| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 104 === Today, social media has become the channel for consumers to obtain or share information. Also, it is a very important marketing channels for enterprises. Marketers continue to find the best way to attract customers by it. In this research, self-efficacy and self-discrepancy are moderator variable of the main effects regarding the relationship between different types of SCEE and customer value in online settings. For research method, the experimental subjects browsed the simulate facebook fanspage, and then fill in the online questionnaire to complete experiment. Total valid samples are 189. The results found that consumers can gain the highest level of customer value in each of the following situations: (a)When other members show advocate type of SCEE, consumer can gain the highest level of customer value, and curate, create, consume in turn. (b)high self-discrepancy consumer watch other members show advocate type of SCEE; or low self-discrepancy consumer watch other members show create type of SCEE. (c)high self-efficacy consumer watch other members show advocate type of SCEE; or low self-efficacy consumer watch other members show curate type of SCEE. (d)high self-discrepancy and high self-efficacy consumer watch other members show advocate type of SCEE; or high self-discrepancy and low self-efficacy consumer watch other members show curate type of SCEE.
The result of the study provides evidence that different types of SCEE would generate different level of customer value. We also found the moderate effects of self-discrepancy and self-efficacy between the relationship of SCEE and customer value. This research discussed the consequences of SCEE and customer value by experiments studies. Thus, this research had an important contribution to academic marketing literature in the field of customer engagement.
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