The Influence of Social Customer Engagement Experience on Brand Attitude－Stimulation Level and Need for Cognition as Moderators.

• Main Authors: Hsin-I Lin, 林昕宜
• Other Authors: Ching-Jui Keng
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/x368v8

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 104 === The aim of this study is to bridge this gap by exploring the concept of Social Customer Engagement Experience (SCEE), concept into question research community to compensate for the lack of previous studies. In this study aimed to explore two types of personality traits－Stimulation Level and Need for Cognition with the different types of SCEE(create / advocate / curate / consumer) which combination can make the brand attitude better. Further explore the interactive relationship between the SCEE, Need for Cognition and Stimulation Level. The results show that: when consumer Need for Cognition is low, the brand attitudes in the SCEE types of consumer will be higher and the consumer Stimulation Level is low, the brand attitudes in the SCEE types of advocate will be higher.