臺灣博碩士論文加值系統

　　粉絲專頁可以協助企業傳遞產品相關訊息予潛在或既有客戶，並維護與顧客的關係，因此備受企業的矚目。但是，在粉絲之時間資源有限的情況下，企業粉絲專頁的貼文不見得有機會被粉絲觀看到。因此，瞭解影響粉絲主動持續關注粉絲專頁貼文之意願的因素是個重要的研究問題。
　　本研究以刺激-有機體-反應理論及思考可能模式為基礎，探討企業粉絲專頁貼文內容之刺激因素如何影響粉絲持續關注貼文的意願。本研究先透過線上文本的分析探索企業專頁之貼文內容中可能包含的中央及邊陲刺激因素，並透過問卷調查法進一步驗證這些因素及其組合對粉絲之態度、情緒反應、及持續關注貼文意願的影響。本研究以Facebook的企業粉絲專頁為研究場域。研究結果發現內容品質、品牌知名度、及互動性會正向影響粉絲對專頁的態度；而內容品質、娛樂、及互動性則正向影響粉絲的情緒反應。此外，粉絲對專頁的態度及情緒反應亦會正向影響粉絲持續關注貼文的意願。研究結果並顯示，內容品質與獎勵的刺激因素組合會正向影響粉絲的情緒反應。最後，透過研究結果與實務意涵的討論，提出實質建議予企業粉絲專頁經營者及其他研究者進行未來相關研究的參考。

　　A Fan page of Facebook can help firms to deliver commercial messages to exist and potential customers, as well as maintain customer relationships, which has made it gain a lot of attention. However, due to the limitation of time resource, the messages posted on fan page may not be exposed to followers effectively. Therefore, understanding the factors that drive fans to continue follow the posts on a firm’s fan page actively is a vital research issue.
　　Based on the Stimulus-Organism-Response Model (S-O-R) and Elaboration Likelihood Model (ELM), this study explores what the stimulus on posts of firm-oriented fan pages influence fans’ willingness toward following fan page posts. This study firstly explores the central cues and peripheral cues which may be included on posts by analyzing the content of popular firm-oriented posts. Second, through the survey method, this study further verifies the influence of these factors and their combinational effects on fans’ attitude, emotions, and continuous follow intention toward posts.
　　The results revealed that information quality, brand awareness, and interactivity would enhance fans’ positive attitude toward a fan page. Moreover, information quality, entertainment, and interactivity have positive influence on fans’ emotion of posts. The research results also show that the attitude toward a fan page and emotions of posts would increase fans’ continuous follow intention. Finally, through the discussion of theoretical and practical implications, this study proposes several suggestions to fan page operators and future researchers.

目錄
摘要 I
Abstract II
誌謝 III
第一章、序論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 7
第四節 研究流程 9
第二章、理論與文獻探討 11
第一節 粉絲專頁 11
第二節 思考可能模式 18
第三節 S-O-R模式 26
第四節 文本分析結果 34
第三章、研究模式與假說推導 45
第一節 假說推導 45
第二節 研究模式 52
第四章、研究方法 54
第一節 問卷設計與操作型定義 54
第二節 資料分析方法與工具 63
第五章、資料分析 68
第一節　基本資料分析 68
第二節　因素分析及信效度分析 73
第三節　研究模式與假說檢定 80
第四節　交互作用 84
第六章、結論與研究貢獻 86
第一節　研究結果與討論 86
第二節　研究貢獻 94
第三節　研究限制及未來研究方向建議 98
參考文獻 100
附錄原始問卷 106

表目錄
表2-1：粉絲專頁過去文獻整理 16
表2-2：ELM過去研究整理 24
表2-3：S-O-R模式過去研究整理 32
表2-4：貼文內容的統整 36
表2-5：受歡迎之粉絲專頁貼文可能包含的刺激元素 38
表3-1：研究假說彙整表 53
表4-1：內容品質之衡量問項 55
表4-2：獎勵之衡量問項 56
表4-3：娛樂之衡量問項 57
表4-4：品牌知名度之衡量問項 58
表4-5：互動性之衡量問項 59
表4-6：情緒之衡量問項 60
表4-7：態度之衡量問項 61
表4-8：持續關注意願之衡量問項 62
表4-9：研究構念操作型定義匯整表 62
表4-10：資料分析流程 67
表5-1：研究樣本基本資料分析 71
表5-2：驗證性因素分析與單一構念性檢定 75
表5-3：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 78
表5-4：研究模式各構念的交叉負荷量 79
表5-5：研究假說驗證結果彙整表 82
表5-6：內容品質(IQ) 獎勵(IC)對情緒反應的影響 85

圖目錄
圖1-1：本研究之研究流程 10
圖2-1：ELM模式 19
圖2-2：S-O-R模式 27
圖2-3：生鮮市集產品折扣訊息 39
圖2-4：好吃宅配網產品折扣訊息 39
圖2-5：瘋狂賣客抽獎貼文 40
圖2-6：7-11抽獎貼文 40
圖2-7：GOMAJI的娛樂貼文 41
圖2-8：瘋狂賣客的娛樂貼文 41
圖2-9：17Life發表具品牌知名度產品貼文 42
圖2-10：好吃宅配網的互動貼文 43
圖2-11：瘋狂賣客的互動貼文 43
圖2-12：內容品質獎勵 44
圖2-13：品牌知名度獎勵 44
圖3-1：研究模式 52
圖5-1：PLS研究模式驗證結果 82
圖6-1：17Life娛樂貼文 91
圖6-2：瘋狂賣客娛樂貼文 91
圖6-3：Gomaji品牌知名度貼文 93
圖6-4：7-11品牌知名度貼文 93

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