| 摘要: | 隨著Web2.0 的快速發展，許多品牌紛紛於社群媒體平台導入線上品牌社群以傳遞 品牌核心理念和與分享相關品牌相關資訊給消費者，希冀透過社群媒體的力量拓展品牌、 強化顧客品牌體驗，進而促進消費者主動支持並協助推廣品牌。根據90-9-1 法則，在品 牌社群中有高達90%的社群成員為潛水者、有9%成員參與部分發言，而僅1%成員積極 於社群內分享文章。然而，目前學術研究與實務管理多著墨於發布者的重要性，卻忽略 了社群內多數群體—潛水者—所扮演的關鍵角色，更遑論探究其貢獻行為。
一般而言，潛水行為可被視為是一種學習的體驗過程。而此瀏覽體驗有助於其了解 一個品牌社群內的信念、價值與觀點。若使用者於瀏覽內容的過程得到滿足，極有可能 為其創造沉浸體驗，進而持續地參與品牌社群並展現有利於品牌的行為。因此，以沉浸 體驗相關文獻為基礎，本論文欲建構一潛水者社群貢獻之完整脈絡模型，提出瀏覽品質 （即資訊性、享樂性、吸引性和真摯性），如何藉由沉浸體驗進一步影響其潛水者公民行為。
本研究針對品牌社群潛水者進行問卷調查，扣除無效樣本後，總共蒐集386 份有效 樣本。並使用統計軟體AMOS 21.0 進行結構方程模型之假說驗證。研究結果顯示潛水 者知覺貼文內容之資訊性、享樂性、吸引性與真摯性會正向影響其品牌社群的沉浸體驗， 進而促使其展現線上、線下潛水者公民行為。研究結果其以社群媒體為基礎之品牌社群 與使用者體驗的文獻做出貢獻，並在實務上為品牌社群管理者在經營與制定策略上帶來 參考依據。;The rapid growth of Web2.0 has opened up a new era of social networking sites (SNSs) over the last decade. The growing popularity of SNS-based brand communities has attracted firms to convey brand promise and deliver brand-related information to their supporters. Firms create unique brand value and brand experience through SNSs, firms are more likely to hence encouraging their consumers to actively engage in brand-building behaviors. According to the 90–9–1 rule, more than 90%, 9%, and only 1% of community users are lurkers, members who participate in the speech, and users who vigorously share and post articles, respectively. Lurkers occupy a large proportion of community members and are typically focused on gathering rather than contributing information. Thus, extant research mainly emphasized on the beneficial behaviors of posters. To the best of our knowledge, studies have rarely explored the significant role of lurkers in contributing brand-related behaviors. Lurking is considered as an inherently important element of the learning process. Browsing experience helps newbies in a specific brand community to understand the brand’s beliefs and values. Hence, a good browsing experience is likely to cultivate members’ flow experiences. As a result, they continually participate in the brand community and conduct citizenship behaviors toward the brand and community. Thus, we develop and test a comprehensive lurker contribution framework that investigates the effects of browsing quality (i.e., informativeness, enjoyment, attractiveness, and authenticity of posts) on on-site and offsite lurker citizenship behaviors through their flow experiences. A cross-sectional survey with 386 SNS-based brand community lurkers was conducted. Findings indicate that perceived informativeness, enjoyment, attractiveness, and authenticity of posts positively affect one’s flow experience. This effect further impacts their on-site and offsite lurker citizenship behaviors (i.e., word-of-mouth and emotional sharing behavior). Research and managerial implications of our results are also discussed. |
