科技部補助專題研究計畫成果報告 期末報告
品牌粉絲專頁參與行為之實證研究
計 畫 類 別 ： 個別型計畫
計 畫 編 號 ： MOST 107-2635-H-041-001- 執 行 期 間 ： 107年08月01日至108年07月31日
執 行 單 位 ： 嘉藥學校財團法人嘉南藥理大學化妝品應用與管理系(含化妝品科技 碩士班)
計 畫 主 持 人 ： 陳美惠
計畫參與人員： 碩士班研究生-兼任助理：陳敬怡 大專生-兼任助理：胡伶安
報 告 附 件 ： 出席國際學術會議心得報告
中 華 民 國 108 年 11 月 14 日
中 文 摘 要 ： 現今許多企業在社群網站上成立品牌社群來與現有顧客或潛在顧客 維持長久的互動，藉以達到影響品牌選擇、推廣產品和服務、以及 培養顧客忠誠度的目的。然而大部份的學術研究重點都集中在網站 為主的品牌社群上，而忽略了以社群媒體為主的品牌社群。因為臉 書是業者最喜歡用來建立品牌社群的社群網站，因此需要更多研究 來探討消費者在參與臉書這類社群網站所成立的品牌社群的相關行 為以便能夠增加粉絲人數並提升其購買意願。
為了彌補上述的研究缺口，本研究採用共同生產與社會認定理論的 觀點建構實證研究來探討消費者加入社群網站上的粉絲團所產生的 認知價值對於他們的社群認同以及黏著度的影響。本研究採用問卷 調查法來收集數據，研究結果顯示功能價值與貨幣價值皆對粉絲專 頁的社群認同造成顯著的正向影響；功能價值與享樂價值亦顯著正 向影響成員對粉絲專頁的黏著度。此外，社群認同與粉絲專頁的黏 著度有正向關係。社群認同對於口碑推薦與再參與意圖有正向的影 響，同時粉絲專頁黏著度亦對口碑推薦與再參與意圖造成正向的影 響。
中 文 關 鍵 詞 ： 品牌粉絲專頁、顧客價值、認同感、黏著度、顧客忠誠度
英 文 摘 要 ： Nowadays, numerous companies present themselves on social networking sites (SNSs) by establishing brand communities to maintain continuous interaction with existing and potential customers to influence their brand choices, promote the products and services, and cultivate brand loyalty. However, the research into online brand
communities is mainly centered on that utilizing the platforms of websites instead of using social media platforms. As Facebook is the most popular SNS for enterprises to build their online brand communities, it calls for more studies to investigate consumer brand fan page engagement behavior to increase their fan base and further induce a fan’s purchase behavior. To fulfill the aforementioned research gaps, this study adopts the
perspectives of co-production and social identity theory to conduct an empirical study to investigate the impacts of customers’ perceived value derived from engaging in brand fan pages on their identification with and stickiness to online brand communities in a SNS-based context.
A survey approach was utilized to collect data. The results revealed that utilitarian value and monetary value
separately exerted a significantly positive effect on community identification. Utilitarian value and hedonic value also had significantly positive effects on community stickiness. Moreover, community identification was
positively related to community stickiness. Community identification was found to have significantly positive influences on both word-of-mouth and repurchase intention.
Furthermore, community stickiness exerted a significantly
positive effect on word-of-mouth and repurchase intention.
英 文 關 鍵 詞 ： brand fan page, customer value, identification, stickiness, customer loyalty
An Empirical Study of Brand Fan Page Engagement Behavior
1. INTRODUCTION
Nowadays numerous enterprises, especially small and medium sized enterprises (SME), utilize social media as a critical marketing vehicle to increase brand exposure, enhance brand attractiveness, reduce marketing expenses, improve sales, and develop loyal fans (Hajli, 2014; Icha & Edwin, 2016; Webb, & Roberts, 2016). The use of social media provides a multi-way interaction among consumers, customers, and companies to communicate the information, knowledge, values, and ethics relevant to the product and service and thereby facilitates companies to build and manage customer relationships (Lagrosen & Grundén, 2014). Among them, social networking sites (SNSs), e.g., Facebook, Twitter, and Instagram, have attracted millions of users, infiltrated into people’s daily life, and become a popular social platform for computer-mediated communication (boyd & Ellison, 2008; Lin & Lu, 2011).
Social networking sites (SNSs) refer to a second generation of web development and design features that facilitate communication, information sharing, and collaboration on the World Wide Web (Kang, Tang & Fiore, 2014). A lot of businesses have employed SNSs as an important practice for relationship marketing in both business-to-business (B2B) and business-to-consumer (B2C) environments (Icha
& Edwin, 2016; Webb & Roberts, 2016) due to their benefits of synchronous interaction and communication with multiple parties and without geographical constraints (Kaur, Dhir & Rajala, 2016). Moreover, considerable companies establish brand communities on SNSs to keep continuous interaction with existing and potential customers to promote their products and services (Rosenthal & Brito, 2017), influence consumers’ brand choices (Banerjee & Banerjee, 2015), and cultivate customers’ brand loyalty (Kaur et al., 2016; Muniz & O'Guinn, 2001). Muniz and
O'Guinn (2001) defined a brand community as “a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand”. A brand community can create a lot of benefits for both business and consumers, and thus, it is critical not only for developing new product or service but also for managing consumer-brand, consumer-consumer, and consumer-marketer relationships (Kelley & Alden, 2015; Rosenthal & Brito, 2017).
