顧客自發催化劑：社群網站連鎖反應式－以社群網站Facebook為例

Customer Active Catalyst: Social Networking Sites' Reaction Equation - The Empirical Study of Facebook

袁劍雲(Chien-Yun Yuan) ； 楊修華(Xiu-Hua Yang)

《顧客滿意學刊》 13卷2期 (2017/09) Pp. 193-221

摘要

本研究以S-O-R 理論為基礎架構，將群體與品牌兩個層面作為環境刺激，整合對廣告的態度與對品牌的態度兩個面向，探討社群網站Facebook使用者的認知、情感反應、行為。本研究結果證實：(1) 群體刺激(滿意的顧客背書、知覺評論可信度與社會影響)分別對感知準確性、感知連結性與社會臨場感具有顯著正向影響；(2)品牌刺激(品牌信譽與品牌信任)對感知品質推斷具有顯著正向影響；(3)感知準確性、感知連結性與社會臨場感分別對廣告的態度具有顯著正向影響；(4)感知品質推斷對品牌的態度具有顯著正向影響；(5) 對廣告的態度對品牌的態度具有顯著正向影響；(6) 對廣告的態度與對品牌的態度分別對顧客公民行為具有顯著正向影響。

關鍵字

社群網站 ； S-O-R 理論 ； 對廣告的態度 ； 對品牌的態度 ； 顧客公民行為

並列摘要

This study treats group and brand as the environmental stimuli and integrates the perspectives of attitude toward the advertisement and brand to investigate the cognition, affection, and behavior of Facebook users with S-O-R theory as the theoretical framework. The results indicate that (1) group stimuli (endorsement from satisfied customers, perceived review credibility, and social influence) have significant and positive effects on perceived accuracy, perceived connectedness, and perceived social presence, respectively; (2) brand stimuli (brand reputation and brand trust) have significant and positive effects on awareness quality inference, respectively; (3) perceived accuracy, perceived connectedness, and perceived social presence have significant and positive effects on attitude toward the advertising, respectively; (4) awareness quality inference has a significant and positive effect on attitude toward the brand; (5) attitude toward the advertising has a significant and positive effect on attitude toward the brand; (6) attitude toward the advertising and attitude toward the brand have significant and positive effects on customer citizenship behavior, respectively.

並列關鍵字

Social Networking Sites ； S-O-R Theory ； Attitude toward the Advertisement ； Attitude toward the Brand ； Customer Citizenship Behavior

參考文獻

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