Customer Value Community Relationship Quality and Continuance Intention- An Empirical Study of Taiwanese Airline Social Media Users

• Main Author: 董玉明
• Other Authors: 陳方元
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/19515094035453077211

碩士 === 逢甲大學 === 運輸科技與管理學系 === 102 === In 2013, Facebook usage in Taiwan has become the highest in the world, this means social media has become a part of our life. This brings domestic airlines paying attention to the benefits brought by the site. The literature shows that there are six facts affecting the of continuance intention, and with SEM (structural equation analysis), we discuss the reasons of the airline social media users’ continuance intention. In this study, the subject are fan page users operated by Taiwanese airlines on Facebook. It is divided into network and paper questionnaires. Network questionnaires survey in the fan page and iron bird club. Paper questionnaires survey in Taiwan Taoyuan international airport. 405 valid questionnaires were collects and moded through Lisrel8.80 for fitting and verification. The results show functional ,emotional and hedonic dimension of customer value positively affect community trust on the fan page. Hedonic dimension positively affects community satisfaction of the page. Community trust is positively related to continuance intention. Lastly, based on this study, specific theoretical and practical implications and future research directions are provided.