線上品牌社群該如何提升與粉絲的價值共創？以線上品牌社群活動與線下實體活動為中介變數探討

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：12

、訪客IP：18.191.216.163

姓名

郭力緯(Lei-Wei, Kuo) 查詢紙本館藏

畢業系所

企業管理學系在職專班

論文名稱

線上品牌社群該如何提升與粉絲的價值共創？以線上品牌社群活動與線下實體活動為中介變數探討
(How do Facebook fan pages improve fans’ value co-creation? Investigating the mediator roles of online brand and offline brand activities factors)

相關論文

★ 工作滿足、領導行為、工作特性與人格特質對離職傾向之探討-以超大型會計師事務所審計人員為例	★ 以組織診斷模型診斷企業組織層級架構－以某公司為例
★ 科技產業組織診斷與分析之研究-以Q公司為例	★ 製造業推行六標準差的成功關鍵因素探討
★ 高職辦理輪調式建教班對學校經營績效之評估－以北區私立高職為例	★ 本國商業銀行經營績效之探討-資料包絡分析法之應用
★ 台灣中小企業創業動機與創業績效關係之研究	★ 員工當責與真誠領導之關聯性-以心理賦權與團隊凝聚力為中介變數
★ 以個人與環境適配為關鍵中介探討特定品牌領導對員工品牌權益之影響	★ 道德感讓你買更多綠色產品？從消費者產品知覺價格及品質角度來探討—以綠色程度做調節
★ 農業創新服務模式之商業模式研究-以蜂巢數據科技有限公司為例	★ 燈⽕闌珊處的求職旅程：如何透過⼯作價值觀、雇主吸引⼒、激勵因⼦為求職者點亮路徑
★ 購買意願的幕後功臣：Instagram大小網紅的自我揭露對消費者自我一致性與感知真實的影響	★ 中小企業之組織診斷與分析－以A公司為例
★ 高科技產業人力資源發展與組織績效之研究－以新竹科學園區為例	★ 台灣中小企業產業e化現況對員工資訊素養之影響

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

Facebook在現今是全球最多使用人數的網路社交平台，每月活躍使用人數超過20億位用戶（Facebook，2017）。許多企業因此在Facebook上建立自己的品牌粉絲專頁，粉絲專頁提供給Facebook用戶作為產品推廣或服務及以品牌、公司企業、組織或個人的品牌經營，透過在粉絲專頁上與其他粉絲或品牌粉絲專頁經營者互動，不僅能有效提高該粉絲專頁之曝光率，也可得到粉絲真實且迅速的回饋（Facebook，2016）。
本研究以Facebook品牌粉絲專頁為情境，試圖回答：「線上品牌社群該如何提升與粉絲的價值共創？並以參加線上品牌社群活動與線下實體社群活動是否會對於價值共創產生影響？」，本研究探討內、外部動機是否會因為粉絲參加線上品牌社群活動或線下實體活動而對價值共創產生影響。本研究的研究方法採用階層線性模型進行跨層次的分析，研究對象為45個不同的Facebook粉絲專頁，以問卷發放進行調查，總發放數為343份，有效問卷為325份，問卷回收有效率為94.75%。本研究的研究架構分為兩部分，第一部分，先探討參與線上品牌社群活動與線下實體活動與價值共創之關聯，第二部分，探討內、外部動機是否會因為參與線上品牌社群活動或線下實體活動具有中介效果。本研究顯示參與線上品牌社群活動與線下實體活動皆有正向顯著的影響。內、外部動機也會透過參與線上品牌社群活動與線下實體活動之中介效果正向影響價值共創。
本研究貢獻如下：本研究首先探討消費者線上品牌社群活動與線下實體活動對於價值共創之影響外，並加入線上品牌社群活動及線下實體活動作為中介變數，觀察是否會對於內、外部動機與價值共創產生影響，根據研究結果顯示，線上社群活動與線下實體活動會加強內、外部動機與價值共創之影響。第二，本研究與以往用單一層次中變數的研究方式不同，採用階層線性模型（HLM），並加入中介因子做跨層次分析。將層次分為群體層次及個人層次，群體層次以與他人互動關係為主，個體層次則是以個人心理層面為主，以衡量群體與個人之間的關係。

摘要(英)

