臺灣博碩士論文加值系統

隨著資訊的發達，消費者在進行購買決策前都會先上網蒐集產品資訊，因-而使品牌社群扮演著重要的角色。本研究採用個體及群體層級來探討品牌忠誠度的影響力來源，個體層級以品牌承諾為代表，而群體層級則以社會識別理論為出發點的社群認同作為探討的依據。結果顯示，品牌承諾能有效提升品牌忠誠度，但是社群認同對於品牌忠誠度不存在影響效果。唯有透過品牌承諾為中介變數，才能使社群認同有效提升品牌忠誠度。
在本篇論文中，品牌承諾包含了情感型承諾、計算型承諾及規範型承諾。社群認同包含了認知型認同、情感型認同和評價型認同，而社群認同則採二階驗證性因素模型。126位Ford品牌的FSC線上社群成員為本研究之施測對象，研究結果將論述管理意涵與未來研究建議。

With the advanced information technology, consumers always try to collect the information about the product they want to buy on the Internet before them making decision. Consequently, Brand community plays an important role in our life. This paper develops the model to explain the sources of brand loyalty on individual and group level, the individual level is brand commitment and the group level is brand community identification that is based on social identity theory. The results suggest that brand commitment can enhance brand loyalty effectively, but the brand community identification for brand loyalty doesn’t has influence and only through brand commitment as mediator, makes brand community identification enhance brand loyalty effectively.

In this paper, brand commitment can be measured by three values: affective commitment, calculative commitment and normative commitment. Brand community identification can be measured by three values: cognitive identification, affective identification and evaluation identification, and the brand community identification based on second-factor confirmatory factor analysis model. We have collected One hundred and twenty-six respondents those participated Ford’s community-FSC group. Implications for managers and future research directions are discussed.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 5
第二章 文獻探討 6
第一節 品牌忠誠度 6
ㄧ、忠誠度 6
二、品牌忠誠度 6
第二節 品牌社群 8
ㄧ、虛擬社群 8
二、品牌社群 9
第三節 品牌承諾 11
ㄧ、承諾 11
二、品牌承諾 13
第四節 社群認同 16
ㄧ、承諾與認同的差異 16
二、從識別到認同 17
三、認同的三要素 20
第三章 研究方法 22
第一節 研究架構 22
第二節 研究變數衡量 24
ㄧ、品牌承諾 24
二、社群認同 26
三、品牌忠誠度 28
第三節 研究設計 29
ㄧ、研究對象 29
二、問卷設計 31
三、問卷收集 31
四、資料收集 32
第四章 分析結果 33
第一節 基本資料分析 33
ㄧ、樣本組成分析 33
二、FSC線上社群使用行為分析 35
第二節 因素分析與信效度檢定 41
ㄧ、個別項目的信度 42
二、潛在變項組合信度 42
三、平均變異萃取量 42
第三節 結構關係模式分析 46
ㄧ、模型適配度 46
二、模型參數估計 47
第四節 假說檢定 52
第五章 結論與建議 54
第一節 研究發現 54
第二節 研究貢獻 57
ㄧ、學術意涵 57
二、管理意涵 58
第三節 研究限制 59
第四節 未來研究建議 60
參考文獻 61
附錄 I

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