互動性對顧客體驗價值的影響-以 Facebook為例

Impact of Interactivity on Customer Experiential Value On Facebook

馮燕妮(Yenny Ferryanto)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2011年)

摘要

本研究從FACEBOOK的使用者與他們的朋友之間的互動（人際的互動）和 FACEBOOK使用者與網站的互動（機械互動）分析及對顧客體驗價值的影響。這項研究的目的是透過FACEBOOK的使用者的主觀經驗在交流過程中，研究使用者的情感體驗，並且利用認知有用性來探討。然後來評估FACEBOOK的使用者的態度，例如當使用者建立個人檔案，添加其他使用者為朋友，交流信息，包括自動通知更新他們的個人資料，参加線 上社團。
所有在Facebook使用者之間的互動和Facebook網站， 採用了顧客體驗價值的概念，例如：美感、趣味性、服務卓越、經濟性、身份、自尊、道德與心靈等。本研究問卷採用網路問卷，然後上傳至Facebook網站。本研究樣本 總計收取205人，統計分析採用 SPSS 12.0，運用迴歸分析來了解整個模型。
研究結果發現機械互動在美感、娛樂性、服務卓越、經濟性（CROI）、身份、自尊、道德與心靈上皆有顯著之正相關。而人際互動、美感、娛樂性、服務卓越、自尊與心靈僅在與顧客體驗價值上有顯著正相關。

關鍵字

人際互動 ； 機械互動 ； FACEBOOK ； 顧客體驗價值 ； 美感 ； 趣味性 ； 服務卓越 ； 經濟性 ； 身份 ； 自尊 ； 道德 ； 心靈

並列摘要

This study based on discussing the interactivity between Facebook users and the peers, and interaction users with the Facebook’s website by using the concept from customer experiential value. This study aims to research emotional experiences that Facebook users gain while using Facebook as social network service. The purpose to assess the attitude of users through their subjective experience within the communication process, such as when the user create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile on his wall. Additionally, users may join common interest user groups, organized by workplace, school, or college, or other characteristics. All interaction in Facebook between Facebook users and Facebook website , incorporates the concept from customer experiential value, such as emotional reaction , aesthetic, playfulness, service excellence, consumer return on investment (CROI) ,status, esteem, ethics, and spiritually.
An empirical survey is used to test the hypotheses by upload on Facebook. The survey was hosted on Google spreadsheet, an online survey hosting site, and was fielded in May 2011.The sample is 205 users log in Facebook frequently. Data are analyzed using SPSS 12.0, regression to understand the effect of the entire model.
Further, the empirical finding the relation of interpersonal interaction with the customer experience value establishes in aesthetics, playfulness, service excellence, esteem and spiritually. Machine interactivity with customer experience value has been all established.

並列關鍵字

Interpersonal interactivity ； Machine interactivity ； Facebook ； Customer experiential value ； Aesthetic ； Playfulness ； Service excellence ； Consumer return on investment (CROI) ； Status ； Esteem ； Ethics ； Spiritually

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