關係利益與關係品質之研究－ 以角色扮演者與粉絲專頁經營為例

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题名:	關係利益與關係品質之研究－以角色扮演者與粉絲專頁經營為例 The Study of Relationship Benefits and Relationship Quality: A Case of Cosplayer and Fan Page
作者:	李廸蓉
贡献者:	國際貿易學系
关键词:	關係利益關係品質忠誠度口碑意圖角色扮演粉絲專頁 relationship benefit relationship quality loyalty word of mouth intention coser fan page
日期:	2016-06
上传时间:	2016-08-11 14:17:53 (UTC+8)
摘要:	重要性：粉絲間的關係管理是企業戰略中一項重要的，若不能同時透過線上與線下等互動方式與粉絲間建立並維持好關係，鮮少有粉絲能夠存活的。然而，在現存的行銷文獻中，針對粉絲專頁的關係利益與關係品質之相關研究則顯少被探討，本研究的目的則是努力彌補相關的研究缺口。目的：本研究擬建立一個完整的關係行銷模型，藉以探討角色扮演者粉絲專頁的管理者與其粉絲之間的關係建立，並同時探討線上與線下的兩種情況，整個研究分為兩階段：首先，探討關係利益是否會影響關係品質。緊接著探討，關係品質是否可以提高粉絲忠誠度與口碑意圖。方法：本研究橫跨10個角色扮演者粉絲專頁，收集205份樣本，研究方法採用偏最小平方法(PLS)進行結構方程模式(SEM)分析，敘述性統計部份則採用SPSS 22版進行分析。獨創性/價值：本研究透過實證研究的方式，並以角色扮演者的粉絲專頁線上與線下的服務為例，驗證關係品質對於忠誠度與口碑意圖的重要性，結果支持關係品質作為關係發展的重要中介變數之論述，提供更多的證據給予企業管理者與行銷人員，協助他們如何與粉絲間培養良好的關係。 Importance: Fan relationship management is one of important strategic issues for doing business. Few managing fan pages can survive without building and maintaining solid online and offline interpersonal interaction with their followers. Rather, relation-ship benefit and relationship quality have received relatively little attention in the Coser marketing literature; the goal of this study tries to fill this gap in the literature. Purpose: This study investigates Coser fan page users and its members to develop a comprehensive research model for relationship establishing. In the online and offline context, the proposed model discusses two phases: firstly, the relationship benefit fac-tors whether effects on respondents’ perceptions of relationship quality building. Sec-ondly, dimensions of relationship quality whether enhance respondents’ perceptions of relational benefits which can develop loyalty intention and promote respondents’ word of mouth engagement towards Coser and its fan management. Methodology: This study is a cross-sectional survey which inquired 205 participants in 10 Cosers. A structured questionnaire was designed and extended to Coser and its fans who evaluate their interpersonal interactions. Partial least squares method (PLS) and Structural equation modeling (SEM) are employed. The responsive questionnaires were analyzed by using the statistics software package SPSS 22 for Windows. Originality/value: The study empirically verified relationship benefits, dimension of relationship quality, loyalty and word of mouth intention in Coser fan page online and offline services. It supported the role of relationship quality as an important mediating variable in relationship development and support more evidences to cultivate rela-tionship with their fans to provide a glimpse into the ground reality of the business managers and marketers.
显示于类别:	[國際貿易學系所] 博碩士論文

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