隨著網路的發展與行動網路的普及，消費者在選擇產品與品牌不再只是參考親朋好友的意見，而是在網路上尋找產品相關的評價，企業有效的運用社群行銷可幫助企業擴張市場、帶來成長的機會。本研究選擇量化的問卷調查法，利用問卷調查方便、經濟、回復快速、作答彈性等優點，試圖從使用者的角度來觀察，藉由統計數字可更深入了解消費者是否會因為社群行銷而對於品牌的形象與忠誠度造成影響。本研究以星巴克的粉絲專頁為例，將消費者分成有瀏覽過星巴克粉絲專頁與未瀏覽過的消費者進行分析。
本研究以網路方式發放問卷，總計回收有效問卷共355份，研究結果如下:
1.企業運用社群行銷進而增加品牌認知，並正向影響再購買意願
2.企業運用社群行銷對於品牌忠誠度正向影響進而提升再購買意願
3.企業之品牌形象不會受到社群行銷之影響

With the development of the Internet and the popularization of mobile networks, consumers no longer just take the opinions of family members and friends when choosing products and brands, but look for product-related evaluations on the Internet. Enterprises can effectively use social marketing to help companies to expand the market and bring opportunities for growth. This study applies a quantitative questionnaire survey method to collect data.  The purpose is to observe from the user's perspective regarding the power of social media marketing. This thesis can better understand whether consumers will be driven by social media marketing through statistical analysis on the collected data. The major objective is to see if social media marketing has an impact on the brand's image and loyalty. In this study, Starbucks fan page is used as an example, and consumers are divided into those who have browsed the Starbucks fan page and those who have not. Questionnaires were distributed online and a total of 355 valid questionnaires were collected. The research results are as follows:
1. Enterprises use social media marketing would increase brand awareness and hence positively influence repurchase intention.
2. Enterprises use social media marketing would positively affect brand loyalty and then increase repurchase intention.
3. The brand image of a company will not be affected by social media marketing.

中文摘要 I
英文摘要 II
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與問題 11
第三節 研究目的 14
第二章 文獻探討 15
第一節 社群行銷對於品牌形象的影響 15
第二節 社群行銷對於品牌忠誠度的影響 23
第三節 研究假設架構 28
第三章 研究設計 29
第一節 研究方法 29
第二節 變項操作性定義與衡量 32
第三節 資料收集方式 38
第四章 資料分析 46
第一節 資料分析方法 46
第二節 資料分析結果 48
第三節 假設驗證 56
第五章 結論與建議 59
第一節 研究結論 59
第二節 管理意涵 60
第三節 研究限制與建議 62
參考文獻 64
中文部分 64
英文部分 64
網路部分 71
附錄 74

表目錄
表1-1 網路社群的類型 2
表1-2 品牌認知 5
表1-3 觸動考量 6
表1-4 轉換行動 7
表1-5 2017社群平台比較表 9
表3-1 台灣人每年咖啡飲用平均表 29
表3-2 2019連鎖咖啡品牌店數前十名排行榜 30
表3-3 2020第一季台灣企業品牌FACEBOOK粉絲團TOP10 31
表3-4 社群行銷衡量構面與問項 32
表3-5 品牌形象衡量構面與問項 33
表3-6 品牌認知衡量構面與問項 35
表3-7 品牌忠誠度衡量構面與問項 36
表3-8 再購買意願衡量構面與問項 37
表3-9 整體有效樣本性別分布情形 39
表3-10 整體有效樣本年齡分布情形 40
表3-11 整體有效樣本教育程度分布情形 41
表3-12 整體有效樣本每月可支配所得分布情形 42
表3-13 整體有效樣本職業分布情形 44
表3-14 受訪者是否知道星巴克粉絲專頁分布情形 45
表4-1 CRONBACH’ Α 係數判斷標準 47
表4-2 各構面信度檢定 49
表4-3 各構面間之相關分析 50
表4-4 社群行銷、品牌形象、品牌認知、品牌忠誠度與再購買意願間的關係式52
表4-5 社群行銷與再購買意願之線性迴歸 53
表4-6 社群行銷、品牌形象與再購買意願之線性迴歸 54
表4-7 社群行銷、品牌形象、品牌認知與再購買意願之線性迴歸 55
表4-8 社群行銷、品牌忠誠度與再購買意願之線性迴歸 56
表4-9 研究假設驗證結果 58

