論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available
論文名稱 Title |
情緒對Facebook粉絲專頁品牌態度之影響 The effect of emotion on brand attitude of Facebook fanpage |
||
系所名稱 Department |
|||
畢業學年期 Year, semester |
語文別 Language |
||
學位類別 Degree |
頁數 Number of pages |
111 |
|
研究生 Author |
|||
指導教授 Advisor |
|||
召集委員 Convenor |
|||
口試委員 Advisory Committee |
|||
口試日期 Date of Exam |
2012-03-29 |
繳交日期 Date of Submission |
2012-04-02 |
關鍵字 Keywords |
情緒、Facebook、感性訴求、品牌態度、情緒勞務 brand attitude, emotion labor, Facebook, emotion, emotional appeal |
||
統計 Statistics |
本論文已被瀏覽 5747 次,被下載 324 次 The thesis/dissertation has been browsed 5747 times, has been downloaded 324 times. |
中文摘要 |
網際網路的擴展帶動社群媒體興起,社群行銷的魅力,讓企業紛紛在Facebook上成立粉絲專頁與粉絲交流互動。本研究將探討粉絲專頁中,訊息情緒及行銷人員自身情緒對於成員情緒之間的關聯性,進一步了解企業品牌態度的變化。透過實驗法及採取網路問卷的方式,回收384份有效問卷並透過SPSS 17進行樣本資料統計分析。本研究結果顯示:訊息呈現方式及行銷人員的情緒表達的確會對成員的正面情緒產生影響,而進一步影響到成員對於企業的品牌態度。本研究結果點出情緒在行銷研究的影響力,也提供未來企業在經營粉絲專頁時的實務建議。 |
Abstract |
The expansion of Internet promotes the rise of social media. The appeal of social marketing leads the enterprises start to set up fanpage on Facebook to interact with their members.This study discusses whether the messages’ emotion or the managers’ emotion result in members’ emotion in fanpage,and furthermore to find out the connection between members’ emotion and brand attitude. This research adopts experimental method and distributes on-line questionnaire, retrieving 384 samples and analyze the data with SPSS 17.0. The results shows that the display of messages and the menagers’emotional expression certainly affect menbers’ positive emotion, and directly affect the menbers’ brand attitude to the enterprises.This study points out the importance influence of emotion in marketing research,and provides some practical suggestions to enterprises to develop a new strategy. |
目次 Table of Contents |
中文摘要 .........................................................iii Abstract ..........................................................iv 目錄 ...............................................................v 圖目錄 ............................................................vi 表目錄 ...........................................................vii 第一章 緒論 ........................................................1 第一節、 研究背景.................................................1 第二節、 研究動機與目的 ..........................................2 第二章 文獻探討 ...................................................5 第一節、 Facebook ................................................5 第二節、 社群媒體的研究 .........................................13 第三節、 情緒 ...................................................17 第四節、 品牌態度 ...............................................40 第三章 研究方法 ...................................................43 第一節、 研究架構 ...............................................43 第二節、 研究假設 ...............................................44 第三節、 研究變項定義與問卷設計 .................................46 第四節、 研究對象 ...............................................51 第五節、 研究程序 ...............................................51 第四章 研究結果分析 ...............................................55 第一節、 描述性統計 .............................................55 第二節、 效度及信度分析 .........................................58 第三節、 操弄檢定 ...............................................60 第四節、 研究假設分析 ...........................................61 第五章 討論 .......................................................67 第六章 結論 .......................................................70 第一節、 研究結果 ...............................................70 第二節、 研究貢獻 ...............................................71 第三節、 研究限制及建議..........................................73 參考文獻 ..........................................................75 中文文獻 ........................................................75 英文文獻 ........................................................80 附件 ..............................................................93 附錄一 前測問卷 ...................................................99 附錄二 正式問卷 ..................................................100 |