Among the popular SNSs, Facebook may be the most successful one, which has a market value of around $177 billion as at 28 February 2014 and over 1 billion users all over the world (Lee, Yen & Hsiao, 2014). Since Facebook launched “fan pages” in 2007, it has become an important marketing communication tool for the modern day marketers (Kudeshia, Sikdar & Mittal, 2014). A brand fan page is defined as “a social media profile created and managed by a company with the intention to market its products and services and foster closer relationships with consumers” (Tang, Chen &
Gillenson, 2018). It allows businesses to distribute and exchange information virally (Rahman, Suberamanian & Zanuddin, 2016), while it helps consumers to communicate with others and express their sentiments to the company (Tsimonis &
Dimitriadis, 2014). Recent studies indicate that users of brand fan pages tend to exhibit different levels of engagement and brand promotion behavior (Rahman et al., 2016), and brand fans appear to spend more money on the focal brand than non-fans (Simon et al., 2016). Since fans of a brand can make lots of contributions to the business, it is important for marketers and practitioners to realize what motivates them to engage in a fan page so as to increase their fan base and further induce a fan’s purchase behavior. However, there is a lack of research investigating such issues of consumers’ motivations or benefits of engaging in brand fan pages (Tsimonis &
Dimitriadis, 2014).
To fulfill the aforementioned research gaps, this study endeavors to develop a
theoretical model to explore the antecedents and outcomes of brand fan page engagement behavior. By integrating the perspectives of co-production and social identity theory, the research conducts an empirical study to investigate the impacts of customers’ perceived value derived from engaging in brand fan pages on their identification with and stickiness to online brand communities in a SNS-based context.
Moreover, this study also examines the relationships among brand community identification, stickiness, and customer loyalty to see whether consumers’
identification with a brand community will lead to their stickiness to the community and further influences their repurchase intention and positive word-of-mouth.
2. THEORETICAL BACKGROUND 2.1. Co-production
Co-production is a prevalent phenomenon in a postmodern world (Firat, Dholakia
& Venkatesh, 1995), where consumers are actively engaged in service production and delivery. Wikström (1996) defined co-production as buyer-seller social interaction and adaptability with a view to attaining further value (p.10). The logic underlying co-production is that value can be created for customers and any other partners within their interaction process (Lusch & Vargo, 2006; Wikström, 1996). As co-production enables firms to achieve competitive advantage, it has become a major topic of discussions and received much research interest in marketing literature (Etgar, 2008).
2.2. Social identity theory
Social identity theory states that in articulating their sense of self, people typically go beyond their personal identity to develop a social identity (Kuenzel &
Halliday, 2008). They do so by identifying with or categorizing themselves in a contextual manner as members of various social categories, such as gender, occupation, sports teams, and other more short-lived groups (Bhattacharya & Sen, 2003). Social identity enables people to order the social environment and locate
themselves and others within it (Tajfel & Turner, 1985), which results in intragroup favoritism and intergroup differentiation (Ellemers & Rijswijk, 1997). Tajfel (1978) defined social identity as “that part of an individual’s self-concept which derives from his knowledge of his membership of a social group (or groups), together with the value and emotional significance attached to that membership.” Social identification refers to the perception of belongingness to a group and a sense of oneness with the group (Ashforth & Mael, 1989). With identification, the members of a group perceive themselves as psychologically intertwined with the group’s fate and view the fortunes, goals, successes, and failures of the group as their own (Mael & Ashforth, 2001).
Identification is a complex perception that draws on beliefs, attitudes, and emotions (Mael & Ashforth, 2001; Pratt, 1998).
3. RESEARCH MODEL AND HYPOTHESES
3.1. Impact of customer perceived value on brand community identification Kelley and Alden (2015) employed self-determination theory to study online brand community engagement and proposed an OBC (online brand community) motivation development continuum model. According to the model, consumer engagement in an online brand community involves three continuum stages, namely introjection stage, identification stage, and assimilation/internalization stage. In the introjection stage, consumer’s motivation to participate in an online brand community is the critical issue. Some scholars (Dholakia, Bagozzi & Pearo, 2004) maintained that consumer participation in virtual communities is affected by individual-level and group-level motives, where value perceptions stand for individual-level motive and social influences stand for group-level motives. Consumers are also motivated to interact with a brand on Facebook by some factors, such as search for information, entertainment, reward, trust, and so on (Azar, Machado, Vacas-de-Carvalho &
Mendes, 2016). Schau et al. (2014) indicated that brand communities enable
consumers to engage in co-productive activities with organizations to provide values to their members, and such collaborative value creation can be fostered and nurtured by adopting a broad array of practices. Moreover, in the context of online brand communities, the community members and visitors can create and co-create value for themselves, other members, and/or organizations through individual and collaborative effort (Brodie et al., 2013). Customer perceived value, defined as “a consumer’s overall assessment of the utility of a product/service based on perceptions of what is received and what is given” (Zeithaml, 1988), reflects a customer’s perceived net benefits arising from specific interactions with a particular object (Hollebeek, 2013).
