- 學位論文
企業經營粉絲專頁對信任度及滿意度之影響
The impact of fan pages on trust and satisfaction in business management.
摘要
企業經營Facebook粉絲專頁數量日益增加，而消費者在企業Facebook粉絲專頁上也有活躍的參與。然而綜觀過去研究，國內外文獻較缺乏關於企業經營Facebook粉絲專頁之實證研究探討，故引發本研究之動機。因此本研究欲透過幾個構面，包括資訊品質、溝通性、回應性、偶像明星、專家權威、一般消費者、粉絲滿意度、信任度以及購買意願，去建立一個結合多個變數構成的模式，探討企業經營Facebook粉絲專頁對於粉絲專頁使用者之影響。在資料蒐集方面，本研究採用網路問卷調查法，以企業Facebook粉絲專頁之使用者為研究對象，共回收215份有效問卷，以結構方程模式(SEM)來驗證，經分析之後，其研究結果如下： 1.「資訊品質」、「專家權威」以及「一般消費者」對於Facebook粉絲專頁使用者的「信任度」有正向影響。 2.「資訊品質」以及「溝通性」Facebook粉絲專頁使用者的「滿意度」有正向影響。 3.「信任度」對Facebook粉絲專頁使用者的「購買意願」有正向影響。 期望該研究結果能提供未來商店在經營Facebook粉絲專頁時，作為行銷經營者的參考。
並列摘要
The Quantity of The Fan Pages managed by enterprises increase day by day. And the consumers also participate in the Fan Pages actively. However , in the previous studies, there are few literatures about business management on Fan Pages. As a result, it is the motivation of our study. The study builds a model with several variables through some dimensions involving Information quality, Communicativeness, Celebrity, Expert, Consumer, Fans Satisfaction, Trust and Purchase Intention to discuss the impact of Facebook Fan Pages on users toward business management. In our study, we collect 215 samples from the users of Fan Pages of Facebook by online questionnaire Survey. And we verify the model by SEM, the findings are as followed: 1.Information quality, Expert and Consumer positively influence the Trust on the users of Fan Pages of Facebook. 2.Information quality and Communicativeness positively influence the Satisfaction on the users of Fan Pages of Facebook. 3.Trust positively influences Purchase Intention. The research results can be expected to provide future operating stores in the Facebook fan page, as marketing managers of reference. Keyword：Fan page、Recommended、Trust、Purchase Intention