影響臉書使用者持續關注企業粉絲專頁貼文意願之因素

Exploring the Factors Influencing Facebook Users’ Continuous Follow Intention toward Posts on Firm-Oriented Fan Page

洪純雅(CHUN-YA HUNG)

指導教授 ： 柯秀佳

朝陽科技大學/資訊學院/資訊管理系/碩士(2016年)

摘要

粉絲專頁可以協助企業傳遞產品相關訊息予潛在或既有客戶，並維護與顧客的關係，因此備受企業的矚目。但是，在粉絲之時間資源有限的情況下，企業粉絲專頁的貼文不見得有機會被粉絲觀看到。因此，瞭解影響粉絲主動持續關注粉絲專頁貼文之意願的因素是個重要的研究問題。
　　本研究以刺激-有機體-反應理論及思考可能模式為基礎，探討企業粉絲專頁貼文內容之刺激因素如何影響粉絲持續關注貼文的意願。本研究先透過線上文本的分析探索企業專頁之貼文內容中可能包含的中央及邊陲刺激因素，並透過問卷調查法進一步驗證這些因素及其組合對粉絲之態度、情緒反應、及持續關注貼文意願的影響。本研究以Facebook的企業粉絲專頁為研究場域。研究結果發現內容品質、品牌知名度、及互動性會正向影響粉絲對專頁的態度；而內容品質、娛樂、及互動性則正向影響粉絲的情緒反應。此外，粉絲對專頁的態度及情緒反應亦會正向影響粉絲持續關注貼文的意願。研究結果並顯示，內容品質與獎勵的刺激因素組合會正向影響粉絲的情緒反應。最後，透過研究結果與實務意涵的討論，提出實質建議予企業粉絲專頁經營者及其他研究者進行未來相關研究的參考。

關鍵字

娛樂 ； 獎勵 ； 內容品質 ； 思考可能模式 ； 刺激-有機體-反應理論 ； 關注意願 ； 粉絲專頁 ； 品牌知名度 ； 互動性

並列摘要

A Fan page of Facebook can help firms to deliver commercial messages to exist and potential customers, as well as maintain customer relationships, which has made it gain a lot of attention. However, due to the limitation of time resource, the messages posted on fan page may not be exposed to followers effectively. Therefore, understanding the factors that drive fans to continue follow the posts on a firm’s fan page actively is a vital research issue.
　　Based on the Stimulus-Organism-Response Model (S-O-R) and Elaboration Likelihood Model (ELM), this study explores what the stimulus on posts of firm-oriented fan pages influence fans’ willingness toward following fan page posts. This study firstly explores the central cues and peripheral cues which may be included on posts by analyzing the content of popular firm-oriented posts. Second, through the survey method, this study further verifies the influence of these factors and their combinational effects on fans’ attitude, emotions, and continuous follow intention toward posts.
　　The results revealed that information quality, brand awareness, and interactivity would enhance fans’ positive attitude toward a fan page. Moreover, information quality, entertainment, and interactivity have positive influence on fans’ emotion of posts. The research results also show that the attitude toward a fan page and emotions of posts would increase fans’ continuous follow intention. Finally, through the discussion of theoretical and practical implications, this study proposes several suggestions to fan page operators and future researchers.

並列關鍵字

Entertainment ； Rewards ； Information Quality ； ELM Model ； S-O-R Model ； Follow Intention ； Fan Page ； Brand Awareness ； Interactivity

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