| 摘要: | 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。
;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 |
