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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/67569
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67569


    Title: 企業經營Facebook粉絲專頁與Line官方帳戶對使用者品牌社群忠誠與購買意願影響
    The Effect of Business’ Facebook Fan Page and Line Official Account on the User’s Brand Community Loyalty and Purchase Intention
    Authors: 陳怡樺
    Chen, Yi Hua
    Contributors: 洪順慶
    陳怡樺
    Chen, Yi Hua
    Keywords: Facebook
    Line
    社群媒體
    社群經營
    購買意願
    品牌社群忠誠
    Facebook
    Line
    Social Media
    Date: 2013
    Issue Date: 2014-07-21 15:34:08 (UTC+8)
    Abstract: 科技日新月異,從網際網路的興起,到後來的普及化,網路時代也從Web1.0發展至現在的Web3.0。人們交流的媒介工具也越來越多,Facebook做為Web2.0的經典產物,成為許多人和他人交流的社群平台,伴隨粉絲專頁、粉絲團的功能所帶動的網路口碑和傳播效應,讓許多企業也開始經營Facebook,將客戶關係管理與品牌行銷轉移到虛擬社群上。然而,隨著智慧型手機的出現,宣告Web3.0的蓬勃發展,人們的溝通與資訊搜索工具轉為手機裝置的App,Line就是目前在亞洲快速竄紅的通訊App,其不僅在發明國日本與母公司所在地韓國有許多支持者,在台灣也是使用者人數最多的通訊工具。除了貼圖、語音通話等等訊息傳遞功能,
    Line同時具備官方帳戶,讓企業端能開設帳戶和消費者進行訊息交流。無論是利用哪個社群媒體和消費者做溝通,其主要目的都是為了期盼能增加品牌社群忠誠,乃至品牌忠誠度,以強化其購買意願。
      為了解使用兩個社群平台與企業(品牌)交流的使用者,其所被影響的購買意願和品牌社群忠誠是否有差異,因此以量化問卷方式,探討同一個品牌同時經營兩個社群的方式給使用者的感受有無不同,以及社群經營是否能有效影響品牌社群忠誠與購買意願。同時,輔以和企業端的質化訪問,以期更深入了解企業端對於經營虛擬社群的想法,和問卷分析結果做比較,以達到更好的討論與建議。
      研究結果顯示,Facebook粉絲專頁相較於Line,更容易進行較深入的溝通,且消費者普遍期待社群能提供其價值,例如:產品資訊、折扣資訊等等,如此更容易影響其購買意願。品牌是否有讓消費者認為自己提供的意見與想法是有被回應,也是消費者品牌社群忠誠影響主要因素。然而,科技更迭時間很快,通訊工具推陳出新,企業不應過度仰賴現在當紅的通訊App作為溝通媒介,甚至可試圖開發自己的App,以提供更全面而有效的虛擬品牌社群管理與客戶關係經營。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    101355039
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1013550391
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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