臺灣博碩士論文加值系統

過去有部分研究探討企業及用戶生成內容如何影響顧客對品牌的忠誠度及品牌其他行為，但較少探討其如何透過自我效能及虛擬社群意識來影響消費者購買行為。本研究主要針對企業生成內容(FGC)及用戶生成內容(UGC)等變數探討其透過自我效能及虛擬社群意識對於再購意願產生之影響。
本研究採用問卷調查法收集資料，以追蹤某品牌六個月以上的Facebook粉絲頁按讚的消費者為研究對象，回收有效問卷共260份，並以IBM SPSS、Amos 24.0進行資料分析。研究結果分述如下：(1) UGC及FGC透過自我效能影響再購意願；(2) UGC及FGC透過虛擬社群意識影響再購意願。根據研究結果，本研究將提出相關建議以供企業作為參考。

Although some studies have explored how firm and user-generated content affects customer loyalty and, few studies explored how they affect purchase behavior through self-efficacy and sense of virtual community. Therefore, this study focuses on the effects of firm-generated content (FGC) and user-generated content (UGC) on repurchase intention via self-efficacy and sense of virtual community.
A total of 260 valid copies of the questionnaire answered by the consumers who had followed a Facebook brand fan page more than six months and also had clicked "like" on it were collected. Data was analyzed with IBM SPSS and Amos 24. Empirical results suggest that: (1) Self-efficacy has a mediation effect between UGC, FGC, and repurchase intention. (2) Sense of virtual community has a mediation effect between UGC, FGC, and repurchase intention. These findings provide significant theoretical contributions and managerial implications for companies.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節　研究背景及動機 1
第二節　研究目的 5
第二章 文獻探討 6
第一節　再購意願 (Repurchase Intention) 6
第二節　自我效能 (Self-Efficacy) 8
第三節　虛擬社群意識 (Sense of Virtual Community, SOVC) 12
第四節　用戶生成內容 (User Generated Content, UGC) 17
第五節　企業生成內容 (Firm Generated Content, FGC) 22
第三章 研究方法 26
第一節　研究架構 26
第二節　研究變項之操作性定義與衡量 27
第三節　問卷設計 32
第四節　研究方法 32
第四章 研究分析與結果 33
第一節 敘述性統計分析 33
第二節 信度與效度分析 36
第三節 相關分析 43
第四節 差異性分析 44
第五節 中介效果之驗證 48
第六節 假設檢定結果 51
第五章 結論與建議 52
第一節 研究結論 52
第二節 研究貢獻與管理意涵 55
第三節 研究限制 58
第四節 後續研究與建議 59
參考文獻 60
附錄 73

一、中文部分
何浚豪(2017)。品牌形象、服務品質、價格促銷、顧客滿意與再購意願關係之探討。國立高雄第一科技大學行銷與流通管理系碩士專班碩士論文，高雄市。
吳惠萍(2014)。虛擬社群價值、人際吸引力、虛擬社群意識與黏著度關係之探討：以LINE和PTT為例。銘傳大學企業管理學系碩士班碩士論文，台北市。
吳萬益(2005)。企業研究方法(2版)。台北市：華泰書局。
李元恕(2007)。定價組合策略對消費者認知與購買意願之影響。輔仁管理評論， 14(2)，93-111。
林瀚頡(2017)。線上品牌社群成員之品牌認同、社群認同及社群參與對虛擬社群意識影響之研究。德明財經科技大學行銷管理系碩士論文，台北市。
邱聯榮、王梅子(2008)。消費者商店環境知覺對再購意願之影響-以彰化水族連鎖店為例。運動休閒產業管理學術研討會論文集，(2)，19-34。
張喻荃(2015)。異議表達對虛擬社群意識之影響。中國文化大學新聞學系碩士論文，台北市。
莊昀靜(2019)。虛擬社群意識與購買意圖之關係 -以社群傾向與社群價值為前置變數。南臺科技大學資訊管理系碩士論文，台南市。
陳建文、吳紹榮、余姵歆、袁綾(2015)。Facebook 粉絲專頁對網路持續使用行為意圖之影響: 以使用與滿足理論與社會影響觀點. 朝陽商管評論, 14(S), 19-38.