參考文獻 References |
中文文獻 Cici Li(2009年,7月25日)。時代趨勢社群媒體的商業威力。大紀元。2011 年8月13日,取自 http://www.epochtimes.com/b5/9/7/25/n2601970.htm cacafly(2011)。Facebook精準行銷術:這樣打廣告最吸客,台北:PCuSER電腦 人文化。 John (2010年,3月3日)。中小企業運用社群行銷,經營facebook粉絲團獲利! awoo SEO網路行銷誌。2011年8月13日,取自 http://blog.awoo.com.tw/2010/03/social-marketing-facebook/ 中廣新聞網(2012年1月16日)。中國網路人口 突破五億大關。2012年3月11日, 取自 http://tw.news.yahoo.com/中國網路人口-突破五億大關-051023825.html 王梅蓉(2009)。中文網路溝通中的情緒表達。國立成功大學外國語文研究所碩士 論文。 江嘉軒(2004)。虛擬社群網站使用動機與社會臨場感研究。國立中山大學傳播管 理研究所碩士論文。 谷玲玲(1999)。電腦中介傳播研究:回顧與展望。論文發表於國立交通大學傳播 研究所主辦之「1999傳播與科技研討會」,新竹。 吳明宜(2012年1月30日)。Facebook將首度公開募股 預估最高可達1千億美 元。2012年2月28日,取自 http://news.networkmagazine.com.tw/classification/web/2012/01/30/ 37310/ 吳忠翰(2009)。網路口碑的訊息訴求與情緒對消費者信任及購買意圖的影響。國 立中山大學傳播管理研究所碩士論文。 吳富傑(2009)。企業利用Facebook平台經營粉絲專頁社群之研究。國立政治大 學科技管理研究所碩士論文。 吳筱玫(2003)。網路傳播概論。台北:智勝文化。 吳萬益、周福星、蘇良育。1997。廣告內容、情感激起度及廣告說服力之關係: 以平面廣告為例。管理學報,14(2),197-225。 李元恕(2007)。企業贊助對消費者品牌態度的影響。行銷評論, 4(2), 187-220。 李芳齡譯(2011)。《facebook臉書效應:從0到7億的串連》,台北:天下雜 誌。(原書 David, K. [2010]. The Facebook Effect: The Inside Story of the Company That Is Connecting the World. Simon & Schuster.) 林浩哲(2004)。感性訴求廣告對於不同生活型態族群廣告效果之研究。銘傳大學 設計管理研究所碩士論文。 林陽助、黃士明(2005)。廣告主張、恐懼性訴求、涉入程度對廣告效果影響之研 究。東吳經濟商學學報,51,181-226。 林薰香譯(1997)。《情緒智慧》,台北:晨星。(原書 Andreas, H. [1996]. Emotionale Intelligenz. Munchen:Heyne.) 卓良賢(2011)。漫步在網端 社群行銷VS.電子商務。工業技術與資訊月刊, 236, 18-21。 祝鳳岡(1995)。廣告感性訴求策略之策略分析。廣告學研究,5,85-112。 祝鳳岡(1996)。廣告理性訴求策略之策略分析。廣告學研究,8,1-26。 施冠羽(2010年12月1日)。公平會:全台便利商店逾9千家 北縣最多北市密 度最高。鉅亨網。2011年8月13日,取自 http://news.cnyes.com/Content/20101201/KCDD0GK6P5BMQ.shtml 洪士耕(2011)。社群媒體之關係行銷研究-以7-Eleven之Facebook粉絲專頁使 用者為例。中國文化大學新聞研究所碩士論文。 洪筱華(2002)。從電腦中介傳播角度談組織溝通與顧客關係管理之相關性研究- 以台灣全區席動通訊產業為例。國立交通大學傳播研究所碩士論文。 財團法人臺灣網路資訊中心 (2011)。2011臺灣寬頻網路使用調查報告。台北: 全國意向顧問股份有限公司。 徐毓妤(2010)。虛擬品牌社群認同之研究:以統一星巴克臉書粉絲專頁為例。世 新大學公共關係暨廣告學研究所碩士論文。 孫秀蕙(1998)。臺灣網際網路發展與問題初探。廣告與電視,3(4),1-20 孫傳雄(2009)。Facebook粉絲專頁懶人包-企業社群行銷的最佳工具。2011年8 月13日,取自 http://www.gururu.tw/facebook-%E7%B2%89%E7%B5%B2%E5%B0%88%E9%A0%8 1-%E6%87%B6%E4%BA%BA%E5%8C%85.html 秦振家(2011年12月20日)。你的公司「社群」了沒?iT Power資訊讚。2012 年3月11日,取自 http://itpower.blueshop.com.tw/?p=1813 張美惠譯(1996)。《EQ : Emotional Intelligence》,台北:時報文化。(原書 Goleman, D. [1995]. Emotional Intelligence. New York : Bantam Books.) 張春興(1989)。張氏心理學辭典,台北:東華。 榮泰生(2009)。SPSS與研究方法。台北:五南。 康健寧(2011年,3月18日)。Facebook 廣告營運 真能美夢成真?。聯合新聞網, 2011年3月25日,取自 http://mag.udn.com/mag/digital/storypage.jsp?f_MAIN_ID=315&f_SUB_ ID=2928&f_ART_ID=307569 陳怡如(2010年,7月2日)。粉絲團經濟,全台發威!。數位時代。2011年8 月13日,取自 http://www.bnext.com.tw/focus/view/cid/103/id/15364 陳澄和(2010年,8月21日)。Facebook多值錢?上看500億美元。聯合晚報。 2011年8月18日,取自 http://mag.udn.com/mag/digital/storypage.jsp?f_ART_ID=266135 陳曉莉(2009年,7月22日)。Forrester:2013年全球上網人口達22億,亞 洲佔43%。iThome online。2011年8月13日,取自 http://www.ithome.com.tw/itadm/article.php?c=56134 陳曉莉(2012年,3月1日)。Facebook更新粉絲頁設計。iThome online。2012 年3月11日,取自 http://www.ithome.com.tw/itadm/article.php?c=72408 創市際市場研究顧問(2010)。2010年03月 創市際上網行為篇。2011年8 月13日,取自 http://www.insightxplorer.com/specialtopic/2010_03_19.htm 創市際市場研究顧問(2011)。網友使用社群網站時間較入口網站高出2小時。 2011年8月13日,取自 http://www.insightxplorer.com/news/news_04_20_11.html 創市際市場研究顧問(2011)。2011. 12台灣地區網路及媒體使用基礎調查。