- 期刊
臉書粉絲專頁網路互動性、品牌信任與品牌忠誠度
Online Interactivity, Brand Trust, and Brand Loyalty Pertaining to Facebook Fan Pages
摘要
社群媒體涵蓋範圍擴及你我的生活，包括食、衣、住、行與育樂。國內許多個人或企業皆已透過粉絲專頁（如：Facebook）尋找商機。由於社群媒體行銷是結合科技創新來影響消費行為的應用知識，本研究採科技接受模式（technology acceptance model, TAM）與刺激－有機體－反應模式（stimulus-organism-response, S-O-R model）來檢視臉書粉絲專頁的消費行為。環顧現有社群媒體相關文獻，鮮少以多樣商品和品牌做比較；另外，過往研究亦少將互動或者投入設於調節變項。本研究乃選取星巴克、極度乾燥及豐田汽車等三個品牌，共200份有效樣本，並搭配結構方程式探討臉書粉絲專頁網路互動性、品牌信任與品牌忠誠度的關聯性；同時也驗證粉絲投入之於網路互動性與品牌信任的調節效果。實證結果發現社群媒體的網路互動性會分別顯著影響粉絲對其品牌的信任與忠誠度；而粉絲的品牌信任也會顯著影響其對品牌的忠誠度。換言之，品牌信任在網路互動性與品牌忠誠度之間扮演中介角色。在調節效果方面，粉絲投入並未能顯著調節網路互動性與品牌信任。
並列摘要
A fan page is a type of brand community. Through fan pages, individuals and businesses build their brand community to find potential customers. Brand communities serve as a marketing channel and a means to increase sales. Facebook is the most common platform for hosting fan pages. Mutual trust between business owners and customers is an increasingly important aspect of e-commerce, and fan pages have become a venue for developing this trust. However, research on social media has rarely focused on the moderating effect of fan page engagement on brand trust. This study explored the relationship between online interactivity, brand trust, and brand loyalty and examined whether engagement has a moderating effect on this relationship. Data were collected from Facebook fan pages of representative companies (STARBUCKS, Superdry, and TOYOTA) from three major industries. An online survey of 200 fan page users was conducted and empirical analysis using structural equation modeling (SEM) was performed for the data. SEM results revealed that social media interactivity had a significant association with brand trust and brand loyalty and brand trust was significantly associated with brand loyalty. Fan engagement did not significantly moderate the relationship between web interactivity and brand trust. In this paper, the current results are discussed and implications and recommendations are provided for future research.