陳荑涓(2004)。商業性虛擬社群意識特性對網站忠誠度影響之研究：顧客-公司認同之中介效果。南台科技大學企業管理系碩士論文，台南市。
曾家崟(2017)。探討影響共同生產強度之前因及後果變數－ 以經濟價值及享樂價值為干擾變數。國立高雄應用科技大學企業管理系碩士論文，高雄市。
黃琦(2019)。品牌相關的使用者生成內容對消費意圖行為影響之研究。國立交通大學經營管理研究所碩士論文，新竹市。
楊丹桂(2018)。如何將使用者生成內容轉為廠商的製作者生成內容—從社群網路分析中發展衡量指標。淡江大學國際企業學系碩士班碩士論文，新北市。
劉芸灝(2015)。期望利益和人際吸引力對虛擬社群意識與社群參與行為之影響:兼論虛擬社群意識完全中介效果。銘傳大學企業管理學系碩士班碩士論文，台北市。
蔡士傑(2005)。運動健身俱樂部服務品質、顧客滿意度與再購意願之研究—以桑富士運動俱樂部為例。國立臺灣師範大學運動與休閒管理研究所碩士論文，台北市。
蔡伊晴(2019)。用戶及企業生成內容如何影響再購意願？。國立高雄科技大學企業管理系碩士論文，高雄市。
鄭新穎(2018)。社會臨場感與虛擬社群意識對戲劇社群網站持續使用及分享意願影響性之研究。銘傳大學新媒體暨傳播管理學系碩士班碩士論文，台北市。
蕭慧琦(2019)。以AISAS模式探討Instagram美食消費決策。實踐大學餐飲管理學系餐飲產業創新碩士班碩士論文，台北市。
蕭整良(2019)。尋找快樂的社群購物：解釋影響社群購物的因素。中國文化大學企業實務管理數位碩士在職專班碩士論文，台北市。

 
二、英文部分
Abfalter, D., Zaglia, M. E., & Mueller, J. (2012). Sense of virtual community: A follow up on its measurement. Computers in Human Behavior, 28(2), 400-404.
Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers' attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35-67.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.
Anderson, C., & Wolff, M. (2010). The Web is dead. Long live the Internet. Wired Magazine, 18(15), 1-12.
Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359-370.
Balasubramanian, Sridhar, & Mahajan, Vijay. (2001). The economic leverage of the virtual community. International Journal of Electronic Commerce, 5, 103-138.
Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2), 191.
Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37(2), 122.
Bandura, A. (1986). Social foundations of thought and action. Englewood Cliffs, NJ, .
Bandura, A. (1997). Self-efficacy: The exercise of control. Macmillan.
Bandura, A. (Ed.). (1995). Self-efficacy in changing societies. Cambridge University Press.
Bandura, A., & Locke, E. A. (2003). Negative self-efficacy and goal effects revisited. Journal of Applied Psychology, 88(1), 87.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
Baym, N. K. (1995). The emergence of community in computer-mediated communication.
Blackshaw, P. (2011). User-generated content in context. Journal of Advertising Research, 51(1), 108-111.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior 9th. South-Western Thomas Learning. Mason, OH.
Blanchard, A. (2004). Blogs as virtual communities: identifying a sense of community. University of North Carolina at Charlotte.
Blanchard, A. L. (2007). Developing a sense of virtual community measure. CyberPsychology & Behavior, 10(6), 827-830.
Blanchard, A. L. (2008). Testing a model of sense of virtual community. Computers in Human Behavior, 24(5), 2107-2123.
Blanchard, A. L., & Markus, M. L. (2004). The experienced" sense" of a virtual community: characteristics and processes. ACM Sigmis Database: the Database for Advances in Information Systems, 35(1), 64-79.
Bolton, R. N. (1998). A dynamic model of the duration of the customer's relationship with a continuous service provider: The role of satisfaction. Marketing Science, 17(1), 45-65.
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790.
Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, 44(1), 108-118.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249.
Cham, T. H., Lim, Y. M., Aik, N. C., & Tay, A. G. M. (2016). Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention. International Journal of Pharmaceutical and Healthcare Marketing, 10(4), 412-431.
