Facebook上消費者類社會互動對品牌關係的影響
本研究搜集299份線上問卷,以類社會互動理論的取徑去探究在Facebook中介下的品牌關係。研究結果發現,品牌吸引(包括社會吸引和任務吸引)以及粉絲的工具性媒介使用動機與類社會互動成正相關,但粉絲的年齡、教育程度、收入此三個人口統計變項與類社會互動間的關係則不顯著。而類社會互動與品牌關係亦成正相關,並完全中介品牌吸引且部分中介粉絲的工具性媒介使用動機對品牌關係的影響。 === This study collected 299 Web questionnaires and applied parasocial interaction perspective to examine the rel...
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ndltd-CHENGCHI-G00974520152013-01-07T19:36:12Z Facebook上消費者類社會互動對品牌關係的影響 Consumers’parasocial interaction on Facebook has an effect on Brand relationship 洪寧 Hung, Ning 類社會互動 品牌關係 Facebook 吸引 動機 Parasocial Interaction Brand Relationship Facebook Attraction Motivation 本研究搜集299份線上問卷,以類社會互動理論的取徑去探究在Facebook中介下的品牌關係。研究結果發現,品牌吸引(包括社會吸引和任務吸引)以及粉絲的工具性媒介使用動機與類社會互動成正相關,但粉絲的年齡、教育程度、收入此三個人口統計變項與類社會互動間的關係則不顯著。而類社會互動與品牌關係亦成正相關,並完全中介品牌吸引且部分中介粉絲的工具性媒介使用動機對品牌關係的影響。 This study collected 299 Web questionnaires and applied parasocial interaction perspective to examine the relationship between fans and brands on Facebook. Finding revealed a positive relationship between brand attractions (including social and task attraction) and instrumental media motivation to parasocial interaction. Demographics (including age, education, and income) did not have a significant relationship with parasocial interaction as expected. There is also a positive relationship between parasocial interaction and brand relationship. Parasocial interaction perfectly mediated the influence of brand attractions and partially mediated the influence of the instrumental media motivation on brand relationship. 國立政治大學 http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0097452015%22. text 中文 Copyright © nccu library on behalf of the copyright holders |
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類社會互動 品牌關係 吸引 動機 Parasocial Interaction Brand Relationship Attraction Motivation |
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類社會互動 品牌關係 吸引 動機 Parasocial Interaction Brand Relationship Attraction Motivation 洪寧 Hung, Ning Facebook上消費者類社會互動對品牌關係的影響 |
description |
本研究搜集299份線上問卷,以類社會互動理論的取徑去探究在Facebook中介下的品牌關係。研究結果發現,品牌吸引(包括社會吸引和任務吸引)以及粉絲的工具性媒介使用動機與類社會互動成正相關,但粉絲的年齡、教育程度、收入此三個人口統計變項與類社會互動間的關係則不顯著。而類社會互動與品牌關係亦成正相關,並完全中介品牌吸引且部分中介粉絲的工具性媒介使用動機對品牌關係的影響。 === This study collected 299 Web questionnaires and applied parasocial interaction perspective to examine the relationship between fans and brands on Facebook. Finding revealed a positive relationship between brand attractions (including social and task attraction) and instrumental media motivation to parasocial interaction. Demographics (including age, education, and income) did not have a significant relationship with parasocial interaction as expected. There is also a positive relationship between parasocial interaction and brand relationship. Parasocial interaction perfectly mediated the influence of brand attractions and partially mediated the influence of the instrumental media motivation on brand relationship. |
author |
洪寧 Hung, Ning |
author_facet |
洪寧 Hung, Ning |
author_sort |
洪寧 |
title |
Facebook上消費者類社會互動對品牌關係的影響 |
title_short |
Facebook上消費者類社會互動對品牌關係的影響 |
title_full |
Facebook上消費者類社會互動對品牌關係的影響 |
title_fullStr |
Facebook上消費者類社會互動對品牌關係的影響 |
title_full_unstemmed |
Facebook上消費者類社會互動對品牌關係的影響 |
title_sort |
facebook上消費者類社會互動對品牌關係的影響 |
publisher |
國立政治大學 |
url |
http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0097452015%22. |
work_keys_str_mv |
AT hóngníng facebookshàngxiāofèizhělèishèhuìhùdòngduìpǐnpáiguānxìdeyǐngxiǎng AT hungning facebookshàngxiāofèizhělèishèhuìhùdòngduìpǐnpáiguānxìdeyǐngxiǎng AT hóngníng consumersparasocialinteractiononfacebookhasaneffectonbrandrelationship AT hungning consumersparasocialinteractiononfacebookhasaneffectonbrandrelationship |
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