Previous research argued that perceived value is inherent in the interaction between a consumer and a product or service and is subjectively perceived by customers (Lee et al., 2014), which can be derived from diverse origins, such as performance/quality, emotional, money, and social (Sweeney & Soutar, 2001). The literature indicates that both consumers’ motives and the capacity of an organization to accomplish individuals’ goal have influences on individuals’ identification with an entity or an event (Bhattacharya et al., 1995; Mael & Ashforth, 2001). Therefore, we posit:
H1a: Utilitarian value has a positive effect on consumer’s identification to an online brand community.
H1b: Hedonis value has a positive effect on consumer’s identification to an online brand community.
H1c: Monetary value has a positive effect on consumer’s identification to an online brand community.
3.2. Impacts of customer perceived value on brand community stickiness
“Stickiness”, defined as “the time a customer spends at an e-retail website whether during a single visit or over multiple visits” (Roy, Lassar & Butaney, 2014), is proposed to make significant contributions to e-tailers’ bottom lines (Lin, Hu,
Sheng & Lee, 2010). With the rising popularity of social media and SNS, the research locus of stickiness has gradually transferred to the settings of virtual communities.
Lee and Hyun (2016) explored the antecedents of stickiness in the context of online tourist communities and contended that trusting beliefs and solution acceptance have positive impacts on stickiness. The results of previous studies confirmed that customer perceived value has positive effects on consumers’ continued intention (Lin
& Lu, 2011), customer loyalty (Zheng et al., 2015), and intention to stick (Lin, 2007).
Hence, we propose:
H2a: Utilitarian value has a positive effect on consumer’s stickiness to an online brand community.
H2b: Hedonic value has a positive effect on consumer’s stickiness to an online brand community.
H2c: Monetary value has a positive effect on consumer’s stickiness to an online brand community.
3.3. Impacts of brand community identification on stickiness
Some scholars adopted social identity theory to examine consumer engagement in virtual communities (Chiang & Hsiao, 2015; Dholakia et al., 2004; Hammedi et al., 2015; Simon et al., 2016) or consumer’s mobile app purchase intention (Hsu & Lin, 2016). In the research of Dholakia et al. (2004), they investigated consumer’s intention to join virtual communities and found a positive relationship between social identity and participation behavior. Simon et al. (2016) posited that consumer’s identification with a brand has positive influences on his/her brand community engagement. Hammedi et al. (2015) further confirmed the positive relationship between personal identification to core brand community and participation in it.
Therefore, we posit:
H3: Brand community identification has a positive effect on consumer’s
stickiness to it.
3.4. Impacts of brand community identification on customer loyalty
The findings of research on customer-company identification indicate that identification with a company results in customer extra-role behaviors, such as positive word-of-mouth, product improvement suggestions, cooperation, as well as recruiting other customers (Ahearne et al., 2005; Bhattacharya & Sen, 2003). Also, organizational identification is positively related to customer purchase intention or re-patronizing intention (Grappi & Montanari, 2009). The literature suggests that customers tend to behave in supportive behavior toward a social group once they identify with it. Accordingly, in an SNS-based brand community context, consumers are more likely to display supportive behavior, i.e. positive word-of-mouth and repatronizing intentions, toward a brand community once they generate identification with it. Hence, we hypothesize:
H4a: Brand community identification has a positive effect on consumers’
word-of-mouth.
H4b: Brand community identification has a positive effect on consumers’
repurchase intention.
3.5. Impacts of brand community stickiness on customer loyalty
Holland and Baker (2001) defined website stickiness as “the sum of all the web site qualities that induce visitors to remain at the site rather than move on to other site.” Hence, website stickiness refers to the ability of a website to induce a customer to prolong his/her duration time, navigate more deeply into a site, and revisit the website more frequently. Based on the above discussions, we propose:
H5a: Stickiness to online brand community has a positive effect on consumer’s word-of-mouth.
H5b: Stickiness to online brand community has a positive effect on consumer’s
repurchase intention.
4. METHODOLOGY 4.1. Data collection
A survey approach was utilized to collect data. In order to verify the measurement scales, this study conducted a pilot study. The preliminary questionnaire was distributed to a total of 35 college students with online brand community engagement experiences to ensure content validity. The target population of this study is consumers who have ever participated in an online brand community. To recruit more voluntary respondents, we put our questionnaire invitation and the hyperlink on the makeup BBS of PTT (PTT is the largest BBS microblog in Taiwan;
https://www.ptt.cc/) so that respondents can link to DoSurvey survey portal (https://www.dosurvey.com.tw/) to complete the survey. Also, we provided 10 gifts priced from USD 10-30 as rewards of our lottery game to increase the response rate.
In total, we received 560 responses from the survey. After deleting 36 incomplete responses, 524 usable responses remained for further analysis, with an effective sample rate of 93.57%.
