| 摘要: | Facebook粉絲專頁是現在熱門的網路行銷工具網站，目前已經成為中小企業進軍網路必備的平台之一，有越來越多的粉絲專頁如雨後春筍般成立，彼此相互競爭，而企業要如何維持社群會員與顧客持續參與的意願以及培養其忠誠度使得粉絲專業能永續經營，即成為粉絲專頁經營者的一大挑戰。如何有效的評估Facebook粉絲專頁會員忠誠度之重要影響因素，即成為主要研究動機。
研究方法針對影響虛擬社群會員忠誠度的因素之相關文獻進行歸納、彙整與探討，透過AHP層級分析方法，整合與計算各項評估準則，求得影響Facebook粉絲專頁會員忠誠度之因素的相對權重值。
本研究的研究結果顯示：影響Facebook粉絲專頁會員之四大構面，分別排序是：資訊內容、人際關係、經營方式、利益獲取而前五名準則依序為：訊息完整且可信、內容屬性符合需求 、能得到協助、有用的資訊 、會員間互動良好。上述的研究結果，期許能幫助Facebook粉絲專頁管理者了解影響會員持續上站的原因為何，作為管理者在經營專頁以提升粉絲專頁會員忠誠度之參考依據。
Facebook fan page has become a popular internet marketing tool and a platform for the small and medium-sized enterprises to enter into the internet market. More and more Facebook fan pages were springing up recently with fierce competition in between. Therefore, enterprises have to face the challenges of keeping the willingness of members’ participations and loyalties for the sustainable professional development. The motive of this study is to evaluate important factors that affect the Loyalty of Facebook Fan Page Members.
The study was first started by collecting and summarizing literatures that addressed the Facebook Fan Page Members loyalty impact factors. Secondly, analytic hierarchy process (AHP) was introduced to integrate varies evaluation basis and calculate the relative impact weights of each factor to the Facebook Fan Page Members loyalty
This study showed that four major aspects that affect the loyalty of Facebook fan page members could be ranked as information content, interpersonal relationship, operation model, and benefits / profit. Important factors, ranked by impact weight, that affect the loyalty of Facebook fan page members are the completeness and reliability of messages, the comprehensiveness of contents, capability in assistance, useful information, and good interaction between members. The above results wish to provide Facebook fan page managers a reference of how to keep fans on the page and raise the loyalty of members. |
