| 摘要註: |
社群網絡網站的出現,改變了企業與顧客的溝通方式。Facebook粉絲專頁是企業所重視的顧客溝通管道之一。此外,女性消費者在粉絲專頁上,扮演越來越重要的角色,主要是因為在網路上約有80%的實際消費行為是由女性消費者來主導,且在社群上女性消費者較著重在維繫關係,因此建立與女性消費者間的關係,對於企業來說更為重要。從社會資本的概念來看粉絲專頁的服務品質,在結構面上,企業透過粉絲專頁能夠更頻繁地與顧客聯繫,使企業更容易去連結企業與消費者;在認知面上,粉絲專頁使企業更能夠更有效地凝聚成員,使其擁有共同的目標及看法;在關係面上,企業可以透過粉絲專頁與顧客間的互動而形成彼此間的友誼及信任。傳統上衡量服務品質的SERVQUAL的五個服務構面,都著重在關係面的強化上,對於人際網絡之間的結構面與認知面卻鮮少著墨。因此,本研究將從社會資本的觀點建構專屬於Facebook粉絲專頁的虛擬服務品質(V-SQUAL),並透過虛擬服務品質的觀點來探討服務品質對粉絲專頁管理員的態度形成所扮演的角色,並了解其在女性消費者對粉絲專頁的滿意度,以及後續對粉絲專頁的持續使用意圖的影響。 本研究以使用台灣的粉絲專頁女性消費者為研究目標,使用問卷進行調查,共取得572份有效問卷。研究結果證實,虛擬服務品質會影響女性粉絲對於粉絲專頁管理員的態度,亦會影響對該企業品牌粉絲專頁的滿意度,進而影響再訪粉絲專頁的意願。此外,SERVQUAL所形成的關係構面,亦扮演了重要的中介角色。依照研究結果,本研究提出理論及實務建議。 Because of the emergence of Social Network Site, the communication between enterprises and consumers has been changed. Facebook fan page becomes a main marketing channel in which enterprises can interact with consumers directly. Female consumers play an important role on Fan Page due to the following reasons. Eighty percent of consuming behavior comes from female consumers. Female consumers care about maintaining relationships more than male consumers do. Therefore, it is more important to establish relationship with female consumers for brands/enterprises. The service quality of fan page can be analyzed through the concepts of social capital. For structural dimension, enterprises could communicate with consumers frequently, which made enterprise to reach consumers more easily on Fan Page. For cognitive dimension, enterprises could unite their consumers and create the common goals and views more effectively on Fan Page. For relational dimension, enterprises could interact with consumers on Fan Page, which may result in friendships and trust between consumers and enterprises. The five service quality concepts of traditional SERVQUAL mainly focuses on strengthening relational dimension rather than structural dimension and cognitive dimension of interpersonal social networks. Thus, this study intended to develop a measurement of virtual-service quality for Fan Page (V-SQUAL) through the perspective of social capital. By using virtual-service quality, this study investigated the role of V-SQUAL in the attitude formation toward fan page manager and relationship between attitude and satisfaction to Fan Page. the relationship between satisfaction and continue usage intention of Fan Page. Therefore, this study used a sample of female customers of fan page in Taiwan and collected 572 valid respondents. The results showed that V-SQUAL positively influences attitude toward manager and then leads to Fan Page's satisfaction, which in turn having positive effect on continue usage intention of fan page. Besides, the mediating effects of the relational dimension of V-SQUAL formed from SERVQUAL were also found in this study. Based on the results, this study provides several theoretical and practical implications. |