Facebook粉絲專頁對會員購買意願之影響

The Effects of Facebook Fan Page on Member Purchase Intention

張海萍(Hai-Ping Chang)

指導教授 ： 陳宜棻

中原大學/商學院/國際貿易研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100201

摘要

網路的普及，人們生活型態的改變，企業藉由設立網路社群滿足人們的需求，並且因應時代的轉變成就更好的生活模式。同時突破傳統行銷的方式，透過網路無遠弗屆的散播，跳脫時間、空間的侷限，鎖定目標社群行銷，也拉近與消費者之間的距離，提供更多元的服務與創造更大的網路商機，因此以本研究探討企業Facebook粉絲專頁對會員購買意願之影響，作為他日行為模式研究的範本。
　　透過發放網路問卷方式，總共回收385份有效樣本，以結構方程模式為主要研究方法，透過LISERAL8.54進行驗證性因素分析和結構模式分析。研究結果發現資訊品質、激勵制度、享樂價值分別對滿意度、互動性為正向的影響；另外互動性對滿意度為正向的影響，因滿意度、互動性對購買意願為正向的影響，故建議企業可強化資訊品質、激勵制度、享樂價值之網路服務價值，符合會員的需求，進而提升會員購買的意願，成為網路上獲利的重要機會。

關鍵字

購買意願 ； 享樂價值 ； 激勵制度 ； 資訊品質 ； Facebook粉絲專頁

並列摘要

As the internet is getting prevailing, people’s lifestyle has been changed. Enterprises meet people's needs through the establishment of social network, and adapt to the change of time to achieve a better lifestyle. At the same time, in order to get closer to the consumers, offer more multifarious services, and create more tremendous networking opportunities, they break the traditional mode of marketing and target community marketing through the widespread Internet community which crosses the barriers of time and space. Therefore, this research mainly explores the motivation effects of the Facebook Fan Page on member purchase intention, and the implications of the findings are discussed.
　　This research applies the questionnaires, which target Facebook Fan members, to collect data, and 385 valid samples were collected. The data were analyzed by conducting a confirmatory factor analysis (CFA) and path analysis which tested statistically significant based on the overall fit. The results indicate that information quality, incentive system, and hedonic value all have positive effects on the extent of satisfaction and interactivity. Besides, interactivity has positive effects on the extent of satisfaction; both satisfaction and interactivity have positive effects on the extent of purchase intention. This research can become useful reference for future studies and Internet businesses. Therefore, it is suggested that enterprises strengthen the service value of internet community by improving information quality, incentive system, and hedonic value, so as to obtain the opportunity to gain profit on the Internet.

並列關鍵字

Purchase intention ； hedonic value ； incentive system ； Information quality ； Facebook Fan

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