圖目錄
圖1-1 2019 9月社群服務使用情況 3
圖1-2 2017與2018網路使用變化趨勢 4
圖1-3 臺灣人2019年一月社群媒體與通訊軟體的使用比例 8
圖2-1 產品形象三要素 18
圖2-2 品牌忠誠金字塔 25
圖2-3 假設架構圖	28

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吳明隆（2006）。SPSS統計應用學習實務：問卷分析與應用統計。臺北市：知識數位科技股份有限公司。

吳統雄（1984）。電話調查:理論與方法。台北市：聯經出版有限公司。

李咨瑾（2009）。臺灣服飾品牌之品牌識別、品牌知識對消費者購買意願影響之研究。樹德科技大學碩士論文。

鄭雅文（2012）。UNIQLO 與 ZARA 之來源國形象和品牌形象對購買意願之研究-以產品知覺品質為中介變數。淡江大學國際企業學系碩士論文。
 
蕭志遠（2015）。探討Facebook社群行銷與購物行為之研究。中原大學資訊管理學系碩士論文。

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Bilgili & Ozkul. (2015). Brand Awareness, Brand Personality, Brand Loyalty and Consumer Satisfaction Relations in Brand Positioning Strategies. Journal of Global Strategic Management, 9(2), 89-106.

Boyd, D. M, & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.

Bristor, J. M. (1990). Enhanced Explanations of Word of Mouth Communications: The Power of Relationships. Research in Consumer Behavior, 4, 51-83.

Brown, G. H. (1952). Brand Loyalty—Fact or Fiction. Advertising Age, 23(9), 52–55.

Copeland, M. (1923). Relation of Consumer's Buying Habits to Marketing Methods. Harvard Business Review, 1, 282-289.

Cuieford, J. P. (1965). Fundamental Statistics in Psychology and Education, NY: McGraw Hill Book Company. 

Cunningham, S.M. (1967) The Major Dimensions of Perceived Risk. Risk Taking and Information Handling in Consumer Behavior, 82-108.

Day, G. S. (1971). Attitude Change, Media, and Word of Mouth. Journal of Advertising Research, 11(6), 31-40.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319.

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Gounaris, S., Bimitraids, S., & Stathakopoulos, (2010). An Examination of The Effects of Service Quality and Satisfaction on Customers Behavioral Intentions in E-Shopping. Journal of Services Marketing, 24(2), 142-156.

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Jones, T. O. & Sasser, W. E. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73(6), 88-99.

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. 

Keller, K. L. (2001). Building Customer Based Brand Equity : A Blueprint for Creating Strong Brands. Marketing Science Institute.

Keller, K. L. (2009). Building Strong Brands in A Modern Marketing Communications Environment. Journal of Marketing Communications, 15(2~3), 139-155. 

Koh, J. & Kim, Y. G. (2004). Knowledge Sharing in Virtual Communities: An E-Business Perspective. Expert Systems with Applications, 26(2), 155-166.

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McAlexander, J. H., Schouten, J. & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing, 66(1), 38-54.

McAlexander, J. H., Stephen, K.,& Scott, D. R. (2003). Loyalty: The Influences of Satisfaction and Brand Community Integration. The Journal of Marketing Theory and Practice,11(4), 1-11.

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三、網路部分
2019台灣連鎖年鑑。資料引自：http://www.tcfa.org.tw/db/uploadfiles/202006091405014782.doc

食力。資料引自：https://www.foodnext.net/issue/paper/5975326331

創市際市場研究顧問。資料引自：https://www.ixresearch.com/
Facebook for Business 使用說明。資料引自：https://www.facebook.com/business/help/1438417719786914?id=802745156580214

GEMARKETING, 資料引自：https://www.gemarketing.com.tw/article/social/fb-vs-ig/

MIC 資策會。 資料引自：https://www.iii.org.tw/

Paganini Plus。資料引自：https://www.paganiniplus.com/zh/category/social-marketing/

Slide Share. 臺灣人2019年一月社群媒體與通訊轉體的使用比例。資料引自：https://www.slideshare.net/DataReportal/digital-2019-taiwan-january-2019-v01

SocialBakers. 資料引自：https://www.socialbakers.com/statistics/facebook/pages/total/taiwan/brands