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研究生:許家珍
研究生(外文):Chia-Chen Hsu
論文名稱:品牌熱迷傳福音:採個人、互動與品牌關係的多重觀點
論文名稱(外文):Evangelism of the Brand Fanatics: From Multiple Perspectives of Self, Interaction and Brand Relationships
指導教授:許立群許立群引用關係
指導教授(外文):Li-Chun Hsu
口試委員:廖珮妏葉子明
口試委員(外文):Pei-Wen LiaoTsu-Ming Yeh
口試日期:2015-05-17
學位類別:碩士
校院名稱:大葉大學
系所名稱:休閒事業管理學系碩士在職專班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:266
中文關鍵詞:品牌熱迷品牌傳福音自我品牌整合知覺關係投資品牌真實性品牌愛慕品牌熱情品牌信任
外文關鍵詞:Brand FanaticsBrand EvangelismSelf-brand IntegrationPerceived Relationship InvestmentBrand AuthenticityBrand LoveBrand PassionBrand Trust
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由於網路的普及化與社群媒體的崛起,消費者之間資訊傳播的影響力逐漸超越傳統行銷策略,因此近年多數企業透過社群媒體如Facebook粉絲團,將品牌熱衷的支持者串連起來,進而成為品牌行銷最佳宣傳媒介。因此,激發消費者對於品牌產生情感,以及影響消費者對於品牌的支持行為之關鍵因素為何,為本研究之宗旨。本研究採個人、品牌互動關係的多重觀點,探討消費者個人與品牌不同層面的互動與品牌情誼之關係,以及影響品牌傳福音的因素。研究對象為台灣地區在半年內,台灣地區半年內曾經關注且持續關注美妝品牌Lancôme(蘭蔻)、Vichy(薇姿)以及L'OCCITANE en Provence(歐舒丹)之Facebook粉絲團成員,採用網路問卷的方式,前測問卷共有337份,有效問卷309份,回收率為91.7%;正式問卷共有822份,有效問卷共702份(85.4%)。
本研究採用結構方程模式進行檢驗,整體模式配適度良好。實證結果發現:(1)自我品牌整合、知覺關係投資與品牌真實性皆為品牌傳福音之重要前因 (2)在假說模式中,唯獨品牌信任對於品牌傳福音-對立品牌推薦未成立,其餘15條路徑皆獲得支持。(3)在多群組分析中,將分群劃分為「Lancôme(蘭蔻)粉絲團」、「Vichy(薇姿)粉絲團」、「L'OCCITANE en Provence(歐舒丹)粉絲團」、「每天關注該品牌粉絲專頁的時數(未滿1小時)」以及「每天關注該品牌粉絲專頁的時數(1小時以上)」五個不同群組,各分群的結果有所不同。Lancôme(蘭蔻)粉絲團的分群結果顯示,品牌愛慕對於品牌傳福音沒有正向顯著影響;Vichy(薇姿)粉絲團的分群結果顯示,品牌信任是影響品牌傳福音的主要因素;「L'OCCITANE en Provence(歐舒丹)粉絲團的分群結果顯示,品牌愛慕與品牌信任對於品牌傳福音較弱;比較「每天關注該品牌粉絲專頁的時數(未滿1小時)」與「每天關注該品牌粉絲專頁的時數(1小時以上)」分組結果發現,「每天關注該品牌粉絲專頁的時數(未滿1小時)」品牌愛慕對於品牌傳福音-正面品牌推薦與對立品牌推薦皆無顯著影響,關注時間較長短,會導致品牌愛慕對於品牌傳福音的不同程度的影響。(4)在中介效果檢驗部分,「品牌愛慕」在自我品牌整合與品牌傳福音之間具部分中介之效果;「品牌熱情」與「品牌信任」在知覺關係投資和品牌真實性皆與品牌傳福音之間,也具部分中介之效果。
最後,針對本研究發現進行討論,並具體提出管理實務意涵與建議,作為美妝品牌粉絲專頁經營者重要之參考依據。
Given the proliferation of Internet usage and the prosperous trend of social media, information exchange between consumers has gradually transcend traditional marketing strategy, therefore, many companies have turn to social medias, such as Facebook Fan Page, to connect with passionate fans that are highly devoted to loved brands, and eventually become the optimal publicity media regarding to branding. This study is aimed to the understanding of the emotional bond between consumers and their loved brands, as well as the factors that generate brand supportive behaviors. From multiple perspectives of self, interaction and brand relationships, this study attempts to explore different dimensions of relationships of self and brand between brand affections, and investigate the factors that enhance brand evangelism. Participants of this study comprised members who follow three cosmetic brands, Lancôme, Vichy and L'OCCITANE en Provence’s official Facebook Fan Page continuously within six months in Taiwan. Data were collected via online survey. For the pretest, 337 responses were completed and 309 were valid, the effective recovery ratio is 91.7%; and as to the formal questionnaire, 822 responses were completed and 702 were valid, the effective recovery ratio is 85.4%.

