聽眾多寡對社交顧客投入經驗之影響：社會臨場感與自我揭露為干擾變數

The Influence of Audience Size on Social Customer Engagement Experience: Social Presence and Self-disclosure as Moderators

耿慶瑞(Ching-Jui Keng) ； 陳昱欣(Yu-Hsin Chen) ； 游翔鈞(Hsiang-Chun Yu)

《Electronic Commerce Studies》 16卷4期 (2018/12) Pp. 315-354

摘要

隨著社群媒體的興起與發展，在線上品牌社群中的成員除了彼此分享喜好，也會討論產品資訊與購後心得，進而形成口碑傳遞及消費者的社交投入行為。由於在線上品牌社群研究文獻上，鮮少探討與瞭解因聽眾多寡對於分享者專注的焦點與分享內容之間的關聯性，本研究則將社交顧客投入經驗(social customer engagement experience, SCEE)概念納入社群研究，以聽眾多寡(audience size)為主要架構，並加入社會臨場感(social presence)與自我揭露(self-disclosure)，探討其可產生不同的社交顧客投入類型，以瞭解在聽眾多寡、消費者社會臨場感及自我揭露之間的交互關係。本研究設計透過網路問卷蒐集資料，採用2 × 2 × 2實驗設計。研究結果證實，當社交顧客投入經驗為消費類型時，其品牌粉絲專頁的聽眾多寡，所能產生的消費者社交顧客投入行為，具有顯著差異。而消費者不同程度的社會臨場感及自我揭露，對聽眾多寡與社交顧客投入行為之間的關係具有干擾效果。

關鍵字

聽眾多寡 ； 社交顧客投入經驗 ； 社會臨場感 ； 自我揭露

並列摘要

With the developed and raised of social media, the members of the online brands not only share their preferences, but also discuss the feedback after using the products; as a result, the customers have delivered the speech after using the products and the behavior of social customer engagement have come out. Due to there are few studies explore the issues of audience size on the connection between the online sharer and the sharing content. In this study aimed to focus on the audience size, social customer engagement experience, social presence and self-disclosure, in order to discover the different types of social customer engagement and explore the interactive relationship between the audience size, social presence and self-Disclosure. In this study design, we collect the survey from internet; we adopt a 2 × 2 × 2 factorial design to discuss different types of SCEE. The result of the study provides evidence that different audience size would generate different level of SCEE in consume type. We also have found that the moderate effects of social presence and self-disclosure between the relationship of audience size and SCEE.

並列關鍵字

audience size ； social customer engagement experience ； social presence ； self-disclosure

參考文獻

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