臺灣博碩士論文加值系統

利用社群媒體的特性結合獨特的行銷策略，將可成為成功行銷的藍海策略(Williams, 2011)，目前已發展成功的社群網站Facebook深具社交功能，其粉絲專頁除可培養忠誠的粉絲，也可創造銷售績效，被視為是最具前瞻性的行銷工具之一。然而，現有研究雖已能支持品牌社群對顧客忠誠與購買行為的幫助，但這些研究仍未能闡述企業「如何」透過品牌社群經營驅動與影響消費者的行為，因此難以提供企業透過社群行銷有效創造績效的操作指引。再者，McAlexander、Schouten和Koenig(2002)指出以顧客為中心之品牌社群關係將更能有效解釋品牌與消費者間的關係。基於此，本研究以小三美日之品牌社群為例，主要目的在探討：(1)粉絲加入品牌社群之動機，以瞭解粉絲專頁如何影響粉絲加入社群；(2)如何透過品牌社群關係影響與刺激粉絲之購買行動；(3)社群成員參與粉絲專頁之過程所獲得之知覺價值為何？結果發現：1.企業欲激勵消費者加入粉絲專頁對其內外部動機的激勵同樣重要；2.從品牌社群關係驅動購買行為的分析中顯示，行銷人員（小編）與顧客關係影響粉絲購買行動被提及次數最多，其次依序為其他顧客與顧客關係、品牌與顧客關係、產品資訊與顧客關係；3.在參與品牌社群獲取的知覺價值中，社群成員獲得最多的為功能價值、其次為社會價值。最後，本研究根據結論提出實務建議與未來研究方向。

By using social media as a unique marketing strategy, it will be the successful marketing of blue ocean strategy, and for now the successfully developed social media ‘Facebook’ has its own social tools, such as the fan page to keep close with the fans, by elevating the strategy performance, and also considered to be one of the most proactive marketing tool.
However, existing studies have been able to support and the help of the brand on customer loyalty and purchasing behavior in the community, but these studies are still unable to explain ‘how’ business was driven by brand community and influence the consumer’s behavior. Hence, creating performance made it difficult to offer a business through effective community marketing operating instructions. Furthermore, McAlexander, Schouten and Koenig (2002) noted that customer-centric brand of community relations could explain more effectively the relationships between brands and consumers. Based on this, our research will take ‘Small Three Parity Beauty’ as an example, the prime is to define: (1) Fans joining the brand’s community as motivation, and by understanding how the fan page would affect fans by joining. (2) By figuring how to use the community to affect and drive fans to have more purchasing. (3) What perception do community members gain during the process? Results found:
1. Enterprises want to motivate consumers to join fan page due the importance on the external and internal motivation.
2. From the analysis of the brand communities that motivated the purchasing behavior, the relationship between marketing staff and consumers affect the most in purchasing activities, followed by the relationships are :between consumers and consumers, brand and consumers and information of product and consumer.
3. By gaining perceivable value during participating brand community, community members gain most of the functional value and social values. In conclusion, researches are according to the conclusions made substantive recommendations and future research directions.

目 錄
中文摘要 .......................................................................I
英文摘要 .......................................................................II
誌 謝.......................................................................III
目 錄 .......................................................................IV
表 目 錄 .......................................................................VI
圖 目 錄........................................................................VI
第一章 緒論...................................................................... 1
第一節 研究動機................................................................1
第二節 研究目的................................................................3
第二章 文獻探討...................................................................4
第一節 品牌社群................................................................4
第二節 參與動機................................................................9
第三節 品牌社群關係............................................................14
第四節 知覺價值................................................................22
第三章 研究方法...................................................................28
第一節 研究觀念架構............................................................28
第二節資料蒐集 ............................................................... 28
第三節 研究對象............................................................... 30
第四節 研究工具設計............................................................ 32
第五節 資料分析方法............................................................35
第六節 個案研究之有效性.........................................................41
第四章 研究結果與分析..............................................................43
第一節 受訪者背景資料與粉絲專頁使用狀況分析.......................................43
第二節 個案分析................................................................46
第三節 跨個案綜合分析...........................................................63
第四節 小結...................................................................67
第五章 結論與建議................................................................ 71
第一節 研究結論............................................................... 71
第二節 研究建議............................................................... 79
參考文獻 ........................................................................83
一、中文部分................................................................ 83
二、英文部分................................................................ 88
三、網路資源................................................................ 96
附錄一 問卷................................................................ 98

