商店經營Facebook粉絲專頁對於顧客滿意度及購買意願之影響

The effects of store operating Facebook fan page on customer satisfaction and purchase intention

吳慧娟(Huei-Jyuan Wu)

指導教授 ： 廖秀莉

中原大學/商學院/資訊管理研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100994

摘要

商店經營Facebook粉絲專頁數量日益增加，而消費者在商店Facebook粉絲專頁上也有活耀的參與。然而綜觀過去研究，國內外文獻較缺乏關於商店經營Facebook粉絲專頁之實證研究探討，故引發本研究之動機。因此本研究欲透過幾個構面，包括資訊品質、可靠性、回應性、保證性、關懷性、互動品質、互動頻率、互動程度、品牌形象、顧客滿意度以及購買意願，去建立一個結合多個變數構成的模式，探討商店經營Facebook粉絲專頁對於粉絲專頁使用者之影響。在資料收集方面，本研究採用網路問卷調查法，以商店Facebook粉絲專頁之使用者為研究對象，共回收202份有效問卷，以結構方程模式(SEM)來驗證，經分析之後，其研究結果如下：
1. 「資訊品質」、「保證性」、「關懷性」以及「互動品質」對於商店的「品牌形象」有正向影響。
2. 「資訊品質」、「可靠性」、「回應性」、「保證性」以及「關懷性」對於「顧客滿意度」有正向影響。
3. 「品牌形象」及「顧客滿意度」對Facebook粉絲專頁使用者的「購買意願」有正向影響。
期望該研究結果能提供未來商店在經營Facebook粉絲專頁時，作為行銷經營者的參考。

關鍵字

品牌形象 ； Facebook粉絲專頁 ； 顧客滿意度 ； 購買意願

並列摘要

With increasing number of Facebook Fan Page which have been operated by stores, the consumers also have participated in Facebook Fan Page of store aggressively. However, according to past studies, the motivation of this research arises from lack of the empirical researches and studies of Facebook Fan Page which have been operated by stores from the international and domestic literatures. This study consists of several analysis: Information quality, reliability, responsiveness, Assurance, Empathy, Information quality, interaction quality, interaction frequency, the level of interaction, brand image, customer satisfaction and purchase intention to create a model which combined with various variables to discuss the effects of the Facebook fan page users on the Facebook fan page by store operators. This research adopts questionnaire survey, analyzes by structural equation modeling (SEM) and the data were collected from 801 facebook fan page members. After analysis, the results are as follows:
(1) Information quality, Assurance, Empathy, and interaction quality have positive effects on Brand Image of the store.

(2) Information quality, reliability, responsiveness, assurance and empathy have positive effects on Customer Satisfaction of stores.

(3) Brand Image and Customer Satisfaction have positive effects on Purchase Intention of the Facebook Fan page users.
To sum up, this research expects the result could be provided the references for managing the Facebook fan page by business and marketing operators in the future.

並列關鍵字

Facebook fan page ； Brand Image ； Customer Satisfaction ； Purchase Intention

參考文獻

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