臺灣博碩士論文加值系統

過去探討社群再購意願影響前因的研究很多，然而欠缺探討品牌喜愛度對於再購意願的影響。其本研究旨在探討社群粉絲是否會因為娛樂、資訊尋求及品牌喜愛度而增強顧客投入程度，進而影響再購的意願，及自我提升的角色。
本研究以某品牌Facebook或Instagram粉絲頁按讚的消費者作為研究對象，研究結果分述如下：（1）娛樂、資訊尋求及品牌喜愛度透過顧客投入影響再購意願；（2）自我提升干擾娛樂對於顧客投入之影響，但無干擾資訊尋求及品牌喜愛度對於顧客投入之影響。根據研究結果，本研究將提出與管理實務相關的建議以供業者參考。

In the past, numerous studies have examined the antecedents of the repurchase intentions of the virtual community. However, they neglect the effect of brand likeability on repurchase intention. Therefore, this study aims to explore whether the effect of entertainment, information seeking and brand likeability will affect repurchase intentions via customer engagement and the role of self-enhancement.
This study’s sample is the consumers who have liked a brand's Facebook or Instagram fan page. The results of the study are as follows: (1) Entertainment, information seeking and brand likeability affect repurchase intentions through customer engagement; (2) Self- enhancement moderates the effect of entertainment on customer engagement. In contrast, self-enhancement does not moderate the effect of information seeking and brand likeability on customer engagement. Based on the results, managerial implication will be suggested to companies.

摘要 I
ABSTRACT II
致謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 再購意願 5
第二節 顧客投入 7
第三節 娛樂 11
第四節 資訊尋求 14
第五節 品牌喜愛度 17
第六節 自我提升 20
第三章 研究方法 23
第一節 研究架構 23
第二節 研究變項操作型定義與衡量方式 24
第三節 問卷設計 28
第四節 研究方法 28
第四章 研究分析與結果 30
第一節 敘述性統計分析 30
第二節 信度分析 32
第三節 相關分析 36
第四節 差異性分析 37
第五節 中介效果及干擾效果之驗證 41
第六節 假設檢定結果 44
第五章 結論與建議 45
第一節 研究結論 45
第二節 研究貢獻與管理意涵 48
第三節 研究限制 50
第四節 後續研究與建議 51
參考文獻 53
附錄 77

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三、網路資料
1.格博品牌行銷顧問公司（2021）。2021 十大社群行銷趨勢。取自：
https://www.geberconsulting.com/tw/blog-cn/2021-social-media-trend-cn
2.MIC產業情報研究所（2021）。【社群與通訊消費者調查系列一】「限動」最吸引網友 行銷掌握黃金1分鐘原則 網友起床優先看Line群組 年輕族群更愛看IG。2021年11月29日，取自：
https://mic.iii.org.tw/news.aspx?id=611
3.數位時代（2021）。 2021 年數位行銷回顧：五大焦點媒體。2021年12月23日，取自：
https://www.bnext.com.tw/article/66704/2021-social-media-top5?