近年來，行動通訊與智慧型行動裝置已成為新興商務的重要平台，逐漸發展出SoLoMo行動行銷的活動，有效整合社交、在地性與行動裝置，藉此創造出更多的商機。本研究將SoLoMo模式應用於品牌應用程式（App），來了解消費者對品牌認知、情感與動機之影響，及其是否會影響再次購買意圖。本研究預期商家發展SoLoMo行動應用程式，能讓消費者參與雙向溝通的互動過程中，增加品牌的參與感。高度參與特定品牌情感及行為，使消費者願意為該品牌做出超越購買以外之行為，為品牌帶來商機。因此期望本研究提供學理上與實務上之意涵，讓企業更能提升服務品質、增加消費者使用行動商務意願與滿意度，同時讓消費者透過行動App實際了解與參與企業的商品、服務、活動等資訊，增加對品牌的參與程度。

With the rapid growth of mobile commerce and smart handheld devices, social, local and mobile (SoLoMo) marketing provided by mobile devices is emerging as a new means attract and engage consumers, e.g., consumer-brand engagement. Along the same logic, SoLoMo factors may play a role in the use of branded applications (App). This study aims to explore how consumers’ cognitive, affection and activation in the relationship with the brand (consumer-brand engagement) influence their repeat purchase intention. Also, how these three components of consumer-brand engagement are related to SoLoMo factors in our case. This study proposes three factors-localization, ubiquity, and interactivity in terms of local, mobile, and social considerations as antecedents of repurchase intention. This study provides seven propositions regarding SoLoMo factors, three components of consumer-brand engagement and repurchase intention in the context of branded App. Theoretical and managerial implications are also discussed in this study. Marketers may benefit from our suggestions to make good uses of their branded Apps for not only deeply engaging their consumers but also increasing consumers’ repurchase intention.

目錄
第一章　緒論	1
第一節　研究背景與動機	1
第二節　研究目的與問題	4
第三節　預期之研究貢獻	4
第四節　論文架構	6
第二章　文獻探討	7
第一節　再購意願	7
第二節　消費者品牌參與	10
第三節　社群、適地、行動	12
第三章　研究方法	17
第一節　研究假說	17
第二節　研究架構	20
第三節　研究變數與衡量	21
第四節　研究對象與問卷收集方法	28
第五節　資料分析方法	29
第四章　實證分析與討論	33
第一節　樣本基本資料分析	33
第二節　信度分析	36
第三節　效度分析	42
第四節　敘述性統計分析	50
第五節　結構方程模式分析	55
第六節　事後分析	63
第七節　差異性分析	66
第五章　結論與建議	70
第一節　研究意涵	70
第二節　管理意涵	73
第三節　研究限制與後續研究建議	75
參考文獻	77


圖目錄
圖1-4-1　論文架構	6
圖3-2-1　本研究架構	20
圖4-5-1　結構方程模式之路徑係數	62

 
表目錄
表3-3-1　再購意願之衡量問項	21
表3-3-2　認知過程之衡量問項	22
表3-3-3　情感之衡量問項	23
表3-3-4　動機之衡量問項	23
表3-3-5　適地性之衡量問項	24
表3-3-6　無所不在之衡量問項	25
表3-3-7　主動控制之衡量問項	26
表3-3-8　雙向溝通之衡量問項	27
表3-3-9　同步性之衡量問項	27
表3-5-1　本研究所採用之適配度指標	32
表4-1-1　樣本基本資料	35
表4-2-1　信度分析表	36
表4-2-2　再購意願衡量問項信度分析	37
表4-2-3　認知過程衡量問項信度分析	37
表4-2-4　情感衡量問項信度分析	38
表4-2-5　動機衡量問項信度分析	38
表4-2-6　適地性衡量問項信度分析	39
表4-2-7　無所不在問項信度分析	39
表4-2-8　主動控制衡量問項信度分析	40
表4-2-9　雙向溝通衡量問項信度分析	40
表4-3-1　再購意願構面之驗證性因素分析	43
表4-3-2　認知過程構面之驗證性因素分析	43
表4-3-3　情感構面之驗證性因素分析	44
表4-3-4　動機構面之驗證性因素分析	45
表4-3-5　適地性構面之驗證性因素分析	45
表4-3-6　無所不在構面之驗證性因素分析	46
表4-3-7　主動控制構面之驗證性因素分析	46
表4-3-8　雙向溝通構面之驗證性因素分析	47
表4-3-9　同步性構面之驗證性因素分析	47
表4-3-10　相關係數與區別效度分析	49
表4-4-1　再購意願之敘述性統計量	50
表4-4-2　認知過程之敘述性統計量	51
表4-4-3　情感之敘述性統計量	51
表4-4-4　動機之敘述性統計量	52
表4-4-5　適地性之敘述性統計量	52
表4-4-6　無所不在之敘述性統計量	53
表4-4-7　主動控制之敘述性統計量	53
表4-4-8　雙向溝通之敘述性統計量	54
表4-4-9　同步性之敘述性統計量	54
表4-5-1　結構方程模式之衡量分析結果	56
表4-5-2　結構方程模式之配適度指標	58
表4-5-3　各個假說之假設結果	61
表4-6-1　Sobel檢驗與拔靴法的中介效果檢定表	65
表4-6-2　中介效果之迴歸分析	65
表4-7-1　性別對品牌App影響因素之差異分析	67
表4-7-2　消費者「使用品牌APP經驗」對品牌App影響因素之差異分析	68
表4-7-3　消費者「擁有行動裝置時間」對品牌App影響因素之差異分析	69

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