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86小舖粉丝专页对品牌形象与购买意愿影响之研究

【中文摘要】:facebook 为目前全球最多人使用之社群网站,除了社交功能外,更进一步成为各品牌业者商业行销之新平台。因此,facebook之粉丝专页(fan page)具有前瞻性,更是许多品牌业者未来想发展的目标。各界虽普遍对粉丝专页之行销功能秉持正面态度,但却鲜少有相关研究对网拍

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品牌业者成立粉丝专页进行效益评估。
由于网拍品牌业者没有实体店面且面临竞争日益激烈之环境,因此对网拍品牌业者来说,如何让消费者能更加认识自己是很重要的。因此,本研究将以美妆网拍业者86小舖为研究个案公司,聚焦于86小舖之粉丝专页。一方面探讨影响facebook 会员使用86小舖粉丝专页意图之因素,另一方面则探讨使用86小舖之粉丝专页意图是否会对86小舖的品牌形象与购买意愿造成影响,再更进一步地探讨资讯隐私顾虑是否会对86小舖使用意图造成影响,并依据结果,给予网拍品牌业者实务上之建议。本研究参考TPB计画行为理论与相关文献的探讨,建立研究模式。针对知道86小舖的facebook会员为主要研究对象,本研究採网路问卷调查法蒐集初级资料,回收有效问卷共计939份。本研究以叙述性统计与迴归分析等研究方法验证各变项间之关係。研究结果整理如下:
(一)86小舖粉丝专页之「态度」、「主观规範」、「知觉行为控制」皆会对86小舖粉丝专页之「使用意图」、「购买意愿」与「品牌形象」造成正向影响;(二)消费者对86小舖粉丝专页

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之知觉易用性、知觉有用性、知觉信任与知觉娱乐对态度均会造成正面影响;(三)86小舖粉丝专页的「使用意图」会对86小舖的「购买意愿」与「品牌形象」造成正向之影响;(四)86小舖粉丝专页之「资讯隐私顾虑」不会对「态度」、「主观规範」、「知觉行为控制」与86小舖粉丝专页的「使用意图」间之关係造成影响。
【英文摘要】: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 verifie

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d, 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.
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  • 来源:中山大学;作者:黎文缘
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