毫無疑問,臉書(Facebook)是近期發展最為迅速的一個新興社群媒體。它除了成功地將傳統「消費者-品牌」關係從原先的實體通路延展至虛擬社群,也能積極建立品牌社群來形成企業品牌與顧客間的全新溝通與互動模式。星巴克雖然在國人心目中早已是一個耳熟能詳的品牌,但鮮少社群媒體文獻以此為研究對象並探討互動與投入誰能握有粉絲信任之於購後行為的籌碼。有鑑於此,本研究是以問卷調查法並以360份有效星巴克粉絲專頁使用者樣本,搭配結構化方程式進行研究假設的驗證。實證結果顯示信任與忠誠度均會正向影響購買意願;而信任與購買意願則是分別正向影響忠誠度與口碑。最後,本研究認為投入與互動的調節效果是部份成立的。
Undoubtedly, Facebook has become a rapidly emerging social media during recent decades. It has not only successfully expanded the traditional "consumer-brand" relationship from the physical channels to the virtual ones, but also shaped complete interaction/communication model between corporate brand and consumers by aggressively build up its brand community. Though Starbucks has already been a well-known brand in Taiwan, few of social media studies focused on Starbucks and has concerned with the influence of interactivity and engagement in the same time on fan's trust and post-purchase behavior. Based on 360 valid fan samples from Starbuck's fan pages, this study adopted questionnaire method and used structural equation modeling (SEM) to validate the research hypotheses. The empirical findings showed that trust and loyalty both impact fan's purchase intention while trust and purchase intention would influence loyalty and word-of-mouth respectively. Finally, this paper also included that only engagement would have moderated effect on the relationship between trust and purchase behavior.