博碩士論文 104421020 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:19 、訪客IP:18.117.74.96
姓名 朱玠泓(Chieh-Hung Chu)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 是內部還是外部動機讓粉絲團的粉絲與粉絲團價值 共創?以感知價值為中介變數探討
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摘要(中) 本研究試圖回答:「外部與內部動機是否能直接影響到價值共創;再者,是否會透過感知價值,促進使用者產生價值共創?」。本研究將外部動機因素分為互惠性、聲譽與獎勵,而內部動機因素則分為自主性、勝任感以及關係感。藉由此六個因素,本研究除了探討其對價值共創之影響,也同時探討若透過感知價值為中介角色時,是否會進而影響價值共創。而本研究採用階層線性模型進行跨層次分析,研究對象為 45 個不同的 Facebook 品牌粉絲專頁,問卷共計發放 343 份,有效問卷則為 325 份(有效問卷回收率為 94.75 %)。
本研究之模型主要分為二個部分進行探討,第一部分先探討內外部動機因素與價值共創之關聯;第二部分則探討感知價值是否有具有中介效果,再進一步探討內外部動機因素與感知價值之關聯。本研究結果顯示,外部動機(聲譽)、內部動機(自主性、勝任感與關係感)對價值共創有正向顯著影響,而外部動機(互惠性與獎勵)對價值共創並無顯著影響;然而外部動機(互惠性、聲譽與獎勵)以及內部動機(自主性、勝任感與關係感)皆會透過感知價值之中介效果正向影響價值共創。
本研究貢獻如下。第一,到目前為止,很少研究在 Facebook 粉絲團上探討動機對於價值共創之影響的實證研究,而本研究探討是內部還是外部動機會讓 Facebook 粉絲團的粉絲與粉絲團價值共創,填補了這方面的不足;第二,本研究發現,相較於外部動機,內部動機對於價值共創有直接顯著的正向影響,更能促使 Facebook 粉絲團的粉絲與粉絲團價值共創;第三,本研究除了探討內外部動機影響價值共創之外,更進一步證實了感知價值為一個關鍵的中介角色,對於本研究欲探討的六個內外部因素皆有中介效果,並發現外部動機的(互惠性與聲譽)必須透過感知價值才能影響價值共創;第四,本研究採用階層線性模型(HLM)進行跨層次分析,根據不同層次(群體與個體層次)的變數做出精確的衡量,更加入了中介機制進行檢驗,且此方法對於價值共創研究具有創新性與貢獻。
摘要(英) This study attempts to investigate whether extrinsic and intrinsic motivation have direct impacts on value co-creation or through the mediating role of perceived value ? I choose extrinsic motivated variables (reciprocity, reputation and reward) and intrinsic motivated variables (competence, autonomy and relatedness) as the six antecedents to investigate not only how they influence value co-creation but also examine if perceived value has mediating effects among the value co-creation and these six antecedents. I use Hierarchical linear modeling (HLM) to test our research model. In total, 343 surveys were distributed and a total of 325 valid samples were retrieved from 45 different Facebook brand fan pages. The valid response rate is 94.75%.
This study was divided into two parts. First, I examine whether extrinsic and intrinsic motivation have direct impacts on value co-creation. Second, I examine the mediating effect of perceived value among extrinsic motivation, intrinsic motivation and perceived value. The
result of this study indicated that reputation, competence, autonomy and relatedness have significant effect on value co-creation;Reciprocity and reward do not have positive effect on value co-creation. Besides, reciprocity, reputation, reward, competence, autonomy and
relatedness have significantly influenced value co-creation via the mediating role of perceived value.
This study contributes to the field in the following four ways. First, until now, there have been few studies on how motivation influence value co-creation in Facebook fan page. However, I investigate whether extrinsic and intrinsic motivation have direct impacts on value co-creation. Second, compared to extrinsic motivation, intrinsic motivation have a significantly more positive influence on value co-creation in Facebook fan page. However, extrinsic motivation do not have a positive influence on value co-creation. Third, in addition to investigate how extrinsic and intrinsic motivation influence value co-creation, we also proved that perceived value plays a key mediating role. Also I found that reciprocity and reward must influence value
co-creation via the mediating role of perceived value. Fourth, I employed hierarchical liner modeling to analyze the hypotheses through a cross-level approach. Hierarchical liner modeling analyzed the cross-level relationships between the group and individual level effectively and accurately. Besides, I use the mediating mechanism to examine our hypotheses. This method
contributes and advances the field of value co-creation.
