2日，取自：
http://www.ithome.com.tw/news/111629
• 衝爆轉換率不可不學的粉絲經濟。動腦雜誌。民105年9月，取自： http://www.brain.com.tw/news/articlecontent?ID=43660&sort=

英文參考文獻
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指導教授

李憶萱

審核日期

2017-7-25

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