2012 年2月28日,取自 http://www.insightxplorer.com/specialtopic/crossmedia_201112.html 游恆山譯(1993)。《情緒心理學》,台北:五南。(原書 K. T. Strongman [1973]. The Psychology of Emotion. New York:J. Wiley.) 葉日武譯(2004)。《消費者行為:建立行銷策略》,台北三重:前程企管。 (原書 Hawkins, D. I., Best, R. J., & Coney, K. A. [2004]. Consumer Behavior: Building Marketing Strategy. McGraw Hill Company) 葉璟慧(2008)。情緒勞務、衝動性購買行為、工作倦怠與自我監控關係之研究- 以服務業前場人員為例。國立中山大學中山學術所碩士論文。 鉅亨網新聞中心(2012年,2月29日)。Facebook股票受二級市場熱捧 估值1050 億美元。鉅亨網。2012年3月11日,取自 http://news.cnyes.com/Content/20120229/KFIND9TPAJXJW.shtml?c=head line_sitehead 資策會FIND (2012年,1月10日)。2011年9月底止台灣上網人口。2012年2 月28日,取自 http://www.find.org.tw/find/home.aspx?page=many&id=304 蔡鴻濱(2008)。網言網語的對話與遊戲:口語、書寫的再省察。世新大學傳播 研究所博士論文。 劉若蘭(2001)。訊息訴求、訊息正反性、訊息來源可信度、與消費者認知需求對 廣告效果之影響。國立成功大學企業管理研究所碩士論文。 潘永裕(2006)。商店氣氛、消費者情緒、體驗價值對行為意向之影響-以誠品信 義旗艦店為例。國立台北大學企業管理研究所碩士論文。 潘美岑(2004)。網際網路溝通的語言遊戲-以MSN Messenger為例。國立政治大學 廣播電視研究所碩士論文。 鄭如婷(2006)。傳統中文與台灣網路中文的比較研究。輔仁大學語言學研究所 碩士論文。 鄭緯筌、盧諭緯 (2010年,7月01日)。虛擬大國誕生! 第三波淘金潮, 在 facebook。數位時代。2011年8月13日,取自 http://www.bnext.com.tw/article/view/tag/%E7%B2%89%E7%B5%B2%E5%B0 %88%E9%A0%81/id/15342 簡嘉緯(2008)。虛擬直接經驗、廣告訴求與產品虛擬經驗性對網路廣告效果之影 響。國立台北大學企業管理研究所碩士論文。 英文文獻 Acquisti, A., & Gross, R. (2006). Imagined communities: Awareness, information sharing and privacy on Facebook. In G. Danezis & P. Golle (Eds.),Privacy enhancing technologies. Berlin: Springer–Verlag. Akhter, S. H., Andrews, J. C., & Durvasula, S. (1994). The influence of retail store environment on brand related judgements. Journal of Retailing and Consumer Services, 1(2), 67-76. Alba, J. W., & Hutchinson, J. W. (2000). Knowledge calibration: What consumers know and what they think they know. Journal of Consumer Research, 27(9), 23–56. Amichai-Hamburger, Y. (2002). Internet and personality. Computers in Human Behavior, 18(1), 1–10. Amichai-Hamburger, Y., & Vinitzky, G. (2010). Social network use and personality. Computers in Human Behavior, 26(6), 1289-1295. Androutsopoulos, J. (2006). Introduction: Sociolinguistics and computer-mediated communication. Journal of Sociolinguistics, 10(4), 419-438. Androutsopoulos, J. (2011). Language change and digital media: a review of conceptions and evidence. In N. Coupland and T. Kristiansen (Eds), Standard Languages and Language Standards in a Changing Europe (pp.145-160). Oslo: Novus. Anis, J. (2007). Neography: Unconventional spelling in French SMS text messages. In B. Danet and S. C. Herring (Eds), The multilingualInternet: Language, culture, and communication online (pp.87-115). Oxford: Oxford Univrsity Press. Ardichvili, A. (2008). Learning and knowledge sharing in virtual communities of practice: Motivators, barriers, and enablers. Advances in Developing Human Resources, 10(4), 541-554. Ashforth, B. E., & Humphrey, R. H. (1993). Emotional labor in service roles: The influence of identity. Academy of Management Review, 18(1), 88-115. Backer, J. (1986). The role of the environment in marketing services. In: Czepiel, J. A., Congram, C. A., & Shanahan, J. (eds,), The Services Challenge: Integrating for Competive Advantage, 79-84. Chicago, IL: American Marketing Association. Babin, B. J., & Darden, W. R. (1995). Consumer self-regulation in a retail environment. Journal of Retailing, 71(1), 47-70. Banyte, J., Joksaite, E., & Virvilaite, R. (2007). Relationship of consumer attitude and brand: emotional aspect. Enginering Economics, 52(2), 65-77. Baym, N. (2006). Language in computer-mediated communication. University of Kansas, Lawrence, KS, 523-529. Belch, G. E., & Belch, M. A. (1998). Advertising and promotion, NewYork: McGraw-Hill. Bigne, J. E., & Andreu, L. (2004). Emotions in segmentation.An empirical study. Annals of Tourism Research, 31(3), 682–696. Boyd, D. M., & Ellison, N. B. