近年來隨著社群網站的盛行，過去無名小站部落格時代的插畫家也隨著新興社群網站隨之轉移創作平台。透過病毒式傳播令這些插畫家的粉絲專頁知名度大開，許多企業看上其中的龐大商機也與插畫家合作將圖文插畫作品與企業產品結合，藉此提升產品銷量。本研究透過提出關係品質、線上口碑、購買意願與知覺價值所組成的結構關係模型，想了解顧客是否會因為喜歡這個網路插畫家而去購買他代言的產品或是本身的週邊產品。而實證結果發現關係品質對線上口碑有顯著正相關，且對購買意願有間接效果影響；線上口碑對購買意願有顯著正相關；知覺價值對關係品質、線上口碑與購買意願有顯著正相關。本研究主要貢獻為提出一個新的研究模型，填補資管研究領域文獻上的研究缺口，並發現了顧客知覺價值對商品的享樂價值之重要性。

In recent years, along with the prevalence of social networking sites, the illustrator of Wretch have accordingly transferred to new community platform. These illustrator’s fan pages have become popular through viral marketing. Many companies have spotted enormous business opportunities and then worked with illustrators to boost sales by combining illustrators and commercial products. By utilizing a research model of relationship quality, online word-of-mouth, purchase intention and perceived value, the purpose of study is to explore whether fans would purchase the product endorsed by their favorite illustrators or other peripheral products. The finding show that relationship quality is positively related to online word-of-mouth and had an indirect effect on purchase intention. Online word-of-mouth and purchase intention are positively correlated. In addition, perceived value is positively related to relationship quality, online word-of-mouth, and purchase intention. The main contribution of this research is in proposing a new research model and also discovering the importance of customer perceived value to the hedonic value of products.

目錄
第一章 緒論 1
1.1
研究背景 ......................................................................................................... 1
1.2
研究動機 ......................................................................................................... 3
1.3
研究目的 ......................................................................................................... 4
1.4
研究流程 ......................................................................................................... 5
第二章 文獻探討 6
2.1
網路插畫家 ..................................................................................................... 6
2.1.1
插畫定義 6
2.1.2
創作平台的轉移 7
2.1.3
圖文廣告的視覺傳達效果 8
2.1.4
新興網路插畫家現象探討 10
2.2
關係品質 ....................................................................................................... 11
2.2.1
網路插畫家與粉絲間的關係品質 11
2.2.2
關係品質的定義 11
2.3
線上口碑 ....................................................................................................... 15
2.3.1
粉絲對推薦商品的線上口碑 15
2.3.2
線上口碑的定義 15
2.3.3
傳統口碑與線上口碑的差異 16
2.3.4
線上口碑的類型 17
2.4
購買意願 ....................................................................................................... 18
2.4.1
粉絲對推薦商品之購買意願 18
2.4.2
購買意願的定義與相關研究 18
2.5
知覺價值 ....................................................................................................... 20
2.5.1
顧客的知覺價值 20
2.5.2
知覺價值的定義 20
2.5.3
知覺價值的構面分類 23
2.6
小結 ............................................................................................................... 24
第三章 研究方法 26
3.1
研究架構 ....................................................................................................... 26
VI
3.2
研究假設推導與建立 ................................................................................... 27
3.2.1
關係品質與線上口碑 27
3.2.2
線上口碑與購買意願 27
3.2.3
知覺價值與關係品質 28
3.2.4
知覺價值與線上口碑 29
3.2.5
知覺價值與購買意願 29
3.3
研究變項之操作性定義與衡量方式 ........................................................... 30
3.4
研究抽樣與資料蒐集 ................................................................................... 35
3.5
資料分析方法 ............................................................................................... 35
第四章 資料分析與結果 36
4.1
樣本敘述性統計量 ....................................................................................... 36
4.2
實證研究之信度與效度 ............................................................................... 39
4.3
結構模型之關係建構與分析結果 ............................................................... 42
4.4
購買經驗比較 ............................................................................................... 50
第五章 結論與建議 54
5.1
研究結論 ....................................................................................................... 54
5.2
管理意涵 ....................................................................................................... 55
5.3
研究貢獻 ....................................................................................................... 55
5.4
研究限制與未來研究方向 ........................................................................... 56
參考文獻 57
附錄 66
附錄一 正式問卷 ........................................................................................................... 66
附錄二 前測實驗 ........................................................................................................... 72
附錄三 SmartPLS 二階處理流程 ................................................................................. 73
VII
表目錄
表
1：關係品質相關定義整理
................................................................................
14
表
2：傳統口碑與線上口碑之比較
........................................................................
17
表
3：知覺價值相關定義整理
................................................................................
22
表
4：顧客價值類型表
............................................................................................
24
表
5：關係品質（RELATIONSHIP QUALITY）之操作型定義
..........................
31
表
6：線上口碑（ONLINE WORD-OF-MOUTH）之操作型定義
......................
31
表
7：購買意願（PURCHASE INTENTION）之操作型定義
.............................
32
表
8：知覺價值（PERCEIVED VALUE）之操作型定義
....................................
32
表
9：本研究各研究變項衡量問項
........................................................................
33
表
10：本研究各研究變項衡量問項
......................................................................
36
表
11：研究變項各構面之敘述性統計量
..............................................................
38
表
12：本研究問卷信度分析
..................................................................................
39
表
13：研究模式個變數之信度與收斂效度分析
..................................................
41
表
14：本研究區別效度分析（DISCRIMINANT VALIDITY）
..........................
42
表
15：路徑係數與T 值整理
..................................................................................
46
表
16：總效果
..........................................................................................................
46
表
17：模式解釋力
..................................................................................................
47
表
18：理論結構模式路徑係數與假設驗證
..........................................................
49
表
19：購買經驗比較之路徑係數與T 值整理表
..................................................
52
表
20：購買經驗比較之模式解釋力
......................................................................
52
VIII
圖目錄
圖
1：社群網站與部落格比較
..................................................................................
8
圖
2：CROSBY ET AL.（1990）關係品質模型
...................................................
12
圖
3：SMITH（1998）關係品質模型
....................................................................
12
圖
4：WOO & ENNEW（2004）關係品質模型
...................................................
13
圖
5：MONROE AND KRISHNAN（1985）知覺價值模式
................................
21
圖
6：ZEITHAML（1988）知覺價值模式
............................................................
21
圖
7：本研究架構
....................................................................................................
26
圖
8：路徑模式範例
................................................................................................
43
圖
9：研究模式路徑圖
............................................................................................
44
圖
10：研究理論模型之PLS BOOTSTRAPPING 路徑分析圖
............................
45
圖
11：研究理論模型之PLS ALGORITHM 路徑分析圖
.....................................
45
圖
12：本研究結構模式分析結果
..........................................................................
49
圖
13：有購買經驗之PLS BOOTSTRAPPING 路徑分析圖
................................
50
圖
14：有購買經驗之PLS ALGORITHM 路徑分析圖
.........................................
50
圖
15：無購買經驗之PLS BOOTSTRAPPING 路徑分析圖
................................
51
圖
16：無購買經驗之PLS ALGORITHM 路徑分析圖
.........................................
51

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