本研究主要在探討品牌形象、品牌信任與網路口碑之間的關聯性，以線上遊戲「魔獸世界」的玩家作為研究樣本，共計回收527份網路問卷，其中有效問卷為317份。本研究透過線性結構化方程式模型，將品牌形象對品牌信任與網路口碑的影響進行實證分析，並驗證遊戲資歷的調節效果。研究結果發現品牌形象對網路口碑之影響中，品牌信任具部分中介效果。同時經由調節效果分析可得知，不論受測玩家為高資歷或低資歷，在品牌形象對網路口碑與品牌信任對網路口碑皆具有調節效果。

This study mainly investigates the relationships among brand image, brand trust, and online word-of-mouth. The present study collects 317 players of the online game “World of Warcraft” to empirically investigate the relationships among brand image, brand trust, and online word-of-mouth, and examines the moderating effect of experience. By manipulating structural equation modeling (SEM), the research results indicate that brand trust serves as a partial mediator between brand image and online word-of-mouth. The other findings specify the substantial moderating effect of experience in brand image, brand trust, and online word-of-mouth.

目錄
表目錄	IV
圖目錄	VI
第一章　緒論	1
1.1 研究背景	1
1.2 研究動機	3
1.3 研究目的	4
1.4 研究流程	5
第二章　文獻探討	7
2.1 線上遊戲相關文獻探討	7
2.1.1 線上遊戲的意義與內容	7
2.1.2 魔獸世界介紹	10
小結	12
2.2 品牌形象相關文獻探討	12
2.2.1 品牌的定義與歷史	12
2.2.2 品牌形象	14
小結	17
2.3 品牌信任相關文獻探討	18
2.3.1 信任	18
2.3.2 品牌信任	20
小結	22
2.4 網路口碑相關文獻探討	23
2.4.1 口碑的定義	23
2.4.2 口碑的構面	25
2.4.3 網路口碑	27
2.4.4 傳統口碑與網路口碑之比較	28
小結	29
2.5 研究假設	30
2.5.1 品牌形象與網路口碑的關聯性	30
2.5.2 品牌形象與品牌信任的關聯性	31
2.5.3 品牌信任與網路口碑的關聯性	32
2.5.4 品牌形象、品牌信任與網路口碑的關係	33
2.5.5 遊戲資歷的調節效果	34
2.6 品牌形象、品牌信任與網路口碑之相關變項探討	34
小結	35
第三章　研究方法	37
3.1 研究架構	37
3.2 操作型定義與變項衡量	38
3.2.1 品牌形象	38
3.2.2 品牌信任	38
3.2.3 網路口碑	39
3.2.4 個人變項	39
3.3 研究樣本及取樣程序	41
3.4 問卷預試與信效度分析	42
3.4.1 系統性偏誤	42
3.4.2 信效度分析	43
3.5 資料分析方法	46
第四章　資料分析與結果	48
4.1 樣本結構分析	48
4.2估計方法之選擇	50
4.3 測量模型分析	51
4.3.1 驗證性因素分析	51
4.3.2 信度分析	53
4.3.3 效度分析	54
4.3.4 二階因素測量模型分析	57
4.3.5 一階與二階因素測量模型分析之比較	62
4.4 相關分析	63
4.5 理論模型分析	65
4.6 研究假設檢定	66
4.7 高資歷與低資歷兩群體之分析	68
4.7.1 相關分析	68
4.7.2 調節效果	70
第五章　結論	74
5.1 研究結論	74
5.2管理意涵	75
5.3 未來研究方向及建議	79
5.4 研究限制	82
參考文獻	84
中文文獻	84
英文文獻	88
附錄一：預試問卷	99
附錄二：正式問卷	102
附錄三：巴哈姆特學術問卷宣傳申請書	107

 
表目錄
表1-1  民眾在家上網使用頻率	2
表1-2  2006年12月台灣上網使用行為	2
表2-1  電腦遊戲種類	8
表2-2  魔獸世界基本資料	11
表2-3  品牌定義彙整表	14
表2-4  品牌形象定義彙整表	17
表2-5  信任定義彙整表	19
表2-6  品牌信任定義彙整表	22
表2-7  口碑定義彙整表	24
表2-8  口碑構面彙整表	26
表2-9  網路口碑定義彙整表	28
表2-10 網路口碑與傳統口碑之比較	29
表3-1  個人變項一覽表	39
表3-2  預試問卷題項分配及信度統計量	44
表3-3  預試問卷項目統計量及項目總和統計量	45
表4-1  人口變項之分布情形	48
表4-2  觀察變項之平均數、標準差、偏態與峰度	50
表4-3  CFA判斷標準一覽表	51
表4-4  各變項之一階驗證性因素分析結果表	52
表4-5  正式問卷一階因素信度分析結果表	53
表4-6  一階因素建構信度	54
表4-7  一階因素收斂效度分析結果表	55
表4-8  一階因素區別效度	56
表4-9  品牌形象一階因素區別效度	56
表4-10 正式問卷二階因素信度分析結果表	60
表4-11 二階因素建構信度	61
表4-12 二階因素收斂效度分析結果表	61
表4-13 二階因素區別效度	62
表4-14 一階與二階因素分析結果之比較	62
表4-15 構面相關矩陣	65
表4-16 變項路徑表	67
表4-17 直接效果與間接效果	68
表4-18 高資歷群體之模式相關矩陣表	70
表4-19 低資歷群體之模式相關矩陣表	70
表4-20 單樣本CFA分析模型契合度評估摘要表	71
表4-21 結構恆等性檢定	72
表4-22 路徑恆等檢定	72
表4-23 高、低遊戲資歷模式假設結果摘要	73
表5-1  假設驗證結果彙整表	74

 
圖目錄
圖1-1  研究流程圖	6
圖2-1  研究地圖	36
圖3-1  研究架構圖	37
圖4-1  二階驗證性因素初始模式圖	58
圖4-2  二階驗證性因素最終模式圖	59
圖4-3  研究路徑圖	66
圖5-1  後續研究發展圖	82

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