碩士 / 南華大學 / 資訊管理學系 / 106 / Facebook live streaming has become more and more popular because of its professionalism and stickiness, and also become an important channel for online marketing. Given that Facebook streaming viewers to streamer impression, customer expectation, perceived value, processing for customers complaint and satisfaction, all of these are important factors that influence viewers' loyalty to Facebook online streaming.
This study focuses on exploring the influences of streamer impression, customer expectation, perceived value, complaint handling, customer satisfaction on loyalty. Taking fans of the fanpage of a Fishing Tackle Store as a sample, data collection and empirical analysis were carried out. A total of 329 online questionnaires were collected, include 268 valid questionnaires. The return rate was 81.45%.
The results are as follows: streamer impression has a positive effect on customer expectation, perceived value, complaint handling, customer satisfaction and customer loyalty. Customer satisfaction has a positive effect on cognitive quality and perceived value. Streamer impression is highest to streaming viewers. Streaming viewers’ satisfaction with handling customer complaints was highest. Streamer impression has most significant effect on loyalty.
| Identifer | oai:union.ndltd.org:TW/106NHU00396019 |
| Date | January 2018 |
| Creators | CHIANG, HSING-ER, 江幸娥 |
| Contributors | HUNG, MING-CHIEN, 洪銘建 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 114 |
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