「互動與投入」誰才握有臉書粉絲專頁信任與購後行為關聯性的籌碼？--以星巴克(STARBUCKS)為例_

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題名：	「互動與投入」誰才握有臉書粉絲專頁信任與購後行為關聯性的籌碼？--以星巴克(STARBUCKS)為例
書刊名：	商略學報
作者：	鐘鈺鈞／張文榮／廖述賢
作者(外文)：	Chung, Yu-chun／Chang, Wen-jung／Liao, Shu-hsien
出版日期：	2017
卷期：	9:4
頁次：	頁257-278
主題關鍵詞：	信任；互動；投入；品牌社群；購後行為；Trust；Iinteractivity；Engagement；Brand community；Post-purchase behavior
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:40 點閱:13

毫無疑問，臉書(Facebook)是近期發展最為迅速的一個新興社群媒體。它除了成功地將傳統「消費者－品牌」關係從原先的實體通路延展至虛擬社群，也能積極建立品牌社群來形成企業品牌與顧客間的全新溝通與互動模式。星巴克雖然在國人心目中早已是一個耳熟能詳的品牌，但鮮少社群媒體文獻以此為研究對象並探討互動與投入誰能握有粉絲信任之於購後行為的籌碼。有鑑於此，本研究是以問卷調查法並以360份有效星巴克粉絲專頁使用者樣本，搭配結構化方程式進行研究假設的驗證。實證結果顯示信任與忠誠度均會正向影響購買意願；而信任與購買意願則是分別正向影響忠誠度與口碑。最後，本研究認為投入與互動的調節效果是部份成立的。

以文找文

Undoubtedly, Facebook has become a rapidly emerging social media during recent decades. It has not only successfully expanded the traditional ＂consumer-brand＂ relationship from the physical channels to the virtual ones, but also shaped complete interaction/communication model between corporate brand and consumers by aggressively build up its brand community. Though Starbucks has already been a well-known brand in Taiwan, few of social media studies focused on Starbucks and has concerned with the influence of interactivity and engagement in the same time on fan's trust and post-purchase behavior. Based on 360 valid fan samples from Starbuck's fan pages, this study adopted questionnaire method and used structural equation modeling (SEM) to validate the research hypotheses. The empirical findings showed that trust and loyalty both impact fan's purchase intention while trust and purchase intention would influence loyalty and word-of-mouth respectively. Finally, this paper also included that only engagement would have moderated effect on the relationship between trust and purchase behavior.

以文找文

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118.	Chen, H.、Papazafeiropoulou, A.、Chen, T. K.、Duan, Y. Q.、Liu, H. W.(2014)。Exploring the commercial value of social networks: Enhancing consumers' brand experience through facebook pages。Journal of Enterprise Information Management，27(5)，576-598。
119.	Park, C. Whan、MacInnis, Deborah J.、Priester, Joseph R.、Eisingerich, Andreas B.、Iacobucci, Dawn(2010)。Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers。Journal of Marketing，74(6)，1-17。
120.	Chaudhuri, Arjun、Holbrook, Morris B.(2001)。The chain of effects From brand trust and brand affect to brand performance: The role of brand loyalty。Journal of Marketing，65(2)，81-93。
121.	Herr, Paul M.、Kardes, Frank R.、Kim, Jaewoo John(1991)。Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective。Journal of Consumer Research，17(4)，454-462。
122.	Arndt, Johan A.(1967)。Role of Product-Related Conversations in the Diffusion of a New Product。Journal of Marketing Research，4(3)，291-295。
123.	Buttle, Francis A.(1998)。Word of mouth: understanding and managing referral marketing。Journal of Strategic Marketing，6(3)，241-254。

會議論文
1.	蔡璧如、吳穎帆、莊苑仙(2014)。網路互動性對網路口碑之影響。2014第六屆管理創新與行銷專案研討會。高雄市。延伸查詢

研究報告
1.	劉瓊如、葛麗芳(2011)。旅館業顧客權益量表建構與模式發展--台灣與中國大陸之比較 (計畫編號：NSC100-2410-H-018-034)。延伸查詢

學位論文
1.	張文榮(2011)。市場導向、行銷能力、創新能力與組織績效之關聯性研究(博士論文)。淡江大學。延伸查詢
2.	Dai, Y. D.(2002)。Overall customer satisfaction, trust, and commitment in customer voluntary performance behaviors with travelers in lodging services(博士論文)。The Pennsylvania State University，University Park, Pennsylvania。
3.	林士涵(2012)。網路顧客關係管理、關係品質及再購意願之研究(碩士論文)。亞洲大學，台中市。延伸查詢
4.	林素綉(2007)。服務業的企業形象對顧客保留影響之探討(碩士論文)。東吳大學，臺北。延伸查詢
5.	張紘綸(2015)。品牌社群參與對再購意願之影響--以品牌社群認同為中介變數的探討(碩士論文)。國立中正大學，嘉義縣。延伸查詢
6.	Avramakis, E.(2011)。Relationship Management in Swiss Finance Services: An Investigation into Relationship and Bonding Values of Highly-involved and Confident Customers(博士論文)。Southern Cross University。
7.	Chang, Chia Yu(2014)。Visualizing brand personality and personal branding: Case analysis on Starbucks and Nike's brand value co-creation on Instagram(碩士論文)。University of Iowa。

圖書
1.	Hair, J. F.、Black, W. C.、Babin, B. J.、Anderson, R. E.、Tatham, R. L.(2006)。Multivariate date analysis。Upper Saddle River, NJ：Pearson Education Press。
2.	Katz, E.、Lazarsfeld, P. F.(1955)。Personal Influence。The Free Press。
3.	Holzner, Steve(2009)。Facebook Marketing: Leverage Social Media to Grow Your Business。Que Publishing。
4.	Aaker, D. A.(1991)。Managing Brand Equity。New York, NY：The Free Press。
5.	Severin, W. J.、Tankard, J. W.(2000)。Communication Theories: Origins, Methods and Uses in the Mass Media。Addison Wesley Longman Inc。
6.	Schiffman, Leon G.、Kanuk, Leslie Lazar、Wisenblit, J.(2000)。Consumer Behavior。Prentice-Hall。
7.	Aaker, David A.(1996)。Building Strong Brands。Free Press。

圖書論文
1.	Ulusu, Y.、Durmus, E. S.、Yurtkoru, D.(2011)。Personality, privacy and trust issues in virtual society。New Perspective of Contemporary Marketing。Athens。
2.	Jacoby, J.、Olson, J. C.(1978)。An Attitude Model of Brand Loyalty: Conceptual Underpinnings Instrumentation Research。Brand Loyalty: Measurement and Management。New York：John Wiley & Sons。
3.	Yaros, R. A.(2012)。Social media in education: Effects of personalization and interactivity on engagement and collaboration。Social media: Usage and impact。

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