系統識別號 | U0002-2406201515304000 |
---|---|
DOI | 10.6846/TKU.2015.00789 |
論文名稱(中文) | 探討粉絲專頁不繼續使用之前置因素 |
論文名稱(英文) | The Antecedents of Discontinuance Intention in Fan Pages |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 會計學系碩士班 |
系所名稱(英文) | Department of Accounting |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 103 |
學期 | 2 |
出版年 | 104 |
研究生(中文) | 蘇品璇 |
研究生(英文) | Pin-Xuan Su |
學號 | 603600064 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2015-06-17 |
論文頁數 | 85頁 |
口試委員 |
指導教授
-
方郁惠
委員 - 劉敏熙 委員 - 汪美伶 |
關鍵字(中) |
粉絲專頁 期望不確定理論 心流理論 不繼續使用意向 |
關鍵字(英) |
fan pages expectancy disconfirmation theory flow theory continuance intention |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
網路是目前與顧客互動最便宜卻可以獲得最大利益的管道。Facebook是近幾年竄起且目前全球用戶最多的社交網站。企業可以透過Facebook的粉絲專頁快速的散播消息,也因此帶來不少的收益。人們會透過各種理由加入粉絲專頁,但卻出現有人會退出粉絲專頁或置之不理的情況。本研究旨在探討粉絲為何會將粉絲專頁置之不理、甚至想退出。本研究結合期望不確定理論、心流理論及後悔理論發展粉絲專頁持續使用意向之前置因素,探討心流理論是否會抵制對粉絲專頁的不滿意和後悔,以及人們會不會因為社會資本而改善不繼續使用的意圖。本研究旨在讓企業瞭解粉絲不繼續使用粉絲專頁的原因,進而改善缺點。讓粉絲專頁恢復功能,再次為企業帶來利益。 |
英文摘要 |
Internet is the cheapest pipeline to interact with customers but companies can get the maximum benefit from Internet. Recently, Facebook has become one of the world's largest social network sites. Companies can quickly diffuse messages through the Facebook fans page, and thus enjoys a lot of benefits. People may join a fans page through s reason, but leave the fans page for different reasons. This study aims to discuss why fans will leave the fans page. This study integrates expectancy disconfirmation theory, flow theory, and regret theory to develop a research model to understand the above issue. We propose that flow may reduce fans’ dissatisfaction and regret toward fans page usage and that social capital may reduce the impacts of dissatisfaction on discontinue usage intention. This study aims to understand the antecedents of discontinue to use a fan pages. Our model may provide a helpful framework for companies to develop useful strategies when they build up their fans’ pages. In this way, companies may effectively interact with their customers and fans through fans’ pages. |
第三語言摘要 | |
論文目次 |
目 錄 中文摘要 I 英文摘要 II 目 錄 III 圖目錄 IV 表目錄 V 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 3 第三節 預期之研究貢獻 3 第四節 論文架構 4 第貳章 文獻探討 5 第一節 期望不確定理論(Expectancy disconfirmation theory) 5 第二節 品質(Quality) 7 第三節 心流理論(Flow theory) 8 第四節 滿意度(Satisfaction)與後悔(Regret) 10 第五節 社會資本(Social capital) 12 第六節 繼續使用(Continued intention) 13 第參章 研究設計與方法 14 第一節 研究假說 14 第二節 研究架構 20 第三節 研究變數與衡量 22 第四節 研究對象與問卷收集方法 31 第五節 資料分析方法 32 第肆章 實證分析與討論 35 第一節 問卷發放與回收情形 35 第二節 樣本基本資料分析 36 第三節 敘述性統計分析 38 第四節 因素分析 44 第五節 信度分析 49 第六節 迴歸分析 51 第七節 社會資本之干擾效果分析 58 第伍章 結論與建議 63 第一節 研究結論 63 第二節 管理意涵 66 第三節 研究貢獻與研究限制 67 參考文獻 69 附錄 78 圖目錄 圖1-4-1 論文架構 4 圖2-2-1 心流理論 8 圖3-2-1 研究架構 21 圖4-7-1 研究模型之迴歸分析結果 61 表目錄 表3-3-1 不繼續使用之衡量問項 23 表3-3-2 社會資本之衡量問項 24 表3-3-3 不滿意之衡量問項 25 表3-3-4 後悔之衡量問項 26 表3-3-5 資訊品質不佳之衡量問項 27 表3-3-6 服務品質不佳之衡量問項 28 表3-3-7 互動品質不佳之衡量問項 28 表3-3-8 負面心流體驗之衡量問項 29 表3-3-9 負面期望不確定之衡量問項 30 表4-2-1 有效樣本基本資料 36 表4-3-1 不繼續使用之敘述性統計量 38 表4-3-2 社會資本之敘述性統計量 39 表4-3-3 不滿意之敘述性統計量 40 表4-3-4 後悔之敘述性統計量 40 表4-3-5 資訊品質不佳之敘述性統計量 41 表4-3-6 服務品質不佳之敘述性統計量 42 表4-3-7 互動品質不佳之敘述性統計量 42 表4-3-8 負面心流體驗之敘述性統計量 43 表 4-3-9負面期望不確定之敘述性統計量 43 表4-5-1 各構面之Bartlett球形檢定及KMO檢定 45 表4-4-2 各構面之個別因素負荷量 46 表4-5-3各構面之相關係數矩陣表 48 表4-4-1 各變數之信度分析表 50 表4-6-1 不滿意對不繼續使用之迴歸分析表 52 表4-6-2 後悔對不繼續使用之迴歸分析表 52 表4-6-3 不滿意對後悔之迴歸分析表 53 表4-6-4 資訊品質不佳、服務品質不佳、互動品質不佳、負面心流理論對不滿意之迴歸分析表 54 表4-6-5 資訊品質不佳、服務品質不佳、互動品質不佳、負面心流體驗對後悔之迴歸分析表 55 表4-6-6 負面期望不確定對資訊品質不佳之迴歸分析表 56 表4-6-7 負面期望不確定對服務品質不佳之迴歸分析表 56 表4-6-8 負面期望不確定對互動品質不佳之迴歸分析表 57 表4-6-9 負面期望不確定對負面心流體驗之迴歸分析表 58 表4-7-1 社會資本對不滿意與不繼續使用的關係之迴歸分析表 59 表4-7-2 社會資本對後悔與不繼續使用的關係之迴歸分析表 60 表4-7-2 各個假說之迴歸分析表 62 |
參考文獻 |
