| DC 欄位 |
值 |
語言 |
| DC.contributor | 企業管理學系 | zh_TW |
| DC.creator | 黃柏舜 | zh_TW |
| DC.creator | Po-Shun Hwang | en_US |
| dc.date.accessioned | 2017-1-18T07:39:07Z | |
| dc.date.available | 2017-1-18T07:39:07Z | |
| dc.date.issued | 2017 | |
| dc.identifier.uri | http://ir.lib.ncu.edu.tw:88/thesis/view_etd.asp?URN=103421059 | |
| dc.contributor.department | 企業管理學系 | zh_TW |
| DC.description | 國立中央大學 | zh_TW |
| DC.description | National Central University | en_US |
| dc.description.abstract | 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。 | zh_TW |
| dc.description.abstract | 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. | en_US |
| DC.subject | 擬社會互動 | zh_TW |
| DC.subject | 社群媒體互動 | zh_TW |
| DC.subject | 真實自我一致性 | zh_TW |
| DC.subject | 理想自我一致性 | zh_TW |
| DC.subject | 粉絲與社群網站之品牌關係品質 | zh_TW |
| DC.subject | 價值共創 | zh_TW |
| DC.subject | Para-social interaction | en_US |
| DC.subject | Social media interaction | en_US |
| DC.subject | Actual self-congruence | en_US |
| DC.subject | Ideal self-congruence | en_US |
| DC.subject | Brand relationship quality in SNSs | en_US |
| DC.subject | Value co-creation | en_US |
| DC.subject | Hierarchical linear modeling | en_US |
| DC.title | 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 | zh_TW |
| dc.language.iso | zh-TW | zh-TW |
| DC.type | 博碩士論文 | zh_TW |
| DC.type | thesis | en_US |
| DC.publisher | National Central University | en_US |