社群媒體透過正負面情緒的誘發影響品牌關係品質之研究-以2016桃園台灣燈會為例

Study on Impact of Social Media on Brand Relationship Quality Through Inducement of Positive and Negative Emotion：A 2016 Taiwan Lantern Festival

莊德澔(Da-Hao Juang)

指導教授 ： 楊文廣 ； 李冠穎

朝陽科技大學/管理學院/休閒事業管理系/碩士(2016年)

摘要

現今社群網路的發達，使用社群媒體的人們越來越多，但相關文獻的搜尋及關聯性過去並沒有很多，透過情緒的反應是否能影響台灣節慶品牌的研究，本文旨用此研究針對遊客使用台灣燈會相關的社群媒體而誘發情緒建立品牌關係進行探討，以2016桃園台灣燈會遊客為研究對象，採便利抽樣方式於桃園台灣燈會現場發放問卷，共發放問卷425份，有效回收409份，有效回收率為96.2%。所得資料經描述性統計、驗證性因素分析及結構方程式等方法進行假設驗證，結果如下：遊客在社群媒體的使用上與正面情緒有顯著的正向影響，在負面情緒沒有直接顯著；遊客在台灣燈會的正面情緒會正向顯著影響品牌夥伴關係、親密關係、念舊，而負面情緒無負向顯著影響品牌夥伴關係、親密關係、念舊。正面情緒中驚喜、吸引、興奮、滿足得分較高，顯示遊客對於今年的台灣燈會的反應是滿意的，可能是今年的台灣燈會也創造了許多的創舉使得正面情緒較佳。最後，可以根據研究結果提出相關建議，可供下一屆主辦單位參考。

關鍵字

社群媒體 ； 正面情緒 ； 負面情緒 ； 品牌夥伴關係 ； 親密關係 ； 念舊

並列摘要

Nowadays, internet has developed very well and more and more people start to use community media. But there are not many related reference about this topic. This study will explore whether it can influence the Taiwan festival brand by emotional reation. This topic is that how visitors are induceded to establish brand relationship by using the related community media of Taiwan Lantern Festival. The objects of study are the visitors of 2016 Taiwan Lantern Festival. This study uses the convenience sampling, distributes 425 copies, responses 409 valid copies so has the valid response rate 96.2%.This study uses every analysis method to verify hypothesis, including descriptive statistics, confirmatory factor analysis and structural equation. The study results are as follows:The visitors’ using of community media has significant influence to positive emotion, but don’t have direct influence to negative emotion.The visitors’ positive emotion in 2016 Taiwan Lantern Festival has positive significant influence to brand partners’ relationship, intimate relationship and nostalgia, but the negativeemotiondoesn’t have negativesignificant influence to brand partners; relationship, intimate relationship and nostalgia.The scores of surprise, attraction, excitement and satisfaction in positiveemotion are higher and it displays that visitors are satisfied to the Taiwan Lantern Festival in this year. The positive emotion is better maybe because of the pioneering works; which Taiwan Lantern Festival creates in this year. At last, we can propose some related advices to let next organizer refer.

並列關鍵字

Social media ； Positive emotion ； Negative emotion ； Partner quality ； Intimacy ； Nostalgic

參考文獻

賈凡、林仁彬、葉素汝 (2008).。2008年澎湖海上花火節觀光客參與行為之研究。嘉大體育健康休閒期刊，7(3)，100-111。

蔡尚樺、王又鵬、陳佳瑜 (2009)。廠商品牌資產建立活動對品牌忠誠影響效果之研究-以品牌知識為中介變數。企業管理學報，(81)，85-106.

Aaker, D. A. (1996). Measuring brand equity across products andmarkets.California Management review, 38(3), 102-120.

Addis, M., &Holbrook, M. B. (2001). On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity.Journal of Consumer Behaviour, 1(1), 50-66.

Babin, B. J., & Boles, J. S. (1998). Employee behavior in a service environment: A model and test of potential differences between men and women. The Journal of Marketing, 77-91.