隨著電子商務市場的快速發展，也帶動了許多創新營運模式，從行動商務的崛起到多通路、全通路、O2O行銷模式的應用，如何有效運用線上/線下通路行銷來整合會員社群，妥善培養顧客關係來滿足消費者的全方位需求，創造差異化價值以提升品牌忠誠度，成為品牌業者所要思考的課題。而過去文獻較多是在探討單一通路在各領域的應用，且較少研究能以整合觀點去檢視企業、品牌、消費者及社群間之關係。因此，本研究針對O2O行銷模式下品牌社群之通路整合，以社會支持觀點來檢視分別以Online及Offline通路起家跨足另一通路時，顧客在品牌社群間的關係以提升品牌忠誠度。
   本研究分別以Online to Offline（86小舖）以及Offline to Online（屈臣氏）兩種通路經營模式下的品牌社群參與者作為研究對象進行分析，採用SPSS統計軟體作為分析工具，以便利抽樣方式共收回有效樣本344份。研究結果顯示，在 O2O行銷模式下，工具性社會支持對品牌社群有部分顯著正向影響，訊息性、情緒性社會支持對品牌社群具有正向影響；品牌社群整合關係對品牌忠誠度有部分顯著正向影響；在 Online to Offline 的整合下，品牌社群整合關係對品牌忠誠度較Offline to Online 有部分顯著呈現較大的影響，於各構面的表現上，Offline to Online在社會支持、品牌社群及品牌忠誠度等構面皆大於Online to Offline，並根據上述結果提出理論意涵及管理建議。

With the rapid development of the e-commerce market, it has also driven many innovative business models. From the rise of mobile commerce to the application of multi-channel, omni-channel, and O2O marketing models, how to effectively use Online/Offline marketing to integrate member communities and properly cultivate customer relationships to meet the full range of consumer needs and create differentiated value in order to increase brand loyalty, it has become a topic for brand owners to think about. In the past, more literature was exploring the application of single channels in various fields, and less research could examine the relationships among companies, brands, consumers, and communities in an integrated perspective. Therefore, this research aims to enhance the brand loyalty by focusing on the channel integration of the brand community under the O2O marketing model and using the social support perspective to examine the relationship between the customers in the brand community when starting with the Online and Offline channels respectively.
This study analyzes the brand community participants in the online to offline (86 shop) and Offline to Online (Watsons) modes respectively. The SPSS statistical software was used to analyze the data of 344 valid samples. The research results show that under the O2O marketing model, instrumental social support has a significantly positive impact on the brand community, and informational and emotional social support has a positive impact on the brand community; Brand community integration has some significant positive effects on brand loyalty; Under the integration of Online to Offline, the brand community integration relationship has a greater impact on brand loyalty than Offline to Online in terms of the performance of various aspects. Offline to Online's social support, brand community and brand loyalty are all greater than Online to Offline. Based on the findings, this study proposes theoretical implications and management suggestions.

目錄
目錄	I
表目錄	III
圖目錄	V
第一章 緒論	1
第一節	研究背景與動機	1
第二節	研究目的	7
第三節	研究範圍與流程	8
第二章 文獻探討	10
第一節	行銷通路與O2O	10
第二節	品牌社群	17
第三節	社會支持與品牌社群之關聯	29
第四節	品牌忠誠度與品牌社群之關聯	31
第三章 研究方法	33
第一節	研究架構	33
第二節	研究假說	34
第三節	研究變數定義與衡量	38
第四節	研究設計	44
第五節	問卷設計	45
第六節	資料分析	45
第四章 資料分析與研究結果	47
第一節    敘述性統計	47
第二節    信效度分析	52
第三節    相關分析	54
第四節    迴歸分析	55
第五節    T檢定分析	63
第六節    變異數分析	65
第五章 結論與建議	78
第一節    研究結論	78
第二節    管理意涵與貢獻	80
第三節    研究限制	84
第四節    後續研究建議	84
參考文獻	86
附錄一：屈臣氏研究調查問卷	97
附錄二：86小舖研究調查問卷	101
表目錄
表3-1  工具性支持之衡量問項	38
表3-2  訊息性支持之衡量問項	39
表3-3  情緒性支持之衡量問項	40
表3-4  社群成員與產品之衡量問項	41
表3-5  社群成員與品牌之衡量問項	42
表3-6  社群成員與公司之衡量問項	42
表3-7  社群成員與其他成員之衡量問項	43
表3-8  品牌忠誠之衡量問項	44
表4-1  基本資料樣本結構分析比較表	48
表4-1  基本資料樣本結構分析比較表 (續)	49
表4-2  行為樣本結構分析比較表	50
表4-3  因素分析與信度表	53
表4-4  屈臣氏各構面之相關分析	54
表4-5  86小舖構面之相關分析	54
表4-6  社會支持與品牌社群關係之迴歸分析結果	57
表4-7  品牌社群與品牌忠誠關係之迴歸分析結果	59
表4-8  屈臣氏與86小舖之品牌忠誠度結構	60
表4-9  屈臣氏與86小舖之品牌忠誠度線性結構驗證	61
表4-9  屈臣氏與86小舖之品牌忠誠度線性結構驗證 (續)	61
表4-10 迴歸分析假說驗證結果	62
表4-11 屈臣氏與86小舖之T檢定分析	63
表4-12 各構面與受測者年齡之ANOVA檢定分析表	65
表4-13 各構面與受測者教育程度之ANOVA檢定分析表	67
表4-14 各構面與受測者職業之ANOVA檢定分析表	68
表4-15 各構面與受測者居住地之ANOVA檢定分析表	69
表4-16 各構面與受測者平均個人零用錢之ANOVA檢定分析表	70
表4-17 各構面與受測者參與社群活動次數之ANOVA檢定分析表	72
表4-18 各構面與受測者和社群成員一周聯絡次數之ANOVA檢定分析表	74
表4-19 各構面與受測者購買該產品距今之ANOVA檢定分析表	75
表4-20 各構面與受測者加入/追蹤社群時間之ANOVA檢定分析表	76
圖目錄
圖1-1 研究流程	9
圖2-1 品牌社群之主要元素關係	25
圖2-2  O2O行銷模式下品牌社群之主要元素關係	26
圖3-1 研究架構圖	33

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三、 網站部分
資策會產業情報研究所，臉書刺激購物20-24歲最受影響，2017年1月16日，取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=453
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前瞻產業研究院，O2O發展進入標準化時代 市場規模向兩萬億發起衝擊，2017年9月13日，取自 https://bg.qianzhan.com/trends/detail/506/170913-18b00286.html

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