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中文論文名稱 品牌社群對品牌忠誠之探討-以Apple品牌社群為例
英文論文名稱 A Study of Influential Factors of Brand Community on Brand Loyalty –The example of Apple Brand Community.
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 95
學期 2
出版年 96
研究生中文姓名 姚家瑞
研究生英文姓名 Chia-Jui Yao
學號 694450858
學位類別 碩士
語文別 中文
口試日期 2007-06-04
論文頁數 116頁
口試委員 指導教授-李月華
委員-曾義明
委員-莊忠柱
委員-李月華
中文關鍵字 品牌關係品質  品牌權益  品牌社群及網路人際關係 
英文關鍵字 Brand Relationship  Brand Equity  Brand community and Internet interpersonal relationship. 
學科別分類 學科別社會科學管理學
中文摘要 台灣的無名小站及美國的YouTube,利用免費內容吸引使用者而形成社群,社群再透過社群網友製造更多免費內容,來創造品牌價值的典範。國內已有不少品牌社群組織或是網路俱樂部,透過各種媒介來傳遞出對品牌的支持,所以企業應該協助這些粉絲(Fans)獲取更美好的品牌經驗,將品牌價值延伸創造出人瑞品牌,讓其他品牌想爭奪其市場需耗時又費力。
本研究主要目的是在企業如何經營一個品牌社群,來創造出更多消費者對企業的認同,進而提升公司銷售數字,為企業形成一個無形的進入障礙。本研究以 McAlexander, Schouten & Koenig(2002) 顧客為中心(Customer-centric)的品牌社群觀念為基礎,加上Algesheimer, Dholakia & Herrmann (2005)利用品牌社群認同與參與的概念,從顧客的角度出發,探討品牌關係品質、品牌權益及顧客價值和品牌認同之關係,來發展本研究架構。
在文獻回顧與探討後建立本研究之各項假說,針對老地方冰果室之蘋果品牌社群進行問卷之實證研究 ,研究結果可歸納如下:
一、蘋果社群之品牌關係品質與社群成員間有更重要且更富概念化的情感聯結,蘋果社群之品牌權益對社群成員有許多深刻和獨特的品牌意義。
二、 網路人際關係透過在網路品牌社群中的討論和經驗交流,可以使人產生對品牌社群的認同和參與
三、 透過網路人際關係和品牌認同下,經由品牌社群運作下容易提高品牌再購意願。
網際網路把認同該品牌的熱愛者聚集在一起,會因為社群運作的關係,把網路人際關係會延伸至真實的人際關係, 在透過品牌社群參與,會導致提升品牌再購的意願,經營品牌社群實為一項企業與顧客建立良好關係之行銷策略。
英文摘要 Two websites , Wretch in Taiwan and YouTube in US, are the best examples of that company creates brand value by free content. Through Wretch or YouTube, it is a positive information recycle that website users easily become communities because of free content and then communities further create more free content to attract more website users. So far, there are a lot of brand communities on the website in Taiwan. Brand communities present their support about concerning brand by kinds of media. So, enterprises shall assist brand communities to acquire more wonderful brand experiences, and extend their brand values to become the top one in the world.
This research is to study enterprises how to create more and more enterprise identification by managing a brand community. Furthermore, enterprises increase their sales and brand value. This research is based on customer-centric conception of brand community (McAlexander, Schouten & Koenig, 2002), and brand community identification and Engagement (Algesheimer, Dholakia & Herrmann, 2005). By customers' point, we study the relationship of brand relationship quality, brand equity, customer value, and brand identity.
According to the hypothesis of this research, we adopt the case study on FrostyPlace, brand community of Apple Co., by questionnaire. The summary of the study result is as following,
1.Brand relationship quality of apple community are more important and emotional with community members, Brand equity of apple community are more impress and particular with community members.
2. Internet interpersonal relationship via discussion and communication on internet communities lets website users produce identification and participation on brand community.
3. Brand repurchase intentions are increased with managing brand communities via internet interpersonal relationship and brand identification.
Brand fans are gathered by internet such as Wretch in Taiwan and YouTube in US. Internet interpersonal relationship extends to real interpersonal relationship due to managing brand community. Through the participation of brand community continually, it will increase the will of brand repurchase intentions. In other words, it is the best marketing strategy to establish positive relationship with customers by managing brand community.
論文目次 目錄
目錄 I
表目錄 III
圖目錄 IV
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 品牌認同 6
第二節 品牌社群 24
第三節 網路人際關係 32
第四節 品牌再購意願 34
第三章 研究方法 39
第一節 研究架構與假說 39
第二節 研究設計 47
第三節 變數衡量方式 49
第四節 問卷設計 54
第五節 資料分析方法 54
第四章 資料分析 56
第一節 樣本分析 56
第二節 信度分析及相關分析 59
第三節 網路人際關係構面分析 61
第四節 驗證性因素分析 65
第五節 整體結構方程式分析 72
第六節 單因子多變量分析(ONE-WAY ANOVA) 78
第七節 自由購買3C產品能力高低之比較 85
第五章 結論與建議 87
第一節 研究結果 87
第二節 研究貢獻 91
第三節 研究限制 91
第四節 後續研究方向 92
參考文獻 94
附件一 104
附件二 109
老地方冰果室的簡介 109
2007/01/26 台北小型網聚 111
2007/03/02台北小型網聚 112
2007/03/09台北小型網聚 113
2007/03/23台北小型網聚 115


表目錄
表3-1 研究假說總表 46
表3-2 品牌關係品質之衡量問項 49
表3-3 品牌權益之衡量問項 50
表3-4 顧客價值之衡量問項 51
表3-5 網路人際關係之衡量問項 51
表3-6 品牌認同之衡量問項 52
表3-7 品牌社群認同和參與之衡量問項 53
表3-8 品牌再購意願之衡量問項 54
表4-1 樣本資料分析 56
表4-2 問卷各構面之信度分析 59
表4-3 構面相關分析 60
表4-4 網路人際闗係KMO與BARTLETT檢定 61
表4-5 網路人際關係特徵值、解釋變異量 62
表4-6 網路人際關係構面一「參與感」 62
表4-7 網路人際關係構面二「協助性」 63
表4-8 網路人際關係構面三「親密感」 64
表4-9 網路人際關係構面四「情緒滋養」 64
表4-10 個別因素負荷量 67
表4-11 模型之組合信度及變異平均抽取量 69
表4-12 整體模式配適度 70
表4-13 各構念之區別效度 71
表4-14 線性結構方程式模型的整體模式配適度 74
表4-15 整體假說整理如下 77
表4-16 自由購買3C金額之差異程度分析 78
表4-17 上次到老地方冰果室的網站天數之差異程度分析 81
表4-18 年齡之差異程度分析 83
表5-1 假說檢定結果 90

圖目錄
圖1-1 研究流程 5
圖2-1 品牌知識構面圖 11
圖2-2 品牌權益構面圖 13
圖2-3 關係品質模型 15
圖2-4 關係行銷的KMV模式 16
圖2-5 品牌關係品質之初步模型 18
圖2-6 價格、知覺品質與感受價值關係模式 22
圖2-7 價格效果概念模式 23
圖2-8 品牌社群關係 27
圖2-9 計劃行為理論 35
圖3-1 研究架構圖 39
圖4-1 驗證性因素分析模型分析 66
圖4-2 線性結構方程式模型之整體模式分析 73
圖4-3 低購買3C產品能力模型 85
圖4-4 高購買3C產品能力模型 86

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