中文部分 王瑞璇,建構取向學習, 學習心流經驗與幸福感之相關研究. 2007 白榮吉, 蕭穎謙, 陳楠熹, 陳意婷, 劉忠輔, 黃宛婷, & 杜育帆. (2013). 線上購物網站網路社群經營關鍵成功因素之多重個案研究--以 Facebook 粉絲頁為例. 創新研發學刊, 9(1), 19-37 任慶宗, 胡訓立, & 劉士銘. (2010). 社會資本對創新績效之影響-知識資本的中介效果. 輔仁管理評論, 17(1), 103-119. 林子銘, 蕭裕中, & 黃于玲. (2013). 台灣外派中國女性主管的心理資本與社會資本. 中山管理評論, 21(3), 625-660. 林南. (2007). 社會資本理論與研究簡介. 社會科學論叢, 1(1), 1-32 耿慶瑞, & 廖子賢. (2010). 以縱貫性研究探討購後失調之後果變數. 創新與管理,7(2), 19-39 陳建寧, 馬群傑, & 汪明生. (2008). 台北市與高雄市民眾社會責任認知之比較研究: 社會資本的觀點. 中國行政評論, 16(2), 1-50 黃鉦皓, 陸春霖, & 鄭盛樹. (2011). 衝動性購買行為對消費者後悔程度之研究-以人格特質為干擾變數. 碩士論文 葉明義, 許鈺羚, & 林維熊. (2014). 理想點對選擇或拒絕之決策困難度, 及對購後不滿意時的歸因與後悔之影響. 企業管理學報, (100), 39-59. 欒斌,陳苡任(2013),電子商務─理論、實務與 CEO 規劃師、分析師證照,第二版,滄海 蕭君華, 張威龍, & 彭玲珍. (2009). 大學生衝動性購買行為前因後果的探索性研究. 華人前瞻研究, 5(2), 41-60 英文部分 Acquisti, A., & Gross, R. (2006, January). Imagined communities: Awareness, information sharing, and privacy on the Facebook. In Privacy enhancing technologies (pp. 36-58). Springer Berlin Heidelberg Bartlett, M. S. (1978). An introduction to stochastic processes, with special reference to methods and applications. CUP Archive. Bauer, H. H., Falk, T., & Hammerschmidt, M. (2006). eTransQual: A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59(7), 866-875 Bell, D. E. (1982). Regret in decision making under uncertainty. Operations research, 30(5), 961-981. Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 351-370 Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. the Journal of Marketing, 69-82 Chau, P. Y., & Hu, P. J. H. (2001). Information technology acceptance by individual professionals: A model comparison approach*. Decision Sciences, 32(4), 699-719. Chen, C. M., Chen, S. H., & Lee, H. T. (2013). Interrelationships between physical environment quality, personal interaction quality, satisfaction and behavioural intentions in relation to customer loyalty: The case of Kinmen's bed and breakfast industry. Asia Pacific Journal of Tourism Research, 18(3), 262-287. Chhetri, P., Arrowsmith, C., & Jackson, M. (2004). Determining hiking experiences in nature-based tourist destinations. Tourism Management, 25(1), 31-43. Cho, Y. C. (2011). Analyzing online customer dissatisfaction toward perishable goods. Journal of Business Research, 64(11), 1245-1250 Chiu, C. M., Wang, E. T., Shih, F. J., & Fan, Y. W. (2011). Understanding knowledge sharing in virtual communities: an integration of expectancy disconfirmation and justice theories. Online Information Review, 35(1), 134-153. Coleman, J. S. (1988). Social capital in the creation of human capital.American journal of sociology, S95-S120. Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218. Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, 55-68. Csikszentmihalyi, M. (1975). Beyond boredom and anxiety. The Jossey-Bass behavioral science series Dwyer, C., Hiltz, S., & Passerini, K. (2007). Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace. AMCIS 2007 Proceedings, 339. Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer‐Mediated Communication, 12(4), 1143-1168 Fornell, C., and Larker, D. F. 1981. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 18, 39-50. Franciosi, S. (2011). A comparison of computer game and language learning task design using flow theory. CALL-EJ, 12(1), 11-25 Hair Jr, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). SEM: An introduction. Multivariate data analysis: A global perspective, 629-686. Hair, J. F., Anderson, R. E., Tatham, R. L., and Black, W. C. 1988. Multivariate data analysis(5th ed.). Upper Ssddle River, NJ: Prentice-Hall. Hsu, C. L., & Lu, H. P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41(7), 853-868 Huang, C. C., Lin, T. C., & Lin, K. J. (2009). Factors affecting pass-along email intentions (PAEIs): Integrating the social capital and social cognition theories. Electronic Commerce Research and Applications, 8(3), 160-169. Hwang, Y., & Kim, D. J. (2007). Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision support systems, 43(3), 746-760 Inteco. "Why do People Choose ISPs and Why do They Drop Them," Inteco Corporation Press Report, Stamford Connecticut, September 1998. Jang, Y. J., & Kim, W. G. (2011). The Role of Negative Emotions in Explaining Restaurant Customer Dissatisfaction and Behavioral Intention Joinson, A. N. (2008, April). Looking at, looking up or keeping up with people?: motives and use of facebook. In Proceedings of the SIGCHI conference on Human Factors in Computing Systems (pp. 1027-1036). ACM. Kiili, K., de Freitas, S., Arnab, S., & Lainema, T. (2012). The design principles for flow experience in educational games. Procedia Computer Science, 15, 78-91. Kim, S. H. (2014). Consumers' attributions and emotional responses to negative expectancy disconfirmation: anger and regret. South African Journal of Business Management, 45(2), 15-24 Kim, J. W., Magnusen, M., & Kim, Y. K. (2014). A critical review of theoretical and methodological issues in consumer satisfaction research and recommendations for future sport marketing. Journal of Sport Management, 28(3), 338-355. Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management,33(2), 161-176 Lee, M. C. (2010). Explaining and predicting users’ continuance intention toward e-learning: An extension of the expectation–confirmation model. Computers & Education, 54(2), 506-516. Liao, L. F. (2006). A flow theory perspective on learner motivation and behavior in distance education. Distance Education, 27(1), 45-62 Liao, C., Chen, J. L., & Yen, D. C. (2007). Theory of planning behavior (TPB) and customer satisfaction in the continued use of e-service: An integrated model. Computers in Human Behavior, 23(6), 2804-2822. Lin, C. P., & Bhattacherjee, A. (2008). Elucidating individual intention to use interactive information technologies: The role of network externalities. International Journal of Electronic Commerce, 13(1), 85–108. Lin, K. Y., & Lu, H. P. (2011). Intention to continue using Facebook fan pages from the perspective of social capital theory. Cyberpsychology, Behavior, and Social Networking, 14(10), 565-570. Liu, C. T., Guo, Y. M., & Lee, C. H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71-79 Liu, S. H., Liao, H. L., & Pratt, J. A. (2009). Impact of media richness and flow on e-learning technology acceptance. Computers & Education, 52(3), 599-607. Locke, E. A. (1969). What is job satisfaction?. Organizational behavior and human performance, 4(4), 309-336 Magro, M. J., Ryan, S. D., & Prybutok, V. R. (2013). The Social Network Application Post-Adoptive Use Model (SNAPUM): A Model Examining Social Capital and Other Critical Factors Affecting the Post-Adoptive Use of Facebook. Informing Science: the International Journal of an Emerging Transdiscipline, 16. McKinney, V., Yoon, K., & Zahedi, F. M. (2002). The measurement of web-customer satisfaction: an expectation and disconfirmation approach.Information systems research, 13(3), 296-315. Miller, J. A. (1776). Exploring some alternative measures of consumer satisfaction. Marketing, 1976, 661-664. Molla, A., & Licker, P. S. (2001). E-Commerce Systems Success: An Attempt to Extend and Respecify the Delone and MaClean Model of IS Success. J. Electron. Commerce Res., 2(4), 131-141 Morgeson, F. V. (2013). Expectations, disconfirmation, and citizen satisfaction with the US federal government: Testing and expanding the model. Journal of Public Administration Research and Theory, 23(2), 289-305. Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. Academy of management review, 23(2), 242-266. Nunnally, J. (1978). Psychometric methods. