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    題名: 粉絲忠誠度與其社群意識和網路口碑行為之關係 以Facebook《我可能不會愛你》偶像劇粉絲頁為例
    Relationship between fan loyalty, sense of community and word-of-mouth behaviors online: a case study of In Time with You Facebook Fan page
    作者: 徐子喬
    Hsu, Tzu Chiao
    貢獻者: 賴建都
    徐子喬
    Hsu, Tzu Chiao
    關鍵詞: Facebook
    我可能不會愛你
    粉絲頁
    社群意識
    忠誠度
    虛擬社群
    日期: 2011
    上傳時間: 2013-05-01 11:41:27 (UTC+8)
    摘要: 2011年台灣影視圈最熱門的話題莫過於「大仁哥」和「初老症狀」，它們各自代表著痴心暖男和即將脫離輕熟女階段，面臨30歲的女性。這兩個名詞延燒到新聞、課文，由於網路的無遠弗屆，行銷的效用也使得這部戲成功的推展到亞洲各地，並且締造收視佳績。

    自Facebook出現後，隨即打敗Youtube、MySpace等網站，成為世界上使用人口數最多的社群網站。各種品牌或行銷活動在Facebook上觸及消費者，與之建立溝通管道，進一步建立品牌忠誠。然而Facebook不單是一個溝通的平台，更可以是一個虛擬的社群。本研究欲瞭解消費者加入粉絲頁後產生的社群忠誠以及對粉絲頁的社群意識。

    本研究以焦點團體訪談作為研究方法，研究結果發現與過去文獻所呈現有所不同。粉絲加入粉絲頁的確產生社群忠誠，但並不對社群有社群意識和認同。筆者認為過去針對虛擬社群的社群意識定義需因應Facebook這類的虛擬社群有所調整，甚至是改變，也不適用過去的量表量化測量。筆者也認為實名制是讓Facebook與過去虛擬社群定義有所不同的重要關鍵。透過訪談也發現粉絲頁經營者的發文風格也影響粉絲對社群的感知和忠誠，並且發現粉絲在Facebook上的口碑行為。
    參考文獻: 中文資料：
    1. 吳筱嵐(2008)。網路商店業者建立購物者消費滿意度與忠誠度之研究—以 Yahoo!奇摩拍賣為例。佛光大學傳播學系碩士論文，未出版，宜蘭縣。
    2. 林培鈺(2007)。搜尋網路口碑之動機及對消費行為影響之探究－以電子佈告 欄為例。國立中山大學企業管理研究所碩士論文。
    3. 孫美君，影響網站忠誠度之因素研究-以購物型網站為例，中原大學資訊管 理學系碩士論文，2000。
    4. 徐瑞芬(2002)。影響旅遊網站忠誠度因素之研究。逢甲大學企業管理研究所 碩士論文。
    5. 陳映儒（2011）。社群網站特性與使用者忠誠度、持續參與意圖之關係研究。 東吳大學企業管理研究所碩士論文。
    6. 傅珮雯（2011）。Facebook網站上口碑行為之研究。國立中山大學企業管理 研究所碩士論文
    7. 傅珮雯。《Facebook網站上口碑行為之研究》。國立中山大學企業管理學系 研究所，2011。
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    學系研究所碩士論文。
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    11. 潘弘愿（2011）。品牌與社群因素對 Facebook 書店粉絲團成員購買意願影 響之研究(碩士論文)。 世新大學圖文傳播所碩士論文
    12. 薛紹安（2005）。虛擬社群特性、意識及成員忠誠度關係之研究(碩士論文)。 國立政治大學企業管理研究所碩士論文。
    13. 鍾瑄容（2000）。涉入程度、顧客滿意度與忠誠度關係之研究—以網路商店 類型及顧客關係結合類型分析。未出版碩士論文，中原大學，桃園縣。

