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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 潘雪 | zh_TW |
| dc.contributor.advisor | Shweta Pandey | en |
| dc.contributor.author | 蔡依達 | zh_TW |
| dc.contributor.author | I-Ta Tsai | en |
| dc.date.accessioned | 2023-09-22T17:32:33Z | - |
| dc.date.available | 2023-11-09 | - |
| dc.date.copyright | 2023-09-22 | - |
| dc.date.issued | 2023 | - |
| dc.date.submitted | 2023-08-10 | - |
| dc.identifier.citation | Abdul-Ghani, E., Hyde, K. F., & Marshall, R. (2018). Conceptualising Engagement in a Consumer-to-Consumer Context. Australasian Marketing Journal (AMJ), 27(1). DOI: 10.1016/j.ausmj.2018.06.001.
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/90131 | - |
| dc.description.abstract | none | zh_TW |
| dc.description.abstract | This thesis investigates the factors shaping customer engagement on Discord, an interactive online social media platform. Through the lens of Uses and Gratifications theory, the study explores the impact of social factors, user-based aspects, firm-generated information, co-creation values, and brand relationships on users' engagement with brands on Discord and its subsequent influence on brand equity. Using a quantitative approach, the research surveyed 184 active Discord users aged 18 to 44 who have encountered branded content. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0, the analysis demonstrated significant links between user-based factors, firm-generated information, co-creation values, and brand relationships with customer engagement. However, social-based factors were not found to significantly affect engagement motivations. Notably, customer engagement was revealed to positively impact brand perceptions, thereby enhancing brand equity. The implications of these findings extend to both academia and industry, offering insights for marketing and brand managers. The study underscores the importance of cultivating user motivations and fostering strong customer-brand relationships on Discord to enhance brand equity. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2023-09-22T17:32:33Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2023-09-22T17:32:33Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | Table of Contents
Abstract i List of Figures and Tables v List of Abbreviations vi Chapter 1. Introduction 1 1.1 Background 1 1.2 Research Problem and Importance and Significance of the Study 4 1.3 Research Aims and Objectives 6 1.4 Research Methodology 7 Chapter 2. Literature Review 9 2.1 Discord 9 2.2 Uses and Gratifications Theory 11 2.3 Customer Engagement 13 2.4 Brand equity 15 Chapter 3: Framework Development 22 3.1 Research Model and Hypotheses Development 22 3.1.1 Social Factors 22 3.1.2 User-based factors 23 3.1.3 Firm-generated information 25 3.1.4 Co-creation Value 26 3.1.5 Brand Relationship Characteristics 27 3.1.6 Brand Equity 28 3.2 Research Demographics 31 3.3 Research Design 32 3.4 Data Collection 34 3.5 Data analysis 35 Chapter 4. Research Findings 39 4.1 Data Descriptives 39 4.2 Measurement Model Evaluation 42 4.3 Structural Model Evaluation 49 4.4 Results Analysis 51 Chapter 5. Interpretation & Conclusion 53 5.1 Theoretical implications 53 5.2 Managerial implications 55 Chapter 6. Conclusion, limitations and suggestions for future research 59 6.1 Conclusion 59 6.2 Limitations 60 6.3 Suggestions for future research 62 References 64 Appendix 83 | - |
| dc.language.iso | en | - |
| dc.subject | none | zh_TW |
| dc.subject | Brand Relationship | en |
| dc.subject | Discord | en |
| dc.subject | Uses and Gratifications Theory | en |
| dc.subject | Social Media | en |
| dc.subject | Customer Engagement | en |
| dc.subject | Consumer Behavior | en |
| dc.subject | Brand Equity | en |
| dc.title | Discord對品牌參與度影響要素調查 | zh_TW |
| dc.title | Investigating the Factors that Influence customer engagement on Discord: A Uses and Gratifications Study | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 111-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.coadvisor | 陳家麟 | zh_TW |
| dc.contributor.coadvisor | Chialin Chen | en |
| dc.contributor.oralexamcommittee | 余峻瑜; 陳聿宏 | zh_TW |
| dc.contributor.oralexamcommittee | Jiun-Yu Yu;Yu-Hung Chen | en |
| dc.subject.keyword | none, | zh_TW |
| dc.subject.keyword | Discord,Uses and Gratifications Theory,Social Media,Customer Engagement,Consumer Behavior,Brand Equity,Brand Relationship, | en |
| dc.relation.page | 91 | - |
| dc.identifier.doi | 10.6342/NTU202303555 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2023-08-11 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 企業管理碩士專班 | - |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-111-2.pdf | 709.79 kB | Adobe PDF | 檢視/開啟 |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。