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博碩士論文 etd-0517114-214153 詳細資訊
Title page for etd-0517114-214153
論文名稱
Title
86小舖粉絲專頁對品牌形象與購買意願影響之研究
A study on Brand Image and Purchase Intension of 86 SHOP Fan Page
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
116
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
2014-05-21
繳交日期
Date of Submission
2014-06-17
關鍵字
Keywords
facebook、86小舖、粉絲專頁、計畫行為理論、資訊隱私顧慮、品牌形象、購買意願
purchase intention, brand image, theory of planed behavior (TPB), 86 SHOP, fan page, facebook
統計
Statistics
本論文已被瀏覽 5837 次,被下載 156
The thesis/dissertation has been browsed 5837 times, has been downloaded 156 times.
中文摘要
facebook 為目前全球最多人使用之社群網站,除了社交功能外,更進一步成為各品牌業者商業行銷之新平台。因此,facebook之粉絲專頁(fan page)具有前瞻性,更是許多品牌業者未來想發展的目標。各界雖普遍對粉絲專頁之行銷功能秉持正面態度,但卻鮮少有相關研究對網拍品牌業者成立粉絲專頁進行效益評估。
由於網拍品牌業者沒有實體店面且面臨競爭日益激烈之環境,因此對網拍品牌業者來說,如何讓消費者能更加認識自己是很重要的。因此,本研究將以美妝網拍業者86小舖為研究個案公司,聚焦於86小舖之粉絲專頁。一方面探討影響facebook 會員使用86小舖粉絲專頁意圖之因素,另一方面則探討使用86小舖之粉絲專頁意圖是否會對86小舖的品牌形象與購買意願造成影響,再更進一步地探討資訊隱私顧慮是否會對86小舖使用意圖造成影響,並依據結果,給予網拍品牌業者實務上之建議。本研究參考TPB計畫行為理論與相關文獻的探討,建立研究模式。針對知道86小舖的facebook會員為主要研究對象,本研究採網路問卷調查法蒐集初級資料,回收有效問卷共計939份。本研究以敘述性統計與迴歸分析等研究方法驗證各變項間之關係。研究結果整理如下:
(一)86小舖粉絲專頁之「態度」、「主觀規範」、「知覺行為控制」皆會對86小舖粉絲專頁之「使用意圖」、「購買意願」與「品牌形象」造成正向影響;(二)消費者對86小舖粉絲專頁之知覺易用性、知覺有用性、知覺信任與知覺娛樂對態度均會造成正面影響;(三)86小舖粉絲專頁的「使用意圖」會對86小舖的「購買意願」與「品牌形象」造成正向之影響;(四)86小舖粉絲專頁之「資訊隱私顧慮」不會對「態度」、「主觀規範」、「知覺行為控制」與86小舖粉絲專頁的「使用意圖」間之關係造成影響。
Abstract
facebook has been the most successful social network site in the world so far. Besides the social function, it has become a new platform of marketing. Therefore, a lot of brand corporations attempt to develop fan pages for their business. Most people possess positive attitude for functions of marketing fan pages provide, but there are just a few empirical researches for estimating the benefits of online brand corporations. Therefore, this study adopts 86 SHOP as the study case and focuses on 86 SHOP. This study attempts to examine the determinants that affect facebook members’ intention of adopting the fan page of 86 SHOP and discuss the effects that intention of adopting the fan page of 86 SHOP makes on purchase intention and brand images of 86 SHOP. According to the findings, the study is able to give some suggestions to online brand corporations trying to use fan pages as marketing tools.
The study is based on the Theory of Planned behavior (TPB) and literature review to form the research model. The samples of 931 collected through on-line questionnaire survey. The study takes the regression analysis to test the relationship of all variables. The theoretical model proposed in this study is verified, and a new casual relationship is found. The results in this study show: (1) Attitude, subjective norm, perceived behavior control positively influence users’ intention of adopting the fan page of 86 SHOP; (2) Users’ intention of adopting the fan page of 86 SHOP positively influence their purchase intention and the brand images of 86 SHOP; and (3) Users’ online information privacy concern for the fanpage of 86 SHOP won’t influence the users’ intention of adopting the fan page of 86 SHOP.
目次 Table of Contents
目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 ………. viii
第一章 緒論 1
第一節 研究背景與動機 .1
第二節 研究目的 8
第三節 研究流程 9
第四節 研究範圍與限制 10
第二章 文獻探討 11
第一節 86小舖 11
第二節 計畫行為理論 13
第三節86小舖粉絲專頁消費行為之模型 19
第三章 研究設計 24
第一節 研究架構 24
第二節 研究模式 26
第三節 研究方法 36
第四章 實證分析 46
第一節 樣本結構敘述與變數基本分析………………………………………46
第二節 各影響因子對購買意願及品牌形象之影響…………………………60
第三節 各知覺因子對態度之影響……………………………………………64
第四節 86小舖使用意圖之中介效果 68
第五節 資訊隱私顧慮之干擾效果 74
第五章 結論與建議 80
第一節 結論 80
第二節 建議 89
第三節 管理意涵 93
參考文獻 95
附錄─86小舖粉絲專頁消費行為之研究問卷 99
參考文獻 References
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