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題 名 | 社群認同之前置因素研究--Apple粉絲專頁=The Antecedents of Community Identification: An Empirical Study of Apple Fans Group |
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作 者 | 王明展; 林志德; 黃培真; 林憬; 陳瓊珠; | 書刊名 | 顧客滿意學刊 |
卷 期 | 13:1 2017.03[民106.03] |
頁 次 | 頁19-44 |
分類號 | 496.34 |
關鍵詞 | 資訊決定; 顧客背書; 來源經驗; 來源可信度; 來源專業度; 社群認同; Information determinant constructs; Customer endorsement; Source experience; Source credibility; Source expertise; Community identification; |
語 文 | 中文(Chinese) |
中文摘要 | 有別於過去對於粉絲專頁相關議題的研究,大都只討論消費者持續購買行為,鮮少探討影響社群認同的因素。本研究檢測資訊決定構念之顧客背書、來源經驗、來源可信度、來源專業度等因素對社群認同的影響。經由287 份臺灣地區擁有Apple 產品、且有加入Apple 粉絲團、並參與Apple 產品相關之社群網站粉絲專頁的消費者為研究對象,採用結構方程模式驗證,本文發現資訊決定構念之顧客背書、來源可信度及來源專業度對社群認同有顯著正向影響,但是,來源經驗對社群認同具有顯著負向影響。此結論是比較有趣的,可以顯示比較沒有經驗的使用者在粉絲專頁上的經驗分享比較容易引起共嗚及討論,進而產生社群認同。本文探討顧客背書、來源經驗、來源可信度及來源專業度對社群認同之影響,以提供網路商店經營者在實務上的參考依據,並幫助制定有效之營運策略。 |
英文摘要 | Different from past studies on related issues of fans page, which mostly discuss only continuous purchasing behavior instead of the factors influencing community identification, this study investigates the influences of information determinant constructs, such as customer endorsement, source experience, source credibility, and source expertise, toward community identification. Two hundred and eighty seven consumers in Taiwan, who have owned Apple products, joined Apple fans group and participated in the Apple community website fans page become this research object. By using structural equation modeling, this study found that in information determinant constructs, customer endorsement, source credibility, and source expertise have significant and positive effects on community identification, while source experience has significant and negative effect on community identification. This result is interesting, which shows that less experienced users are more likely to find an echo and generate discussions among other users when sharing experiences in fans page and community identification. This study investigates the influences of customer endorsement, source experience, source credibility, and source expertise on community identification to provide some practical suggestions to make effective strategies. |
本系統中英文摘要資訊取自各篇刊載內容。