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. Bridge H. P., & Penrose, H. (1950). Practical advertising: A comprehensive guide to the planning and preparation of morden advertising in all of its phase. New York: Rinehart. Cacioppo, J. T., & Gardner, W. L. (1999). Emotion. Annual Review of Psychology, 50(1),191-214. Carey, J. (1980). Paralanguage in computer mediated communication. In N. K. Sondheimer (Ed.), The 18th annual meeting of the association for computational liguistics and parasession on topics in interactive discourse: Proceedings of the conference (pp. 67-69). Philadelphia: University of Pennsylvania. Chaudhuri, A., & Holbrook, M. B. (2002). Product- class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58. Chuang, S. C., Kung, C. Y., & Sun, Y. C. (2008). The effect of emotions on variety-seeking behavior. Social Behavior & Personality, 36(3), 425-432. Chuang, S. C., & Lin, H. M. (2007). The effect of induced positive and negative emotion and openness-to-feeling in student’s consumer decision making. Journal of Business and Psychology, 22(1), 65-78. Clarkson, D. (2010). How to create a social customer service strategy. Forrester Research, Retrieved November 13, 2011, from http://www.forrester.com/rb/Research/create_social_customer_servi ce_strategy/q/id/56783/t/2. comScore (2011, March 2). Facebook is Nr.1 social network in 15 of 18 European markets. Retrieved August 13, 2011, from http://www.comscoredatamine.com/2011/03/facebook-is-nr-1-social-n etwork-in-15-of-18-european-markets/ Crystal, D. (2011). Internt Linguistics. London:Routledge. Culnan, M. J., & Markus, M. L. (1987). Information technologies. In F. M. ablin, L. L. Putnam, K. H . Roberts, & L. W. Porter(eds.), Handbook of organizational communication: An interdisciplinary perspective, 420-443. Newbury Park, CA: Sage. Darwim, C. R. (1872). The expression of the emotions in man and animals. London: Albemarle. David, J., & Moore, Richard P. (1994). Public service advertisements: emotions and empathy guide prosocial behavior. Journal of Marketing, 58(1), 56-70. Davis, F. D. (1989). Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. Delgado-Ballester, E.(2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5), 573-592. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effect of price, brand, and store information on buyers’product evaluation. Journal of Marketing Research, 28(3), 307-319. Donald, & Walter, D. (1955). Basic text in advertising. New York: Printers Inc. Donovan, R. J., & Rossiter J. R.(1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing, 58(1), 34-57. Donovan, R. J., Rossiter, J. R., Gilian, M., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294. Drever, J. (1952). A dictionary of psychology. Penguin, Harmondsworth. Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(3), 421–433. Ekman, P.(1973). Darwin and facial expression : A century of research in review. New York: Academic Press. Ekman, P. (2004).Emotions revealed :Understanding faces and feelings. Phoenix. Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook‘friends’: Social capital and college students’ use of online social network sites. Journal of Computer-mediated Communication, 12(4), 1143-1168. eMarket (2011, March 1). Facebook to surpass Yahoo! in display ad revenues this year. Retrieved August 13, 2011, from http://www.emarketer.com/(S(2v0g4ibrvh31ci45h4kqwh55))/Article.as px?R=1008253 Erica Swallow (2011, February 8). Top reasons why consumers unsubscribe via mail, Facebook & Twitter. Retrieved August 13, 2011, from http://mashable.com/2011/02/08/why-consumers-unsubscribe/ Forgas, J. P., & Ciarrochi, J. (2001). On being happy and possessive: The interactive effects of mood and personality on consumer judgments. Psychology & Marketing, 18(3), 239–260. Foster, M. K., Francescucci, A., & West, Bettina C. (2010). Why users participate in online social networks. International Journal of e-Business Management, 4(1), 3-19. Gardner, M. P. (1985). Mood states and consumer behavior: A critical review. Journal of Consumer Research, 12(3), 281-300. Gershoff, A. D., & Johar, G. V. (2006). Do you know me? Consumer calibration of friends’ knowledge. Journal of Consumer Research, 32(3), 496–503. Greenfield, G., & Campbell, J. (2006). Communicative practices in online communication: A case of agreeing to disagree. Journal of Organizational Computing and Electronic Commerce, 16(3), 267-277 Gupta, S., & Kim, H. W. (2004). Virtual community: Concepts, implications and future research directions. Paper presented at the meeting of Proceedings of the Tenth Americas Conference on Information Systems, New York, NY. Gupta, S., & Kim, H. W. (2007).Developing the commitment to virtual community: the balanced effects of cognition and affect. Information Resources Management Journal, 20(1), 28-45. Gupta, S., & Mela, C. F. (2008). What is a free customer worth?” Harvard Business Review, 86(11), 102-109. Hagel, J., & Armstrong, A. G.(1997). Net gain: expanding marketing through virtual communities. Boston, MA: Harvard Business School Press. Hatfield, E., Cacioppo, J. T., & Rapson, R. L.(1994). Emotional Contagion. Cambridge: University Press. Hennig-Thurau, T., Groth, M., Paul, M., & Gremler, Dwayne D. (2006). Are all smiles created equal? How emotional contagion and emotional labor affect service relationships. Journal of Marketing, 70(7), 58-73. Hochschild, A. R. (1979). Emotion work, feeling rules and social structure. American Journal of Sociology, 85(3), 551-575. Hochschild, A. R. (1983). The managed heart. Berkely, CA:University of California Press. Hotchkiss, & Burdon, G. (1949). Adverting Copy, 3rd ed., New York: Harper. International Telecomminication Union (2011). The world in 2011: ICT facts and figures. Isen, A. M., & Patrick, R. (1983). The effects of positive affect on risk-taking: When the chips are down. Organizational Behavior and Human Decision Processes, 31(2), 194–202 Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. Katz, Michael L., & Shapiro, C. (1985). Network externalities, copetition and compatibility. The American Economic Review, 75(3), 424-440. Keeley, S. W., & Hoffman, K. D. (1997). An investigation of positive affect, prosocial behaviors and service quality. Journal of Retailing, 73(3), 407-424. Keller, P. A., & Block, L. G. (1996). Increasing the persuasiveness of fear appeals: The effect of arousal and elaboration. Journal of Consumer Research, 22(3), 48-59. Kidwell, B., Hardesty, D. M., & Childers, T. L. (2008). Emotional calibration effects on consumer choice. Journal of Consumer Research, 35(12), 611–621. Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111–126. Kinney, S., & Dennis, A. (1994). Reevaluating media richness: Cues, feedback and task.In J..F. Nunamaker, Jr., & R.H. Sprague, Jr. (Eds.), Proceedings of the Twenty-Seventh Annual Hawaii International Conference on Gem Sciences, Vol. IV, 21-30, Los Alamitos, CA: IEEE Computer Society Press. Kleinginna, P.R. Jr.,& Kleinginna, A.M. (1981). A categorized list of emotional definitions, with suggestions for a consensual definition. Motivation & Emotion., 5(4), 345-379. Kotler, P. (1973). Atmospherics as marketing tool. Journal of Retailing, 49(4), 48-64. Kotler, P. (1991). Marketing Management: Analysis, Planning and Control, 7th ed., NewJersey: Prentice-Hall Inc. Kotler, P. (1997). Marketing management, analysis, implementation and using the servoual model. The Service Industries Journal, 11(3), 324-343. Kotler, P., & Keller, K. L. (2008). Marketing management, 13th edition. Prentice Hall Kuvaas, B., & Kaufmann, G. (2004). Impact of mood, framing, and need for cognition and decision makers’ recall and confidence. Journal of Behavioral Decision Making, 17(1), 59–74. Ladhari, R. (2007). The effect of consumption emotions on satisfaction and word-of-mouth communications. Psychology & Marketing, 24(12), 1085-1108. Langerak, F., Verhoef, P. C., Verlegh, P. W. J., & Valck, K.(2003). The Effect of Members' Satisfaction with a Virtual Community on Member Participation. ERIM Report Series Reference No. ERS-2003-004-MKT. Latour, M. S., Snipes, R. L., & Bliss, S. J. (1996). Don’t be afraid to use fear appeals: An experimental study. Journal of Advertising Research, 25(2), 59-67. Lee, Y. H., & Lim, A. C. (2010). When good cheer goes unrequited: How emotional receptivity affects evaluation of expressed emotion. Journal of Marketing Research, 47(6), 1151-1161. Lee, Y. K., Lee, C. K., Lee, S. K., & Babin, B. J. (2008). Festivalscapes and patrons’ emotions, satisfaction, loyalty. Journal of Business Research, 61(1), 56-64. Leena, Rao. (2011, February 16). comScore: Facebook keeps gobbling people's time. Techcrunch.Retrived August 13, 2011, from http://techcrunch.com/ Leyl Master Black (2011, April 2). Top 5 Facebook marketing mistakes small businesses make. Mashable. Retrieved August 13, 2011, from http://mashable.com/2011/04/02/5-facebook-marketing-mistakes-small-businesses-make/ Liljander, V., & Strandvik, T. (1997). Emotions in service satisfaction. International Journal of Service Industry Management, 8(2), 148–169. Lin, C. P., & Bhattacherjee, A. (2008). Elucidating individual intention to use interactive information technologies: The role of network externalities.International Journal of Electronic Commerce, 13(1), 85–108. Lin, H. F. (2008). Determinants of successful virtual communities: contributions from system characteristics and social factors. Information & Management, 45(8), 522-527. Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152-1161. Lindstrom, M. (2005). Brand sense. Kogan Page, London Lindstrom. Loudon, D., & Della Bitta, A. (1993). Consumer behaviour: Concepts and applications (4th ed). McGraw Hill: Auckland. Lovelock, C. H.(1983). Classifying services to gain stratgic marketing insights. Journal of Marketing, 47(2), 9-20. Lu, H. P., & Su, Y. J. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442–458. Neal, W. D. (2000). For most consumer,loyalty isn’t attitude. Marketing News, 34(8), 7. Nielsen, J. H., Shapiro, S. A., & Mason, Charlotte H. (2010). Emotionality and semantic onsets: Exploring orienting attention responses in advertising. Journal of Marketing Research, 47(6), 1138-1150. Mackenzie, S. B., Lutz, R. J., & Belth, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143. Mattila, A. S., & Enz, C. A. (2002). The role of emotions in service encounters. Journal of Service Research, 4(4), 268-277. McMillan, David W., & Chavis, David M. (1986). Sense of community: A definitionn and theory. Journal of Community Psychology, 14(1), 6-23. Mehrabian, A. (1981). Silent messags: Implicit communication of emotions and attitudes, 2d ed. Belmont, CA: Wadsworth. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press. Morris, J. A., & Feldman, D. C. (1996). The dimensions, antecedents, and consequences of emotional labor. Academy of Management Review, 21(4), 986-1010. Pan, S., & Maryalice, J. M. (2010). Internet use intention and adoption among Chinese older adults: from the expanded technology acceptanc model perspective. Computers in Human Behavior, 26(5), 1111-1119. Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. Pechmann, C., & David W. Stewart (1989). Advertising repetition: A critical review of wearing and wearout. Current Issues and Research in Advertising, 11, 285-330. Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology and Marketing, 9(4), 263-274. Prensky, Marc (2005). Listen to the natives. Educational Leadership, 63(4), 8-13. Raacke, J., & Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. CyberPsychology & Behavior, 11(2), 169-174. Rafaeli, A., & Sutton, R. I. (1987). Expressing of emotion as part of the work role. Academy of Management Review, 12(1), 23-37. Raju, P. S., Lonial, S. C., & Mangold, W. G. (1995). Differential effects of subjective knowledge, objective knowledge, and usage experience on decision making: An exploratory investigation. Journal of Consumer Psychology, 4(2), 153-180. Rheingold, H. (1994). The virtual community: Surfing the internet. Roberts, C., & Fox, N. (1998). General practitioners and the Internet: Modeling a virtual community. Family Practice, 15(3), 211-215. Rogers, E. M., & Rafaeli, S. (1985). Computer and communication. In Brent D. Ruben (Ed), Information and Behavior, 95-112. New Brunswick, NJ: Transaction Books. Ron Jones (2009, February 16). Social media marketing 101, Part 1. Search Engine Watch. Retrieved August 13, 2011, from http://searchenginewatch.com Rosenberg, M. J., & Hanland, J. C. (1960). Low- commitment consumer behavior. Journal of Abnormal and Social Psychology, 16(2), 367-372. Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. J., & Orr, R. R. (2009). Personality and motivations associated with Facebook use. Computers in Human Behavior, 25(2), 578-586. Rothaermel, F., & Sugiyama, S. (2001). Virtual internet communities and commercial success: Individual and community-level theory grounded in the atypical case of TimeZone.com. Journal of Management, 27(3), 297-312. Roy, A., & Susan, T. C. Tai. (2003). Store environment and shopping behavior: The role of imagery elaboration and shopping orientation. Journal of International Consumer Marketing, 15(3), 71-99. Russell, J. A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2), 311-322. Sanchez-Franco, M., & Rondan-Catalun, F. J. (2010). Connection between customer emotions and relationship quality in online music services. Behavior & Information Technology, 29(6), 633-651. Schachter, S. (1970). The assumption of identity and peripheralist – centralist controversies in motivation and emotion. Feelings and Emotion: The Loyola Symposium. Academic Press, New York and London. Schiffman, L. G., & Kanuk, L. L. (2006). Consumer behavior, 9th ed, Prentice Hall Inc. Schneider, B., & Bowen, D. E.(1990).Organizational climate and culture. Jossey-Bass. Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and storepurchase behavior: Mediating role of consumer emotions. Psychology and Marketing, 14(4), 361-378. Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications.New York: John Wiley & Sons. Skinner, B.F. (1953). Science and Human Behavivor. Macmillam, New York. Snyder, M., & DeBono, K. G. (1985). Appeals to image and claims about quality:Understanding the psychology of advertising. Journal of Personality and Social Psychology, 49(3), 586-597. Soderlund, M., & Rosengren, S.