题名

「互動與投入」誰才握有臉書粉絲專頁信任與購後行為關聯性的籌碼？－以星巴克（STARBUCKS）為例

并列篇名

＂Interactivity and Engagement＂ Which One Holds a Stake in the Relationship Between Trust and Post-Purchase Behavior in Context of Facebook Fanpages? -A Case of STARBUCKS

DOI

10.3966/207321472017120904002

作者

鐘鈺鈞(Yu-Chun Chung)；張文榮(Wen-Jung Chang)；廖述賢(Shu-Hsien Liao)

关键词

信任 ； 互動 ； 投入 ； 品牌社群 ； 購後行為 ； Trust ； Iinteractivity ； Engagement ； Brand Community ； Post-Purchase Behavior

期刊名称

商略學報

卷期/出版年月

9卷4期（2017 / 12 / 01）

页次

257 - 278

内容语文

繁體中文
中文摘要

毫無疑問，臉書(Facebook)是近期發展最為迅速的一個新興社群媒體。它除了成功地將傳統「消費者－品牌」關係從原先的實體通路延展至虛擬社群，也能積極建立品牌社群來形成企業品牌與顧客間的全新溝通與互動模式。星巴克雖然在國人心目中早已是一個耳熟能詳的品牌，但鮮少社群媒體文獻以此為研究對象並探討互動與投入誰能握有粉絲信任之於購後行為的籌碼。有鑑於此，本研究是以問卷調查法並以360份有效星巴克粉絲專頁使用者樣本，搭配結構化方程式進行研究假設的驗證。實證結果顯示信任與忠誠度均會正向影響購買意願；而信任與購買意願則是分別正向影響忠誠度與口碑。最後，本研究認為投入與互動的調節效果是部份成立的。
英文摘要

Undoubtedly, Facebook has become a rapidly emerging social media during recent decades. It has not only successfully expanded the traditional ＂consumer-brand＂ relationship from the physical channels to the virtual ones, but also shaped complete interaction/communication model between corporate brand and consumers by aggressively build up its brand community. Though Starbucks has already been a well-known brand in Taiwan, few of social media studies focused on Starbucks and has concerned with the influence of interactivity and engagement in the same time on fan's trust and post-purchase behavior. Based on 360 valid fan samples from Starbuck's fan pages, this study adopted questionnaire method and used structural equation modeling (SEM) to validate the research hypotheses. The empirical findings showed that trust and loyalty both impact fan's purchase intention while trust and purchase intention would influence loyalty and word-of-mouth respectively. Finally, this paper also included that only engagement would have moderated effect on the relationship between trust and purchase behavior.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 管理學
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被引用次数
  1. 黃任億,張佳文,張文榮,林佩琪,吳武璋(2020)。網路互動性、粉絲投入與品牌忠誠度之關聯性研究－以Starbucks、Toyota與SuperDry臉書粉絲專頁為例。真理觀光學報，17，33-44。
  2. 黃任億,張瓊勻,張文榮,胡大謙(2021)。臉書粉絲專頁網路互動性、品牌信任與品牌忠誠度。教育傳播與科技研究，127，17-36。
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