影響Facebook虛擬社群對粉絲使用行為意圖之研究：以旅遊類粉絲團為例

Affecting Factors on the User Behavior Intention of Facebook Virtual Community: A Case Study of Tourism Facebook Fan Page

孫菽蔓(Sun Shu Man)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2014年)

摘要

據2013年8月 Facebook 官方統計，全球粉絲專頁數量已達5,000萬個，平均每位用戶說讚的專頁數量約40個，而資策會2013年7月出版的《2013台灣關鍵企業主廣告媒體投資動向調查分析報告》亦指出其成功訪問的159家台灣企業，已開始建置或經營粉絲專頁者達62.9%。
本研究將針對品牌、地區、興趣及達人四種不同類型 Facebook 粉絲專頁發放問卷，回收有效問卷224份。先以單因子變異數分析 (One-way ANOVA) 分析不同類型粉絲專頁之社群成員對粉絲專頁品質 (包括資訊內容品質、小編服務品質、其他誘因)、知覺價值 (包括資訊內容實用性、資訊內容享樂性、社群認同)及粉絲行為意圖 (包括持續使用意圖、推薦分享意圖、購買意圖)所含之九個變數看法差異。再以偏最小二乘法 (Partial Least Squares, PLS) 路徑分析法，搭配 SIPS 模型探討四種不同粉絲專頁社群對粉絲專頁品質、知覺價值及粉絲行為意圖模型的差異，以供企業經營 Facebook 粉絲專頁之社群行銷策略參考。
研究實證發現，四種社群皆重視知覺價值中「社群認同」的提升，但對於帶動粉絲行為意圖所採取作法不大相同：(1)品牌社群需同時提高「資訊內容品質」、「小編服務品質」、「其他誘因」以提高「內容享樂價值」、「社群認同」帶動粉絲行為意圖；(2)地區社群需同時提高「資訊內容品質」、「小編服務品質」、「其他誘因」來提高「內容實用價值」、「社群認同」；(3)興趣社群要提高「小編服務品質」及「其他誘因」以提高「內容實用價值」、「內容享樂價值」、「社群認同」；(4)達人社群只要加強「其他誘因」影響「社群認同」，即可達到帶動粉絲行為意圖之目的。

關鍵字

社群行銷 ； 粉絲行為 ； 粉絲團 ； 粉絲專頁 ； Facebook

並列摘要

According to Facebook official statistics in August 2013, the amount of fan pages worldwide has reached 50 million, with an average per user likes about 40 pages. The Institute for Information Industry in July 2013 issue of "The report of trends of Taiwan Business advertising investment in 2013" also pointed that 62.9% Taiwan companies from 159 successful visited have begun to create or run a fan page.
In this study, questionnaires were delivered to brand, area, interest and expert etc. four category Facebook fan pages and then collected 224 copies of valid questionnaires. Above all, returning data were analyzed by One-way ANOVA on fan page quality (i.e. information quality, service quality and incentive), perceived value (i.e. utilitarian Value, hedonic value and community identity) and user behavior intention (i.e. continued involvement, recommendation and purchase) and then tested by Partial Least Squares path analysis.
The result shows that all four communities care the "community identity" of perceived value; however, behavior intentions are driven by different approach from each community. (1)Brand community could enhance "hedonic value" and "community identity" by improving "information quality", "service quality" and "incentive" to drive user behavioral intentions; (2)Area community could enhance "utilitarian Value" and "community identity" by improving "information quality", "service quality" and "incentive" to drive user behavioral intentions; (3)Interest community could enhance "utilitarian value", "hedonic value" and "community identity" by improving "service quality" and "incentive" to drive user behavioral intentions; (4)Expert community could only enhance “community identity" by improving "incentive" to drive user behavioral intentions.

並列關鍵字

Behavior intention ； Virtual community ； Fan page ； Facebook ； Social media marketing ； SMM

參考文獻

Armstrong, A. G., & Hagel III, J. (1996). The real value of on-line communities. Harvard Business Review, 74(3), 134-141.

Armstrong, A. G., & Hagel III, J. (1997). Net gain: Expanding markets through virtual communities. New York, NY: McKinsey & Company.

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. The Journal of Consumer Research, 20(4), 644-656.

Babin, B., Yong-ki, L., Eun-ju, K., & Griffin, M. (2005). Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133-139.

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.