臺灣博碩士論文加值系統

Facebook已成為全世界熱門的社會網絡平台。其中，以粉絲團（Fan Pages）最受企業組織或是個人經營者的注目，紛紛投入Facebook粉絲團進行網路行銷。雖然透過粉絲團的口碑行為可以吸引新的成員加入粉絲團，但要如何維繫原有粉絲對粉絲團的忠誠度，進而對粉絲團產生經濟性資本，亦顯得重要。
本研究以社會資本理論及資訊採用模式為基礎，透過問卷調查法探討企業粉絲團與達人粉絲團在傳遞產品資訊時，如何透過粉絲團之社會資本結構面、認知面、及關係面讓粉絲產生忠誠度，進而產生採用粉絲團所發佈的產品訊息的意願。同時，亦討論粉絲對產品資訊有用性的認知，對粉絲實際採用產品資訊行為意圖的影響。此外，探討企業與達人型之Facebook粉絲團的社會資本與忠誠度的差異，以及影響忠誠度及資訊採用因素的差異。
本研究發現社會資本認知面及關係面是影響企業型粉絲團之粉絲態度忠誠度建立的主要因素，而社會資本關係面是影響粉絲行為忠誠度建立的主要因素。同時，研究亦發現，影響達人型粉絲團之粉絲態度忠誠度的主要因素是社會資本關係面，而影響粉絲行為忠誠度的主要因素是社會資本認知面。研究進一步發現，企業型粉絲團之粉絲態度忠誠度亦會提升粉絲採用產品訊息的意願，而達人型粉絲團之粉絲態度及行為的忠誠度，亦增進粉絲採用產品訊息的意願。除此之外，本研究結果發現不管是企業型或是達人型的粉絲團，粉絲採用產品資訊的行為皆會受到產品資訊之有用性的影響。最後，透過研究結果與實務意涵的討論，提出實質建議予Facebook粉絲團經營者及其他研究者進行未來相關研究之參考。

In recent years, Facebook has become a popular social network site around the world. The marketing power of fan pages of Facebook is noted by enterprises or personal business. Although marketing through Facebook fan page is an effective way to attract new members, how to maintain the members’ loyalty and further transfer that into economical capital is needed to address.
Based on Social capital theory and Information Adoption Model (IAM), this study aimed to investigate how the three dimensions of social capital －structural, cognitive, and relational dimension, influenced fans loyalty. Furthermore, the impact of fans loyalty and fans perception of information usefulness posted on fan page on fans information adoption willingness was also examined. The differences of those proposed relationships between commercial fan page and personal expert fan page were explored as well.
The research results showed that cognitive dimension and relational dimension of social capital were significantly related to the attitudinal loyalty of fans in commercial fan page, which in turn influenced fans information adoption willingness. The behavioral loyalty of fans in commercial fan page was influenced by relational dimension of social capital. The result also revealed that relational dimension of social capital was significantly related to the attitudinal loyalty of fans in personal expert fan page; while the cognitive dimension of social capital was the main factor influenced the behavioral loyalty of fans in personal expert fan page. Both attitudinal loyalty and behavioral loyalty of fans in personal expert page were associated with information adoption willingness. Furthermore, the research result also found that information usefulness was an important factor which influenced both type of fans information adoption willingness. Finally, the research implications and several useful suggestions for Facebook fan pages operators and researchers were also discussed.

目 錄
摘 要 I
Abstract II
誌 謝 IV
第一章 緖論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的 14
1.4 研究流程 15
第二章 文獻探討及假說推導 17
2.1 社會網絡平台（Social Network Sites） 17
2.2 社會資本理論（Social Capital）及其研究現況 31
2.3忠誠度（Loyalty）及其研究現況 48
2.4社會資本對忠誠度的影響 58
2.5資訊採用模式（Information Adoption）及其研究現況 69
2.6研究模式 75
第三章、研究方法 76
3.1問卷設計與操作型定義 76
3.2資料分析方法與工具 91
第四章、資料分析 93
4.1基本資料分析 93
4.2因素分析及信效度分析 102
4.3研究模式與假說檢定 117
第五章、結論與研究貢獻 122
5.1研究結果與討論 122
5.2研究貢獻 133
5.3研究限制及未來研究方向建議 136
參考文獻 138
附錄 原始問卷 142


表 目 錄
表2- 1 Facebook 大事記 19
表2- 2 Facebook粉絲團三屆名次彙整表 25
表2- 3 企業粉絲團管理者發文類型 26
表2- 4達人粉絲團管理者發文類型 29
表2- 5社會資本之定義 35
表2- 6忠誠度之定義 49
表2- 7 忠誠度的衡量構面 55
表3- 1 態度忠誠度之衡量問項 76
表3- 2 行為忠誠度之衡量問項 78
表3- 3 社會資本結構面之衡量問項 81
表3- 4 社會資本認知面之衡量問項 82
表3- 5 社會資本關係面之衡量問項 83
表3- 6 資訊採用之衡量問項 85
表3- 7資訊有用性之衡量問項 86
表3- 8操作型定義彙整表 87
表3- 9資料分析流程 89
表4- 1企業型與達人型研究樣本基本資料分析 94
表4- 2企業型與達人型驗證性因素分析比較 98
表4- 3企業型與達人型單一構念性檢定比較 104
表4- 4 企業型-研究模式各構念的平均數、標準差、相關係數、AVE、 CR、及AVE的平方根 109
表4- 5達人型-研究模式各構念的平均數、標準差、相關係數、AVE、 CR、及AVE的平方根 109
表4- 6企業型-研究模式各構念的交叉負荷量 110
表4- 7達人型-研究模式各構念的交叉負荷量 112
表4- 8企業型之假說驗證結果彙總表 115
表4- 9達人型之假說驗證結果彙總表 117
表5- 1企業型與達人型模式比較結果 128


圖 目 錄
圖1- 1 使用動機分類圖 13
圖1- 2 本研究之研究流程 16
圖2- 1 Facebook 粉絲團類別 22
圖2- 2 Facebook 粉絲團屬性 23
圖2- 3 Facebook 加入粉絲團原因 24
圖2- 4 資訊採用模式（Information Adoption Model, IAM） 70
圖2- 5 研究模式 73
圖4- 1企業型之PLS研究模式驗證結果 114
圖4- 2達人型之PLS研究模式驗證結果 116
圖4- 3 企業型與達人型模式驗證結果之比較 117

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