4.2 Measurement development
The measurement consisted of three parts. The first part contained several questions to ask respondents’ experiences or habits with engaging in online brand communities. The second part of the measurement examined the constructs of the model: utilitarian value, hedonic value, monetary value, community identification, community stickiness, word-of-mouth, and repurchase intention. All the construct items were drawn from previous studies with slight modification to be appropriate for this research. Utilitarian value and hedonic value were measured by six items from Shang et al. (2017), while monetary value was assessed by five items from Park &
Kim (2014) and Kang et al. (2014). Community identification was measured by six
items from Bhattacharya et al. (1995), Casaló et al. (2010), Shang et al. (2017), Shen
& Chiou (2009) and Trail et al. (2005). Community stickiness was measured by six items from Hsu & Lin (2016) and Zhang et al. (2016). Word-of-mouth was assessed by six items from Jones & Reynolds (2006) and Munnukka et al. (2015), whereas repurchase intention was measured by five items from Erkan & Evans (2016), Liao et al. (2016), and Shin et al. (2013). All items were measured by using a 5-point Likert scale with anchors from “strongly disagree” to “strongly agree.” The third part of the measurement elicited respondents’ demographic information. Table 1 shows a summary of measurement scales.
5. DATA ANALYSIS AND RESULTS
Structural equation modeling (SEM) was employed to analyze the data. We first examined the measurement model to verify the reliability and validity of the instrument and then assessed the structural model with AMOS. Confirmatory factor analysis (CFA) was performed to demonstrate the validity of the scale, while SEM was executed to test the hypotheses.
5.1. Sample profile
The demographic profile of the brand fan page respondents is shown in Table 2.
Female participants comprised 98.5% of the sample, whereas 1.5% was male. The majority of respondents ranged in age from 18 to 25 (75.4%), followed by the 26–30 age group (18.9%).The results indicated that 82.3% of respondents had completed a bachelor’s degree, while 12.2% possessed a graduate degree. education profiles fit with current SNS user groups in Taiwan (Own, 2017). Moreover, 21% of the respondents were participating in more than 8 cosmetics brand communities, while those who were participating in more than 3 communities accounted for 79%. More than 66% of the respondents reported having being participated in an online cosmetics brand community for more than one year.
5.2. Measurement model
A confirmatory factor analysis using AMOS 21.0 was conducted to test the measurement model. The initial assessment indicated that items with a factor loading less than 0.5 should be removed (Hair et al., 1992), so the final instrument included 34 items. Table 3 shows the measurement items with factor loadings, composite reliabilities, Cronbach’s alpha, and AVE estimates for each construct. The data indicate that the reliability of the individual items ranged from 0.60 to 0.94, exceeding the minimum acceptable value of 0.50 (Hair et al., 1992). The Cronbach’s alpha estimates and composite reliability values were determined to be greater than 0.70, indicating a satisfactory level of internal consistency (Nunnally, 1978) and high reliability of the multi-items for assessing each construct (Hair et al., 2006).
The validity analysis involved both convergent and discriminant validity. The composite reliability (CR) of latent variables was between 0.71 and 0.93, which was also larger than the minimum suggested value of 0.70 indicating that convergent validity was sufficient and the scale have good internal consistency (Fornell &
Larcker, 1981). The average variance extracted (AVE) values was between 0.5 and 0.71 indicating all variables have good convergent validity (Fornell & Larcker, 1981).
Meanwhile, the square roots of AVE of the latent variables were larger than the correlation coefficients (Table 4), the scales for evaluating these constructs were deemed to exhibit fairly good discriminant validity (Fornell & Larcker, 1981).
5.3. Confirmatory factor analysis
Confirmatory factor analysis (CFA) was conducted to validate scales for the measurement of specific constructs proposed in the conceptual model (
c
2=559.977, df= 274, p < 0.001, TLI = 0.96, CFI = 0.96, RMSEA = 0.04). The Chi-square ratio (
c
2/df) was 2.04 and it fell between 1 and 3. The values for TLI and CFI were greater than 0.90 and RMSEA below 0.08, reflecting an acceptable model fit followingcriteria suggestions proposed by Bagozzi & Yi (1988). The CFA results indicated a satisfactory model fit.
Table 4. Discriminant validity: Correlations and square roots of AVE
ULV HDV MTV CMI CMS WOM RPT
ULV 0.776
HDV 0.747 0.71
MTV 0.479 0.472 0.7
CMI 0.665 0.652 0.62 0.74
CMS 0.647 0.697 0.475 0.735 0.731
WOM 0.546 0.532 0.408 0.657 0.6 0.823
RPT 0.559 0.505 0.271 0.463 0.475 0.509 0.823
*Note: Diagonal values in bold are square roots of AVEs.
