Facebook全球使用者相當於世界第三大國，目前台灣有超過六百萬會員，其中粉絲專頁為Facebook提供企業或個人成立的社群專頁，粉絲專頁便於聚集相同嗜好的粉絲，特別是企業可利用免費的社交網站空間建立品牌社群，提高知名度與維繫顧客關係；台灣Facebook使用者也紛紛加入各種粉絲專頁，因此本研究以Facebook粉絲專頁使用者為研究對象，應用Mowen（2000）提出的3M層級模型，探究人格特質、動機、消費者創新性、社群認同感、價值意識，對使用者利用粉絲專頁接收資訊及發表意見意圖的影響。除了瞭解研究架構的層級關係，也以結構方程式驗證整體模型的適配度。 本研究結果發現：社群認同感對接收資訊意圖與發表意見意圖皆有正面影響，使用者的價值意識，對接收資訊意圖有正面影響。社群認同感與價值意識，來自人際需求、活動需求及資訊需求。本研究亦在研究架構外，延伸探討粉絲專頁使用者的接收資訊及發表意見意圖，接收資訊意圖是使用者瞭解該品牌並持續購買該品牌產品的重要因素，而發表意見的意圖則影響品牌喜好程度、採用該品牌其他產品，以及通路造訪頻率。以上研究結論可作為粉絲專頁之經營參考。 / Facebook has six million members in Taiwan and the global members have expanded as large as the population of third largest country. Based on the membership, various Faceboook applications have great potentials in advertising and marketing. Fan Page, one of the applications, functioned as an online brand community for the worldwide corporations to promote their new products/ services and manage the customer relationships. The research is based on Mowen (2000) 3M hierarchal model to investigate the influences of fan page users’ traits and motivations on their behavioral intentions. The purpose is to discover the hierarchical relationships of the conceptual framework and then provide the fan page owners with practical suggestions. The research findings including community recognition and value consciousness will positively influence the behavioral intentions. And community recognition and values consciousness are positively influenced by the needs of interpersonal relationship, information, and activity. Therefore, the fan page owners should meet the needs and then increase users’ community recognition and values consciousness by providing information and encouraging users to express their opinions on fan pages.

Doctor of Philosophy / School of Family Studies and Human Services / Kristy L. Pederson-Archuleta / Martin Seay / This dissertation employed a psychological framework to investigate the saving behavior of older pre-retirees through three essays using data from the Health and Retirement Study (HRS). Understanding the connection between psychological characteristics and saving behavior is critical as this population attempts to bridge the retirement saving gap. Of these characteristics, financial self-efficacy beliefs (FSE) are theoretically vital to saving behavior. With the FSE beliefs of older adults weak and vulnerable to decline, more research is needed to understand how FSE beliefs affect saving behavior and how FSE beliefs can be supported. Essay one investigated the psychological characteristics associated with FSE beliefs according to the Meta-Theoretic Model of Motivation and Personality (3M). Using a sample of 2,070 pre-retirees aged 50 to 70, essay one revealed that FSE beliefs can be supported through the frequent experience of positive affect, reduced negative affect, a stronger perception of mastery, and a higher task orientation, holding all else constant. Essay two investigated the relationship between FSE beliefs and saving behavior (i.e., change in net worth from 2008 to 2012) through the Social Cognitive Theory of Self-Regulation. Using a sample of 844 pre-retirees aged 50 to 70, results revealed that FSE beliefs are significantly and positively related to saving behavior, after controlling for the financial ability and motivation to save. Essay three employed a structural equation model to investigate an integrated psychological approach to saving behavior based upon the 3M. Using a sample of 1,370 pre-retired and partially retired adults aged 50 to 70, essay three revealed that FSE beliefs facilitated the connection between elemental traits (i.e., openness, conscientiousness, extroversion, agreeableness, and neuroticism), compound traits (i.e., positive affect, negative affect, mastery, and task orientation), and saving behavior. Overall, significant evidence was generated supporting a psychological approach to the saving behavior of older pre-retirees. Financial and mental health professionals can utilize this framework to provide holistic retirement saving advice that acknowledges the psychological roots of behavior. Moreover, results established empirical support for the role FSE beliefs play in executing saving behavior. Lastly, results supported the importance of domain specific measurement for self-efficacy beliefs in future research.