Structural equation modeling (SEM) is used to test the proposed model and the structural model has shown a good fit. The findings illustrate several significant results as following: (1) Self-brand integration, perceived relationship investment and brand authenticity are predictors of brand evangelism. (2) From the results within the hypothesis model, brand trust does not have positive significant effect on brand evangelism- oppositional brand referrals, as the other fifteen paths are fully supported. (3) In the multi-group analysis, dividing into five groups of “Lancôme Facebook Fan Page”, “Vichy Facebook Fan Page”, “L'OCCITANE en Provence Facebook Fan Page”, “Fan Page following under an hour per-day” and “Fan Page following over an hour per-day”, the path results of these five groups are different. According to the overall results of the “Lancôme Facebook Fan Page” group, brand love does not have positive significant effect on brand evangelism; From the results of the “Vichy Facebook Fan Page” group, brand trust is the main factor that influences brand evangelism; The results of the “L'OCCITANE en Provence Facebook Fan Page” group has shown, brand passion has the strongest effect on brand evangelism, as to brand love and brand trust has a minor effect on brand evangelism. In comparison of the two groups “Fan Page following under an hour per-day” and “Fan Page following over an hour per-day”, from the results of the “Fan Page following under an hour per-day” group, brand love does not have positive significant effect on brand evangelism, this indicates that the length of Fan Page following do have various levels of influence on brand evangelism. (4) Regarding to mediate effects, brand love partially mediates the relationship between self-brand integration and brand evangelism, and brand passion and band trust partially mediates the relationship between perceived relationship investment and brand evangelism, as well as the relationships between brand authenticity and brand evangelism.
In conclusion, this study also provides practical implications and suggestions for the managers of Facebook Fan Pages.
封面內頁
簽名頁
中文摘要 i
Abstract iii
誌謝 vi
目錄 viii
表目錄 xi
圖目錄 xiii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 8
第三節 研究目的 17
第四節 研究重要性與貢獻 17
第五節 研究範圍與對象 19
第六節 研究流程 20
第二章 文獻探討 23
第一節 品牌熱迷 23
第二節 自我品牌整合 25
第三節 知覺關係投資 27
第四節 品牌真實性 29
第五節 品牌愛慕 33
第六節 品牌熱情 37
第七節 品牌信任 40
第八節 品牌傳福音 43
第九節 變數之間的關係與假說推導 46
第三章 研究方法 54
第一節 研究架構與研究假說 54
第二節 研究變數操作性定義與衡量 57
第三節 問卷設計 64
第四節 資料蒐集方法 66
第五節 資料分析方法 67
第六節 共同方法變異問題之處理與檢測 75
第七節 問卷前測結果分析 76
第四章 資料分析 84
第一節 正式問卷施測 84
第二節 敘述性統計分析 87
第三節 共同方法變異檢測 98
第四節 衡量信度與效度分析 102
第五節 結構模式檢定分析 111
第六節 多群組樣本比較與分析 119
第七節 中介效果檢定 139
第八節 假說檢定整理 149
第五章 結論與建議 151
第一節 研究結論 151
第二節 假說關係討論 168
第三節 管理意涵與研究貢獻 192
第四節 研究限制與建議 205
參考文獻 208
附錄一、前測問卷 246
附錄二、英文原始問卷 250
附錄三、前測共同方法變異檢測─探索性因素分析 252
附錄四、前測共同方法變異檢測—驗證性因素分析 253
附錄五、前測各構面量表收斂效度分析 255
附錄六、前測區別效度分析暨變數相關係數表 259
附錄七、前測各構面信度分析 260
附錄八、正式問卷 263


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