With more than 2 billion active users per month, Facebook is by far the most popular social networking platform in the world (Facebook, 2017), and as the result many organizations have built their fan pages on Facebook for their brands. Creating and managing fan pages on Facebook is for the purpose of brand management, product promotion and service providing, via interacting with community members on which, the organization can increase the brand exposure rate effectively and obtain real-time feedback form community members（Facebook, 2016）.
Based on the application of Facebook fan page, this study intends to explore how online brand communities can increase the value co-creation with their fans by using fan pages, and whether online and offline campaigns will create value impact. This study will also investigate that whether internal and external motivations of community members who participate in online and offline champagnes will influence in value co-creation. In this study, a hierarchical linear model was used to cross-level analysis. The subjects of this research include 45 different Facebook fan pages and use questionnaires for the data collection. The amount of questionnaires are 343 and 325 questionnaires are valid. The effective rate was 94.75%.
This study is divided into two parts. In the first part, I discuss the relationship between online brand community activity and offline brand community activity and value co-creation. The second part is to discuss whether there are mediating effects of participating in online brand community campaigns and offline entity campaigns. According to the result of this study, both online and offline campaign have positive and significant influence. Internal and external motivations will also positively influence the value creation through the mediating effects of participating in online offline campaign.
There two significant features of this study. The first is that online community and offline campaigns are able to strengthen the influence of internal and external motivation and value co-creation. Secondly, this study differs from the previous one in which the single-level medium variable is used. The hierarchical linear model （HLM） is adopted and the mediation factor is added for cross-level analysis. The level is divided into group level and individual level. The group level is mainly to interact with others. The individual level is based on personal psychological level to measure the relationship between groups and individuals.

關鍵字(中)

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

關鍵字(英)

★ Extrinsic Motivation
★ Intrinsic motivation
★ Online Brand Community Activity
★ Offline Brand Community Activity
★ Value co-creation
★ Hierarchical liner modeling

論文目次

目錄
中文摘要 i
Abstract ii
誌謝 iv
目錄 v
圖目錄 viii
表目錄 ix
一、緒論 1
1-1 研究背景與動機 1
1-2 研究目的與問題 2
1-3 研究價值與預期貢獻 4
二、文獻探討與研究假設 5
2-1 臉書粉絲專頁 5
2-2 價值共創 6
2-3 外部動機 9
2-3-1 互惠性（Reciprocity） 10
2-3-2 聲譽（Reputation） 10
2-3-3 獎勵（Rewards） 11
2-4 內部動機 11
2-4-1勝任感（Competence） 12
2-4-2 自主性（Autonomy） 12
2-4-3 關係感（Relatedness） 12
2-5 品牌社群 13
2-5-1 線上品牌社群活動（Online Brand Community activity） 13
2-5-2 線下實體社群活動（Offline Brand Community activity） 14
2-6 品牌社群活動在內、外部動機與價值共創之中介關係 15
2-6-1 線上品牌社群活動在外部動機與價值共創之中介關係 15
2-6-2 線上品牌社群活動在內部動機與價值共創之中介關係 16
2-6-3 線下實體社群活動在外部動機與價值共創之中介關係 17
2-6-4 線下實體社群活動在內部動機與價值共創之中介關係 18
三、研究方法 19
3-1 研究對象與樣本發放 19
3-2 問卷設計 21
3-3 變項衡量方式 21
3-3-1 外部動機 21
3-3-2 內部動機 23
3-3-3 品牌社群 25
3-3-4 價值共創 27
3-4 控制變數 29
3-5 分析方法 30
3-5-1 敘述性統計 30
3-5-2 相關分析 30
3-5-3 因素分析 30
3-5-4 信度分析 31
3-5-5 效度分析 31
3-5-6 共同方法變異控制 31
3-5-7 變數之組內與組間變異成份分析 32
3-5-8 階層線性模型分析 32
四、資料分析與研究結果 33
4-1 敘述性統計分析 33
4-1-1 樣本敘述統計 33
4-1-2 變數之敘述性統計 36
4-2 相關分析 37
4-3 信度分析 38
4-4 建構效度分析 39
4-4-1 收斂效度 39
4-5 變數之組內與組間變異成份分析 41
4-6共同方法變異分析與因素分析 41
4-7階層線性模型之假設分析結果 42
4-7-1 價值共創之虛無模型 42
4-7-2 線上品牌社群活動對於價值共創之關係 43
4-7-3 線下實體社群活動對於價值共創之關係 44
4-7-4 「線上品牌社群活動」對於「外部動機」以及「內部動機」對於價值共創之中介關係影響 45
4-7-5 「線下實體社群活動」對於「外部動機」以及「內部動機」對於價值共創之中介關係影響 46
五、結論與建議 49
5-1 研究結論與貢獻 49
5-1-1 品牌社群與價值共創之關係 51
5-1-2 品牌社群活動在內、外部動機與價值共創之中介關係 52
5-1-3 研究分析方法 54
5-2 實務建議 55
5-3 研究限制與後續研究建議 56
參考文獻 57
附錄一問卷 63

