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系統識別號 U0002-1007201813134800
中文論文名稱 Facebook企業粉絲專頁經營對品牌形象、購買意願及顧客忠誠度之研究
英文論文名稱 Study of Facebook Enterprise Fan Page Management, Brand Image, Purchase Intention and Customer Loyalty.
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 106
學期 2
出版年 107
研究生中文姓名 王麗閔
研究生英文姓名 Li-Min, Wang
學號 605550556
學位類別 碩士
語文別 中文
口試日期 2018-06-25
論文頁數 102頁
口試委員 指導教授-何怡芳
共同指導教授-林美榕
委員-田正利
委員-劉菊梅
中文關鍵字 網路行銷  Facebook粉絲專頁  品牌形象  購買意願  顧客忠誠度 
英文關鍵字 Internet Marketing  Facebook Fan Page  Brand Image  Purchase Intention  Customer Loyalty 
學科別分類
中文摘要 隨著網際網路的普及,網際網路的使用人數逐年成長,許多企業利用社群網路來做行銷,Facebook粉絲專頁是最多企業使用的行銷方式之一,企業不僅可以利用Facebook粉絲專頁進行資訊分享與交換,也可以與粉絲進行互動,來維持與粉絲之間的連結。

本研究目的主要探討企業粉絲專頁、購買意願與顧客忠誠度之關係,並探討企業粉絲專頁經營、購買意願與顧客忠誠度之間是否存在品牌形象中介效果,以網路與紙本問卷進行發放,在問卷回收整理後,使用敘述性統計、信度分析、效度分析、相關性分析與迴歸分析來探討各構面之影響,。並且以研究結給與學術與實務之建議。研究結果如下:

1.企業粉絲專頁經營會正向影響品牌形象。
2.企業粉絲專頁經營會正向購買意願與顧客忠誠度。
3.品牌形象在企業粉絲專頁經營與購買意願間存在中介效果。
4.品牌形象在企業粉絲專頁經營與顧客忠誠度間存在中介效果。
英文摘要 With the rise popularity of the Internet, the number of Internet users has grown year by year. Many businesses use the social network marketing. Facebook fan page is one of the marketing methods used by most enterprises. Enterprises can not only use Facebook fan pages sharing and exchange information, but also interact with fans to maintain the connection with fans.

The purpose of this study is to investigate the relationship between enterprises fan pages management, purchase intention and customer loyalty, and explore whether there is a brand image will mediator the effects between the enterprise’s fan page management, purchase intention, and customer loyalty. The research method is questionnaire survey, and after the questionnaire survey was collected use descriptive statistics, reliability analysis, validity analysis, correlation analysis and regression analysis to explore the influence of each facet. And to study the advice and academic and practical advice. The results of the study are as follows:(1) Enterprise fan page management have a positive significant impact on Brand Image.(2) Enterprise fan page management have a positive significant impact on purchase intentions and customer loyalty.(3) The mediating effect of brand image onenterprise’s fan page management and purchase intention. (4) The mediating effect of brand image on enterprise’s fan page management and customer loyalty.
論文目次 目錄
目錄 I
表目錄 I
圖目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究問題與觀念性架構 5
第五節 研究流程 6
第二章 文獻探討 7
第一節 網路行銷 (Internet Marketing) 7
第二節 Facebook粉絲專頁 (Fan Page) 12
第三節 品牌形象 (Band Image) 21
第四節 購買意願 (Purchase Intention) 24
第五節 顧客忠誠度 (Customer Loyalty) 29
第三章 研究方法 32
第一節 研究架構 32
第二節 研究假設 33
第三節 變項操作性定義與衡量 37
第四節 研究設計 42
第五節 資料分析方法 45
第四章 資料分析結果 48
第一節 敘述性統計分析(Descriptive Analysis) 48
第二節 信度分析(Reliability Analysis) 59
第三節 因素分析(Factor Analysis ) 60
第四節 相關分析(Correlation Analysis) 61
第五節 迴歸分析(Regression Analysis) 62
第五章 結論與建議 69
第一節 研究結論 69
第二節 研究建議 73
第三節 研究限制 79
參考文獻 80
一、 中文文獻 80
二、 英文部分 82
三、 網站部分 91
附錄一 前測問卷 92
附錄二 正式問卷 97