    英文部份：
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    2. Arndt, Johan, “Word of Mouth Advertising：A Review of the Literature”, Advertising Research Federation, New York, 1967.
    3. Bell, D. An introduction to cybercultures. London: Routledge, 2001
    4. Bickart, B. and R. M. Schindler, (2001), “Internet Forums As Influential Sources of Consumer Information” , Journal of Interactive Marketing, Vol. 15, No. 3, pp.31-40.
    5. Blanchard, A.L., and Markus, M.L.,(2004),“The Experienced “Sense”of a Virtual Community:Characteristics and Processes,” The DATA BASE for Advances in Information systens, 35(1), pp.65-79.
    6. Boyd, D., & Ellison, N. (2007). Social network sites: Definition, history, and scholarship. JOURNAL OF COMPUTER MEDIATED COMMUNICATION-ELECTRONIC EDITION-, 13(1), 210.
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    8. Brister, J.M.（1990）,“ Enhanced Explanations of Word of Mouth Communications： The Power of Relationships”, Research in Consumer Behavior, Vol. 4, pp. 51-83
    9. Brown, Jacqueline Johnson and Reingen Peter H.（1987）, “Social Ties and Word of Mouth Referral Behavior”, Journal of Consumer Research, Vol.14 ,pp.350-362.
    10. Brown,Jacqueline Johnson and Reingen Peter H.（1987）, “Social Ties and Word of Mouth Referral Behavior”, Journal of Consumer Research, Vol.14 ,pp.350-362.
    11. Dellarocas, Chrysanthos (2003), “The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms”, Management Science, 29(10), 1407-1424.
    12. Dick, H., Alan, S. and Basu, K. (1994) ,“Customer Loyalty: Toward an Integrated conceptual Framework.” Journal of the Academy of Marketing Science,Vol.22, pp.99-113.
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    16. Gillespie, A., Krishan, M., Oliver, C., Olsen, K., &Thiel, M (1999). 「Online behavior:stickness,Online」.Avaiable:http://ecommerce.Vanderbilt.edu/St udent.Projects/stickiness.「2000,June 5Th」.
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    19. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D.D.(2004) .Electronic Word-of-Mouth via Consumer-Opinion Platforms : What Motivates Consumers to Articulate Themselves on the Internet.Journal of Interactive Marketing ,18:1, 38-52.
    20. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D.D.(2004) .Electronic Word-of-Mouth via Consumer-Opinion Platforms : What Motivates Consumers to Articulate Themselves on the Internet.Journal of Interactive Marketing ,18:1, 38-52.
    21. Heskett, James L., W. Earl Sasser, Jr., and Leonard A. Schlesinger, (1997), The Service Profit Chain, New York: Free Press.
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    27. McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory, Journal of Community Psychology, 14 (1), 6-23.
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    29. Oliver, Richard L., “What is Customer Satisfaction?” Wharton Magazine, Vol. 5, pp. 36-41, (1999).
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    31. Pollach, I. (2006), “Electronic Word of Mouth: a Genre Analysis of Product Review on Consumer Opinion Web Sites,” The 39th Hawaii international conference on system science.
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    網路資料：
    1. Digital Marketing Association(2012.3)《2011台灣網路廣告量統計暨2012預測 報告。》上網日期：2012.04.11 取自： http://www.iama.org.tw/upload/BulletinMsg/20120319042404156.pdf
    2. 維基百科（2011.11）《我可能不會愛你》上網日期：2012.03.11 取自 http://zh.wikipedia.org/zh-tw/%E6%88%91%E5%8F%AF%E8%83%BD%E4% B8%8D%E6%9C%83%E6%84%9B%E4%BD%A0
    3. digitalbuzz(2011.5.22) Infographic:The Real Cost Of Social Media.Retrieve April 6 from http://www.digitalbuzzblog.com/infographic-cost-of-social-media/
    4. Experian(2011.4.16)Top 10 visited US websites. Retrive April 11
    from http://www.hitwise.com/us/datacenter/main/dashboard-10133.html
    5. Paul Marsden（2011.08.24）Moontoast-Anatomy-of-a-Fan. Retrive April.14 from http://socialcommercetoday.com/speed-summary-moontoast-ebook- on-facebook-commerce-for-brands-with-infographic/moontoast-anatomy- of-a-fan/
    6. Pew Research center（2011）Social networking sites and our lives.）Retrieved April 4 ,2012,from htp://www.pewinternet.org/Reports/2011/Technology-and-social-networks/~/me dia/552DD1AD53734182B53118DBD66084EB.pdf
    7. Radha Subramanyam（2011.10.06）The Relationship Between Social Media Buzz and TV Ratings[nielsenwire]。Retrieve April 4,2012 from http://blog.nielsen.com/nielsenwire/online_mobile/the-relationship-between -social-media-buzz-and-tv-ratings/02
    Retrieve April 16,from
    描述: 碩士
    國立政治大學
    廣告研究所
    99452009
    100
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0099452009
    資料類型: thesis
    顯示於類別:[廣告學系] 學位論文

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