本研究探討Facebook粉絲專頁上的互動性和投入感對旅館顧客購買意願和口碑之影響，並透過信任作為中介，檢視結構之間的直接以及間接影響；同時探討品牌忠誠的調節中介效果。本研究發現，在旅館業中，透過信任的中介，購買意願和口碑會分別受到粉絲專頁上互動性和投入感的影響。除此之外，本研究亦發現社群成員的互動性透過信任對購買意願的間接影響，以及社群成員的投入感透過信任對口碑的間接影響，都會因為較高的品牌忠誠進而增強效果。透過Facebook的粉絲專頁，本研究調查了408位台灣旅館的消費者，藉以證實研究假設與架構。最後本研究討論了研究發現、管理意涵與研究限制。

This paper presents a model of influence of interactivity and engagement on hotel customers’ purchase intention and word-of-mouth by simultaneously including trust as a mediator, analyzes the direct and indirect effects among these constructs, and examines the moderated mediation effect of brand loyalty. In the proposed model, purchase intention and word-of-mouth are indirectly affected by interactivity and engagement respectively in the hospitality industry, via the mediation of trust. Besides, the indirect effect of interactivity on purchase intention, and engagement on word-of-mouth through trust will be stronger with higher brand loyalty than for those with lower brand loyalty. Empirical testing using a survey of 408 Taiwan consumers in hospitality and tourism confirms our hypothesized effects. Finally, managerial implications and limitations of our findings are discussed.

目錄
表目錄	VII
圖目錄	VIII
第一章 緒論	1
1.1 研究背景與動機	1
1.2 研究目的	8
1.3 研究流程	12
第二章 文獻回顧	14
2.1 社群行銷與社交媒體	14
2.2 網路互動性	15
2.3 投入感	19
2.4 信任	21
2.5 購買意願	25
2.6 口碑	27
2.7 品牌忠誠	29
2.8 研究假設	32
2.8.1 網路互動性、投入感、購買意願以及口碑	32
2.8.2 網路互動性、投入感以及信任	35
2.8.3 信任、購買意願以及口碑	36
2.8.4 信任的中介效果	37
2.8.5 品牌忠誠的調節效果	40
第三章 研究方法	45
3.1 研究架構	45
3.2 變項衡量	47
3.3 研究樣本及取樣程序	47
3.4 預試問卷與效度分析	49
3.4.1 系統性偏誤	49
3.4.2 效度分析	50
3.5 資料分析方法	50
第四章 資料分析與結果	53
4.1 樣本結構分析	53
4.2 估計方法之選擇	55
4.3 測量模型分析	57
4.3.1 驗證性因素分析	58
4.3.2 信度分析	61
4.3.3 效度分析	62
4.4 相關分析	64
4.5 理論模型分析	70
4.6 研究假設檢定	71
4.7 競爭模型	79
第五章 結論與建議	81
5.1 研究結論	81
5.2 管理意涵	84
5.2.1 互動性與投入感的重要性	87
5.2.2 信任的重要性	89
5.2.3 品牌忠誠的重要性	90
5.3 研究限制	92
5.4 後續研究	92
參考文獻	95
中文文獻	95
英文文獻	96
附錄一、量表題項及來源	136
附錄二、正式問卷	138
 
表目錄
表3-1 取樣旅館列表 48
表4-1 人口變項之分布情形 54
表4-2 觀察題項之平均數、標準差、偏態與峰度 56
表4-3 CFA判斷標準一覽表 58
表4-4 各變項之驗證性因素分析結果 60
表4-5 正式問卷信度分析結果表 62
表4-6 收斂效度分析結果表 63
表4-7 構面相關矩陣 69
表4-8 變項路徑表 73
表4-9 直接效果與間接效果 74
表4-10 互動性透過信任影響購買意願的條件間接效果 76
表4-11 投入感透過信任影響口碑的條件間接效果 77
表4-12 中介分析結果 80
表5-1 假設驗證結果彙整表 81
 
圖目錄
圖1-1 研究概念模式 9
圖1-2 研究流程 13
圖2-1 研究地圖 44
圖3-1 研究架構﹙H1-H8﹚ 45
圖3-2 調節中介模型﹙H9﹚ 46
圖3-3 調節中介模型﹙H10﹚ 46
圖4-1 研究路徑圖 70
圖4-2 品牌忠誠對互動性與信任關係之調節效果 78
圖4-3 品牌忠誠對投入感與信任關係之調節效果 78

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