表目錄
表2-1 網路行銷之定義 8
表2-2 網路行銷策略對於消費者與企業的優勢 9
表2-3 品牌形象之定義彙整 22
表2-4 品牌形象之定義彙整 25
表2-5 顧客忠誠度之定義彙整 30
表3-1 統一星巴克同好會2017年10月份發文類型 37
表3-2 企業粉絲專頁經營之衡量構面與問項 38
表3-3 品牌形象衡量構面與問項 39
表3-4 購買意願衡量構面與問項 40
表3-5 顧客忠誠度衡量構面與問項 41
表3-6 前測研究變數之信度分析 43
表3-7 前測研究變數之效度分析 44
表3-8 Cronbach’ α係數判斷標準 46
表3-9 KMO統計量值決策標準 47
表4-1 整體有效樣本性別分布情形 48
表4-2 整體有效樣本年齡分布情形 49
表4-3 整體有效樣本教育程度分布情形 50
表4-4 整體有效樣本職業分布情形 51
表4-5 整體有效樣本每月可支配所得分布情形 52
表4-6 整體有效樣本按讚或追蹤過「小三美日平價美妝」、「7-ELEVEN」、「統一星巴克同好會」53
表4-7 按讚或追蹤哪家Facebook企業粉絲專頁(複選) 53
表4-8 針對哪家Facebook企業粉絲專頁做為問卷第二部分的填答 54
表4-9 針對其他家Facebook企業粉絲專頁做為問卷第二部分的填答 54
表4-10 Facebook企業粉絲專頁上的使用行為分布情形 55
表4-11 平均每週使用Facebook頻率情形 56
表4-12 平均每日使用Facebook的時數情形 56
表4-13 受訪者Facebook好友人數分布情形 57
表4-14 受訪者所按讚或追蹤Facebook企業粉絲專頁之家數分布情形 58
表4-15 各構面之信度分析整理 59
表4-16 各構面之因素分析表 60
表4-17 整體有效樣本相關分析表 61
表4-18 企業粉絲專頁經營對品牌形象之迴歸分析表 62
表4-19 企業粉絲專頁經營對購買意願之迴歸分析表 63
表4-20 企業粉絲專頁經營對顧客忠誠度之迴歸分析表 63
表4-21 企業粉絲專頁經營、品牌形象對購買意願之迴歸分析表 65
表4-22 企業粉絲專頁經營、品牌形象與顧客忠誠度之迴歸分析表 66
表4-23 企業粉絲專頁經營、品牌形象、年齡與購買意願之迴歸分析表 66
表4-24 企業粉絲專頁經營、品牌形象、年齡與顧客忠誠度之迴歸分析表67
表4-25 研究假說結果彙整表 68

圖目錄
圖1-1 觀念性架構 5
圖1-2 研究流程 6
圖2-1 消費者的購買決策過程 26
圖3-1 假設架構圖 32



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三、網站部分
TechNews, 2017/06/28。 Facebook 月活躍用戶破 20 億,將近世界人口四分之取自http://technews.tw/2017/06/28/two-billion-people-coming-together-on-facebook/
Socialbakers, 2018。Facebook stats - Brands in Taiwan。取自 https://www.socialbakers.com/statistics/facebook/pages/total/taiwan/brands/
李全興,2012/5/3。電影的社群行銷—如何炒熱粉絲團。取自http://tw.marketing.campaign.yahoo.net/emarketing/contentF4.php?main=A01&sub=B02&tri&literary=483
李慶芳,2017/09/04,經理人。滿足顧客的4種感受,他就會一來再來!星巴克、7-ELEVN都在做的遊戲化行銷。取自https://www.managertoday.com.tw/columns/view/54960
數位時代,2010/12/14。Facebook粉絲王,7-ELEVEN粉絲破百萬。取自https://www.bnext.com.tw/article/16768/BN-ARTICLE-16768
數位時代,2017/06/28。成立13年,Facebook用戶數正式突破20億!取自https://www.bnext.com.tw/article/45104/facebook-maus-surpasses-2-billion

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