臺灣博碩士論文加值系統

資訊科技的發達，使得網際網路與生活緊密連結。現今越來越多企業或新興創業者，除了自身官方網站之外，也越來越多品牌開始利用社群媒體來作為新的互動溝通平台。在競爭激烈的時代，企業運用社群媒體塑造虛擬品牌社群，透過社群間成員分享的機制以提升成員的品牌忠誠度與公司自身價值，進而提升企業品牌績效，使得企業品牌也能永續性的經營。
因此，本研究經由相關文獻探討，整合過去學者著作及相關研究，發展一理論架構。以網路社群消費者為研究對象，透過問卷調查法，並以結構方程式模型探討該產業中虛擬品牌社群、知識分享、品牌忠誠度與品牌績效之關連性。
研究發現：虛擬品牌社群對知識分享，虛擬品牌社群對品牌忠誠度，虛擬品牌社群對品牌績效，知識分享對品牌忠誠度，以及品牌忠誠度對品牌績效皆有顯著的正向影響；而知識分享對品牌績效則無顯著影響。本研究以運動品牌之虛擬品牌社群成員為實證對象，探討各變數之關係，並研擬以行銷策略提供企業主作為參考依據，以期能對其行銷策略之制定有所貢獻。

Advances in information technology, making the Internet and living close links. Nowadays, more and more businesses and emerging entrepreneurs, in addition to the official website, more and more brands began to use social media as a new interactive communication platform. In a highly competitive environment, enterprises can use social media to build virtual brand communities, community sharing mechanism to enhance the brand loyalty with the company of members of their own values, and thus enhance corporate’s brand performance, corporate brand can be a sustainable business.
This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in the Internet community, and explore brand community in the industry, knowledge sharing, brand awareness and brand performance by way of structural equation modeling.
The most significant findings are as following: There is a significant, positive correlation between Virtual Brand Community and Knowledge Sharing. There is a significant, positive correlation between Virtual Brand Community and Brand Loyalty. There is a significant, positive correlation between Virtual Brand Community and Brand Performance. There is a significant, positive correlation between Knowledge Sharing and Brand Loyalty. There is a significant, positive correlation between Brand Loyalty and Brand Performance. There is not a significant, positive correlation between Knowledge Sharing and Brand Performance.
In this survey, the sports brands‘ virtual brand community members were taken as empirical objects to explore the relationship between the variables and to develop marketing strategies to provide business owners as a reference in order to be able to contribute to the formulation of its marketing strategy and manage sports brands.

目 錄

摘 要 I
ABSTRACT II
誌 謝 IV
目 錄 VI
表目錄 IX
圖目錄 X
第一章 緒論 1
1.1 研究動機與問題 1
1.2研究目的 6
1.3研究範圍 6
1.4研究流程 7
第二章 文獻探討 8
2.1 虛擬品牌社群 8
2.1.1品牌之定義 8
2.1.2社群之定義 9
2.1.3虛擬社群 11
2.1.4虛擬品牌社群的定義 12
2.1.4虛擬品牌社群的構面 16
2.2 知識分享 18
2.2.1知識管理之定義 18
2.2.2知識分享之定義 19
2.2.3知識分享之衡量構面 21
2.3 品牌忠誠度 22
2.3.1品牌忠誠度之定義 22
2.3.2品牌忠誠度之衡量構面 23
2.4 品牌績效 28
2.4.1品牌績效之定義 28
2.4.2品牌績效之衡量構面 30
第三章 研究方法 35
3.1研究架構 35
3.2研究假說 36
3.3研究變數的定義與衡量 39
3.3.1虛擬品牌社群 39
3.3.2知識分享 39
3.3.3品牌忠誠度 40
3.3.4品牌績效 40
3.4問卷設計 41
3.5抽樣設計 43
3.5.1 研究對象 43
3.5.2 抽樣方法與樣本大小 43
3.6問卷蒐集與回收分析 44
3.7資料分析方法 45
3.8 效度與信度分析 46
3.8.1 效度 46
3.8.2 信度 48
第四章 資料分析與結果 50
4.1 樣本資料分析 50
4.1.1 樣本品牌選擇概況 50
4.1.2 樣本結構分析 53
4.2 結構方程模式之建立與分析 58
4.2.1 相關分析 58
4.2.2 結構方程式模型分析 59
4.2.3 結構方程模式適配度評鑑 61
4.3 模式之假說檢定 66
4.3.1 虛擬品牌社群對知識分享之影響 66
4.3.2 虛擬品牌社群對品牌忠誠度之影響 67
4.3.3 虛擬品牌社群對品牌績效之影響 68
4.3.4 知識分享對品牌忠誠度之影響 69
4.3.5 知識分享對品牌績效之影響 70
4.3.6 品牌忠誠度對品牌績效之影響 71
4.3.7 變數間影響效果分析 73
第五章 結論與建議 75
5.1 研究結論 75
5.1.1 研究結果 76
5.1.2 研究討論 77
5.2 行銷涵義 78
5.3 研究貢獻 79
5.4 研究限制 80
5.5 未來研究建議 81
參考文獻 83
一、中文部分 83
二、英文部分 84
三、網站資源 92
附錄A:研究問卷 93

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三、網站資源
1.Checkfacebook：http://www.checkfacebook.com
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