Chan, S. C. & Lu, M. T. (2003). Understanding internet banking adoption and use behavior: A Hong Kong perspective. Journal of Global Information Management, 12, 21-43.
Chavis, D. M., Lee, K. S., & Acosta, J. D. (2008). The sense of community (SCI) revised: The reliability and validity of the SCI-2. In 2nd international community psychology conference, Lisboa, Portugal.
Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477-491.
Cheng, S. Y., Tsai, M. T., Cheng, N. C., & Chen, K. S. (2012). Predicting intention to purchase on group buying website in Taiwan: Virtual community, critical mass and risk. Online Information Review, 36(5), 698-712.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354.
Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change: How user-generated content really affects brands. Journal of Advertising Research, 52(1), 53-64.
Coelho, R. L. F., Oliveira, D. S. D., & Almeida, M. I. S. D. (2016). Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics. Online Information Review, 40(4), 458-471.
Cole, D. A. (1987). Utility of confirmatory factor analysis in test validation research. Journal of Consulting and Clinical Psychology, 55(4), 584.
Collier, J. E., & Bienstock, C. C. (2006). Measuring service quality in e-retailing. Journal of Service Research, 8(3), 260-275.
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68.
Csikszentmihalyi, M. (1975). Beyond boredom and anxiety. San Francisco. CA, US: Jossey-Bass.
Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16-25.
De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.
Dennis, A. R., Pootheri, S. K., & Natarajan, V. L. (1998). Lessons from the early adopters of web groupware. Journal of Management Information Systems, 14(4), 65-86.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
Dou, X., Walden, J. A., Lee, S., & Lee, J. Y. (2012). Does source matter? Examining source effects in online product reviews. Computers in Human Behavior, 28(5), 1555-1563.
Dyson, E., & Thies, H. (1997). Release 2.0-die Internet-Gesellschaft: Spielregeln für unsere digitale Zukunft. Droemer Knaur.
Ellonen, H. K., Kosonen, M., & Henttonen, K. (2007). The development of a sense of virtual community. International Journal of Web Based Communities, 3(1), 114-130.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
Figallo, C. (1998). Hosting Web communities: Building relationships, increasing customer loyalty, and maintaining a competitive edge (pp. 1-4). New York: Wiley.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388.
Francken, D. A. (1983). Postpurchase consumer evaluations, complaint actions and repurchase behavior. Journal of Economic Psychology, 4(3), 273-290.
Gefen, D., & Straub, D. (2004). Consumer trust in B2C e-commerce and the importance of social presence: experiments in e-products and e-services. Omega, 32(6), 407-424.
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242-256.
Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content. Information Systems Research, 24(1), 88-107.
Gross, L. (2009). My media studies: cultivation to participation. Television & New Media, 10(1), 66-68.
Hagel, J., & Armstrong, A. (1997). Net gain: expanding markets through virtual communities. Harvard Business School Press. The McKinsey Quarterly.
Hahm, J. J., Breiter, D., Severt, K., Wang, Y., & Fjelstul, J. (2016). The relationship between sense of community and satisfaction on future intentions to attend an association's annual meeting. Tourism Management, 52, 151-160.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis.(5th Ed.). New York: Macmillan.
Hair, J., Black, B. Babin, B., & Anderson, R. & Tatham, R. (2006). Multivariate Data Analysis (6th edition). Upper Saddle River, NJ: Prentice-Hall.
Hayes, A.F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach: Guilford Press.
He, W., Tian, X., Chen, Y., & Chong, D. (2016). Actionable social media competitive analytics for understanding customer experiences. Journal of Computer Information Systems, 56(2), 145-155.
Heilman, C. M., Bowman, D., & Wright, G. P. (2000). The evolution of brand preferences and choice behaviors of consumers new to a market. Journal of Marketing Research, 37(2), 139-155.
Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers' social media behavior. Journal of Consumer Behaviour, 10(6), 356-364.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of Marketing, 75(6), 55-71.
Hua, Y., & Wang, Y. (2014). What influence user generated content adoption behavior in a weak-tie dominant social media context: a theoretical model. In PACIS (p. 241).
Hung, K. (2014). Why celebrity sells: A dual entertainment path model of brand endorsement. Journal of Advertising, 43(2), 155-166.