參考文獻

陳順宇(2005)。多變量分析。台北：華泰。
溫福星&邱皓政(2012)。多層次模式方法論:階層線性模式的關鍵問題與試解。台北：前程文化。
Andersen, P. H. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast. Industrial Marketing Management, 34(1), pp. 39-51.
Avolio, B. J., Yammarino, F. J., & Bass, B. M. (1991). Identifying common methods variance with data collected from a single source: An unresolved sticky issue. Journal of Management, 17(3), pp. 571-587.
Bagozzi, R. P. and Dholkia, U. M., "Open Source Software User Communities: AStudy of Participation in Linux User Group," Managemet Science (52:7), 2006, pp.1099-1115
Blau, P. M. (1964), "Social Exchange," in International Encyclopedia of the Social Sciences, Volume 7, New York: Free Press, pp. 452-457.
Bock, G.-W., Zmud, R.W., Kim, Y.-G. and Lee, J.-N. (2005),Behavioral intention formation in knowledge sharing: examining the roles of extrinsic motivators, social-psychological , MIS Quarterly, Vol. 29 No. 1, pp. 87-111.
Chen & Wang (2015).”Customer participation, value co-creation and customer loyalty - A case of airline online check-in system” Computers in Human Behavior Volume 62, 1 September 2016, pp. 346-352.
Cohen, M. Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale Eribaum, NJ: 1988.
Deci, E.L. and Ryan, R.M. (1985), Intrinsic Motivation and Self-Determination in Human Behavior, Plenum, New York, NY. [Google Scholar] [CrossRef].
Deci, E. L., & Ryan, R. M. (2000). The ‘what’ and ‘why’ of goal pursuits: human needs and the self-determination of behavior. Psychological Inquiry, 11, pp. 227–268.
Deci, E. L., & Ryan, R. M. (2002). Overview of self-determination theory: an organismic dialectical perspective. In E.L. Deci & R.M. Ryan (Eds.), Handbook on self- determination research (pp. 3-33). Rochester, NY: University of Rochester Press.
Deci, E. L., & Ryan, R. M. (2002). Self-determination, smoking, diet and health. Health Education Research. Vol.17 no.5 2002, pp. 512–521.
De Vries, N.J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21 (6), pp. 495-515.
Dholakia, U. M., & Durham, E. (2010). One cafe? chain’s Facebook experiment. Harvard Business Review, 88(3), p. 26.
Elsharnouby, T. H. & Mahrous, A. A. (2015). Customer participation in online co-creation experience: the role of e-service quality. J Res Interact Mark 9(4):313–336. doi:10.1108/JRIM-06-2014-0038.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
France, C., Merrilees, B., & Miller, D. (2015). Customer brand co-creation: a conceptual model. Marketing Intelligence & Planning, Vol. 33 Iss: 6, pp. 848 – 864.
Griffith, H. L. (2011). Understanding and Authenticating Evidence from Social Networking Sites. Wash. JL Tech. & Arts, 7, 209.
Guay, F., Vallerand, R. J., & Blanchard, C. (2000). On the assessment of situational intrinsic and extrinsic motivation: The Situational Motivation Scale (SIMS). Motivation and Emotion, 24, pp. 175-213.
Hardyman et.al.(2015).” Value Co-Creation through Patient Engagement in Health Care: A micro-level approach and research agenda” Public Management Review Volume 17, Issue 1, 2 January 2015, pp. 90-107.
Hausman, A. (2013, June 17). Resume – Angela Hausman, PhD. Retrieved June 20, 2016, from Facebook Business Marketing, https://www.hausmanmarketingletter.com/co-creating-value-using-social- media-marketing/
Hillery, G. A. (1955). Definitions of community: areas of agreement. Rural Sociology, 2, pp. 111–123 .
Hsu, Y. (2015). Organizational Innovation Strategies: The Value Co-Creation Strategy (VCS) Model. The International Journal of Organizational Innovation, 8 (2).
Jones, C, Hesterly, W. S., and Borgatti, S. P. (1997). "A General Theory of Network Governance: Exchange Conditions and Social Mechanisms," Academy of Management Review (22:4), pp. 911-945.
Kanamori, T., & Kimura, A. (2003). Net communities in brand marketing (NRI Papers No. 63). Japan: Nomura Research Institute.
