本研究旨在探討消費者在使用Burberry之社群媒體平台，品牌與顧客間的互動性、品牌忠誠度、顧客知覺價值進而延伸出顧客滿意度之影響。本篇以有在追蹤及使用Burberry任一社群平台之消費者為研究對象，使用隨機便利抽樣之方法實施線上問卷發放，回收有效樣本共計300份，透過SPSS28.0統計軟體，以描述性統計以及交叉分析、卡方檢定、獨立樣本檢定、多元迴歸分析處理資料。本研究之結論如下： 
一、	使用Burberry社群平台者主要為31~40歲之女性族群，具有大學(專科)的教育程度，月收入為20001~40000元間，年輕族群更青睞Instagram作為主要使用平台。
二、	品牌互動性之各項因素會正向影響滿意度之程度。Phelps et al. (2004)認為在資訊搜尋與決策過程中，網路社群口碑傳播快且影響範圍廣，因此網路社群口碑比傳統口碑更具有影響力，以此能夠鞏固既有顧客且更能開發潛在顧客群。
三、	從品牌互動性的構面相關研究中能夠得知Burberry開發出的行銷策略包括獨家的音樂、製作卡通影片與貼圖以及特權遊戲等等都會直接或間接影響到顧客對此品牌的關注度及願意分享給他人的動機。
四、	知覺價值中的「功能性價值」、「社交性價值」兩個因素會正向影響顧客滿意度。Peter Drucker在1952年所提出，他認為顧客購買和消費不是「產品」而是「價值」。
五、	顧客滿意程度會隨著消費者在使用平台上的知覺價值感受的高低而有所改變，從知覺價值來看也會被品牌互動性所影響進而再影響到顧客滿意度。

At present, more and more luxury brands have entered new origins, and offline destinations have turned to online platforms. This article explores the focus of research on brand interactivity, consumer perception value, and customer satisfaction from the origin of the luxury brand Burberry. It tracks the Burberry community platform, uses questionnaire surveys, and uses SPSS software for data analysis, including basic sample data. Analysis, marketing statistical analysis, reliability analysis, and factor analysis, validity analysis, regression analysis, independent samples and other methods, the expected results are:
1. Brand interaction has a significant positive impact on customer perceived value.
2. Brand interaction has a significant positive impact on customer satisfaction.
3. Customer perceived value has a significant positive impact on satisfaction
 How Burberry uses interaction to increase customer loyalty and enhance customer search for value, and provide suggestions to problem researchers.