(2007). Receiving word-of-mouth from the service customer:An enmotion-based effectiveness assessment. Journal of Retailing and Consumer Service, 14(2), 123-136 Solomon, M., Bamossy, G., & Askegaard, S. (2002). Consumer behaviour: A European perspective, 126-153, Prentice Hall. Solomon, M. R. (2007). Consumer behavior-buying, having and being. Person Prentice Hall 5th edition. Sproull, L., & Kielser, S. (1986). Reducing social context cues: Electronic mail in organizational communication. Management Science, 32(11), 1492-1512. Stauss, B., & Neuhaus, P. (1997). The qualitative satisfaction model. International Journal of Service Industry Management, 8(3), 236-249. Stewart, D. W., Morris, J., & Grover, A. (2007). Emotions in advertising. In Gerard J. Tellis & Tim Ambler(Eds.) The SAGE Handbook of Advertising (pp.120-134). Los Angeles: Sage Publications. Stu Woo (2011, April 7). Facebook won’t become e-commerce force, analyst says. The Wall Street Journal. Retrieved August 13, 2011, from http://asia.wsj.com/home-page Susan Ward (2010). Social media definition. Retrieved November 13, 2011, from http://sbinfocanada.about.com/od/socialmedia/g/socialmedia.htm Trevino, L. K., Lengel, R. H., & Daft, R. L. (1987). Media symbolism, media richness, and media choice in organizations: A symbolic interactionist perspective. Communication Research, 14(5), 553-574. Tsai, W. C. (2001). Determinants and consequences of employee displayed positive emotions. Journal of Management, 27(4), 497-512. Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(1), 26-43. Walther, J. B. (1992). Interpersonal effects in computer-mediated interaction: A relational perspective. Communication Research, 19(1), 52-90. Walther, J. B., Gay, G., & Hancock, J. T. (2005). How do communication and technology researchers study the Internet. Journal of Communication, 55(3), 632-657. Wang, Y., Yu, Q., & Fesenmaier, D.R. (2002) Defining the virtual tourist community-implications for tourism marketing. Tourism Management, 23(4), 407–417. Werry, C. C. (1996). Linguistic and international features of Internat replay chat. In Herring, S. C. (ed.). Computer-Mediated Communication- Linguistic, Social and Cross-Cultural Perspectives. Philadephia: John Benjamins Publishing Company. Westbrook, R.A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258–270. Wharton, A. S.(1993). The affective consequences of service work: Managing emotions on the job. Work and Occupations, 20(2), 205-232 Wharton, A. S., & Erickson R. J. (1993). Managing emotions on the job and at home:Understanding the consequences of multiple emotional roles. Academy of Management Review, 18(3), 457-486. Wichroski, Mary Anne (1994). The secretary: Invisible labor in the workworld of women. Human Organization, 53(1), 33-41. Wilkie, W. L. (1986). Consumer behavior. New York: John Wiley & Sons, Inc. Williams, F., Rice, R. E., & Rogers, E. M. (1988). Research methods and the new media. The Free Press, New York. Yoo, C., & MacInnis, D. (2005). The brand attitude formation process of emotional and informational ads. Journal of Business Research , 58(10), 1397-1406. |
電子全文 Fulltext |
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。 論文使用權限 Thesis access permission:自定論文開放時間 user define 開放時間 Available: 校內 Campus: 已公開 available 校外 Off-campus: 已公開 available |
紙本論文 Printed copies |
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。 開放時間 available 已公開 available |
QR Code |