Kankanhalli, A., Tan, B. C. & Wei, K.-K. (2005). Contributing knowledge to electronic knowledge repositories: an empirical investigation. MIS Quarterly, Vol. No., pp. 113-143.
Kim, D, E. (2014). The impact of smart device′s interactivity on customer activity in the sports industry. Arkansas State University, ProQuest Dissertations Publishing, 2014. 1565044.
Kolekofski, K. E., & Heminger, A.R. (2003). Beliefs and attitudes affecting intentions to share information in an organizational setting. Information & Management 40 (6) (2003), pp. 521-532.
Kollock, P., (1999). The economies of online cooperation: gifts and public goods in cyberspace. In: Kollock, P., Smith, M. (Eds.), Communities in Cyberspace. Routledge, New York.
Lee D, Kim HS, Kim JK.(2011) The impact of online brand community type on consumer′s community engagement behaviors: consumer-created vs. marketer-created online brand community in online social-networking web sites.
Lee, G. (2012). Modeling consumer’s co-creation in tourism innovation Ph.D. dissertation. Department of Philosophy, Temple University.
Lee, K. O., Cheung, M. K., & Chen, Z. H. (2005). Acceptance of Internet-based learning medium: the role of extrinsic and intrinsic motivation. Information & Management. 42 (2005), pp. 1095–1104.
Liao,C.C., Hsu,F.C.,& To,P.L.,(2013) Exploring knowledge sharing in virtual communities. Online Information Review Vol. 37 No. 6, 2013, pp. 891-909.
Online Information Review Vol. 37 No. 6, 2013, pp. 891-909.
Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition-transaction utility theory perspective. The Journal of Marketing, pp. 54-67.
Lin, J. H. (2016). Need for relatedness: a self-determination approach to examining attachment styles, Facebook use, and psychological well-being. Asian Journal of Communication, DOI: 10.1080/01292986.2015.1126749.
Lin et.al.(2017).” Resident-tourist value co-creation: The role of residents’ perceived tourism impacts and life satisfaction” Tourism Management Volume 61, 1 August 2017, pp. 436-442.
Lin, K. Y., & Lu, H. P. (2011). Intention to continue using Facebook fan pages from the perspective of social capital theory. Cyberpsychology, Behavior, and Social Networking, 14(10), pp. 565-570.
MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S. G., & Sheets, V. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods, 7(1), pp. 83-104.
Marandi, E., Little, E., & Hughes, T. (2010), ‘Innovation and the children of the revolution:Facebook and value co-creation’, The Marketing Review, vol.10, pp. 169-183.
McWilliam, G. (2000). Building stronger brands through online communities.Sloan Management Review, 41(3), pp. 43-54.
Michel Laroche;Mohammad Reza Habibi;Marie-Odile Richard1;Ramesh Sankaranarayanan.(2012) The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty.
Michel Laroche;Mohammad Reza Habibi;Marie-Odile Richard1;Ramesh Sankaranarayanan.(2012) The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty Rothaermel, F.T. and Sugiyama, S. (2001), “Virtual internet communities and commercial success: individual and community-level theory grounded in the atypical case of timezone.com”, Journal of Management, Vol. 27 No. 3, pp. 297-312.
Mingli Zhang Nuan Luo , (2016),"Understanding relationship benefits from harmonious brand community on social media", Internet Research, Vol. 26 Issue: 4, pp. 809-826.
Minjeong Kang, Dong-Hee Shin, Taeshik Gong, (2016) "The role of personalization, engagement, and trust in online communities", Information Technology & People, Vol. 29 Issue: 3, pp.580-596, https://doi.org/10.1108/ITP-01-2015-0023
Muniz, A.M. and O′Guinn, T.C.“Brand Community,"Journal of Consumer Research (27:4), 2001, pp. 412-432.
Muniz, A. M. J., & Schau, H. J. (2005). Religiosity in the abandoned Apple Newton brand community. Journal of Consumer Research, 31(4), pp. 737-747.
Nadeem, W., D. Salo, A.J., & Laukkanen, T. (2015). Engaging consumers online through websites and social media: A gender study of Italian generation Y clothing consumers. International Journal of Information Management, 35 (1), pp. 432-442.
