博碩士論文 etd-0402112-153639 詳細資訊


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姓名 洪璿濠(Hsuan-Hao Hung) 電子郵件信箱 E-mail 資料不公開
畢業系所 傳播管理研究所(Communications Management)
畢業學位 碩士(Master) 畢業時期 100學年第2學期
論文名稱(中) 情緒對Facebook粉絲專頁品牌態度之影響
論文名稱(英) The effect of emotion on brand attitude of Facebook fanpage
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    摘要(中) 網際網路的擴展帶動社群媒體興起,社群行銷的魅力,讓企業紛紛在Facebook上成立粉絲專頁與粉絲交流互動。本研究將探討粉絲專頁中,訊息情緒及行銷人員自身情緒對於成員情緒之間的關聯性,進一步了解企業品牌態度的變化。透過實驗法及採取網路問卷的方式,回收384份有效問卷並透過SPSS 17進行樣本資料統計分析。本研究結果顯示:訊息呈現方式及行銷人員的情緒表達的確會對成員的正面情緒產生影響,而進一步影響到成員對於企業的品牌態度。本研究結果點出情緒在行銷研究的影響力,也提供未來企業在經營粉絲專頁時的實務建議。
    摘要(英) The expansion of Internet promotes the rise of social media. The appeal of social marketing leads the enterprises start to set up fanpage on Facebook to interact with their members.This study discusses whether the messages’ emotion or the managers’ emotion result in members’ emotion in fanpage,and furthermore to find out the connection between members’ emotion and brand attitude. This research adopts experimental method and distributes on-line questionnaire, retrieving 384 samples and analyze the data with SPSS 17.0. The results shows that the display of messages and the menagers’emotional expression certainly affect menbers’ positive emotion, and directly affect the menbers’ brand attitude to the enterprises.This study points out the importance influence of emotion in marketing research,and provides some practical suggestions to enterprises to develop a new strategy.
    關鍵字(中)
  • 情緒
  • Facebook
  • 感性訴求
  • 品牌態度
  • 情緒勞務
  • 關鍵字(英)
  • brand attitude
  • emotion labor
  • Facebook
  • emotion
  • emotional appeal
  • 論文目次 中文摘要 .........................................................iii
    Abstract ..........................................................iv
    目錄 ...............................................................v
    圖目錄 ............................................................vi
    表目錄 ...........................................................vii
    第一章 緒論 ........................................................1
    第一節、 研究背景.................................................1
    第二節、 研究動機與目的 ..........................................2
    第二章 文獻探討 ...................................................5
    第一節、 Facebook ................................................5
    第二節、 社群媒體的研究 .........................................13
    第三節、 情緒 ...................................................17
    第四節、 品牌態度 ...............................................40
    第三章 研究方法 ...................................................43
    第一節、 研究架構 ...............................................43
    第二節、 研究假設 ...............................................44
    第三節、 研究變項定義與問卷設計 .................................46
    第四節、 研究對象 ...............................................51
    第五節、 研究程序 ...............................................51
    第四章 研究結果分析 ...............................................55
    第一節、 描述性統計 .............................................55
    第二節、 效度及信度分析 .........................................58
    第三節、 操弄檢定 ...............................................60
    第四節、 研究假設分析 ...........................................61
    第五章 討論 .......................................................67
    第六章 結論 .......................................................70
    第一節、 研究結果 ...............................................70
    第二節、 研究貢獻 ...............................................71
    第三節、 研究限制及建議..........................................73
    參考文獻 ..........................................................75
     中文文獻 ........................................................75
     英文文獻 ........................................................80
    附件 ..............................................................93
    附錄一 前測問卷 ...................................................99
    附錄二 正式問卷 ..................................................100
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    口試委員
  • 王紹蓉 - 召集委員
  • 周軒逸 - 委員
  • 李雅靖 - 指導教授
  • 口試日期 2012-03-29 繳交日期 2012-04-02

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