| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 105 === By the coming age of Web 2.0, the communication ways between customers and companies vary. Customers actively search for desired information through internet and interact with the people who have the same experience around the world via virtual social media. Prior researches have verified the importance of psychological ownership (PO) in the field of organization behavior. However, there are few studies tested the concept in Facebook virtual community. Therefore, the purpose of this study is trying to integrate MOA model (Motivation, Opportunity, Ability), interactivity, shared emotional connection and self-investment as the antecedents of PO, and examine the relationships between PO and its antecedents and outcome variables (continuance intentions, electric word-of mouth).
The data were collected from an online questionnaire survey to the members of one of the facebook fan page and use 322 valid respondents to test the reliability and validity of measurement scales. And this study uses regression analysis to verify the hypotheses. The results of the study found that: (1) Motivation, opportunity and abilty have a positive effect on interactivity and shared emotional connection, and motivation has a positive effect on self-investment. (2)Interactivity, shared emotional connection and self-investment have a positive effect on psychological ownership. (3)Psychological ownership has a positive effect on psychological ownership has a positive effect on continuance intentions, electric word-of mouth.
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