目  錄
致謝……………………………………………………………………………  i
中文摘要………………………………………………………………………  ii
ABSTRACT……………………………………………………………..……  iv
目錄………………………………………………………………….………   vi
表目錄…………………………………………………………………….…   viii
第一章  緒論………………………………………………………………....  1
第一節 研究背景………………………………………………..………  1
第二節 研究動機……………………………………………………..…  6
第三節 研究問題與目的…………………………………………….…  13
第二章  文獻探討…………………………………………………………….. 14
     第一節Burberry品牌轉型…………………………………………….. 14
     第二節 品牌社群……………………………………...………………  20
     第三節 顧客知覺價值………………………………………...………  28
     第四節 品牌忠誠度………………………………………………...…  34
     第五節 顧客滿意度………………………………………………...…  38
     第六節 章節總結………………………………………………...……  41
第三章  研究方法……………………………………………………….....   43
      第一節 研究架構…………………………………………………….  43
      第二節 量表編制…………………………………………………….  44
      第三節 研究假設…………………………………………………….  49
      第四節 研究對象及發放…………………………………………….  51
第四章  研究分析…………………………………………………………...  52
     第一節 樣本資料分析………………………………………………...  52
     第二節 購買管道、使用平台之交叉表及及卡方檢定……………...  59
     第三節 品牌互動各因子交叉表及卡方檢定………………………..  66
     第四節 品牌互動各因子交叉表獨立樣本T檢定…………...……..  78
     第五節 量表信效度分析……………………………………………..  85
     第六節 多元迴歸分析………………………………………………..  90
第五章  結論與建議………………………………………………………...  93
     第一節 結論與研究限制……………………………………………...  93
     第二節 未來建議……………………………………………………...  97
參考文獻……………………………………………………………………….. 99
附錄…………………………………………………………………………..  112
表 目 錄
表1篩選之問題選項………………………………………………………… 44
表2 品牌與消費者間互動之問題選項………………………………………44
表3 知覺價值衍生之品牌形象問題選項……………………………………45
表4 對品牌忠誠度問題選項…………………………………………………47
表5 消費者滿意度問題選項…………………………………………………47
表6 人口背景變項……………………………………………………………48
表7 性別分配表………………………………………………………………52
表8 年齡分配表………………………………………………………………53
表9 教育程度分配表…………………………………………………………53
表10 每月所得分配表…………………………………………………….… 54
表11 職業類別分配表…………………………………………………….… 55
表12 購買Burberry管道分配表(複選題) ……………………………….… 56
表13 較常使用Burberry社群平台圖表(複選題) ………………………  57
表14. 通常利用哪一平台觀賞線上走秀(複選題 ………………………… 58
表15 購買管道與人口背景變項之交叉分析表 ……………………………59
表16 使用平台與人口背景變相之交叉分析表………………………….… 62
表17 是非題項1-4之品牌互動因素及行銷成效……………………………66
表18 以Burberry社群平台關注新產品互動因子與能即時下載獨家Burberry的歌之交叉表 ……………………………………………………………...……67
表19 以Burberry社群平台關注新產品互動因子與「熊大」與「兔兔」這兩個吉祥物穿著BURBERRY風衣的LINE貼圖而開始使用Burberry的平台之交叉表 ………………………………………………………….………..…………68
表20 以Burberry社群平台關注新產品互動因子與從卡通形式製作的短片而使用Burberry的平台之交叉表 ……………………………….……………… 69
表21. 是非題項5、7與8之品牌互動因素及行銷成效 ……………….…70
表22 會在社群平台觀賞Burberry線上走秀與會在Twitter或IG看幕後花絮以及會在平台關注公益活動之交叉表及卡方檢定 ……………………………71
表23 以會在Twitter或IG觀看獨家幕後花絮與Twitter以及IG為較常使用之平台之交叉表及卡方檢定 ……………………………………………………73
表24. 利用Burberry社群平台與成員交流之分配表 ………………………74
表25. 在Burberry社群網站發文之分配表 …………………………………74
表26. 上傳自己穿戴 Burberry 產品的照片之分配表 ……………..………75
表27. 是非題項12.13.14之品牌互動因素及行銷成效 …………………… 76
表28. 參與過走秀完的兩週內限時購買新一季商品專屬定製的活動 …… 76
表29 以在Burberry社群平台與成員交流狀況為分組構面之T檢定 …… 79
表30 以在Burberry社群平台發文之狀況為分組構面之T檢定……......… 79
表31 以上傳自己穿戴 Burberry產品的照片頻率為分組構面之T檢定 ..…  81
表32 以多常瀏覽BURBERRY.com官網為分組構面之T檢定……………   82
表33 以在BURBERRY.com官網上購物的頻率為分組構面之T檢定 ….…  83
表34 品牌互動性萃取因子及構面信度表 ……………………………………  85
表35 顧客知覺價值萃取因子及構面信度表 …………………………………  87
表36 顧客滿意度萃取因子表及構面信度表 …………………………………  88
表37 品牌互動性中的各因子對知覺價值中的功能性價值之迴歸分析表 …  90
表38 品牌互動性中的各因子對知覺價值中的社交性價值之迴歸分析表 …… 90
表39 品牌互動性中的各因子對知覺價值中的功能性價之迴歸分析表 ……….91
表40 顧客知覺價值的各因子對顧客滿意度之迴歸分析表…………………… 91
表41 研究假說結果表 …………………………………………………………… 92

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