為什麼人們會在臉書上打卡？符號自我完成理論與社會認同理論之觀點

Why do People Check-In on Facebook: The Role of Symbolic Self-Completion Theory and Social Identify Theory?

吳姮憓(Heng-Hui Wu)；陳仁智(Ren-Zhi Chen)

臉書 ； 自我一致性 ； 品牌認同 ； 臉書打卡意願 ； 再購意願 ； Facebook ； self-congruence ； brand identity ； check-in intentions ； customer satisfaction ； repurchase intentions

Electronic Commerce Studies

17卷4期（2019 / 12 / 31）

295 - 314

繁體中文

台灣人最常使用的社群軟體是臉書（Facebook），使得許多業者希冀顧客能在臉書上打卡（check-in），又被稱為地點資訊分享（Location Based Information Sharing, LBIS），藉此揭露商家地點訊息，亦可在臉書上向他人推廣產品、品牌或服務，以達商業廣宣目的。可是，為什麼人們會願意在臉書上打卡，向他人揭露自己所在的地點資訊呢？本研究以符號自我完成理論（symbolic self-completion theory）與社會認同理論（social identity theory）為基礎，專注於探討臉書使用者之自我形象經營此一觀點，提出當臉書使用者知覺到打卡地點與自我一致性愈高，會提高其品牌認同，進而正面提高顧客滿意、臉書打卡意願與再購意願。本研究運用網路調查350位研究對象，利用結構方程模式分析，結果顯示當臉書使用者知覺打卡地點與自我一致性、品牌認同、顧客滿意及臉書打卡意願皆呈現正向關係；而且，打卡者對品牌認同越高，則其顧客滿意、臉書打卡意願與再購意願也會愈高。值得注意的是，打卡者之品牌認同並不直接與再購意願有正關係，也就是說，品牌認同需經由臉書打卡意願與顧客滿意之正面關係，才會提高其再購意願。因此，本研究建議企業在推廣產品、品牌或服務時，除了考慮如何提高顧客臉書打卡意願之外，亦應致力於提高顧客滿意，方能提高顧客的再購意願。

The most widely used social media in Taiwan is Facebook. Hope that customers can check-in on Facebook to reveal business information, which is one of the methods used by many businesses to promote products, brands or services. Why do consumers have a higher willingness to check-in on Facebook? According to symbolic self-completion theory and social Identity theory, the individual will exhibit characteristics of this group to express their belonging to a group. Based on social identity theory, discussing whether the level of self-congruence between check-in uses and where they check-in affect the users' check-in intentions on Facebook or not. And then we discuss the impact of self-congruence and check-in intentions to customer satisfaction and repurchase intentions. In this study we used internet questionnaires, 350 questionnaires valid, and analysis by structural equation. The results showed that the self-congruence between check-in users and where they check-in have positive correlation with customer satisfaction, brand identity and check-in intentions; the check-in users' brand identity higher, the more customer satisfaction and check-in intentions will they have, but not a direct positive impact on repurchase intention. Brand Identity will increase the repurchase intentions through the impact of check-in intentions and customer satisfaction. This study suggests that in order to improve the customers' repurchase intention at the time the enterprises promoting the product, brand or service, in addition to consider not only how to improve the customers' check-in intentions, but improve the customer satisfaction.

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