選擇反映性測量模式或形成性測量模式？以社群媒體形式之顧客參與行為構念設定為例

Selecting Reflective Measurement Models or Formative Measurement Models? A Case Study of Specifying the Construct of Customer Engagement Behavior on Social Media

顧客參與在社群媒體環境中所產生超越交易之外的行為，已有學者採用反映性測量模式加以探討。本研究的目的是提出替代之形成性測量模型，期待更好地概念化其定義，並說明二種模式之差異。本研究運用綜合方法，首先以質性研究方法，基於理論背景和觀測資料，掌握顧客可能在餐廳臉書粉絲頁呈現之各項行為表徵，其次建構模式，並以問卷調查方式蒐集資料，運用Smart-PLS 分析。研究結果顯示：構念係形成性二階模型組成，包含7 個構面：影響行為、顧客參與活動、知識分享、回饋、協助其他顧客、顧客之間的互動，以及瀏覽，以及所屬15 個題項，獲得實證資料驗證假說成立，模型亦具有良好的外部效度；反映性測量模式之分析結果有模型設定偏誤之虞。本文提供未來研究者對於測量模式選擇之參考，並了解二種模式之差異性。

The development of information and communication technology fosters customer engagement on social media. In this study, customer engagement refers to the behavioral manifestation from customers toward restaurants’ Facebook fan pages beyond the purchasing behavior. The purpose of this study was to propose an alternative model specification for better conceptualizing the definition of customer engagement (CE) construct, to discuss the theoretical justification of the model, and to investigate the differences between the formative measurement model (FMM) and reflective measurement model (RMM). The proposed model was elaborated as a formative construct based on theoretical contexts and observational data. The construct comprised seven formative first-order dimensions, namely “influencing behaviors,” “participation in activities,” “customer knowledge sharing,” “feedbacks,” “helping other customers,” “customer-to-customer interaction,” and “browsing” with a good external validity. Compared with the estimation results of FMM, those from RMM were likely to be the outcome of model misspecification. The research findings provided a better understanding on choosing measurement models. Finally, suggestions for future research are discussed.