關鍵字(中) ★ 互惠性
★ 聲譽
★ 獎勵
★ 勝任感
★ 自主性
★ 關係感
★ 感知價值
★ 價值共創
★ 階層線性模型
關鍵字(英) ★ Reciprocity
★ Reputation
★ Reward
★ Competence
★ Autonomy
★ Relatedness
★ Perceived value
★ Value co-creation
★ Hierarchical linear modeling (HLM)
論文目次 目錄
摘要 ........................................................................................................................................... i
Abstract ................................................................................................................................... iii
目錄 .......................................................................................................................................... v
圖目錄 ..................................................................................................................................... ix
表目錄 ...................................................................................................................................... x
第一章 緒論 ............................................................................................................................ 1
1-1 研究背景 ......................................................................................................................... 1
1-2 研究目的 ......................................................................................................................... 2
1-3 研究貢獻 ......................................................................................................................... 8
第二章 文獻回顧與研究假設 ................................................................................................ 9
2-1 Facebook 粉絲專頁(臉書) ....................................................................................... 9
2-2 價值共創 ....................................................................................................................... 11
2-3 感知價值 ....................................................................................................................... 15
2-4 外部動機 ....................................................................................................................... 19
2-4-1 互惠性 ............................................................................................................. 20
2-4-2 聲譽 ................................................................................................................. 21
2-4-3 獎勵 ................................................................................................................. 22
2-5 內部動機 ....................................................................................................................... 23
2-5-1 勝任感 ............................................................................................................. 25
2-5-2 自主性 ............................................................................................................. 26
2-5-3 關係感 ............................................................................................................. 27
2-6 感知價值在外部動機與價值共創之中介關係 ........................................................... 28
2-6-1 感知價值在互惠性與價值共創之中介關係 ................................................. 28
2-6-2 感知價值在聲譽與價值共創之中介關係 ..................................................... 29

2-6-3 感知價值在獎勵與價值共創之中介關係 ........................................................ 30
2-7 感知價值在內部動機與價值共創之中介關係 ........................................................... 31
2-7-1 感知價值在勝任感與價值共創之中介關係 .................................................... 31
2-7-2 感知價值在自主性與價值共創之中介關係 .................................................... 32
2-7-3 感知價值在關係感與價值共創之中介關係 .................................................... 33
第三章 研究方法 .................................................................................................................. 35
3-1 研究對象與樣本發放 ................................................................................................... 35
3-2 問卷設計 ....................................................................................................................... 36
3-3 變項衡量方式 ............................................................................................................... 37
3-3-1 外部動機 ...................................................................................................................... 37
3-3-1-1 互惠性 ............................................................................................................. 37
3-3-1-2 聲譽 ................................................................................................................. 38
3-3-1-3 獎勵 ................................................................................................................. 39
3-3-2 內部動機 ...................................................................................................................... 40
3-3-2-1 勝任感 ............................................................................................................. 41
3-3-2-2 自主性 ............................................................................................................. 42
3-3-2-3 關係感 ............................................................................................................. 43
3-3-3 感知價值 ...................................................................................................................... 44
3-3-4 價值共創 ...................................................................................................................... 47
3-4 控制變數 ....................................................................................................................... 50
3-5 分析方法 ....................................................................................................................... 51
3-5-1 敘述性統計與相關分析 ............................................................................................. 51
3-5-2 因素分析 ..................................................................................................................... 51
3-5-3 信度分析 ..................................................................................................................... 52
3-5-4 效度分析 ..................................................................................................................... 52
3-5-5 共同方法變異控制 ..................................................................................................... 53

3-5-6 變數之組內與組間變異成份分析 .............................................................................. 53
