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題名:社交顧客投入經驗對虛擬社群感之影響—以自我強化需求與自尊感為干擾變數
作者:包倩華
作者(外文):Chien-hua Pao
校院名稱:國立臺北科技大學
系所名稱:管理學院管理博士班
指導教授:耿慶瑞博士、蔡榮發博士
學位類別:博士
出版日期:2015
主題關鍵詞:品牌社群、顧客投入、自我強化需求、自尊、虛擬社群感Brand Fan PageCustomer EngagementSelf-enhancementSelf-esteemSense of Virtual Community
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伴隨著社交媒體的興起,顧客投入(customer engagement)於近年廣受企業界與行銷學者的關注;然而,在行銷實證文獻上,顧客投入議題仍是相當缺乏的,顧客投入的相關結果變數仍處於尚待釐清與解決階段。儘管提出「顧客投入」的行銷研究學者不斷增加,但這些研究主要還是探索性的,且顧客投入是過去社群研究易忽略的因子,本研究將社交顧客投入經驗(Social Customer Engagement Experience, SCEE)概念納入社群議題研究,以彌補過去研究之不足。在研究一,從社交媒體平台的角度,透過焦點團體和深度訪談,探討人們加入品牌社群網站的動機與後續投入行為的影響因素,整合出 SCEE 之定義與類型。研究二以自我強化需求和自尊為干擾變數,並施以實驗法,探討 SCEE 與虛擬社群感之間的主效果和交互作用效果。研究結果證實,在不同類型的 SCEE 下,其所能產生的虛擬社群感具有顯著差異;而消費者的自我強化需求程度搭配不同自尊感的人格特質,則會調節 SCEE 對虛擬社群感之間的關係。本研究透過質化訪談與量化研究方法全面性探討 SCEE 的概念與對虛擬社群之影響,不僅能更完整考量顧客投入在不同領域之應用,也增加在網路顧客管理議題上的豐富性。
A great interest in the concept of customer engagement has emerged along with the rise of online social media during the past few years. Marketing practitioners were the first ones attempting to define and understand the potential outcomes of customer engagement. However, due to a lack of scholarly interest and empirical support, the nature of customer engagement has remained rather vague and its presupposed capability to enhance customer relationships still uncertain. The aim of this study is to bridge this gap by exploring the concept of Social Customer Engagement Experience (SCEE) and its consequences in social media settings. First, this research attempted to develop the types of SCEE through focus groups and in-depth interviews. Then, we conducted an experiment on four websites to investigate the main effects and interaction regarding the relationships between different types of SCEE and sense of virtual community (SOVC) in online community settings. The result of the study provides evidence that different types of SCEE would generate different SOVC. We also found the indirect effects of self-enhancement and self-esteem between SCEE and SOVC variables. This research developed the concept and effects of SCEE from qualitative and experiments studies and discussed the consequences of SCEE. Thus, this paper is an important contribution to academic marketing literature in the field of customer engagement, which still remains mostly conceptual or qualitative.
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