「按讚、留言或分享」－探究影響臉書訊息反應行為意圖之前置因素

Why Do You Want to Do ＂like＂, ＂Comment＂ or ＂Share＂ on Facebook: The Study of Antecedent on Facebook User's Behavioral Intentions

吳姮憓(Heng-Hui Wu) ； 羅偉峰(Wei-Feng Lo)

《行銷評論》 11卷2期 (2014/06) Pp. 107-131

摘要

臉書是目前全球第一大社群網站，臉書使用者可能透過按讚（like）、留言（comment）或分享（share）這三種功能對友人發佈的臉書訊息作出反應。本研究目的為探究影響使用者傾向作出「按讚、留言或分享」行為意圖反應之前置因素。以社會交換理論為基礎，採用網路問卷調查法，蒐集414份問卷，透過結構方程模式分析，結果發現：臉書訊息發佈者與使用者間之關係強度與按讚、留言意圖呈正相關；臉書訊息能引發使用者愈多的正面情緒，使用者對該訊息按讚、留言與分享的意願就愈高；臉書訊息若引發使用者愈多的負面情緒，則僅能提高使用者之分享意圖；而臉書訊息長度愈長，使用者較會按讚、留言與分享。據此提供企業管理意涵，瞭解有哪些因素可提升臉書使用者按讚、留言與分享的意願。

關鍵字

臉書 ； 關係強度 ； 情緒 ； 訊息長度

並列摘要

Facebook is quickly becoming one of the most popular tools for social communication. The purpose of the present study was to examine the antecedents of Facebook users' behavioral intentions and draw on social exchange theory to support the model. Data were collected from 414 undergraduate and EMBA students in one university in Taiwan. Participants were asked to fill out the questionnaire based on the newest one post on their Facebook wall that they had recently received. Results of LISREL suggested that the proposed theoretical model fitted the data well, indicating a support of the hypotheses. This study can assist managers to understand the factors relate to motivate people to click ＂like＂, ＂comment＂, and ＂share＂.

並列關鍵字

Facebook ； tie strength ； emotion ； message length

參考文獻

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