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    題名: 探討粉絲專頁不繼續使用之前置因素
    其他題名: The antecedents of discontinuance intention in fan pages
    作者: 蘇品璇;Su, Pin-Xuan
    貢獻者: 淡江大學會計學系碩士班
    方郁惠
    關鍵詞: 粉絲專頁;期望不確定理論;心流理論;不繼續使用意向;fan pages;expectancy disconfirmation theory;flow theory;Continuance Intention
    日期: 2015
    上傳時間: 2016-01-22 14:56:03 (UTC+8)
    摘要: 網路是目前與顧客互動最便宜卻可以獲得最大利益的管道。Facebook是近幾年竄起且目前全球用戶最多的社交網站。企業可以透過Facebook的粉絲專頁快速的散播消息,也因此帶來不少的收益。人們會透過各種理由加入粉絲專頁,但卻出現有人會退出粉絲專頁或置之不理的情況。本研究旨在探討粉絲為何會將粉絲專頁置之不理、甚至想退出。本研究結合期望不確定理論、心流理論及後悔理論發展粉絲專頁持續使用意向之前置因素,探討心流理論是否會抵制對粉絲專頁的不滿意和後悔,以及人們會不會因為社會資本而改善不繼續使用的意圖。本研究旨在讓企業瞭解粉絲不繼續使用粉絲專頁的原因,進而改善缺點。讓粉絲專頁恢復功能,再次為企業帶來利益。
    Internet is the cheapest pipeline to interact with customers but companies can get the maximum benefit from Internet. Recently, Facebook has become one of the world''s largest social network sites. Companies can quickly diffuse messages through the Facebook fans page, and thus enjoys a lot of benefits. People may join a fans page through s reason, but leave the fans page for different reasons. This study aims to discuss why fans will leave the fans page. This study integrates expectancy disconfirmation theory, flow theory, and regret theory to develop a research model to understand the above issue. We propose that flow may reduce fans’ dissatisfaction and regret toward fans page usage and that social capital may reduce the impacts of dissatisfaction on discontinue usage intention. This study aims to understand the antecedents of discontinue to use a fan pages. Our model may provide a helpful framework for companies to develop useful strategies when they build up their fans’ pages. In this way, companies may effectively interact with their customers and fans through fans’ pages.
    顯示於類別:[會計學系暨研究所] 學位論文

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