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系統識別號 U0002-0607200716424800
中文論文名稱 品牌認同和社群參與對社群忠誠度影響之研究
英文論文名稱 An Influence of Brand Identification and Community Engagement on Community Loyalty
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 莊易霖
研究生英文姓名 Yi-Lin Chuang
學號 694450130
學位類別 碩士
語文別 中文
口試日期 2007-06-14
論文頁數 79頁
口試委員 指導教授-李月華
委員-白滌清
委員-吳長生
中文關鍵字 品牌認同  社群認同  社群參與  社群忠誠度 
英文關鍵字 Brand Identification  Community Identification  Community Engagement  Community Loyalty 
學科別分類 學科別社會科學管理學
中文摘要 時代不斷的進步,人與人之間互動越來越頻繁,對群體關係的重視取代了個人不顧一切求取報酬的年代。隨著商業不斷加速的腳步,科技變遷也想當然爾不落人後的緊追在後,企業如何在千變萬化的環境中維持一定的獲利,需要品牌的加持。Algesheimer, Dholakia, & Herrmann(2005)定義社群參與為社群成員與其他成員合作、互動的內在動機。基於這樣的動機,更加強了企業經營品牌社群的決心,因而在社群發展中,針對社群成員彼此的互動、增加對社群的認同、創造社群忠誠,也顯然成為了一個重要的議題。
本研究進一步針對網路人際關係、品牌認同、社群認同、參與及社群忠誠度相關性進行研究,以使用Mac電腦的網站社群為研究對象,採當面發放問卷的方式進行研究,有效樣本180份;並以AMOS統計軟體進行資料分析及數據解讀。
本研究經過統計分析,實證結果發現網路人際互動關係對於品牌社群認同、社群參與有一定的影響,品牌認同影響著社群成員對該社群的認同,同時也對社群成員參與有正向的幫助,在社群成員參與及認同該社群的前提下,也對社群忠誠度產生了一定的助益,影響所及因此可聯繫到該社群的品牌商品,繼而增加企業的收益。
本研究證實對社群經營者而言,如何抓住社群成員的心,需透過營造和諧的互動關係,增加社群成員對社群的認同,自然而然會對社群的忠誠度產生一定的影響;對企業而言,創造一個良好的互動環境,使人們不斷聯繫著彼此的情感,討論彼此認同的事物,產生了對環境的忠誠,也就是對所屬群體、社群的忠誠,也會因此直接或間接的影響著品牌產品的銷售,創造企業獲利。
英文摘要 We are witnessing an age in which people interact with one another more frequently; the conception of community relationship has begun to substitute for individualistic entrepreneurism; and the acceleration of business transaction comes with technological advancement. How a company adapts itself to this changed milieu and maintains the rate of profit depends on the making of brand community. Algesheimer, Dholakia, & Herrmann (2005) define “Community Engagement” is the internal motivation of members when they cooperate, interact with other members. And this motivation propels a company into shaping its brand community. Henceforth, interaction among community members, the identification of a given community, and creation of community loyalty become those to which a company has to dedicate its utmost attention.
The purpose of this research is to explore the correlation between interpersonal relationship within cyberspace, brand identification, community identification, community engagement, and community loyalty. The research is conducted with 180 questionnaires collected from users of Mac as members of this Mac community in the cyberspace. Moreover, the data thus collected is analyzed by AMOS statistical software.
The findings of this research are as following: First, the correlation between interpersonal relationship in the cyberspace and community identification is positive. Second, interpersonal relationship in the cyberspace and community engagement is positive. Third, the correlation between brand identification and community identification is positive. Forth, the correlation between brand identification and community engagement is positive. Fifth, the correlation between community identification and community loyalty is positive. Finally, the correlation between community engagement and community loyalty is positive.
As a leader of a company, creating a milieu in which customers could interact with one another easily and freely to discuss the product they identify with is important for the formation of community loyalty, which will influence sales volume of, and profit from, the product.
論文目次 目錄
目錄 I
表目錄 III
圖目錄 V
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程和步驟 5
第貳章 文獻探討 7
第一節 網路人際關係(internet interpersonal relationship) 7
第二節 品牌認同(Brand Identification) 9
第三節 社群(Community) 10
第四節 品牌社群認同(Brand Community Identification) 16
第五節 社群參與(Community Engagement) 18
第六節 社群忠誠度(Community Loyalty) 19
第參章 研究方法 25
第一節 研究架構與假說 25
第二節 研究對象與資料蒐集方法 31
第三節 變數衡量方法 32
第四節 問卷設計 37
第五節 資料分析方法 39
第肆章 資料分析 43
第一節 樣本結構分析與比較 43
第二節 信度與各構面分析 45
第三節 驗證性因素分析 47
第四節 整體模型與結構關係分析 53
第伍章 結論與建議 60
第一節 研究結論與貢獻 60
第二節 研究限制 63
第三節 未來的研究建議 63
Reference 64
附件:研究問卷 76

表目錄
表3.1-1 研究假說 26
表3.3-1 網路人際關係之操作性定義與衡量問項 33
表3.3-2 品牌認同之操作性定義與衡量問項 34
表3.3-3 品牌社群認同之操作性定義與衡量問項 35
表3.3-4 社群參與之操作性定義及衡量問項 36
表3.3-5 社群忠誠度之操作性定義及衡量問項 37
表3.4-1 本研究使用的配適度指標 42
表4-1 樣本結構分析 43
表4-1 樣本結構分析(續) 44
表4.2-1 問卷各構面之信度分析 45
表4.2-2 因素分析之信度與解釋變異量 46
表4.2-3 網路人際關係與品牌社群認同及社群參與之Pearson相關 47
表4.3-1 個別信度與組成信度(不分社群) 48
表4.3-2 各因素之平均變異抽取量(不分社群) 48
表4.3-3 各構面之因素負荷量(不分社群) 49
表4.3-4 Mobile01-我愛吃蘋果社群的個別信度與組成信度 50
表4.3-5 OIKOS社群的個別信度及組成信度 51
表4.3-6 兩社群之平均變異抽取量 51
表4.3-6 兩社群之平均變異抽取量(續) 52
表4.2-7 各構面之因素負荷量-mobile01-我愛吃蘋果社群 52
表4.2-8 各構面之因素負荷量-OIKOS社群 53
表4.4-1 模式之整體配適度評估(不分社群) 54
表4.4-1 模式之整體配適度評估(不分社群)(續) 55
表4.4-2 模式之整體配適度評估 55
表4.4-3 網站社群在五個構面之關係(不分社群) 57
表4.4-4 兩網站社群在五個構面之關係 58

圖目錄
圖 1.3-1 研究流程圖………………………………………………….…......5
圖 2.1.3-1 品牌社群關係……………………………………………………...15
圖 3.1-1 研究架構……………………………………………..……..…......25
圖4.4-1 兩網站社群之線性結構分析結果(不分社群)………….........…...56
圖4.4-2 mobile01-我愛吃蘋果社群之線性結構分析結果…………..….…56
圖4.4-3 OIKOS社群之線性結構分析結果………………….……….…....57
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