5.4. Structural model
The results of the structural model analysis show that the overall model fit was highly qualified and satisfactory (
c
2/df = 2.2, p < 0.001, GFI = 0.88, NFI = 0.9, TLI = 0.94, CFI = 0.95, RMSEA = 0.04) (Bagozzi & Yi, 1988; Hu & Bentler, 1999).Structural equation modeling was conducted to test the hypotheses after the overall model fit was confirmed. Figure 2 demonstrates the results of the proposed research model and standardized path coefficients for all hypotheses. Table 5 shows the results of hypothesis testing. The results revealed that utilitarian value (
b
= 0.434, p < 0.001), hedonic value (b
= 0.374, p < 0.001), and monetary value (b
= 0.399, p < 0.001) separately exerted a significantly positive effect on community identification, supporting H1a, H1b and H1c. Utilitarian value (b
= 0.204, p < 0.001) and hedonic value (b
= 0.341, p < 0.001) also had significantly positive effects on community stickiness, supporting H2a and H2b. Moreover, community identification was positively related to community stickiness (b
= 0.429, p < 0.001), hence H3 was supported. Community identification was found to have significantly positiveinfluences on both word-of-mouth (
b
= 0.444, p < 0.001) and repurchase intention (b
= 0.252, p < 0.001), supporting H4a and H4b. Furthermore, community stickiness exerted a significantly positive effect on word-of-mouth (
b
= 0.247, p < 0.001) and repurchase intention (b
= 0.271, p < 0.001), supporting H5a and H5b.Figure1. Results of Hypothesis Testing
6. CONCLUSION
6.1. Theoretical Implications
Past research into brand fan page was mainly focused on identifying the motives of fan page engagement (Kang et al., 2014) or exploring the consequences of engagement behavior (Perez-Vega et al., 2018). Relatively scant research has employed a holistic viewpoint to study consumer engagement behavior in a brand fan page. This research differentiates from previous literature by adopting the aspects of co-production and social identity theory to study: (1) what values consumers perceive, (2) how these values influence consumers’ identification with and stickiness to brand fan pages, and (3) whether community identification and stickiness can lead to
consumers’ supportive behavior, i.e. positive word-of-mouth and repurchase intention, during the whole engagement process. The findings of this study confirm the significance of perceived value (e.g., utilitarian value, hedonic value, and monetary value) on consumers’ identification with a brand fan page. Both utilitarian and hedonic value also has positive impact on consumers’ stickiness to a brand fan page.
Moreover, the results indicate that identification with a fan page enhances consumers’
stickiness to it. Both community identification and stickiness are shown to have positive influences on consumers’ word-of-mouth and repurchase intentions.
Surprisingly, our findings fail to find the positive impact of monetary value on consumers’ stickiness to a brand fan page. This might due to the primary motive for consumers to participate in a fan page is to receive and exchange information and experiences or to communicate with businesses or other consumers rather than to obtain coupons, free trials, or other promotion incentives. The result is similar to that of Kang et al. (2014), which demonstrated that monetary benefits (i.e., discounts or special price breaks)have no significant effects on consumer’s active participation in Facebook fan page.
6.2. Managerial Implications
A SNS-based online brand community is a new medium to build and bind the relationships among customers and between customers and the company. How to create a virtual context for consumers and company employees to socialize, discuss and share knowledge and information as well as offer consumers the value they pursue is critical for building a successful brand fan page. Our results confirm the importance of perceived value on enhancing consumers’ identification with and their stickiness to online brand communities. Therefore, practitioners should provide consumers with sufficient and useful information to help them solve problems or validate a purchase decision to increase their perceived utilitarian value. To enhance
consumers’ perceived hedonic value, practitioners can create more visually appealing content, establish an environment with elements of sensory pleasure, or stimulate mental and emotional interaction between the consumer and the brand to make the engagement experience pleasurable. Whenever consumers perceive more utilitarian and hedonic value derived from engaging in a fan page, they are more likely to identify with and be sticky to the brand community. Furthermore, practitioners also can offer consumers monetary benefits, such as discounts, special price breaks, coupons, or free gifts, to fulfill their economic needs and thereby enhance their identification with the brand fan page. By increasing community identification and stickiness, practitioners are able to cultivate customer loyalty, i.e., repurchase intention and positive word-of-mouth.
6.3. Limitations and Future Research
As with all empirical studies, this study contains some limitations. First, the present study only investigated three kinds of customer perceived value, namely utilitarian value, hedonic value, and monetary value. Additional perceived values, such as social value, information value, and epistemic value, could be added to validate the effectiveness of establishing a brand fan page as a communication tool to manage consumer-brand relationships. Second, this study surveyed a sample of users of PTT., which is the largest BBS website in Taiwan, and collected data within a month. The particular characteristics of the sample may have a potential influence on their behavior. Future research can employ randomly selected samples and prolong the period of survey time to ensure the generalizability of the findings and to increase the external validity of the research. Finally, this research only examined one type of online brand community: beauty and cosmetics because such issues are very popular in Taiwan and there were about 6 million consumers login to online beauty and cosmetics communities to discuss and post comments per year. Future research can
examine other types of products or services, such as apparel, jewelry, computer, or investigate multiple product categories simultaneously to achieve a better understanding of brand community engagement behavior.
REFERENCES
Ahearne, Michael, Bhattacharya, C. B. & Gruen, Thomas (2005). Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. Journal of Applied Psychology, 90(3), 574-585.
Ashforth, Blake E. & Mael, Fred (1989). Social identity theory and the organization.
Academy of Management Review, 14(1), 20-39.
Azar, Salim L., Machado, Joana César, Vacas-de-Carvalho, Leonor & Mendes, Ana (2016). Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions. Journal of Brand Management, 23(2), 153–178.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models.
