English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 62797/95867 (66%)
造訪人次 : 3734535      線上人數 : 409
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/114331


    題名: 網路互動性、投入感、信任、購買意願與口碑之關聯性研究 : 調節中介模型
    其他題名: Exploring the relationships among online interactivity, engagement, trust, purchase intention, and word-of-mouth : a moderated mediation model
    作者: 鐘鈺鈞;Chung, Yu-Chun
    貢獻者: 淡江大學管理科學學系博士班
    廖述賢;Liao, Shu-Hsien
    關鍵詞: Brand Loyalty;engagement;Facebook;Fan page;Hospitality;moderated mediation;Online Interactivity;Purchase Intention;Social media;Tourism;Trust;Word-of-Mouth;口碑;投入感;社交媒體;信任;品牌忠誠;旅館;粉絲專頁;網路互動性;調節中介;購買意願;觀光
    日期: 2017
    上傳時間: 2018-08-03 14:49:06 (UTC+8)
    摘要: 本研究探討Facebook粉絲專頁上的互動性和投入感對旅館顧客購買意願和口碑之影響,並透過信任作為中介,檢視結構之間的直接以及間接影響;同時探討品牌忠誠的調節中介效果。本研究發現,在旅館業中,透過信任的中介,購買意願和口碑會分別受到粉絲專頁上互動性和投入感的影響。除此之外,本研究亦發現社群成員的互動性透過信任對購買意願的間接影響,以及社群成員的投入感透過信任對口碑的間接影響,都會因為較高的品牌忠誠進而增強效果。透過Facebook的粉絲專頁,本研究調查了408位台灣旅館的消費者,藉以證實研究假設與架構。最後本研究討論了研究發現、管理意涵與研究限制。
    This paper presents a model of influence of interactivity and engagement on hotel customers’ purchase intention and word-of-mouth by simultaneously including trust as a mediator, analyzes the direct and indirect effects among these constructs, and examines the moderated mediation effect of brand loyalty. In the proposed model, purchase intention and word-of-mouth are indirectly affected by interactivity and engagement respectively in the hospitality industry, via the mediation of trust. Besides, the indirect effect of interactivity on purchase intention, and engagement on word-of-mouth through trust will be stronger with higher brand loyalty than for those with lower brand loyalty. Empirical testing using a survey of 408 Taiwan consumers in hospitality and tourism confirms our hypothesized effects. Finally, managerial implications and limitations of our findings are discussed.
    顯示於類別:[管理科學學系暨研究所] 學位論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    index.html0KbHTML201檢視/開啟

    在機構典藏中所有的資料項目都受到原著作權保護.

    TAIR相關文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回饋