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 460-469 Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. the Journal of Marketing, 111-124. Park, J. Y., & Jang, S. S. (2014). Why do customers switch? More satiated or less satisfied. International Journal of Hospitality Management, 37, 159-170 Park, N., Kee, K. F., & Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. CyberPsychology & Behavior, 12(6), 729-733 Patterson, P. G., Johnson, L. W., & Spreng, R. A. (1996). Modeling the determinants of customer satisfaction for business-to-business professional services. Journal of the Academy of Marketing Science, 25(1), 4-17 Poister, T. H., & Thomas, J. C. (2011). The effect of expectations and expectancy confirmation/disconfirmation on motorists’ satisfaction with state highways. Journal of Public Administration Research and Theory, 21(4), 601-617. Pomfret, G. (2006). Mountaineering adventure tourists: a conceptual framework for research. Tourism management, 27(1), 113-123. Ramayah, T., Ahmad, N. H., & Lo, M. C. (2010). The role of quality factors in intention to continue using an e-learning system in Malaysia. Procedia-Social and Behavioral Sciences, 2(2), 5422-5426. Roca, J. C., Chiu, C. M., & Martínez, F. J. (2006). Understanding e-learning continuance intention: An extension of the Technology Acceptance Model.International Journal of human-computer studies, 64(8), 683-696. Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (2009). Personality and motivations associated with Facebook use.Computers in Human Behavior, 25(2), 578-586. Sánchez-García, I., & Currás-Pérez, R. (2011). Effects of dissatisfaction in tourist services: The role of anger and regret. Tourism Management, 32(6), 1397-1406 Spreng, R. A., MacKenzie, S. B., & Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. The Journal of Marketing, 15-32, 15-32. Taylor, K. (1997). A regret theory approach to assessing consumer satisfaction. Marketing Letters, 8(2), 229-238 Tse, D.K., Wilton P.C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(2), 204-212 Van Ryzin, G. G. (2013). An Experimental Test of the Expectancy‐Disconfirmation Theory of Citizen Satisfaction. Journal of Policy Analysis and Management, 32(3), 597-614. Wang, K. (2015). Determinants of mobile value-added service continuance: The mediating role of service experience. Information & Management, 52(3), 261-274. Wang, Z. (2011). Exploring the intrinsic motivation of hedonic information systems acceptance: integrating hedonic theory and flow with TAM. InIntelligent Computing and Information Science (pp. 722-730). Springer Berlin Heidelberg. Wu, C. H. J., & Liang, R. D. (2011). The relationship between white-water rafting experience formation and customer reaction: a flow theory perspective.Tourism Management, 32(2), 317-325. Yan, W. P. (2008). Factors affecting Individual’s Intention to continue participating in a Social Networking Site (Doctoral dissertation, Hong Kong Baptist University Hong Kong).. Yen, C. H., & Lu, H. P. (2008). Factors influencing online auction repurchase intention. Internet Research, 18(1), 7-25 Yi, S., & Baumgartner, H. (2004). Coping with negative emotions in purchase-related situations. Journal of Consumer Psychology, 14(3), 303-317 Zeelenberg, M., & Pieters, R. (2004). Beyond valence in customer dissatisfaction: a review and new findings on behavioral responses to regret and disappointment in failed services. Journal of business Research, 57(4), 445-455 Zeelenberg, M. (1999). The use of crying over spilled milk: A note on the rationality and functionality of regret.regret Zehrer, A., Crotts, J. C., & Magnini, V. P. (2011). The perceived usefulness of blog postings: An extension of the expectancy-disconfirmation paradigm. Tourism Management, 32(1), 106-113. Zhang, Z. (2010). Feeling the sense of community in social networking usage.Engineering Management, IEEE Transactions on, 57(2), 225-239. |
論文全文使用權限 |
如有問題,歡迎洽詢!
圖書館數位資訊組 (02)2621-5656 轉 2487 或 來信