| 摘要註: |
隨著消費者購物習慣的改變及網路的便利性,使用者購買前會先透過各種網路平台查詢該品牌、商品相關資訊,而其中由於社群媒體(Social Media)的即時性與傳統媒體有著明顯差異,已成為許多消費者獲取資訊的主要來源之一。在眾多的社群媒體當中,Facebook又為普及程度最高的平台,而「粉絲專頁」(Fan Page or Page)更是許多企業進行行銷活動的重要管道。對品牌具有正向的滿意度乃是電子商務成功與否的重要關鍵,許多企業致力於粉絲專頁之經營,讓企業形象容易被辨識、與顧客緊密連結、針對群眾需求即時且有效的打造客製化訊息,期望吸引更多潛在顧客。透過經營粉絲專頁,能否提高消費者對其產品的購買意願或再購意願,進而提升企業獲利,乃是極為重要的課題。對消費者而言,加入特定企業或品牌的粉絲專頁,通常是受到某種動機的影響(例如可以獲得優惠、能與朋友討論產品資訊等),而這些動機也反映了能從粉絲專頁獲得的價值。故本研究希望探討粉絲專頁使用者所感受到的知覺價值與自我品牌連結,於粉絲專頁滿意度與再購意願間關係所扮演的角色。 本研究採取網路問卷調查法,以加入過企業或品牌粉絲專頁之成員為研究對象,根據663份有效問卷的資料分析結果實證發現:粉絲專頁滿意度對再購意願有正面顯著影響、粉絲專頁滿意度亦正向且顯著影響自我品牌連結,並進而促成再購意願的提升。然而,本研究所提出的四個知覺價值調節效果,除功利價值,其餘三個知覺價值的調節效果均未受到統計上的支持。最後,本研究根據分析結果,提出對企業的實務建議與學術理論意涵。 With the change of shopping habits and the convenience brought by the Internet, users are able to survey more information for specific brand or product through Internet platforms before buying it. In addition, social media has become a major source for customers to get information because of its instantaneity comparing to traditional media. Among the social media platforms, Facebook is the most common of its kind. Its "Fan Page" or "Page" has become an important marketing channel for companies. Having positive customer satisfaction for its brand is the key to success for an e-commerce business. Therefore, many companies put emphasis on Page's operation in order to make the corporate image easy to be identified, establish strong connection with customers, create real-time, effective and customized messages, and finally, attract more potential customers. An issue worth discussing is whether it is possible to increase consumer willingness to buy products or repurchase intention, and thus enhance corporate profits through running business page. While consumers joining specific enterprise/brand page are usually motivated by certain incentives (e.g. to get coupon or to generate more conversation topics regarding product information with friends, etc.), companies could turns these incentives into business value with the use of the page. Therefore, this study aims to investigate the roles of perceived value and self-brand connections of followers of the pages in the relationship between repurchase intention and fan page satisfaction.Questionnaires, in this study, were distributed to users who have followed at least one enterprise/brand page. 663 valid respondents were collected the result shows that repurchase intention is positively influenced by fan page's satisfaction. Moreover, fan page's satisfaction also has positive and significant effect on self-brand connection, and leads to the increase of repurchase intention. However, among four perceived values, only the moderating effect of utilitarian value is supported. Finally, several managerial and theoretical implications are suggested according to the results. |