信任對於網路互動、粉絲投入、忠誠度與口碑關聯性之調節效果－以星巴克臉書粉絲專頁為例

Relationships among website interactivity, fan engagement, loyalty and WOM- A study of Facebook fanpages of Starbucks

鐘鈺鈞(Yu-Chun Chung) ； 廖述賢(Shu-Hsien Liao) ； 張文榮(Wen-Jung Chang)

《休閒與遊憩研究》 9卷2期 (2017/12) Pp. 1-47

https://doi.org/10.6157/2017.9(2).1

摘要

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(social media)。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，也能藉由積極地建立品牌社群(brand community)來形成企業品牌與顧客之間的全新溝通與互動模式。這些顯著變化與趨勢甚至為企業帶來無限可能的商機，進而吸引許多大型企業(包括星巴克)紛紛致力於粉絲專頁(fan pages)的建立與經營。星巴克雖然在國人心目中早已是一個耳熟能詳的知名品牌，但現有社群媒體相關文獻卻鮮少探討粉絲專頁的網路互動性與粉絲投入的程度是否會影響粉絲對企業品牌的忠誠度與口碑行為意圖。尤其是粉絲與粉絲專頁的品牌信任程度是否能調節粉絲的品牌態度與偏好。有鑑於此，本研究以340份星巴克粉絲專頁使用者有效樣本，搭配結構化方程式進行研究假設的驗證。實證結果顯示：網路互動性與粉絲投入均會影響粉絲對星巴克的品牌忠誠度，進而影響其網路口碑的行為意圖；粉絲對星巴克的信任僅在網路互動性與品牌忠誠度產生調節效果；其中又以高信任粉絲的調節效果較為明顯。最後，本研究將提出討論、管理意涵、建議及結論。

關鍵字

網路互動 ； 粉絲投入 ； 信任 ； 忠誠度 ； 口碑 ； 臉書

並列摘要

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. Such significant changes and tendencies have brought infinite business opportunities for many big companies (e.g., Starbucks) which have devoted themselves to running the fan pages. Though Starbucks has already been a well-known brand in Taiwan, few of social media researches has concerned with the influence of website interactivity and fan engagement on fan's brand loyalty and his/her word-of-mouth behavioral intention. Most importantly, the level of fan's brand trust in the fan pages whether can moderate his/her attitude and preference toward Starbucks. In view of this, this study based on 340 valid fan samples from Starbuck's fan pages used structural equation modeling (SEM) to validate the research hypotheses. The empirical findings showed that website interactivity and fan engagement both impact fan's brand loyalty to Starbucks, thereby influencing his/her e-WOM behavioral intention. Besides, the moderated effect of fan's trust in Starbucks only significantly occurred in website interactivity-brand loyalty relationship while the fans with higher level of trust acted more distinct moderated effect. Finally, this paper ends with discussions, managerial implications, suggestions and conclusions.

並列關鍵字

website interactivity ； fan engagement ； trust ； loyalty ； WOM ； Facebook

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