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

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郭力緯(Lei-Wei, Kuo) 查詢紙本館藏

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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)

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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

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指導教授

李憶萱(Yi-Hsuan, Lee)

審核日期

2018-7-27

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