Journal of the academy of marketing science, 16(1), 74-94.
Banerjee, Shubhomoy, & Banerjee, Soumi Chatterjee (2015). Brand communities: an emerging marketing tool. The IUP Journal of Brand Management, 12(1), 22-34.
Bhattacharya, C. B., Rao, Hayagreeva & Glynn, Mary Ann (1995). Understanding the bond of identification: An investigation of its correlates among art museum members.
Journal of Marketing, 59(10), 46-57.
Bhattacharya, C. B. & Sen, Sankar (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(April), 76-88.
boyd, danah m., & Ellison, Nicole B. (2008). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13, 210-230.
Brodie, Roderick J., Ilic, Ana, Juric, Biljana, & Hollebeek, Linda (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66, 105-114.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Tourism Management, 31(6), 898-911.
Chiang, Hsiu-Sen, & Hsiao, Kuo-Lun (2015). Organizational justice, trust, and identification and their effects on organizational commitment in hospital nursing staff.
BMC Health Services Research, 15, 363-380.
Dholakia, Utpal M., Bagozzi, Richard P., & Pearo, Lisa Klein (2004). Brand communities: an emerging marketing tool. The IUP Journal of Brand Management, 12(1), 22-34.
Ellemers, Naomi & Van Rijswijk, Wendy (1997). Identity needs versus social opportunities: The use of group-level and individual-level identity management strategies. Social Psychology Quarterly, 60(1), 52-65.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’purchase intentions: An extended approach to information adoption.
Computers in Human Behavior, 61, 47-55.
Etgar, Michael (2008). A descriptive model of the consumer co-production process.
Journal of the Academy Marketing Science, 36, 97-108.
Firat, A. Fuat, Dholakia, Nikhilesh & Venkatesh, Alladi (1995). Marketing in a postmodern world. European Journal of Marketing, 29(1), 40-56.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Grappi, Silvia & Montanari, Fabrizio (2009). Customer identification and retention:
The determinants of intention to re-patronize in the film industry. International Journal of Arts Management, 12(1), 44-59.
Hair, J.F., Anderson, R.L., & Tatham,W.C. (1992). Black, Multivariate Data Analysis with Readings. MacMillan, New York.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2006).
Multivariate Data Analysis. 6th ed. Pearson Prentice Hall, New Jersey.
Hajli, M. Nick (2014). The role of social support on relationship quality and social commerce. Technological Forecasting & Social Change, 87, 17-27.
Hammedi, Wafa, Kandampully, Jay, Zhang, Ting Ting, & Bouquiaux, Lucille (2015).
Online customer engagement- Creating social environments through brand community constellations. Journal of service management, 26(5), 777-806.
Holland, Jonna & Baker, Stacey Menzel (2001). Consumer–brand relationships within the luxury cosmetic domain. Journal of Brand Management, 22(8), 631-657.
Hollebeek, Linda D. (2013). The customer engagement/value interface: An exploratory investigation. Australasian Marketing Journal, 21, 17-24.
Hsu, Chin-Lung, & Lin, Chuan-Chuan (2016). Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention. Technological Forecasting & Social Change, 108, 42-53.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
Icha, Omoyza, & Edwin, Agwu (2016). Effectiveness of social media networks as a strategic tool for organizational marketing management. Journal of Internet Banking and Commerce, 21(S2), 1-19.
Jones, M. A., & Reynolds, K. E. (2006). The role of retailer interest on shopping behavior. Journal of Retailing, 82(2), 115-126.
Kang, Juhee, Tang, Liang, & Fiore, Ann M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.
Kaur, Puneet, Dhir, Amandeep, & Rajala, Risto (2016). Assessing flow experience in social networking site based brand communities. Computers in Human Behavior, 64, 217-225.
Kelley, James B., & Alden, Dana L. (2015). Online brand community: through the eyes of Self-Determination Theory. Internet Research, 26(4), 790-808.
Kudeshia, Chetna, Sikdar, Pallab & Mittal, Arun (2014). Leveraging the Benefits of Fan Page: From Like to Love. International Journal of Business Data Communications and Networking, 10(3), 17-45.
Lagrosen, Stefan Olof & Grunde´n, Kerstin (2014). Social media marketing in the wellness industry. The TQM Journal, 26(3), 253-260.
Lee, Kwang-Ho & Hyun, Sunghyup Sean (2016). A model of value-creating practices, trusting beliefs, and online tourist community behaviors -Risk aversion as a moderating variable. International Journal of Contemporary Hospitality Management, 28(9), 1868-1894.
Lee, Maria R., Yen, David C., & Hsiao, C.Y. (2014). Understanding the perceived community value of Facebook users. Computers in Human Behavior, 35, 350-358.
Li, Dahui, Browne, Glenn J., and Wetherbe, James C. (2006). Why do internet users stick with a specific web site? A relationship perspective. International Journal of Electronic Commerce, 10(4), 105-141.
Lin, Judy Chuan-Chuan (2007). Online stickiness: its antecedents and effect on purchasing intention. Behaviour & Information Technology, 26(6), 507-516.
