:::

詳目顯示

回上一頁
題名:「按讚、留言或分享」--探究影響臉書訊息反應行為意圖之前置因素
書刊名:行銷評論
作者:吳姮憓 引用關係羅偉峰
作者(外文):Wu, Heng-huiLo, Wei-feng
出版日期:2014
卷期:11:2
頁次:頁107-131
主題關鍵詞:臉書關係強度情緒訊息長度FacebookTie strengthEmotionMessage length
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(7) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:7
  • 共同引用共同引用:0
  • 點閱點閱:74
臉書是目前全球第一大社群網站,臉書使用者可能透過按讚(like)、留言(comment)或分享(share)這三種功能對友人發佈的臉書訊息作出反應。本研究目的為探究影響使用者傾向作出「按讚、留言或分享」行為意圖反應之前置因素。以社會交換理論為基礎,採用網路問卷調查法,蒐集414份問卷,透過結構方程模式分析,結果發現:臉書訊息發佈者與使用者間之關係強度與按讚、留言意圖呈正相關;臉書訊息能引發使用者愈多的正面情緒,使用者對該訊息按讚、留言與分享的意願就愈高;臉書訊息若引發使用者愈多的負面情緒,則僅能提高使用者之分享意圖;而臉書訊息長度愈長,使用者較會按讚、留言與分享。據此提供企業管理意涵,瞭解有哪些因素可提升臉書使用者按讚、留言與分享的意願。
Facebook is quickly becoming one of the most popular tools for social communication. The purpose of the present study was to examine the antecedents of Facebook users' behavioral intentions and draw on social exchange theory to support the model. Data were collected from 414 undergraduate and EMBA students in one university in Taiwan. Participants were asked to fill out the questionnaire based on the newest one post on their Facebook wall that they had recently received. Results of LISREL suggested that the proposed theoretical model fitted the data well, indicating a support of the hypotheses. This study can assist managers to understand the factors relate to motivate people to click "like", "comment", and "share".
期刊論文
1.Junco, R.(2012)。Too much face and not enough books: The relationship between multiple indices of facebook use and academic performance。Computers in Human Behavior,28(1),187-198。  new window
2.Cialdini, R. B.、Kenrick, D.(1976)。Altruism as hedonism: A social development perspective on the relationship of negative mood state and helping。Journal of Personality and Social Psychology,34(5),907-914。  new window
3.Kang, Juhee、Tang, L.、Fiore, A. M.(2014)。Enhancing consumer-brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation。International Journal of Hospitality Management,36(1),145-155。  new window
4.Lascu, D. N.、Bearden, W. O.、Rose, R. L.(1995)。Norm extremity and interpersonal influences on consumer conformity。Journal of Business Research,32(3),201-212。  new window
5.Foster, M. K.、Francesucci, A.、West, B. C.(2010)。Why user participate in online social network。International Journal of e-Business Management,4(1),3-19。  new window
6.Nadkarni, A.、Hofmann, S. G.(2012)。Why do people use facebook?。Personality & Individual Differences,52(3),243-249。  new window
7.Glynn, C. J.、Huge, M. E.、Hoffman, L. H.(2012)。All the news that's fit to post: a profile of news use on social networking sites。Computers in Human Behavior,28(1),113-119。  new window
8.Kwok, Linchi、Yu, Bei(2013)。Spreading Social Media Messages on Facebook: An Analysis of Restaurant Business-to-Consumer Communications。Cornell Hospitality Quarterly,54(1),84-94。  new window
9.Lin, Tom M.Y.、Heng-Hui Wu、Chun-Wei Liao、Tzu-Hsin Liu(2006)。Why are some e-mails forwarded and others not。Internet Research,16,81-93。  new window
10.Frenzen, J.K.、Davis, H.L.(1990)。Purchasing behavior in imbedded markets。Journal of Consumer Research,17,1-12。  new window
11.Anderson, E. W.(1998)。Customer satisfaction & word of mouth。Journal of Service Rese arch,1,5-17。  new window
12.Bodur, H. O.、Bianca, G.(2005)。Consumer responses to gift receipt in business- to-consumer contexts。Psychology & Marketing,22(5),441-456。  new window
13.Bless, H.、Bohner, G.、Schwarz, N.、Strack, F.(1990)。Mood and persuasion: a cognitive response analysis。Personality and Social Psychology Bulletin,16(2),331-345。  new window
14.Huang, Ming(2001)。The theory of emotions in marketing。Journal of Business and Psychology,16(2),239-247。  new window
15.Laros, F.、Steenkamp, J.(2005)。Emotions in consumer behaviour: a hierarchical approach。Journal of Business Research,58(10),1437-1445。  new window
16.Walsh, G.、Gwinner, K.、Swanson, S.R.(2004)。makes mavens tick? Exploring the motives of market mavens' initiation of information diffusion。Journal of Consumer Marketing,21(2),109-122。  new window
17.Elsbach, K.、Barr, P.(1999)。The effects of mood on individual's use of structured decision protocols。Organization Science,10(2),181-213。  new window
18.Ngwenyama, O. K.、Lee, A. S.(1997)。Communication richness on electronic mail: critical social theory and the contextuality of meaning。MIS Quarterly,145-167。  new window
19.Pöyry, E.、Parvinen, P.、Malmivaara, T.(2013)。Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage。Electronic Commerce Research and Applications,12(4),224-235。  new window