Nistor, N., Daxecker, I., Stanciu, D., & Diekamp, O. (2015). Sense of community in academic communities of practice: predictors and effects. Higher Education, 69(2), pp. 257-273.
Oyner & Korelina (2016).” The influence of customer engagement in value co- creation on customer satisfaction: Searching for new forms of co-creation in the Russian hotel industry” Worldwide Hospitality and Tourism Themes Volume 8, Issue 3, 2016, pp. 327-345.
Poddar, A., Donthu, N., & Wei, Y. (2009). Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. Journal of Business Research, 62(4), pp. 441-450.
Polo-Pen?a, A. I., D. M. Fri?as-Jamilena, & M. A. Rodri?guez Molina. (2014). Value Co-creation via Information and Communications Technology. The Industries Service Journal. 34(13): 1043–59.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), pp. 4-9.
Ramirez, R. (1999). Value co-production: intellectual origins and implications for practice and research. Strategic Management Journal, 20(1), pp. 49-65.
Rask, M. (2001). Global Industriel E-handel. Unpublished Ph.D.-disserta-tion, Aalborg University, Aalborg, Danmark.
Rene? Algesheimer, Utpal M. Dholakia, Andreas Herrmann (2005) The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing: July 2005, Vol. 69, No. 3, pp. 19-34.
Romm, C., Pliskin, N. and Clarke, R.“Virtual Community and Society: Toward an　Integrative Three Phase Model, ” International　Shamim & Ghazali (2014). A Conceptual Model for Developing Customer Value Co-Creation Behaviour in Retailing. Global Business and Management Research; Boca Raton6.3 (2014), pp. 185-196.
Sheldon, K. M., Abad, N. & Hinsch, C. (2011), A two-process view of Facebook use and relatedness need-satisfaction: disconnection drives use, and connection rewards it,Journal of Personality and Social Psychology, Vol. 100 No. 4, pp. 766-775.
Smith, C. (2016). By the numbers: 200+ amazing Facebook statistics (January 2015). Available at: http://expandedramblings.com/index.php/by-the-numbers-17-amazing- facebook-stats/(Accessed: 24 April 2016).
Stanley, J. (2016). Social media facts and statistics for 2016. Available at: http://growingsocialmedia.com/social-media-facts-and-statistics-for-2016/ (Accessed:24 April 2016).
Trepte,S.,& Reinecke,L.(2011).The Social Web as a shelter for privacy andauthentic living. In S. Trepte & L. Reinecke (Eds.), Privacy online : Perspectives on privacy and self-disclosure in the Social Web (pp.61–73). Heidelberg, Germany : Springer.
Tsai, Hsien-Tung ; Huang, Heng-Chiang ; Chiu, Ya-Ling (2012) Brand community participation in Taiwan: Examining the roles of individual-, group-, and relationship-level antecedents. Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 65.2012, 5, pp. 676-684.
Wang, J. C., & Chiang, M. J. (2009). Social interaction and continuance intention in online auctions: A social capital perspective. Decision Support Systems, 47(4), pp. 466-476.
Yang, S. C., Chang, W. T., Hsiao, Y. T., & Chen, B. Y. (2014). The Effects of Perceived Value on Facebook Post Sharing Intention. In Proceedings of the 12th International Conference on Advances in Mobile Computing and Multimedia (pp. 444–450). New 100 York, NY: ACM. Retrieved from http://doi. org/10.1145/2684103.2684171
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior : Scale development and validation. Journal of Business Research, 66(9), pp. 1279-1284.
Yoon, C., & Rolland, E., (2012). Knowledge-sharing in virtual communities: familiarity, anonymity and self-determination theory. Behaviour & Information Technology, 31 (11), pp. 1133–1143.
Zhang, Y., & Tsui, A. (2013). Intragroup functional diversity and intergroup relations in American and Chinese workgroups. Journal of Cross-Cultural Psychology, 44(7), pp. 1127-1147.

指導教授

李憶萱(Yi-Hsuan, Lee)

審核日期

2018-7-27

推文