3-5-7 階層線性模型分析 ...................................................................................................... 54
第四章 資料分析 .................................................................................................................. 55
4-1 敘述性統計分析 .............................................................................................................. 55
4-1-2 變數之敘述性統計 ................................................................................................ 57
4-2 相關分析 .......................................................................................................................... 58
4-3 信度分析 .......................................................................................................................... 59
4-4 建構效度分析 .................................................................................................................. 61
4-4-1 收斂效度 ...................................................................................................................... 61
4-4-2 區別效度 ...................................................................................................................... 62
4-5 變數之組內與組間變異成份分析 .................................................................................. 63
4-6 共同方法變異分析 .......................................................................................................... 64
4-7 研究假設分析結果 .......................................................................................................... 65
4-7-1 價值共創之虛無模型 .................................................................................................. 65
4-7-2 感知價值對於價值共創之關係 .................................................................................. 66
4-7-3「互惠性」、「聲譽」、「獎賞」、「勝任感」、「自主性」以及「關係感」對於 價值
共創之關係 ............................................................................................................................ 67
4-7-4 感知價值對於「互惠性」、「聲譽」、「獎賞」、「勝任感」、「自主性」以及「關係
感」對於價值共創之中介關係影響 .................................................................................... 68
第五章 結論與建議 .............................................................................................................. 74
5-1 研究貢獻 .......................................................................................................................... 74
5-1-1 探討內外部動機因素與價值共創之關聯 ........................................................... 77
5-1-2 探討感知價值是否有具有中介效果 ................................................................... 79
5-1-2-1 探討內部動機與感知價值之關聯,再探討與感知價值是 否具有中介效果 ...................................................................................... 80
5-1-2-2 探討外部動機與感知價值之關聯,再探討與感知價值是 否具有中介效果 ...................................................................................... 81
5-1-3 理論之貢獻 ............................................................................................................ 82
5-1-4 研究分析方法 ....................................................................................................... 83
5.2 實務建議 .......................................................................................................................... 84
5.3 研究限制與後續建議 ...................................................................................................... 86
參考文獻 ................................................................................................................................ 87
附錄一 問卷 ........................................................................................................................ 103
圖目錄
圖 1 研究架構圖 ........................................................................................................................ 7
圖 2 研究結果圖 ...................................................................................................................... 76

表目錄
表 1 問卷樣本之產業別、Facebook 品牌粉絲專頁與按讚人數 .......................................... 36
表 2 外部動機之操作性定義 .................................................................................................. 37
表 3 互惠性之操作性定義及衡量題項 .................................................................................. 38
表 4 聲譽之操作性定義及衡量題項 ...................................................................................... 39
表 5 獎勵之操作性定義及衡量題項 ...................................................................................... 40
表 6 內部動機之操作性定義 .................................................................................................. 41
表 7 勝任感之操作性定義及衡量題項 .................................................................................. 41
表 8 自主之構操作性定義及衡量題項 .................................................................................. 42
表 9 關係感之操作性定義及衡量題項 .................................................................................. 43
表 10 感知價值之構面、操作性定義及衡量題項 ................................................................ 44
表 11 價值共創之構面、操作性定義及衡量題項 ................................................................ 47
表 12 研究樣本基本資料分析(有效樣本數為 325) ........................................................ 55
表 13 組織層次樣本資料分析 ................................................................................................ 57
表 14 變數之敘述性統計 ........................................................................................................ 58
表 15 相關敘述分析 ................................................................................................................ 58
表 16 變數信度分析 ................................................................................................................ 60
表 17 收斂效度分析 ................................................................................................................ 62
表 18 區別效度分析 ................................................................................................................ 63
表 19 變數之群間與群內變異成份分析 ................................................................................ 64
表 20 虛無模型統計值 ............................................................................................................ 65
表 21 中介效果驗證 ................................................................................................................ 70
表 22 階層線性模型結果 ........................................................................................................ 71
表 23 研究假設與驗證結果 .................................................................................................... 74
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指導教授 李憶萱(Yi-Hsuan Lee) 審核日期 2017-7-25
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