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    Title: 品牌社群成員滿意度及品牌態度影響因素之研究─以Facebook粉絲專頁為例
    A study of the factors affecting the satisfaction and brand attitude of the members in brand communities: example of Facebook fan pages
    Authors: 卓光凝
    Contributors: 張愛華
    卓光凝
    Keywords: 品牌社群
    粉絲專頁
    臉書
    期望確認理論
    Brand Community
    Fan Pages
    Facebook
    ECT
    Date: 2011
    Issue Date: 2012-10-30 11:01:07 (UTC+8)
    Abstract: 粉絲專頁是Facebook在2007年推出,提供給Facebook用戶作為公司企業、機關組織或個人品牌經營之用。隨著Facebook成為一個巨大的社交平台,Facebook粉絲專頁也成為一個全方位的品牌社群行銷利器(Nov.2009, Inside Facebook Pages, Sysomos Ins.)。
    本研究以品牌聲譽高的象徵性品牌、品牌聲譽低的象徵性品牌、品牌聲譽高的功能性品牌、以及品牌聲譽低的功能性品牌四種類別的品牌粉絲專頁為研究對象,以Oliver(1980)的期望-失驗理論為基礎,並參考Muniz 和O’Guinn(2001)的品牌社群三角模式,將品牌社群成員(粉絲)對品牌社群(品牌粉絲專頁)之期待與加入動機,分為社群成員與品牌間的「品牌互動」、以及社群成員與其他成員間的「社群互動」兩類,探討社群成員對所參加之品牌粉絲專頁的品牌互動及社群互動期待,以及參加後實際知覺績效與期待間的落差,對其社群滿意度及品牌態度造成的影響。本研究有以下重要發現:
    1.社群成員並不會因為品牌聲譽高低不同,而對粉絲專頁有不同的期待;但品牌概念形象的不同會影響社群成員對粉絲專頁的期待。
    2.社群成員的涉入程度有助增強其粉絲專頁滿意度對其品牌態度的正向影響。
    3.四類粉絲專頁的社群成員對於粉絲專頁中品牌互動的平均期待皆高於對社群互動的平均期待。
    4.品牌互動方面,社群成員加入品牌粉絲專頁的主要動機與期待集中於資訊強化和產品交易兩個構念。
    5.在社群互動方面,四類粉絲專頁的社群成員皆最重視粉絲專頁內的與其他成員間的意見交換。
    6.相較於象徵性品牌粉絲專頁的社群成員,功能性品牌粉絲專頁的社群成員較期待能夠透過粉絲專頁的參與,感受到身為品牌愛好者之一的歸屬感。
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    商管專業學院碩士學位學程(AMBA)
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