臺灣博碩士論文加值系統

本研究利用顧客公民行為理論為基礎，從顧客心理層面以及顧客知識層面之角度，探討品牌傳道行為、知識貢獻、以及點子發想之前因變數。本研究透過探討顧客知識(品牌知識、產品知識)、顧客心理(品牌信任、品牌承諾)、以及顧客公民行為(品牌傳道行為、知識貢獻、點子發想)之間之關係，進一步了解企業該如何激發顧客公民行為，如品牌傳道行為、知識貢獻、以及點子發想，以對於企業需要進行開放式創新時具有幫助性，並且對於企業之額外產品銷量具有助益性。
本研究之研究對象為智慧型手機用戶，透過Facebook之個人動態列以及網路社群，以便利抽樣之方式發送電子問卷。回收問卷共281份問卷，扣除無效問卷78份，實際有效問卷為203份，有效回收率為72.24%。
研究結果發現，在品牌知識與顧客心理的關係上，品牌知識對於品牌信任與品牌承諾皆具有正向影響之關係。另外，在影響顧客公民行為的因素中，品牌信任與品牌承諾皆對於品牌傳道行為與知識貢獻具有正向影響性。然而透過研究結果可知，點子發想之部分僅受到品牌承諾之正向影響，品牌信任對於該變數不具有顯著影響性。此外，在探討顧客知識之間以及顧客心理之間之交互關係部分，研究結果發現產品知識對於品牌知識具有正向之影響關係，其中又以顧客之主觀知識對於品牌知識具有正向影響性，而品牌信任則對於品牌承諾具有正向影響關係。本研究進一步探討顧客心理在品牌知識與顧客公民行為間之中介效果，研究結果顯示，在品牌知識對於顧客知識貢獻的影響上，以及品牌知識對於顧客點子發想的影響上，顧客之品牌信任與品牌承諾之中介效果顯著，惟其中品牌信任在品牌知識與點子發想之間不具中介之效果。

Based on the theory of customer citizenship behaviors, this research investigate the antecedent variables of brand evangelism, knowledge contribution, and idea generation in the aspect of psychology and customer knowledge. The investigation of the relationship among customer knowledge (brand knowledge, product knowledge), customer psychology (brand trust, brand commitment), and customer citizenship behaviors (brand evangelism, knowledge contribution, idea generation) is the main subject in this research, which may be helpful for enterprises to conduct the open innovation and extra product sales.
The users of smartphone were the target. Convenience sampling was the method to send questionnaires to participants by posting on Facebook and online communities. 281 questionnaires were received, 78 questionnaires was not valid, while 203 questionnaires was valid. Response rate was 72.24%.
This research found that brand knowledge had positive influence on brand trust and brand commitment. Furthermore, brand trust and brand commitment both had positive effects on brand evangelism and knowledge contribution. However, idea generation was positive influenced by brand commitment merely, in other word, brand trust had no effect on idea generation. On the other hand, this research found that there were positive relationship between product knowledge and brand knowledge, especially subjective knowledge and brand knowledge. Another positive connection was between brand trust and brand commitment. Further investigation was the role of customer psychology between brand knowledge and customer citizenship behaviors. This research found that brand commitment was the mediator between brand knowledge and knowledge contribution and between brand knowledge and idea generation, while brand trust was the mediator merely between brand knowledge and knowledge contribution.

第壹章 緒論...1
第一節、研究背景與動機...1
第二節、研究問題與目的...5
第三節、論文結構...5

第貳章 文獻探討...7
第一節、品牌知識與產品知識...7
第二節、顧客心理...20
第三節、顧客公民行為...27

第參章 研究方法...39
第一節、研究架構...39
第二節、研究假說...40
第三節、研究變數操作性定義...46
第四節、資料分析方法...50

第肆章 資料分析...52
第一節、抽樣過程與樣本特性...52
第二節、抽樣誤差檢定...56
第三節、信效度分析...58
第四節、研究假說驗證與討論...62

第伍章 結論與建議...69
第一節、研究結論...69
第二節、理論與實務意涵...75
第三節、研究限制與未來研究建議...78

參考文獻...79
附錄...100

中文文獻
林薏茹 (2015)，Vpon：三星市占率擠下蘋果，成 2014 年台灣市場行動裝置霸主，取自：http://technews.tw/2015/01/16/vpon-2014-mobile-ads-market-report/。

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