Lin, Lin, Hu, Paul Jen-Hwa, Sheng, Olivia R. Liu, & Lee, Johnny (2010). Is stickiness profitable for electronic retailers? Communications of the acm, 53(3), 132-136.
Lin, Kuan-Yu, & Lu, Hsi-Peng (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27, 1152-1161.
Liao, C., Lin, H. N., Luo, M. M., & Chea, S. (2016). Factors influencing Online Shoppers’Repurchase Intentions: The Roles of Satisfaction and Regret. Information
& Management. article in press.
Lusch, Robert F. & Vargo, Stephen L. (2006). Service-dominant logic: reactions, reflections and refinements. Marketing Theory, 6 (3), 281-288.
Mael, Fred A. & Ashforth, Blake E. (2001). Identification in work, war, sports, and religion: Contrasting the benefits and risks. Journal for the Theory of Social Behaviour, 31(2), 197-222.
Muniz, Albert M. & O'Guinn, Thomas C. (2001). Brand community. The Journal of Consumer Research, 27(4), 412-432.
Munnukka, J., Karjaluoto, H., & Tikkanen, A. (2015). Are Facebook brand community members truly loyal to the brand? Computers in Human Behavior, 51, 429-439.
Nunnally, J. C. (1978). Psychometric theory. 2nd ed. McGraw-Hill, New York.
Own, W. J. (2017). Lipsticks effects? Big data anaysis for cosmetics products, marketing strategy and channels, Socialsphere (retrieved on April 20, 2017, http://www.socialspheretw.com/news_detail.php?Key=72)
Park, H., & Kim, Y. K. (2014). The role of social network websites in the consumer–
brand relationship. Journal of Retailing and Consumer Services, 21(4), 460-467.
Perez-Vega, Rodrigo, Taheri, Babak, Farrington, Thomas, & O'Gorman, Thomas (2018). On being attractive, social and visually appealing in social media: The effects of anthropomorphic tourism brands on Facebook fan pages. Tourism Management, 66, 339-347.
Pratt, Michael G. (1998). To be or not to be? Central questions in organizational identification. in Whetten, David A. and Godfrey, Paul C. (Eds.), Identity in Organizations: Building Theory Through Conversations, Thousand Oaks, CA: Sage, 171-207.
Rahman, Zoha, Suberamanian, Kumaran, & Zanuddin, Hasmah Binti (2016). Social Media Content Analysis – A Study on Fanpages of Electronics Companies.
International journal on global business management and research, 5(1), 87-96.
Rosenthal, Benjamin, & Brito, Eliane P. Z. (2017). How virtual brand community traces may increase fan engagement in brand pages. Business Horizons, 60, 375-384.
Roy, Sanjit Kumar, Lassar, Walfried M., & Butaney, Gul T. (2014). The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites- A consumer perspective. European Journal of Marketing, 48(9/10), 1828-1849.
Ruiz-Mafe, Carla, Martı´-Parren˜o, Jose, & Sanz-Blas, Silvia (2014). Key drivers of consumer loyalty to Facebook fan pages. Online Information Review, 38(3), 362-380.
Schau, Hope Jensen, Muñiz, Albert M., & Arnould, Eric J. (2014). How brand community practices create value. Journal of Marketing, 73, 30-51.
Shang, Shari S.C., Wu, Ya-Ling, & Sie, Yi-Jhen (2017). Generating consumer resonance for purchase intention on social network sites. Computers in Human Behavior, 69, 18-28.
Shen, C. C., & Chiou, J. S. (2009). The effect of community identification on attitude and intention toward a blogging community. Internet Research, 19(4), 393-407.
Shin, J. I., Chung, K. H., Oh, J. S., & Lee, C. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea. International Journal of Information Management, 33(3), 453-463.
Simon, Carina, Brexendorf, Tim Oliver, & Fassnacht, Martin (2016). The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook. Journal of Product & Brand Management, 25(5), 409-423.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77, 203-220.
Tang, Zhenya, Chen, Leida, & Gillenson, Mark L. (2018). Understanding brand fan page followers’ discontinuance motivations: A mixed-method study. Information &
Management, article in press.
Tajfel, Henri (1978). Social categorization, social identity and social comparison. in Tajfel, Henri (Ed.) Differentiation between social groups: Studies in the social psychology of intergroup relations, London: Academic Press, 61- 76.
Tajfel, Henri & Turner, John C. (1985). The social identity theory of group behavior.
in Worchel, Steven and Austin, William G. (Eds.), Psychology of Intergroup Relations, 2nd ed., Chicago: Nelson-Hall, 7-24.
Trail, Galen T., Anderson, Dean F. & Fink, Janet S. (2005). Customer satisfaction and identity theory: A model of sport spectator conative loyalty. Sport Marketing Quality, 14(2), 98-111.
Tsimonis, Georgios & Dimitriadis, Sergios (2014). Brand strategies in social media.
Marketing Intelligence & Planning, 32(3), 328-344.
Webb, Susan Hall, & Roberts, Sherry J. (2016). Communication and social media approaches in small businesses. Journal of Marketing Development and Competitiveness, 10(1), 66-79.
