Is Interactivity in favor of the relationships among engagement, trust and loyalty in Facebook fanpages?-A case of Starbucks

互動有助於臉書粉絲專頁的投入、信任與忠誠嗎？─以台灣星巴克為例

張文榮(Wen-Jung Chang) ； 高琦玲(Chi-Ling Kao) ； 胡大謙(Da-Chian Hu)

《真理觀光學報》 16期 (2019/12) Pp. 1-15

https://doi.org/10.6438/TOJT.201912_(16).0001

摘要

Facebook, one of most popular social media today, has not only successfully expanded the ＂consumer-brand＂ relationship from the physical channels to the virtual ones, but set up a brand new interaction/communication model by means of brand community. In view of this, this study based on 360 valid fan samples from Starbuck's fan pages used structural equation modeling (SEM) to validate the these research hypotheses. The results showed that fan's engagement and trust will both impact fan's loyalty to the Starbucks while fan's engagement will influence his/her trust on Starbucks. However, the website interactivity here has no moderated effect on the measurement model. The major contribution of this paper is to introduce the push (fan's engagement) and the pull (website interactivity) simultaneously into the measurement model, while the trust acts as the mediator facilitating the relationship between engagement and post-purchase behavior. Among these international brands using Facebook fanpages to communicate with their customers, Starbucks here can be categorized as a brand with leisure/hospitality as well as chain store distribution. The results of this study can help us broaden the research scope across the information technology (IT) to the leisure/hospitality.

關鍵字

Engagement ； Trust ； Loyalty ； Interactivity ； Facebook Fanpages

並列摘要

臉書是現今最夯的社群媒體之一。它不僅有效地將“消費者與品牌”的關係，從實體通路延展到虛擬通路；也藉由品牌社群建立一個全新的溝通模式。有鑑於此，本研究以星巴克360份有效消費者樣本並透過結構方程式來驗證研究假設。實證結果顯示：粉絲的投入與信任皆能影響粉絲對星巴克的品牌忠誠；粉絲的投入也能影響個人對星巴克的品牌信任。然而，網路互動性對本研究模型卻沒有調節效果。本研究的貢獻在於同時導入推力（粉絲投入）與拉力（網路互動）到研究模型之中；而信任則是扮演粉絲投入與其購後行為之間的中介角色。在眾多使用臉書粉絲專頁與消費者溝通的國際品牌，星巴克可以視為連鎖通路品牌，也可以是一個休閒品牌。本研究結果可以協助大家將研究視野從科技橫跨到休閒／餐旅。

並列關鍵字

投入 ； 信任 ； 忠誠 ； 互動 ； 臉書粉絲專頁

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