網路互動性、粉絲投入與品牌忠誠度之關聯性研究－以Starbucks、Toyota與SuperDry臉書粉絲專頁為例

在網路蓬勃的時代，目前開始有許多不同類型的社群媒體逐漸浮現，其中最廣為人知的就是FACEBOOK。社群媒體的運作主要歸功於人與人之間的溝通及關係，進而國內有許多企業或品牌亦開始透過網路平台與消費者進行溝通，其中最常見的是成立品牌粉絲專頁（Fan page）。因此各企業或品牌便藉著FACEBOOK成立粉絲專頁來尋找潛在顧客，或是尋找商機與行銷商品的機會。當粉絲對某特定品牌的粉絲專頁有良好的互動時，他／她自然會更積極經營其在該品牌社群的地位（或角色），進而提升對該品牌的忠誠度與購買意願。目前國內相關FACEBOOK粉絲專頁尚未同時探討不同品牌的消費者行為。這就是本研究的主要貢獻之所在。根據來自三種不同品牌粉絲專頁317份有效樣本，本研究發現：網路互動性會影響粉絲投入與品牌忠誠度，但粉絲投入卻無法顯著影響品牌忠誠度。

關鍵字

互動性；投入；品牌忠誠度；臉書；粉絲專頁

並列摘要

In the age of Internet, many different types of social media have begun to emerge gradually. Among them, the most widely well-known is FACEBOOK. The operation of social media is majorly contributed to communication and relationship between people, therefore, lots of domestic companies/or brands contact these consumers by using Internet platform, such as Fan page. In view of this, these companies and brands based on FACEBOOK fan page are in search of their potential customers or business opportunities and chance of commodity marketing. When there is a better website interactivity between fans and FACEBOOK fan page of a specific brand, he/or she would be more aggressively to manage his/or her status/or role of this brand community, thereby enhancing brand loyalty and repurchase intention. At present, few of past studies related to FACEBOOK fan page concern with consumer behavior among different brands simultaneously. This is our key contribution. Based on 317 valid samples from Starbucks, Toyota and Super Dry, our empirical findings indicate that website interactivity would significantly influence fan's engagement as well as brand loyalty, whereas fan's engagement would not influence brand loyalty significantly.

並列關鍵字

Interactivity ； Engagement ； Brand Loyalty ； Facebook ； Fan Page

參考文獻

Mpinganjira, M. (2016). Influencing consumer engagement in online customer communities: The role of interactivity. Acta Commercii, 16(1), a381. DOI: http://doi.org/10.4102/ac.v16i1.381

王子寧（2019）臉書還是龍頭？2019最受歡迎10大社群媒體，信傳媒，2019年二月。