Wikström, Solveig (1996). The customer as co-producer. European Journal of Marketing, 31(4). 6-19.
Wu, Jyh-Jeng, Chen, Ying-Hueih, and Chung, Yu-Shuo (2010). Trust factors influencing virtual community members: A study of transaction communities. Journal of Business Research, 63, 1025-1032.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhang, Mingli, Guo, Lingyun, Hu, Mu, & Liu, Wenhua (2016). Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. International Journal of Information Management, article in press.
Zheng, Xiabing, Cheung, Christy M.K., Lee, Matthew K.O., & Liang, Liang (2015).
Building brand loyalty through user engagement in online brand communities in social networking sites. Information Technology & People, 28(1), 90-106.
1
出國報告（出國類別：開會）
2019年國際物流學術研討會(ISL 2019)
服務機關：嘉南藥理大學 姓名職稱：陳美惠 助理教授 派赴國家：德國
出國期間：108.07.07-07.25 報告日期：108.10.31
目次
2
ㄧ、目的
此次到德國的福茲堡Maritime Hotel 參加 2019 年第 24 屆國際物流學術研討會 (The 24th International Symposium on Logistics, ISL 2019)，7 月 14 日~17 日的四天學術交流活 動，除瞭解國際學術界最新的物流與流通相關研究，也與各國學者交換名片，討論未來 學術交流的可能。
今年共有來自世界各國約130 名教授與博士生參加，共發表 90 篇論文。本人與來
自台灣的學者一同參加本次研討會，在四天學術交流活動中，除瞭解國際學術界最新的 行銷與物流相關研究外，也與各國的學者相互交換名片並進行學術交流。
二、過程
7 月 7 日(星期日)
搭乘晚上11:40 華航由台北直飛義大利羅馬，到達時間是 7 月 8 日。
7 月 10-13 日(星期三－星期六)
7 月 10 日與同行教授們參訪 Austria 的 Innstruck 的 MCI 管理學院，首先於 11 日探
訪學院的「歐洲創新創業模組教學典範」，了解其上課、課後交流、參訪等事項。13 日
離開Innstruck 前往德國福茲堡。
7 月 14-17 日(星期日－星期三)
7 月 14 日早上抵達德國福茲堡，並於下午參加 Workshop：「Digital Supply Chain Platforms:
Concepts and Business Cases」，由高科大蔡坤穆教授與德國 FHWS 的 Peik Bremer 教授 共同主持。
3
7 月 15 日下午 1:30 發表論文：「Implementing Association Rules for Rack Replenishment in Kiva Systems 」，作者群包括 Kune-muh Tsai, Mei-hui Chen, Peik Bremer, Ting-Yu Chen，是一篇台德合作的論文。
7 月 17 日上午 10:00 趨車前往 SSI Schaffer 參觀其最新科技研發中心裏的各項自動化設 備，並與 Dr. Beer 有深入的交往與對談。
7 月 24-25 日(星期三~星期四)
由羅馬飛回台灣，結束本次的行程。
三、心得與建議
四天會議中與來自世界各地的學者交換名片，聯繫情誼並針對未來可能交流合作之可行 性進行討論。ISL 研討會有來自 30 多個國家 130 多學者參加的學術研討會，是提升台 灣國際上學術的能見度，也能增加國內學者的國際視野。
4
（四）附錄
圖一 本人在大會註冊處
5
圖二 與本次研討會的負責的德國學者 Prof. Peik Bremer 合影
107年度專題研究計畫成果彙整表
計畫主持人：陳美惠 計畫編號：107-2635-H-041-001- 計畫名稱：品牌粉絲專頁參與行為之實證研究
成果項目 量化 單位
質化
（說明：各成果項目請附佐證資料或細 項說明，如期刊名稱、年份、卷期、起 訖頁數、證號...等）
國 內
學術性論文
期刊論文 0
研討會論文 0 篇
專書 0 本
專書論文 0 章
技術報告 0 篇
其他 0 篇
智慧財產權 及成果
專利權 發明專利 申請中 0
件
已獲得 0
新型/設計專利 0
商標權 0
營業秘密 0
積體電路電路布局權 0
著作權 0
品種權 0
其他 0
技術移轉 件數 0 件
收入 0 千元
國 外
學術性論文
期刊論文 1
篇 投稿中
研討會論文 0
專書 0 本
專書論文 0 章
技術報告 0 篇
其他 0 篇
智慧財產權 及成果
專利權 發明專利 申請中 0
件
已獲得 0
新型/設計專利 0
商標權 0
營業秘密 0
積體電路電路布局權 0
著作權 0
品種權 0
其他 0
技術移轉 件數 0 件
收入 0 千元
參 與 計 畫 人 力
本國籍
大專生 1
人次
一位大專學生參與計畫的執行
碩士生 1 一位研究生參與計畫的執行
博士生 0
博士級研究人員 0
專任人員 0
非本國籍
大專生 0
碩士生 0
博士生 0
博士級研究人員 0
專任人員 0
其他成果
（無法以量化表達之成果如辦理學術活動
、獲得獎項、重要國際合作、研究成果國 際影響力及其他協助產業技術發展之具體 效益事項等，請以文字敘述填列。）
