臺灣博碩士論文加值系統

本研究主要探討不同產品類型(搜尋品/經驗品)和品牌強度(強/弱)的結合，再加上品牌社群虛擬產品經驗(MVPE /給予式SVPE /交換式SVPE)的呈現方式不同，消費者對於此品牌的品牌態度會有甚麼影響，並依結果來提供廠商經營網路品牌社群和行銷策略的參考依據。根據過去相關文獻探討，本研究建立實證研究的架構，並提出四項假設，採用實驗設計法，將問卷分為四組(強品牌/搜尋品、強品牌/經驗品、弱品牌/搜尋品、弱品牌/經驗品)，且每組皆有三種不同產品經驗的情境，即為2x2x3的實證研究，其研究對象為某大學管理學院的353位學生。本研究結果發現：

(一)當產品為強品牌且為搜尋品時，不管瀏覽哪種品牌社群虛擬產品經驗網頁呈現方式，對其品牌態度並無顯著差異存在。
(二)當產品為強品牌且為經驗品時，瀏覽MVPE的效果會優於其他兩者。
(三)當產品為弱品牌時，不管是搜尋品或是經驗品，瀏覽給予式SVPE的效果會優於其他兩者。

The objects of this study aims to examine whether the different product portfolio and brand community virtual product experience—Mere Virtual Presence with Product Experience (MVPE) and Social Virtual Product Experience (SVPE) will influence brand attitude.
Basis on purpose and literature review, this study proposed four hypotheses and design of experiments was used. And then, product portfolio divided into strong brand / search goods、strong brand / experience goods、weak brand / search goods、weak brand / experience goods, each has three kinds of product experience situations. The subjects were 353 students who took the same course in a university. This study major findings were as follows:
(1)Product is a strong brand and search goods, whether the brand community virtual product experience will not influence brand attitude.
(2)Product is a strong brand and experience goods, consumer prefer MVPE, as compared to others.
(3)Product is a weak brand and whether search goods or experience goods, consumer prefer giving SVPE, as compared to others.

謝誌 I
中文摘要 II
ABSTRACT III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究動機 1
第二節 研究問題與目的 4
第三節 研究程序 5
第二章 文獻探討 7
第一節 品牌社群虛擬產品經驗 7
第二節 產品類型 15
第三節 品牌強度 17
第四節 品牌態度 20
第五節 研究變數間關係之相關研究 24
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 28
第三節 研究對象與樣本 29
第四節 研究變數之操作性定義與衡量工具 30
第五節 實驗設計 37
第六節 控制變數 43
第七節 資料分析方法 44
第八節 信度與效度分析 46
第四章 研究結果 49
第一節 人口統計變數之敘述性統計分析 49
第二節 實驗操弄效果之檢驗 50
第三節 研究假設之驗證結果 51
第五章 結論與建議 55
第一節 研究結果 55
第二節 研究意涵 59
第三節 研究限制 61
第四節 未來研究建議 62
參考文獻 63
附錄一 A問卷 70
附錄二 B問卷 78
附錄三 C問卷 86
附錄四 D問卷 94

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