從網路外部性和 ”使用與滿足理論” 探討持續使用品牌粉絲專頁之意圖

Explore the intentions of continued use in brand fan page: From “Uses and Gratifications” and the network externalities

李郁芬(Yu-Fen Li)

指導教授 ： 陳鴻基

國立臺灣大學/管理學院/商學研究所/碩士(2013年)

https://doi.org/10.6342/NTU.2013.00383

摘要

2004年5月，Mark Zuckerberg創辦臉書，當年年底使用者人數便突破了100萬。短短8年的時間，臉書使用者人數便從100萬成長到10億，足足有1,000倍之多。而以品牌粉絲專頁的粉絲數來看，前三名分別是Coca-Cola(超過6,000萬個粉絲)、Disney(超過4,000萬個粉絲)與Red Bull(超過3,000萬個粉絲)；若從台灣來看，前三名分別是7-ELEVEN、統一星巴克咖啡同好會與7-ELEVEN愛世界，三者皆超過1,000萬名粉絲。
企業紛紛成立專屬的品牌粉絲專頁，盼能增加與消費者的互動，或是傳遞產品相關的宣傳訊息。而使用者主動按讚(like)成為粉絲，讓粉絲專頁更新的內容都能出現在自己瀏覽的動態消息上，主動接受與產品相關的廣告。這與傳統消費者對廣告大多以排斥的態度有相當大的落差。因此本研究希望能探討使用者持續使用品牌粉絲專頁的動機，供企業經營粉絲專頁做為參考。
本研究從使用與滿足理論及網路外部性的觀點出發，主要參考Daivd et al (2011) 提出的模型，修改發展而來。從媒體內容、社會動機與網路外部性三大構面，探討使用者加入品牌粉絲專頁之意圖。媒體內容構面包含「資訊」及「娛樂」，社會動機構面則包含「消費者之間的資訊交換」及「自我與品牌的一致性」，網路外部性則涵蓋「使用者數量」與「同儕數量」。
本研究以台灣地區網路使用者為研究對象，共回收200份有效問卷。以偏最小平方法(Partial Least Squares; PLS)分析結果，顯示「媒體內容」與「社會動機」對「使用意圖」有顯著正向影響。「使用者數量」對「社會動機」也有顯著正向影響，「同儕數量」對「消費者之間的資訊交換」不顯著，但對「自我與品牌的一致性」有顯著正向影響，「自我與品牌的一致性」對「消費者之間的資訊交換」亦呈顯著正向影響。

關鍵字

粉絲專頁 ； 媒體內容 ； 社會動機 ； 網路外部性 ； 使用意圖

並列摘要

無資料

並列關鍵字

Brand Fan Page ； Media Content ； Social Mechanism ； Network Externality ； Intensions for users to continued use brand fan page

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