臺灣博碩士論文加值系統

隨著社群網路的興起，社群網路龐大的使用者絕對是企業必須經營的一個區塊。本研究主要探討的是藉由線上社群的參與，讓顧客參與品牌，進而與品牌達成依附、再進而提升品牌的忠誠度，創造長期的競爭優勢。

本研究以數位相機線上社群的參與者為調查對象，總共回收392份有效樣本，透過SPSS22.0以及 AMOS22.0進行分析，其結果顯示：(1)社群參與動機對顧客品牌參與有顯著的正向影響(2)顧客品牌參與對顧客品牌依附有顯著的正向影響(3)顧客品牌依附對顧客品牌忠誠度有顯著的正向影響。

因此，希冀本研究的結果，能提供給數位相機品牌商參考了解線上社群顧客間彼此互動後所產生的連動關係，並以此為依據，來改善經營模式與行銷策略。

關鍵字：社群網路、顧客品牌參與、品牌依附、品牌忠誠度、線上社群

With the rise of the Internet community, for the community vast network of users, is definitely one block companies must operate, this study explores the online community by participation, allowing customers to participate in the brand, and then reached the attachment and brand, and then further enhance brand loyalty and create long-term competitive advantage.

In this study, digital cameras online community of participants in the survey, a total recovery of 392 valid samples were analyzed through SPSS22.0 and AMOS22.0, the results show that: (1) There was a significant motivation for community involvement and positive impact on the customer brand engagement (2) customer brand engagement have significant positive effect on customer brand attachment (3) customer brand attachment has significant positive effect on customer loyalty.

Thus, we hope the results of this study can provide digital camera brands after online references Understanding customer interaction among communities linked to each other arising from the relationship, and as a basis to improve the business model and marketing strategy.

Keywords: online communities, social networks, customer brand engagement, brand attachment, brand loyalty

摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 vi
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 3
第二章 文獻探討 4
2.1社群網路 4
2.1.1社群參與 4
2.2社群參與動機 5
2.2.1社群效益 5
2.2.2資訊效益 6
2.3顧客品牌參與 6
2.4顧客品牌依附 7
2.4.1自我一致性 8
2.4.2夥伴品質 8
2.4.3信任 8
2.4.4承諾 9
2.5品牌忠誠度 9
2.5.1推薦意圖 9
2.5.2續購意圖 10
第三章 研究方法 11
3.1研究架構 11
3.2研究假說 12
3.2.1社群參與動機對顧客品牌參與之影響 12
3.2.2顧客品牌參與對顧客品牌依附之影響 12
3.2.3顧客品牌依附對品牌忠誠度之影響 12
3.3研究變數之定義與衡量 13
3.3.1社群參與動機 13
3.3.2顧客品牌參與 13
3.3.3品牌依附流程 14
3.3.4品牌忠誠度 16
3.4.研究設計 18
3.4.1抽樣設計 18
3.4.2問卷設計 19
3.4.3資料分析方法 19
第四章 研究結果與分析 21
4.1 樣本基本資料分析 21
4.1.1 網路使用行為特性 23
4.1.2 研究構面敘述性統計 24
4.1.3 常態性檢定 26
4.2 測量模型分析 28
4.2.1測量模型 28
4.2.2 信度分析 28
4.2.3 效度分析 29
4.2.4 區別效度 31
4.3 整體模式配適度 32
4.4 假說檢定 35
4.5 研究假說分析 38
第五章 結論與建議 42
5.1.研究結果與討論 42
5.1.1「社群參與動機」與「顧客品牌的參與」 42
5.1.2「顧客品牌的參與」與「顧客品牌依附」 42
5.1.3「顧客品牌依附」與「顧客忠誠度」 42
5.2 學術意涵 44
5.3管理意涵 45
5.4 研究限制 46
參考文獻 47
附錄: 問卷 52

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