國立臺南大學專任教師基本資料
姓名林政佑
系所行政管理學系
校內分機 
EMAILjlin@mail.nutn.edu.tw
辦公室 
網址 
專長/研究領域服務業行銷, 品牌管理, 社群行銷
著作名稱:They support, so we talk: the effects of other users on self-disclosure on social networking sites
年度:2021
類別: 期刊論文 Information Technology & People
摘要:Purpose – Social networking sites (SNSs) have significantly influenced people’s lives and changed their behavior. Although previous research has explored self-disclosure in virtual communities, little is known about the impact of other users, particularly their online social support, on self-disclosure. The aim of this study is to explore how online social support dimensions (i.e., emotional, informational, esteem, instrumental and network support) influence people’s self-disclosure, which in turn affects their commitment to SNSs. Design/methodology/approach – Based on social exchange theory, this study proposes a research model that explores the role of other users on self-disclosure. This study collects data from a sample of 558 respondents and applies the structural equation modeling technique to test the research model. Findings – The findings show that users are motivated to disclose information and commit to a specific SNS because of the supportive climate. Results also show that self-disclosure mediates the effect of online social support on users’ commitment to SNSs. Originality/value – This study focuses on the influence of other users’ roles on self-disclosure on SNSs, extending the application of social exchange theory.
關鍵字:s Social networking sites, Online social support, Self-disclosure, Social exchange theory
著作名稱:Investigating the role of customer forgiveness following a double deviation
年度:2022
類別: 期刊論文 Journal of Services Marketing
摘要:Abstract Purpose – Despite double deviation being an acknowledged phenomenon in services marketing, less research has been devoted to the evaluation of the underlying relationships between cognitive appraisals, customer forgiveness and postrecovery actions following a double deviation. Therefore, this study aims to develop and empirically test a conceptual model to determine the role of customer forgiveness and its boundary conditions in double-deviation scenarios based on the stress and coping theory. Design/methodology/approach – This study aggregated 290 survey data by adopting the retrospective experience sampling method and examined the proposed model using structural equation modeling and bootstrapping analysis. Findings – The results confirm that customer forgiveness mediates the link between service recovery dissatisfaction and postrecovery customer complaints (i.e. online and third-party complaints). Additionally, attribution-based factors (i.e. stability and controllability attributions) positively moderated the service recovery dissatisfaction–customer forgiveness relationship. Finally, these findings exhibit that relationship-based factors (i.e. relationship duration and affective commitment) had negative moderating effects on the service recovery dissatisfaction–customer forgiveness link. Originality/value – Without ensuring customer forgiveness, customers who experience failure twice in a row may act more aggressively to damage service firms. Yet, knowledge of customer forgiveness in a double-deviation scenario is still lacking. The results make twofold contributions to the service recovery literature. First, this study emphasizes customer forgiveness as an integral coping response that has a mediating role in the relationship between service recovery dissatisfaction and postrecovery customer complaints. Second, this study shed insights into boundary conditions of customer forgiveness by identifying attribution- and relationship-based factors as moderators.
關鍵字:Service recovery dissatisfaction, Customer forgiveness, Postrecovery customer complaints, The stress and coping theory
著作名稱:Stepping up, stepping out: the elderly customer long-term health-care experience
年度:2022
類別: 期刊論文 Journal of Services Marketing
摘要:Abstract Purpose – Demand for long-term care services increases with population aging. This study aims to develop a conceptual model of elderly customers’ health-care experiences to explore the antecedents, mechanisms and outcomes of social participation in long-term care service organizations. Design/methodology/approach – Using a two-phase data collection approach, this study collects data from 238 elderly customers in a long-term care service organization. The final data are analyzed through structural equation modeling. Findings – The results show that care management efforts (i.e. customer education, perceived organization support, role modeling, perceived other customer support and diversity of activity) influence elderly customers’ psychological states (i.e. self-efficacy and sense of community), leading to increased social participation. In addition, high levels of social participation evoke positive service satisfaction and quality of life, both of which alleviate switching intention. Originality/value – This study is one of the first conclusive service studies focused on the role of elderly customers’ social participation in their longterm care experience. The findings contribute to health-care service marketing and transformative service research, and expand understanding of elderly customers’ health-care experience, especially in long-term care service settings.
關鍵字:Long-term care experience, Elderly customers, Social participation, Quality of life, Social cognitive theory, Social exchange theory
著作名稱:從資源基礎理論探究非營利 組織之社會責任活動 —以財團法人聯新文教基金會為例
年度:2022
類別: 期刊論文 產業與管理論壇
摘要:伴隨社會服務的發展,非營利組織扮演彌補社會需求與政府供給之間落差的角色。受限資源與能力不足,非營利組織往往面臨如何進行資源規劃來實踐社會責任的重大挑戰。藉由與不同利害關係人互動以取得資源,並建立良好的資源管理能力,對於非營利組織在社會責任活動的執行是極其重要。有鑑於過去文獻鮮少著墨討論非營利組織之資源建構與資源管理的完整脈絡流程。因此,本研究採資源基礎理論為研究視角,以財團法人聯新文教基金會為焦點個案,釐清非營利組織在執行社會責任活動的過程中如何取得資源並發展資源管理能力,達成良好非財務績效的表現。個案依導入活動時期(合作探索期和落地深根期)劃分為資源規劃階段(資源建構和資源管理)與收穫階段。研究發現個案組織建構活動需要基礎資源與支持資源,並進一步於資源管理階段發展組織資源的動員力、網絡力與拓展力,最終於收穫階段創造非財務績效表現。研究結果期對非營利組織與社會責任領域具有重要的學術與實務貢獻。
關鍵字:非營利組織、社會責任活動、資源基礎理論、資源管理
著作名稱:Exploring the Moderating Mechanism of Gratification Experience in Firm-Hosted Social Media Brand Community: A Perspective From Uses and Gratifications Theory
年度:2023
類別: 會議論文
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著作名稱:Member lock-in and knowledge break-out in SNS groups: integrating the “pull-in”, “push-back”, and “mooring” effects
年度:2018
類別: 會議論文
摘要:Abstract Social networking site (SNS) group provides a new cyberspace for users to share knowledge. As competition intensifies and recruiting new members becomes more difficult, SNS groups need to devote their strategic efforts to encouraging members’ contributions. However, prior research has seldom touched this issue from the “online switching barrier” perspective. We develop and test a structural equation model incorporating pull-in (group-member and member-member relationship quality), push-back (alternative unattractiveness), and mooring (switching cost) effects, which subsequently affect members’ knowledge contribution behavior (knowledge sharing and knowledge co-creating) through the mediating role of self-development and pro-social motivation for engagement. Results based on 382-respondent survey data show that pull-in and push-back factors facilitate members’ contributing motivations, which in turn lead to contribution behavior. The mooring effect which is reflective of different levels of switching costs moderates the effects of pull-in/push-back on self-development and pro-social motivation. The findings provide academic insights for scholars and marketing implications for practitioners in leveraging lock-in effect in SNS groups.
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