表 目 錄
表2-1 FB粉絲專頁之服務內容 ....................................................... 8
表2-2 虛擬社群成員參與動機之相關研究整理........................................... 13
表2-3 各學者對知覺價值的定義...................................................... 23
表2-4 各學者提出之衡量知覺價值的構面.............................................. 25
表2-5 網路社群之知覺價值相關之文獻整理表............................................ 27
表3-1 2013上半年不分類臉書粉絲專頁十強............................................39
表3-2 訪談大綱...................................................................34
表3-3 加入動機之類目表............................................................ 37
表3-4 品牌社群關係之類目表........................................................ 38
表3-5 知覺價值之類目表........................................................... 39
表3-6 編碼員間相互同意度與信度檢測................................................. 41
表4-1：受訪者A-J加入動機之分析................................................. 59
表4-2：受訪者A-J品牌社群關係之分析................................................. 60
表4-3：受訪者A-J知覺價值之分析................................................. 61
表4-4：受訪者A-J加入動機之綜合分析................................................. 64
表4-5：受訪者A-J品牌社群關係之綜合分析............................................. 69
表4-6：受訪者A-J知覺價值之綜合分析 ................................................70

圖 目 錄
圖2-1品牌社群之四種關係網絡........................................................18
圖3-1研究觀念性架構............................................................. 29

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三、網路資源
1.孫傳雄(2010)。Facebook 行銷學 (一)：談粉絲專頁與個人檔案頁面、社團的差異。檢自：http://www.gururu.tw/。
2.財經新報官網(2015)。Facebook 2015 Q1 財報公佈，營收 35.4 億美元、用戶達 14.4 億。上網日期：2015年4月23日，檢自：http://finance.technews.tw/2015/04/23/facebook-q1-2015-earnings/
3.硬是要學官網(2013)。Facebook 粉絲專頁洞察報告大改版揭密！。上網日期：2013年7月13日，檢自：http://www.soft4fun.net/social-networks/facebook/new-facebook-insight.htm#axzz3geGa7VyV
4.數位時代官網(2013)。日網路公司公布Facebook亞洲用戶數調查，台灣奪下人口比冠軍。上網日期：2013年4月9日，檢自：http://www.bnext.com.tw/article/view/id/27267
5.蘇聰德(2009)。FACEBOOK 成功行銷關鍵大剖析。檢自：http://www.aams.com.tw/index-news0006.html。
6.cacaFly 市場研究中心(2011)。每3家小企業就有2家有粉絲專頁。檢自：http://mp.cacafly.com/?p=6497。
7.Facebook 官網(2015)。Facebook 粉絲專頁基本入門。檢自：https://www.facebook.com/business/learn/facebook-page-basics/
8.Facebook 官網(2015)。粉絲專頁洞察報告基本入門。檢自：https://www.facebook.com/business/learn/facebook-page-insights-basics/
9.Facebook For Business專頁(2015)。強化廣告的行動呼籲。檢自：
https://www.facebook.com/business/a/online-sales/calls-to-actions
10.iThome官網(2011)。國內Facebook成為全美流量最大網站，超越Google。上網日期：2011年1月7日，檢自：http://www.ithome.com.tw/node/65397
11..i-BUZZ Research官網(2013)。品牌請注意！Facebook粉絲團暗藏玄機。上網日期：2013年7月27日，檢自：http://www.i-buzz.com.tw/study-1.asp?ID=54
12.iThome官網(2013)。國內Facebook每天活躍用戶數達1000萬。上網日期：2013年8月20日，檢自：http://www.ithome.com.tw/node/82167
13.Likeboy官網(2014) 。企業粉絲團Top10。上網日期：2014，檢自：http://likeboy.tw/2014_half.php?other_type=inside
14.SmartM官網(2015)。還只關心點擊率嗎?臉書推大數據轉化率評估工具。上網日期：2015年4月15日，檢自：https://www.smartm.com.tw/Article/31303337cea3
15.SmartM官網(2015)。【一分鐘回顧】本週電商大事 6/7 - 6/13。上網日期：2015年6月12日，檢自：https://www.smartm.com.tw/Article/31323432cea3
16.財團法人資訊工業策進會官網(2015)。首屆「企業臉書粉絲專頁百強排行榜」今(26)公布 小企業異軍突起 搶占跨業前十強 表現不凡！。上網日期：2013年7月26日，檢自：http://www.iii.org.tw/m/News-more.aspx?id=1173