Jin, S. A. (2012). The potential of social media for luxury brand management. Marketing Intelligence & Planning, 30(7), 687–699.
Jones, M. A., & Suh, J. (2000). Transaction‐specific satisfaction and overall satisfaction: an empirical analysis. Journal of Services Marketing.
Jones, S. G. (1995). Understanding community in the information age. Cybersociety:Computer-Mediated Communication and Community, 10(35), 219-240.
Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Karakaya, F., & Barnes, N. G. (2010). Impact of online reviews of customer care experience on brand or company selection. Journal of Consumer Marketing.
Karamian, H., Nadoushan, M. A., & Nadoushan, A. A. (2015). Do social media marketing activities increase brand equity. International Journal of Economy, Management and Social Sciences, 4(3), 362-365.
Khatri, P. (2006). Celebrity endorsement: A strategic promotion perspective. Indian Media Studies Journal, 1(1), 25-37.
Kim, A. J., & Johnson, K. K. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58, 98-108.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Koh, J., Kim, Y. G., & Kim, Y. G. (2003). Sense of virtual community: A conceptual framework and empirical validation. International Journal of Electronic Commerce, 8(2), 75-94.
Kolter, P. J. (1998). Marketing Management: Analysis, planning implementation and control. New Jersy: Prentice hall.
Kotler, P. & Keller, K.L.(2009). Marketing management (13th ed.). Upper Saddle River, NJ: Prentice Hall.
Kotler, P. (1994). Marketing management, analysis, planning, implementation, and control, Philip Kotler. London: Prentice-Hall International.
Krishnamurthy, S., & Dou, W. (2008). Note from special issue editors: Advertising with user-generated content: A framework and research agenda. Journal of Interactive Advertising, 8(2), 1-4.
Kruitbosch, G., & Nack, F. (2008). Broadcast yourself on YouTube: really?. In Proceedings of the 3rd ACM international workshop on Human-centered computing (pp. 7-10). ACM.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25.
Kwok, L., & Yu, B. (2013). Spreading social media messages on Facebook: An analysis of restaurant business-to-consumer communications. Cornell Hospitality Quarterly, 54(1), 84-94.
Kwok, L., & Yu, B. (2016). Taxonomy of Facebook messages in business-to-consumer communications: What really works?. Tourism and Hospitality Research, 16(4), 311-328.
Lee, J., Park, D. H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341-352.
Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM) How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473-499.
Lee, S., Hwang, T., & Lee, H. H. (2006). Corporate blogging strategies of the Fortune 500 companies. Management Decision, 44(3), 316-334.
Lent, R. W., & Lopez, F. G. (2002). Cognitive ties that bind: A tripartite view of efficacy beliefs in growth-promoting relationships. Journal of Social and Clinical Psychology, 21(3), 256-286.
Leung, L. (2009). User-generated content on the internet: an examination of gratifications, civic engagement and psychological empowerment. New Media & Society, 11(8), 1327-1347.
Lin, H. F. (2008). Antecedents of virtual community satisfaction and loyalty: an empirical test of competing theories. Cyberpsychology & Behavior, 11(2), 138-144.
Liu, M. T., Huang, Y. Y., & Minghua, J. (2007). Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China. Journal of Consumer Marketing.
Livingstone, S. (2004). The challenge of changing audiences: Or, what is the audience researcher to do in the age of the Internet?. European Journal of Communication, 19(1), 75-86.
Locke, E. A., & Latham, G. P. (1990). Work motivation and satisfaction: Light at the end of the tunnel. Psychological Science, 1(4), 240-246.
López-López, I., & Parra, J. F. (2016). Is a most helpful eWOM review really helpful? The impact of conflicting aggregate valence and consumer’s goals on product attitude. Internet Research, 26(4), 827-844.
Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519.
Maddux, J. E. (1995). Self-efficacy theory. In Self-efficacy, adaptation, and adjustment (pp. 3-33). Springer, Boston, MA.
Mägi, A. W. (2003). Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics. Journal of Retailing, 79(2), 97-106.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Mazzucchelli, A., Chierici, R., Ceruti, F., Chiacchierini, C., Godey, B., & Pederzoli, D. (2018). Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook. Journal of Global Fashion Marketing, 1-17.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
McKee, D., Simmers, C. S., & Licata, J. (2006). Customer self-efficacy and response to service. Journal of Service Research, 8(3), 207-220.
McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of Community Psychology, 14(1), 6-23.
McWilliam, G. (2000). Building stronger brands through online communities. MIT Sloan Management Review, 41(3), 43.
Menon, B. (2018). Influence of customer tech savviness and proneness to social media, facilitating online purchase intention, supplemented through firms content generation in Facebook. Drishtikon: A Management Journal, 9(1), 10.
Miller, G. A., Galanter, E., & Pribram, K. H. (1960). Plans and the structure of behavior.
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131-142.
Monica, B., & Balaş, R. (2014). Social media marketing to increase brand awareness. Journal of Economics and Business Research, 20(2), 155-164.
Murphy, K. (2014). The influence of content generation on brand attitude and purchase intention within visual social media (Doctoral dissertation, Dublin Business School).
Nadeem, W., Andreini, D., Salo, J., & Laukkanen, T. (2015). Engaging consumers online through websites and social media: A gender study of Italian generation Y clothing consumers. International Journal of Information Management, 35(4), 432–442.
Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence of social media in creating expectations. An empirical study for a tourist destination. Annals of Tourism Research, 65, 60-70.
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33-44.
Pajares, F., & Schunk, D. (2001). The development of academic self-efficacy. Development of achievement motivation. United States, 7.
Pan, Y., & Zhang, J. Q. (2011). Born unequal: a study of the helpfulness of user-generated product reviews. Journal of Retailing, 87(4), 598-612.
Pappas, I. O., Pateli, A. G., Giannakos, M. N., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management.
Peppers, D., & Rogers, M. (1993). Building relationships one customer at a time. The One to One Future, New York.
Perkins, D. D., Florin, P., Rich, R. C., Wandersman, A., & Chavis, D. M. (1990). Participation and the social and physical environment of residential blocks: Crime and community context. American Journal of Community Psychology, 18(1), 83-115.
Petty, R. E., & Cacioppo, J. T. (1986). Attitude change: Central and peripheral routes to persuasion. Advances in experimental social psychology. New York: Springer-Verlag.
Pintrich, P. R. (1989). The dynamic interplay of student motivation and cognition in the college classroom. Advances in Motivation and Achievement, 6, 117-160.
Pintrich, P. R., & DeGroot, E. (1990). Quantitative and qualitative perspectives on student motivational beliefs and self-regulated learning. In Annual Meeting of the American Educational Research Association, Boston, MA (Vol. 128).
Poster, M. (2006). Information please: Culture and politics in the age of digital machines. Duke University Press.
Rechinhheld, F., & Sasser, W. (1990). Zero defections: Quality comes to service. Harvard Business Review, 68(5), 105-111.
Reichheld, F. F. (1996). The Loyalty Effect: The Hidden Force Behind Growth.Profits and Lasting Value. USA: Bain & Company.
Rheingold, H. (1993). The virtual community: Finding commection in a computerized world. Addison-Wesley Longman Publishing Co., Inc..
Riquelme, H. E., Rios, R., & Al-Thufery, N. (2018). Instagram: its influence to psychologically empower women. Information Technology & People, 31(6), 1113-1134.
Rodgers, W., Negash, S., & Suk, K. (2005). The moderating effect of on‐line experience on the antecedents and consequences of on‐line satisfaction. Psychology & Marketing, 22(4), 313-331.
Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research, 29(3), 306-318.
Schivinski, B., & Dąbrowski, D. (2013). The impact of brand communication on brand equity dimensions and brand purchase intention through Facebook. GUT FME Working Paper Series A. Gdansk (Poland): Gdansk University of Technology, Faculty of Management and Economics, 4(4), 1-24.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19–34.
Sherman, S. P. (1985). When you wish upon a star. Fortune, 112(4), 66.
Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.
Sicilia, M., & Palazón, M. (2008). Brand communities on the internet: A case study of Coca-Cola's Spanish virtual community. Corporate Communications: An International Journal, 13(3), 255-270.
Sigala, M., Christou, E., & Gretzel, U. (Eds.). (2012). Social media in travel, tourism and hospitality: Theory, practice and cases. Ashgate Publishing Ltd..
