自我形象與臉書品牌粉絲專頁使用意圖：互動的角色

Self-Image and Continuing Use Intention of Facebook Fan Pages: The Role of Interaction

羅勻翔(Lo Yun-Hsiang)

指導教授 ： 王仕茹

國立臺灣師範大學/管理學院/管理研究所/碩士(2016年)

https://doi.org/10.6345/NTNU202203785

摘要

隨著虛擬社群的興起，許多企業透過Facebook品牌粉絲專頁來發佈各種產品資訊，本研究引用一致性理論來探討粉絲與品牌粉絲專頁之間的關係品質，以及加入粉絲與粉絲間的社會互動聯結和網站互動性兩個變數進行分析。結果顯示粉絲與品牌粉絲專頁在真實自我一致性、理想自我一致性以及粉絲對品牌粉絲專頁的功能一致性皆會促進品牌粉絲專頁與粉絲之關係品質。
在本篇論文中，自我形象一致性表示粉絲知覺的自我概念與品牌粉絲專頁的形象相符的程度，其中自我概念又分為真實的自我與理想的自我兩類。而功能一致性表示讀者知覺品牌粉絲專頁所提供功能價值的程度。品牌粉絲專頁所提供的網站互動性由溝通性、控制性以及回應性所組成。本研究透過網路問卷調查公司來施放問卷，最後取得有效樣本339分來進行分析。

關鍵字

自我形象一致性 ； 功能一致性 ； 品牌粉絲專頁與粉絲之關係品 質 ； 社會互動連結 ； 網站互動性

並列摘要

With the rise of virtual communities, many companies publish a variety of product information and specification via Facebook fan page. Our study suggest self-image congruence theory to explore the Brand Relationship Quality between fans and fan page. It also includes social interactive ties and Facebook Website interaction as two variables. The results suggest that actual and ideal self-image congruence and functional congruence indeed enhance Brand Relationship Quality between fans and fan page.
In this paper, the self-image congruence refers to the match between self-concept and fan page’s image. In addition, self-concept can be divided into actual-self and ideal-self. Functional congruence refers to match between fans and fan page and their perceptions on how the fan page is perceived along the same features. Website Interaction features can be measured by communication, control and responsiveness. In this study. The questionnaires were collected by online survey company. Three hundred and thirty-tree respondents were considered to be valid samples for analysis.

並列關鍵字

Self-image Congruence ； Functional Congruence ； Brand Relationship Quality ； Social Interaction Ties ； Website Interaction

參考文獻

中文部分

嚴理謙(民 102 年 4 月 9 日)。日網路公司公佈 Facebook 用戶數調查,台灣奪下人口比冠軍。數位時代。取自:http://www.bnext.com.tw/article/view/id/27267

英文部分

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