過往顧客滿意架構多集中在購前因素分析或購後行為探討，甚少連結前因後果之整合性架構，故本研究從認知、態度、行為三個面向予以探究，並以關係階段與替代性吸引力雙變數作為調節變項。 本研究針對上海速食業者德克士之消費客群為抽樣對象，共收集有效問卷329份，並利用結構方程模式檢驗研究假說。研究結果歸納如下： 1. 品牌聲望對知覺價值與顧客滿意度皆有正向影響，且知覺價值亦對顧客滿意度有顯著的正向關係。 2. 慣性行為對於顧客滿意到顧客忠誠的路徑具有部分中介效果，結果顯示慣性亦是形成忠誠度的前驅因子之一。 3. 顧客滿意到口碑傳播的路徑並不顯著，但顧客忠誠到口碑傳播卻有顯著的正向關係，代表客群如果只有滿意還不足以衍生口碑行為，需要透過忠誠機制才有足夠強度驅動口碑。 4. 關係階段會顯著調節「顧客滿意到顧客忠誠」以及「顧客滿意到慣性行為」之關係，其他路徑則不顯著。替代性吸引力則對所有路徑的調節效果皆不顯著，此結果可能源於實證對象與競爭企業在消費者的認知中並沒有太大差異或偏好。 / Past researches of customer satisfaction focus on analysis of pre-pruchasing factors or post-buying behaviors. Nevertheless, few studies have adapted integrative structures of combining whole causal connection. The study investigates into three dimensions of cognition, attitude and behavior, taking relationship stage and alternative attractiveness as moderating variables. The study collected 329 valid questionnaires from fast food chain stores, Dicos, in Shanghai and took advantage of SEM to verify research hypotheses. Results and discussions are concluded below： 1. Brand Reputation has positive influence in Perceived Value and Customer Satisfaction. Perceived Value also has significantly positive influence in Customer Satisfaction. 2. Inertia Behavior has mediation effect towards the path of Customer Satisfaction and Customer Lotalty. The result indicates inertia is one of the pre-exponential factors of Customer Loyalty. 3. Customer Satisfaction to Word of Mouth isn’t significant, but Customer Loyalty to Word of Mouth is significantly positive. The result reveals satisfaction is not enough to motivate WOM spreading. Loyalty mechanism is needed to drive WOM behaviors. 4. Relationship stage moderates “Customer Satisfaction to Customer Lotalty” and “Customer Satisfaction to Inertia Behavior” significantly and other hypotheses aren’t significant. Alternative attractiveness doesn’t significantly moderate all of the hypotheses. It may indicate there is no difference or preference to cognition of customers towards Dicos and their competitors.

在社群網路發展蓬勃的時代，各企業都要求行銷人員尋求在社群網路曝光最大化的方法。企業也渴望透過培養忠實顧客得到穩定的顧客關係;換句話說，企業無意識地在顧客參與度的方面進行著墨。除此之外，企業習慣於藉著整合(聯合)性行銷來增加企業曝光度以及減少行銷成本；但僅止於與利益關係夥伴的行銷而喪失了更進一步培養顧客關係的機會。在我們的研究中，我們發展了原創性的概念性架構去幫助企業完成三項目標：優化口碑行銷之可能性、發展顧客參與度、以及加強與合作夥伴整合性行銷的效益。本研究設計了顧客參與平台，提供企業以協助企業管理粉絲專頁、發展顧客參與度以及挑選適合的合作夥伴以進行整合性行銷。我們研究發現，內省意見領袖之顧客參與度與文章型態以及內容有顯著關係，他們較容易受到知識性文章內容所吸引；而一般Facebook使用者也容易因朋友分享文章而有更高度閱讀的意願。我們也藉由這些發現針對兩間企業進行聯合行銷的個案研討，成功提高其B2C2C在Facebook上的口碑行銷廣度和顧客參與深度。 / In view of the explosive growth of social network, businesses want their marketers to find ways to be more ad exposure. Furthermore, businesses desire to get loyal customer for sustainable customer relationship; in other words, businesses are interested in developing customer engagement, even if they do not realize that they are so. Besides, businesses used to increase their brand exposure and decrease marketing cost through integrated marketing, but merely cooperating with stakeholders lost opportunity to further cultivate customer relations. In this study, we develop an original conceptual framework to assist business to complete three objectives: locally optimizing eWOM likelihood, developing customer engagement, and enhancing effectiveness of integrated marketing with cooperation stakeholder. We design an engagement site to help businesses choose their cooperation stakeholders, manage their fan page and further engage their customers on their fan page through our services provided on engagement site. Our finding includes the insights of the significant engagement degree between the informative content article and introvert leaders, the introvert leader to arouse their friends’ interest by the article, the method to enhance B2C2C eWOM through the introvert leaders and the practices of cooperating campaign between two businesses on Facebook.