Singh, S., & Srivastava, S. (2018). Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective. Cogent Arts & Humanities, 5(1), 1495043.
Slinker, B. H. (1984). Would you buy a burger from this man? A car? Some stocks. Madison Avenue, 26(4), 52-53.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
Spreitzer, G. M. (1995). Psychological empowerment in the workplace: Dimensions, measurement, and validation. Academy of Management Journal, 38(5), 1442-1465.
Stewart, K. J. (2003). Trust transfer on the world wide web. Organization Science, 14(1), 5-17.
Stewart, T. A., & Woods, W. (1995). After all you've done for your customers, why are they still NOT HAPPY?. Fortune, 132(12), 178-181.
Tonteri, L., Kosonen, M., Ellonen, H. K., & Tarkiainen, A. (2011). Antecedents of an experienced sense of virtual community. Computers in Human Behavior, 27(6), 2215-2223.
Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journal of Consumer Research, 20(4), 535-547.
Tsai, M. T., Cheng, N. C., & Chen, K. S. (2011). Understanding online group buying intention: the roles of sense of virtual community and technology acceptance factors. Total Quality Management & Business Excellence, 22(10), 1091-1104.
Tsiros, M., & Mittal, V. (2000). Regret: A model of its antecedents and consequences in consumer decision making. The Journal of Consumer Research, 26(4), 401–417.
Tsiros, M., Mittal, V., & Ross Jr, W. T. (2004). The role of attributions in customer satisfaction: A reexamination. Journal of Consumer Research, 31(2), 476-483.
Van Dijck, J. (2009). Users like you? Theorizing agency in user-generated content. Media, Culture & Society, 31(1), 41-58.
Wang, C. C., & Chien, H. Y. (2012). Believe or skepticism? An empirical study on individual’s attitude to blog product review. International Journal of Innovation, Management and Technology, 3(4), 343-348.
Wang, J. C., & Chen, C. L. (2004). An automated tool for managing interactions in virtual communities-using social network analysis approach. Journal of Organizational Computing and Electronic Commerce, 14(1), 1-26.
Wang, P., Sun, L., & Peng, L. (2013). Modeling product attitude formation process in online word-of-mouth. Nankai Business Review International, 4(3), 212-229.
Webb, D. (2000). Understanding customer role and its importance in the formation of service quality expectations. Service Industries Journal, 20(1), 1-21.
Wood, R., & Bandura, A. (1989). Social cognitive theory of organizational management. Academy of Management Review, 14(3), 361-384.
Yi, Y., & Gong, T. (2008). The electronic service quality model: The moderating effect of customer self‐efficacy. Psychology & Marketing, 25(7), 587-601.
Yoo, K. H., & Gretzel, U. (2009). Comparison of deceptive and truthful travel reviews. In ENTER (pp. 37-47).
Yu, B., & Kwok, L. (2011). Classifying business marketing messages on Facebook. Association for Computing Machinery Special Interest Group on Information Retrieval, Bejing, China.
Zahoor, S. Z., & Qureshi, I. H. (2017). Social media marketing and brand equity: A literature review. IUP Journal of Marketing Management, 16(1), 47.
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36.
Zimmerman, B. J., & Bandura, A. (1994). Impact of self-regulatory influences on writing course attainment. American Educational Research Journal, 31(4), 845-862.

三、網路資料
潮網科技(2019)。互聯網女王 2019 報告出爐 數據迅速改變全世界。2019年06月17日，取自：https://www.wavenet.com.tw/2019/06/%E4%BA%92%E8%81%AF%E7%B6%B2%E5%A5%B3%E7%8E%8B-2019-%E5%A0%B1%E5%91%8A%E5%87%BA%E7%88%90-%E6%95%B8%E6%93%9A%E8%BF%85%E9%80%9F%E6%94%B9%E8%AE%8A%E5%85%A8%E4%B8%96%E7%95%8C/
Digital 2020 - We Are Social。https://wearesocial.com/digital-2020
SharkTech(2019)。【2019社群行銷趨勢，臉書退居二線】企業電商該注意的社交媒體走向！。2019年04月17日，取自：https://blog.sharktech.tw/2019/04/17/social-media-trends