臺灣博碩士論文加值系統

本研究旨在探討顧客品牌參與、品牌認同、社群認同及品牌信任的關係。本研究採用網路調查法，針對使用社交媒體平台了解或關注某一美妝或運動品牌的顧客發放問卷，共計回收有效樣本318人。研究結果顯示：(1)品牌參與正向影響品牌認同；(2)品牌參與正向影響社群認同；(3)品牌參與正向影響品牌信任；(4)品牌認同正向影響品牌信任；(5)社群認同正向影響品牌信任；(6)品牌參與經由品牌認同之中介正向影響品牌信任；(7)品牌參與經由社群認同之中介正向影響品牌信任。本研究討論發現在理論以及社群媒體上之意涵，同時對於未來的研究方向提出建議。

The purpose of this study is to explore the relationships among consumer brand engagement, brand identification, community identification and brand trust. We ad-ministered surveys via the internet to collect data from 318 consumers who use a social media to follow beauty or sport brands. The results show that: (1) brand engagement positively affects brand identification and brand identification; (2) brand engagement positively affects brand trust; (3) community identification and brand identification positively affects brand trust; (4) the positive effects of Brand engagement on brand trust is mediated by brand identification and community identification. This research discusses the implications of theory and social media, and suggestions for future re-search.

中文摘要　 iii
英文摘要　 iv
誌謝辭　　 v
內容目錄　 vi
表目錄　　 vii
圖目錄　　 viii
第一章　　緒論 1
第一節　　研究背景與動機 1
第二節　　研究問題與目的 2
第三節　　研究架構 5
第二章　　文獻探討 6
第一節　　消費者品牌參與6
第二節　　社群認同 9
第三節　　品牌認同 11
第四節　　品牌信任 15
第五節　　研究假設 18
第三章　　研究方法22
第一節　　研究對象與資料收集 22
第二節　　變數衡量 22
第二節　　資料分析 23
第四章　　實證結果 26
第五章　　結論與建議 32
參考文獻　 35
附錄　　研究問卷 48
表目錄
表 2-1 消費者品牌參與之意涵 8
表 2-2 社群認同之意涵 10
表 2-3 品牌認同之意涵 14
表 2-4 品牌信任之意涵 17
表 4-1 所有變數之因素分析與信度分析結果 27
表 4-2 相關係數分析結果 28
表 4-3 顧客品牌參與對品牌認同及社群認同之影響 29
表 4-4 社群認同之直接與中介效果之分析結果 31
表 4-5 品牌認同之直接與中介效果之分析結果 31
圖目錄
圖 1-1 研究架構圖 5

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