20.Watson, D.、Clark, L. A.、Tellegen, A.(1988)。Development and validation of brief measurement of positive and negative affect: the panas scales。Journal of Personality and Social Psychology,54(6),1063-1070。  new window
21.Phelps, Joseph E.、Lewis, Regina、Mobilio, Lynne、Perry, David、Raman, Niranjan(2004)。Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email。Journal of Advertising Research,44(4),333-348。  new window
22.Isen, A. M.、Baron, R. A.(1991)。Positive affect as a factor in organizational behavior。Research in Organizational Behavior,13,1-54。  new window
23.Bansal, Harvir S.、Voyer, Peter A.(20001100)。Word-of-Mouth Processes within a Service Purchase Decision Context。Journal of Service Research,3(2),166-177。  new window
24.Batra, Rajeev、Stayman, Douglas M.(1990)。The role of mood in advertising effectiveness。Journal of Consumer Research,17(2),203-214。  new window
25.Fitzgerald, L. F.、Drasgow, F.、Hulin, C. L.、Gelfand, M. J.、Magley, V. J.(1997)。Antecedents and Consequences of Sexual Harassment in Organizations: A Test of an Integrated Model。Journal of Applied Psychology,82(4),578-589。  new window
26.Wirtz, Jochen、Chew, Patricia(2002)。The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-mouth Behaviour。International Journal of Service Industry Management,13(2),141-162。  new window
27.Ryan, T.、Xenos, S.(2011)。Who uses Facebook? An investigation into the relationship between the Big Five, shyness, narcissism, loneliness, and Facebook usage。Computers in Human Behavior,27(5),1658-1664。  new window
28.de Vries, Lisette、Gensler, Sonja、Leeflang, Peter S. H.(2012)。Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing。Journal of Interactive Marketing,26(2),83-91。  new window
29.Debatin, Bernhard、Lovejoy, Jennette P.、Horn, Ann-Kathrin、Hughes, Brittany N.(2009)。Facebook and online privacy: Attitudes, behaviors, and unintended consequences。Journal of Computer-Mediated Communication,15(1),83-108。  new window
30.Park, Do-Hyung、Lee, Jumin、Han, Ingoo(2007)。The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement。International Journal of Electronic Commerce,11(4),125-148。  new window
31.Berger, Jonah、Milkman, Katherine L.(2012)。What makes online content viral?。Journal of Marketing Research,49(2),192-205。  new window
32.Chevalier, Judith A.、Mayzlin, Dina(2006)。The effect of word of mouth on sales: online book reviews。Journal of Marketing Research,43(3),345-354。  new window
33.Moore, K.、McElroy, J. C.(2011)。The influence of personality on Facebook usage, wall postings, and regret。Computers in Human Behavior,28(1),267-274。  new window
34.Raacke, John R.、Bonds-Raacke, Jennifer(2008)。MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites。CyberPsychology & Behavior,11(2),169-174。  new window
35.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。  new window
36.Ridings, Catherine M.、Gefen, David、Arinze, Bay(2002)。Some Antecedents and Effects of Trust in Virtual Communities。Journal of Strategic Information Systems,11(3/4),271-295。  new window
37.Gardner, Meryl Paula(1985)。Mood States and Consumer Behavior: A Critical Review。Journal of Consumer Research,12(3),281-300。  new window
38.Homans, George Casper(1958)。Social Behavior as Exchange。American Journal of Sociology,63(6),597-606。  new window
39.Amichai-Hamburger, Y.、Vinitzky, G.(2010)。Social network use and personality。Computers in Human Behavior,26(6),1289-1295。  new window
40.Brown, Jacqueline Johnson、Reingen, Peter H.(1987)。Social Ties and Word-of-Mouth Referral Behavior。Journal of Consumer Research,14(3),350-362。  new window
41.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science,16(1),74-94。  new window
42.Ellison, Nicole B.、Steinfield, Charles、Lampe, Cliff(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。  new window
43.Chatterjee, Patrali(2001)。Online Reviews: Do Consumers Use Them?。Advances in Consumer Research,28(1),129-133。  new window
44.Daft, Richard L.、Lengel, Robert H.(1986)。Organizational Information Requirements, Media Richness and Structural Design。Management Science,32(5),554-571。  new window
學位論文
1.傅珮雯(2011)。Facebook網站上口碑行為之研究(碩士論文)。國立中山大學。  延伸查詢new window
圖書
1.Gardner, R. C.(1985)。Social psychology and second language learning: The role of attitude and motivation。Rowley, MA:Newbury House。  new window
2.Smelser, N. J.(1984)。Sociology。NJ:Prentice Hall。  new window
圖書論文
1.Spence, J. T.、Helmreich, R. L.(1983)。Achievement-related motives and behaviors。Achievement and Achievement Motives: Psychological and Sociological Approaches。San Francisco:W. H. Freeman & Co。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關博士論文
 
無相關書籍
 
無相關著作
 
QR Code
QRCODE