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• Main Authors: Kun-Chieh Teng, 鄧坤傑
• Other Authors: 李憶萱
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/9vzamx

碩士 === 國立中央大學 === 企業管理學系 === 105 === Facebook is one of the most popular and largest social network sites (SNSs) in the world. Many enterprises will create brand fan pages through Facebook. Users can through brand fan pages freely interact with others. Facebook brand fan pages not only can effectively enhance brand name, but also can drive value co-creation with their fans. Facebook brand fan pages have grown into an important mediated communication between brand companies and users. First of all, the study explored the effect of brand equity on fans’ value co-creation. Besides, this study investigated the effect of extrinsic motivation and intrinsic motivation on brand equity and moderating effect of online brand community activity and offline brand community activity on the relationship of brand equity and value co-creation. Hierarchical linear modeling (HLM) was conducted to test my research model. The 45 different Facebook brand fan pages were selected. In total, 343 questionnaires were distributed, and a total of 325 were retrieved yielding 94.75% response rate.This study was divided into three parts. Firstly, I explored whether brand equity had impact on value co-creation. Secondly, I explored whether extrinsic motivation (reciprocity, reputation and reward) and intrinsic motivation (competence, autonomy and relatedness) had impact on brand equity. Finally, I explored whether the brand community (online brand community activity and offline brand community activity) had moderating effects on the relationship between extrinsic and intrinsic motivation and brand equity. It was found that brand equity have a positive effect on value co-creation. Extrinsic motivation (reciprocity and reputation) have positive effects on brand equity; whereas, intrinsic motivation (competence, autonomy and relatedness) did not influence brand equity. Furthermore, online brand community activity have a positive moderating effect on reputation and brand equity；offline brand community activity have a positive moderating effect on reciprocity and brand equity；Whereas, offline brand community activity have a negative moderating effect on reputation and brand equity.